PR Research 2 minute read
Daney Parker, Editor, PRmoment.com
There are changes afoot in PR agency/client relationships, as according to a recent survey conducted by research agency Question and Retain (Q&R) amongst PR professionals, nearly half (46%) believe that the way clients and agencies work together will change of lot or completely. The survey also looked at the types of communication campaigns that are most effective, and this threw up surprising results in terms of social media campaigns, as these are not considered by most to offer great returns on investment.
Most effective campaigns
When it comes to the type of PR work that offers greatest returns on investment, good, old editorial coverage still comes out on top. Around one-third of respondents (30%), say that the best rewards come from appearing in editorial either online or in traditional media. This is closely followed by stakeholder or influencer work, with 28% saying this provides the best returns. However, social media investment does not seem to be such a wise choice if you are looking for your money’s worth, as just 2% of respondents say that social media investment provides great value for money.
In terms of the future, it looks like more of the same, in terms of what generates best results, but all change when it comes to how agencies and clients work together.
Around 800 Senior Agency MDs and In-House leads were suveyed. The Pulse ran for one week from 18 to 25 October 2017.