Marketers lose control of message
The avalanche of user generated content has made it more important that ever for marketers to get closer to their PR departments, according to new research reported in the PRSA journal Public Relations Tactics. A report from the CMO Club and PR firm Hill & Knowlton found that when PR and marketing departments developed joint campaigns with shared rewards, the company would be about 60% more likely to stay on-message. Otherwise, they would fall off the wagon and lose control of the message by about the same percentage.
Another study by PR firm Burston Marsteller said that opinionated bloggers were widening the gap between corporate marketing message and realisation, to about 69% (in the negative). The BM report also said that “News releases are being reprinted extensively, which affects communicators’ strategies….the audience for news releases is no longer just the media, and their language should be adapted for everyone.”