Survey: Public Relations Valued As Revenue and Brand Builder
The 2016 AGPR Public Relations Survey is complete, and the results generally bode well for the practice of Public Relations, its use as a viable business builder and the general attitude of those who work with PR professionals.
Conducted In February/March 2016, the unscientific survey was conducted online and promoted via social media. The number of respondents who completed the survey was below survey targets, but there were enough data collected to create a snapshot about the state of Public Relations in business today.
First, the demographics of the respondents:
- 54% male, 46% female.
- Geographically, respondents were located across the USA.
- The majority of respondents were between the ages of 40 and 59, though we also had responses from people in their 20s, 30s and 60s.
- All respondents claimed employment; 80% working full time. The majority of respondents work in the Professional Services sector.
- Fully 75% of respondents either hired, supervised or worked directly with the PR team.
Then it gets more interesting.
- 42% work at a company that employs a PR professional.
- 42% work with a PR agency.
- 8% work with a solo PR consultant.
- The rest do not work with a PR pro, firm or consultant.
Services provided by the PR team leaned heavily on press releases (media relations), social media content/community management and brand strategy. Respondents also selected marketing consultation and crisis communications as services provided.
When asked what aspects of PR are “beneficial to my company’s success” the answers focused heavily on financial growth and brand management:
This is a huge statement, as it ascribes a direct return on investment to public relations services. Respondents believe that PR builds revenue and increases brand awareness. We submit that working hand in glove with marketing and sales, even a modest public relations program can become a vital, indispensable factor in the growth of a company, organization or brand.
Respondents also believe, to a lesser degree, that PR differentiates a brand from its competitors and can protect it in a crisis. Speaking for ourselves, we use tools like social media to create a brand “tone of voice” for clients that can effectively convey positive brand messages in a crisis situation. This, along with more traditional crisis com practices, enhances our ability to work with the news media in a crisis situation.
Perhaps the biggest news from the survey was that 74% of respondents valued PR services ROI at 
above average or excellent.
Clearly, there is a need and appreciation for public relations services in today’s business environment as an engine for brand and revenue building. AGPR looks forward to working with you, your brand or organization to enhance awareness, revenues and customer engagement.
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