Businesses are wising up to the benefits of positive media coverage in the current economic backdrop, with a new survey showing that more and more companies plan to increase their spending on PR.
Findings by market research agency, Shape the Future, reveal that nearly half of the respondents said they were looking to step up their spend on public relations in the next 12 months.
Few companies are showing signs of letting up on their overall marketing campaigns, with only nine per cent of the 1,492 businesses surveyed saying they plan to scale back budgets over the next year.
An impressive 36.4% of companies were planning to increase their marketing spend next year while 45.7% will be maintaining their budgets at the same level, despite the economic slump.
But PR and websites are set to be the biggest winners, as companies look to cash in on the Web 2.0 revolution and grab an opportunity to steal market share from their more reticent competitors.
This will come as no surprise to the PR profession- as spotting an opportunity for clients, whatever the prevailing circumstances, lies at the very core of PR.
And so public relations agencies are bucking the trend by spotting the latest opportunities presented by social networking sites and blogs, tapping into their viral nature to order to build positive awareness of their clients.
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