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Statistics on companies’ and nonprofits’ use of public relations resources and budgets [Study]

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microphoneA recent study on how much corporations and nonprofits spend on public relations staff, press release services, outside public relations firms, digital and print-related public relations and other areas of public relations shed some light on practices within the industry.

Amongst the highlights in the report:

Some results weren’t surprising including those showing that publishing and media companies dominated the issuing of news releases.

  • Publishing and media companies issued the most press releases, 150 on average, while finance and business services companies issued the fewest, a mean of 29.4
  • Companies spent a mean of $53,404 on outside news release services, including email and print distribution, database and list provision service and editorial help, in 2012-13 thus far

Two companies dominated news release services:

  • 45 per cent of companies in the sample have used BusinessWire for  news release services
  • 44 per cent of organizations with annual revenue between $50 million and $250 million have used PR Web

While it may not be a surprise that all of the healthcare-related companies and 75 per cent of the manufacturers sampled had a separate public relations budget, it may surprise some that:

  • 57 per cent of nonprofit companies have a separate public relations budget
  • 40 per cent of the manufacturers and 36 per cent of the nonprofits in the sample use Vimeo in their public relations efforts

Social media continues to make strides into PR departments, with:

  • 35 per cent of company PR departments tweeting multiple times per day
  • 41 per cent of organizations considered the use of LinkedIn as critical to their public relations efforts

Conferences and conference appearances absorbed:

  • A mean of 14 per cent of their staff

Scale, as one might think, considering larger organizations ability to integrate more channels, means more use of video and webcasts:

  • 83 per cent of companies with over $2 billion in revenue in the sample maintain one or more repositories or databases of video, podcasts and/or webcasts about the company’s products that can be used for marketing and public relations purposes

In financial and business services, companies spent:

  • A mean of $47,500 on public relations firms and consultants in the past year

If you’re interested in more information related to the study, contact Primary Research Group.

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This work and all work on this blog is licensed under a Creative Commons Attribution-ShareAlike 3.0 Unported License.

Image: Flickr Alan Van Reomburg

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Written by johnrondina

June 4, 2013 at 7:00 pm

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