1

44thth Annual Brands2Life / PR Week Annual Brands2Life / PR Week

Communications Directors survey Communications Directors survey

July 2009July 2009

2

Key Sample Data

• 102 Communications Directors responded

• 37% report to the CEO

• 61% of the businesses turnover in excess of £500m

• Key sectors

– 22% financial services

– 15% tech & comms

– 12% business & professional services

– 10% travel & logistics

– 9% healthcare

– 9% public sector

3

17 % between 10% - 20%

17 % between 0% - 10%

% say budgets have

decreased by 20%+

How much has your budget changed in the past year?

How much has your budget changed in the past year?

4

Key Communications Challenges - YOY

9

6

5

4

3

1

1

2008

n/a42Management’s mis-

understanding of PR

1058Managing the 24

global news agenda

1n/an/a

Ensuring a

consistent brand

message amongst all

subsidiaries

2n/an/a

Executing an

effective digital

strategy

331Maintaining trust with

all stakeholders

423Communicating with

diverse stakeholders

523Integrating

communications

200920072006

5

46 % demonstrating PR’s

support to the business

% lack of time to

think strategically39

% expected to

do more with less

What are the three most pressing issues facing

your in-house team?

6

68%in Financial services

44%In Healthcare / Pharma

67%in Technology &

Communications

% say budget

allocation is slower,

including:

Is your budget process faster or slower than last year?

7

63%Paper-based content

51%Conference and event spending

25%Digital content production

44%External PR agency spend

41%In-house staff

What have you cut in response to the recession?

8

74%Paper-based content

75%Conference and event spending

41%Analyst relations

70%External PR agency spend

43%Influencer relations

What cuts are likely in response to the recession?

9

78%in Public sector

71%in Media &

entertainment

68%in Financial Services

% say measurement is now more

important to management team,

including

Is measurement becoming more or less important

to your management team?

10

COMPARED TO 22% WHO SAY PUBLIC TRUST HAS IMPROVED

% say public trust

in PR has declined

How do you feel the PR industry is perceived?

11

% are spending

less money on CSR

% are spending

more time on CSR

Are you spending more resources on corporate

responsibility than a year ago?

12

22% are spending between

20%-30% of budget on digital

27% are spending

between 10% - 20%

43% are spending

between 0% - 10%

What percentage of your PR spend now is focused on digital PR or marketing?

13

69%Management of social

media presence

69%Management of website

56%Management of audio

and visual

29%Management of SEM

27%Management of SEO

Do you and/or your department have any

responsibility for the following digital areas?

14

46%Social

media campaigns

45%SEM

41%Blog monitoring

43%SEO

42%Video

33%Audio podcast

32%Company blog

33%Twitter monitoring

32%Twitter campaigns

Which digital activities have you implemented in the past year?

15

44thth Annual Brands2Life / PR Week Annual Brands2Life / PR Week

Communications Directors survey Communications Directors survey

July 2009July 2009