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Association Survey Predicts Increases in PR Staffing and Spending

May 10, 2017

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USC Annenberg's 2017 Global Communications Report predicted major transitions within the PR profession, specifically the continued convergence of marketing and public relations and the growing obsolescence of the term “public relations” (87 percent of Annenberg respondents said the term won’t accurately describe their work in five years).

However, a recently released study from the Association of National Advertisers (ANA) shows that despite the continued convergence, internal staffing and spending to support the PR function are slated to grow. According to the survey, 62 percent of client-side marketers said that internal staffing will either moderately or significantly increase over the next five years. In addition, 75 percent of the respondents said that spending will increase over that same time frame.

The study also identified trends that will shape PR's future — namely digital. Per the report: "The most important trends to the future of public relations are all digitally focused — social listening, digital storytelling, and real-time marketing. It is important to note that these top three trends are interlinked. Digital is improving the quality of public relations, as it allows immediate outbound communication and inbound feedback."

ANA surveyed 100 of its members, client-side marketers who had an average of 17 years of experience. – Dean Essner

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