Monday, May 08, 2006

USC Annenberg GAP Study - ¢¢ on the $$

As teased on Friday, the Annenberg 2005 GAP report is out today at 3.00 AM PDT. Does this mean I stayed up to hit publish? Of course not - I figured I'd get up in the middle of the night anyway, so left the window open and hit publish during a water break. Sleep is very important to this kid, moreso than blogging.

So, I read the press release - have not downloaded the full report yet, because the media (and that includes us bloggers) do not have access until today.

But, the points I found in the press release that I think are noteworthy are thus:
  • Budgets increased by 4 percent, on average
  • Based on a PR budget to gross revenue, that comes out to $646 for every $1MM for Fortune 500s, and $962 for the Fortune 1001-2000s
  • On average, the PR budgets are looking to increase 5 percent in 2006 - smaller increase for larger companies, bigger increase for smaller companies
  • 25 percent of respondents report into marketing
  • 11 percent of respondents report into HR, Legal, Finance or Strategic Planning
  • 79 percent of Fortune 500s are working with a PR agency, down 9 percent from GAP III
  • The AOR is dead - most Fortune 500s work with at least two agencies
A few points do pop out of me, and I want to highlight them separately, particularly as my last post was about PR losing its seat at the C-suite table.

This is why we need to get that seat back at the table ...
PR is seen as a contributor to the bottom line, especially if it reports to the C-Suite. 64% of all respondents, and 77% of Fortune 500 respondents, reported to the C-Suite (CEO, COO or Chairman). They were much more likely to indicate that their CEOs believe PR contributes to market share, financial success, and sales, than those reporting to other parts of the organization.
And, then this one gem of a line:
... respondents reporting to the C-Suite were significantly more likely to report that PR is taken seriously within the organization, gets a higher level of support from senior management, and participates in organizational strategic planning; ... .
On May 15, the full report will be available for download (although, going to the site, it looks like it's available now.) Hopefully, every internal PR person prints it out for the argument to get that seat at the C-suite table, and every agency uses the data to better serve clients.
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