Rainier PR Tech PR 2008 study

24 April 2008

PR's commercial importance continues to grow but under-resourcing of in-house teams and relatively static corporate salaries threaten its achievements. That's the conclusion of Rainier PR's Tech PR 2008 sector study, which questioned 300 senior in-house PR and marketing personnel in the UK's technology sector.

The study also uncovered a tipping point in media focus, in which new media channels are set to overtake traditional print and broadcast as the priority targets for PR professionals. Less than half (49 per cent) of respondents cited traditional print media as their main target for PR, but for one third (32 per cent) it was the last choice, with blogs and social networks taking over as the priority. This was especially true for people-based businesses such as consultants and system integrators, as well as the computer networking sector.

Download a copy of the full Rainier PR Tech PR 2008 report (1MB PDF).