Survey of UK corporate comms professionals finds huge increase in usage of blogging, podcasting and social media

20 July 2007:  UK organisations have significantly increased their investment in interactive media over the last year according to the PR Week/Brands2Life Communications Directors Survey out today. In last year’s survey 70% said blogging was not a priority and only 4% had a company blog but this year 44% said they had done a podcast in the past year, 41% have created a company blog and 15% had posted a video on YouTube.

Whilst these numbers represent a major increase in use of interactive media, companies are still unsure on the best strategy for this new medium. Only 12% of respondents were in any way satisfied with their interactive media/blogger relations strategy and only two thirds have a policy for communicating with bloggers.

Gareth Thomas, Head of Brands2Life’s new media team, Interact, comments, “The audiences companies want to influence are increasingly spending time online and we’re seeing a lot of experimentation with interactive means such as blogger outreach, viral films, podcasts and social networking. But with so many new channels and online outlets emerging, an overall interactive strategy is crucial to ensure resources are focused on the parts of the interactive world that matter and deliver results.”

The survey also revealed some other interesting facts about the role of the UK Communications Director:

• Over the last five years 63% of the sample think the role has become more strategic, 55% says they have broader responsibility and 45% say they have become closer to the board

• 81% say their biggest issue is lack of time to think and contribute strategically as they are short of time, money and, because of the current PR talent shortage, resources

• 66% think boards of companies take the PR industry more or much more seriously than five years ago – but nearly 60% think that the general public take the PR industry less seriously than five years ago

• ‘Green’ issues are exercising the minds of UK comms heads but only a quarter say they have a clear plan and are making good progress against it. A quarter don’t have a plan at all

Danny Rogers, Editor of PR Week, comments, “The PR industry is continuing to grow in stature and influence. Over of a third of our sample sit on the board or operational board which shows how far we have come in the last five years. Today the biggest challenge is to resource all the requirements their companies are pushing towards them and to move from being reactive to pro-active. The role grows broader and broader with new stakeholders and new issues – CSR, green, interactive – emerging all the time.”

The PR Week/Brands2Life Communications Directors Survey researched 100 heads of communication in top UK-based organisations. 37% sit on the board or operational board and 48% report to the CEO/MD. 25% work for companies with over £1bn turnover, 31% between £100m - £500m and 45% under £100m.

For more information contact: Bryan Taylor at Brands2Life – marketing@brands2life – 0207 592 1200 – www.brands2life.com

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About Brands2Life

Giles Fraser and Sarah Scales founded Brands2Life in April 2000 and now have 55 staff based in London. Brands2Life helps technology-driven companies of all sizes to build and communicate their brands to sell more and gain leadership and profile with businesses and consumers alike. Visit www.brands2life.com for more information.