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Posts Tagged ‘Kelton Research’

PRSA, Five Business Schools To Offer MBA Course in Public Relations

The Public Relations Society of America (PRSA) is leading an initiative to bring public relations courses to MBA programs. The group is working with Paul Argenti, communications professor at Dartmouth’s Tuck School of Business to come up with a curriculum that will be taught at that school through a pilot program. Four other participating schools have yet to be determined. The course will be available at these pilot schools in 2012 with the goal to take them nationwide in 2013.

Argenti talked with Businessweek for a story about the program and why it’s important to make PR part of business school coursework (crisis know-how is part of it).

The program was preceded by research commissioned by the PRSA and conducted by MWW Group and Kelton Research that found that 93 percent of business execs think PR is as important as other marketing disciplines. Also, 98 percent think that PR should be included in the business school curriculum. And less than half of the 59 percent of business execs who said they hired a business school grad in the last three years found that the grad had the skills to protect the company’s reputation.

An infographic (two in one day!) about the research is available after the jump.

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Research: CMOs Looking for Integration, Will Work With Fewer Firms

The Horn Group and Kelton Research have released further findings from The CMO Challenge, a study the firms conducted in May. We previewed the results last week with this handy dandy infographic that shows 2/3 of CMOs prefer working with smaller firms and 80 percent think integrated services will be more important over the next five years.

The study also found that 60 percent of CMOs have had difficulties finding a full-service, integrated firm. Seventy-two percent of respondents said increased integration means they’ll eventually work with a smaller roster of firms. And 68 percent of CMOs think their businesses have been left behind in the digital integration game.

The firms surveyed nearly 300 senior execs over the age of 25 who have been in their position for at least five years. You can download the full report here.

Research: 2/3 of CMOs Prefer Working With Smaller Firms

Next week, the Horn Group and Kelton Research will unveil the findings of The CMO Challenge, research they conducted to find out what CMOs want from the agencies they work with.

Among the findings of the Challenge — 2/3 of respondents said they prefer to work with firms that have 50 or fewer staff members. The two companies surveyed 300 senior execs for the Challenge.

After the jump, we have an infographic illustrating “What CMOs Want In An Agency.” Thoughts? The comments section is open, and you can contact us @PRNewser.

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