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Posts Tagged ‘Jerry Swerling’

Study: PR Has More Control Than Marketing Over Social Media


It’s been an entire year since Aarti Shah penned the PRWeek feature story that looked into “where PR stands in the turf war over digital,” and yet the debate over who “owns” social media within the marketing disciplines is still a hot one.

The latest update from the USC Annenberg’s Public Relations Generally Accepted Practices (GAP) reveals that PR is winning the battle. From the study:

When asked to define, in percentile terms, how much budgetary control PR/Communications exerted over digital/social media in their organizations, 25.4 percent of corporate participants said that PR/Communication has 81 to 100 percent of budgetary control. Only half as many – 12.6 percent – said that Marketing had that
much control.

In addition, 25.1 percent of respondents said marketing has no budgetary control over social media, while just 10.7 percent said that of PR/Communication. It should be noted, however, that the USC study surveyed 382 “communication decision makers” who not surprisingly more likely reside in the communications department of a corporation.

This sample shouldn’t skew the results too much, said Jerry Swerling, director of USC’s Strategic Communication and PR Center.

“While we need to bear in mind that these are the self-reported opinions of PR/Communication professionals, the disparities can’t all be chalked up to professional bravura,” he said. Let the debate continue.

RELATED: USC’s PR Industry Study: Recession Was Not Crushing, Expect Modest Increase for 2010

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USC’s PR Industry Study: Recession Was Not Crushing, Expect Modest Increase for 2010


After the financial meltdown in late 2008 hit, we heard a lot of survival stories from agency heads, ranging from “down 40%,” “took care of redundancy,” “we kept our clients by reducing retainers,” to “we’re not firing anyone”.

“Flat is the new up” was the cliche and the goal.

In Part One of USC Annenberg Strategic Communication and Public Relations Center (SCPRC) Professor Jerry Swerling‘s latest Public Relations Generally Accepted Practices (GAP) Study released this week, it appears 2009 wasn’t as bad as once thought, and that 2010 will end up ok.

GAP VI” found that 42.5% of respondents reported a decrease in PR budgets, averaging 5.3 less money than the year before. While 28.8% expect increases this year, the average amount is just 1.56%, signaling widespread caution. According to Swerling, the industry should be happy that there will be increases at all, and that “from a historical perspective, it appears that we have weathered the recession far better than previous recessions.”

While not apocalyptic, GAP VI reveals the hurt on agencies. The ratio of revenue to PR spend remained nearly the same from 2007 to 2009 (.07 to .08%), and internal staff actually increased at 61.6% of companies surveyed. However, the percentage of the budget on outside agencies dropped from 30% to 20%.

The SCPRC’s Economic Impact Survey press release and findings presentation can be found here.

USC Seeking Participants for Public Relation and Communication Generally Accepted Practices (GAP VI) Study


Jerry Swerling, Director of PR Studies and the Strategic PR Center at the University of Southern California’s Annenberg School for Communication and Journalism writes in to let PRNewser readers know the university is looking for participants in its Public Relation and Communication Generally Accepted Practices (GAP VI) Study.

Swerling calls GAP VI, “the most complete applied, practical study of trends and practices in the communications/PR field.”

“It’s a service to the profession and the results are made available to all PR/communications professionals, students and educators at no cost,” he said. To participate, visit the following page on USC’s Website.

9 Steps to Great RFP Response

The Firm Voice, the Council on Public Relations house organ has a 9-step program for responding to RFPs in a way that wins business–despite the quality of the RFP–without giving away the store.

Top PR thinker Jerry Swerling, director of the Strategic PR Center at the Annenberg School for Communication at USC says that it’s a risk worth taking. If you don’t offer a strategic vision, you lose your ticket to the rodeo.

This article caught our eye in light of the survey we covered in April, revealing 90% of our U.K. brethren found ideas within their proposals stolen by potential clients.

Some of the points may seem obvious, yet are pervasive in agency work, such as avoiding typos and boilerplate proposals. A summary of the CoPR’s nine step program are after the jump:

Read more