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American PR firms risk losing out to other service firms when selling digital capabilities |
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When asked why clients continue to resist the digital capabilities they offer, public relations consultancies in the US cite competition from the client’s other service agencies (e.g. advertising, digital specialist, etc.) as the main reason. In fact, 63% of public relations firms surveyed by the Council of Public Relations Firms regard this as a barrier to success, making it a more important factor in their view than simple reluctance from corporate management. However 21% of those surveyed are able to fend off the competition from other disciplines, noting that they are “mostly successful” when pitching digital capability. For more on this and other surveys of CPRF members, visit the Council website at www.prfirms.org.
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