In-House/Agency Divide Apparent

The division between agency and in-house PR staff is highlighted by the publication of MORI opinion leader research this week in PR Week (5 October 2001)

The research from MORI's Key Audience Research Programme among IT and City journalists reveals a marked divide over preference of working with internal and external communications function.

When asked which sources are most useful in getting information from companies, technology journalists rank in-house PRO's well above agencies. But the business press favour external PR assistance. Over half (56%) of IT journalists choose in-house PR officers as a main source against 46 per cent for PR agencies.

Of the business and financial journalists surveyed, nine per cent cite agencies as their 'single most useful' source against a meagre three per cent for in-house PROs.

Speed of response is all-important in assessing the effectiveness of a company's press relations. The study show 94 per cent of technology journalists rate a speedy response to enquiries as the most important factor in judging an IT company's communications - placing it above factors such as 'providing newsworthy material' and employing a knowledgeable PR agency.

The surveys also shows that barely half the IT media rate PR help as their most useful source, while the majority - 81 per cent - picked the internet and websites as their top source. This opinion appears to be shared across the board, by both IT and City journalists.

Analysts are far more inclined to go to a company website for information. Relative to research conducted a year ago, there has been a 15 per cent increase to 55 per cent in those who visit 11 or more sites a week.

These results highlight the growing important for website content to fall under the corporate communications remit. as it is increasingly becoming a company's main communication platform.

Commenting on the findings, MORI Client Services Director, Liz Thorpe-Tracey said: "This data enables companies to fine tune communications. It highlights that you can't take a blanket approach to PR and that different audiences require different types of information and ways of being handled".

This is an abridged version of Analysis by Holly Williams, in PR Week, 5 October 2001. For the full article please visit: w: www.prweek.com.