Vilan (vē-län) Trub, Marketing Content Lead, Business WireThe Association of National Advertisers (ANA) and the USC Center for Public Relations at the Annenberg School for Communication and Journalism have released a new report that offers a candid look at how marketers plan to tackle public relations in the upcoming years.The most eye-opening data found in the report is that 75% of respondents answered that they plan on increasing PR budgets over the course of the next five years. When it comes to internal PR staffing, 79% said that their numbers would stay the same in the next year with 13% saying they would moderately increase. When the same question was asked but in the timeline of the next five years, 54% said it would moderately increase.Learn more about the report on AdweekThis study exposes just how public relations is evolving and its growing importance within the marketing landscape. A lot of this can be attributed to the digital technological revolution and the speed with which communication now takes place between businesses, clients and the public. The result is a convergence between PR and marketing and a shared use of specific tools aimed at building a bridge with potential clients and customers.

“Digital has put PR front and center, as it allows immediate outbound communication and inbound feedback,” said ANA group executive vice president Bill Duggan.When asked how PR programs can best demonstrate their value, there was a strong consensus with 89% saying they can achieve measurable business objectives. Industry lines are being blurred and industry leaders are well aware of this phenomenon. The only question now is how far will marketing and PR grow together.

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