PR Budget Cuts or Reallocation?
The other week I attended the ExL Pharma Communications/Public Relations Summit. Approximately 150-200 attendees who work in healthcare/pharma corporate communications and public relations were present. Many issues were addressed and discussed from crisis communications to social media.
One session I attended, “Doing more with less. Communications is increasing and Budgets are Shrinking” was well attended, with Mary Lou Panzano, Director U.S. Internal Communications at Bayer Healthcare, Bob Laverty, VP of Communication at Eaisi Pharmaceuticals, and Stefanie Mendell Director of Communications at GlaxoSmithKline on the panel. Great conversation.
The audience in this session was polled and it was found that 2/3 of the attendees have felt impact on their PR budgets. We didn’t get into great discussion on ‘where’ the impacts were actually made, but several industry polls are showing that while budgets are being cut, money is being reserved or shifted over to social media spending. And that is making sense as 60% of Fortune 100 companies are engaged in social media in some way, shape or form as I type.
What is it like for many of you? How are you deciding where to place your budget dollars these days? And where are you placing them? And how much of your communications/PR dollars are going into social media (not actual amount, just percentage).
“I worked under Leigh Fazzina as an intern at Cancer Treatment Centers of America in the summer of 2007. As a marketing major, I did not have much experience in the arena of PR. Leigh was a great teacher. She allowed me to learn through my own experiences, but more importantly, through example. With all the accolades to her name, she did not look down on my inexperience. Instead, she was always very willing to answer questions and explain concepts and ideas, even when busy with her own work. Leigh was responsible for all the internal and external communications for the hospital. This is not an easy job, especially for a single person, as the hospital numbers grew monthly. As the first Public Relations person for the hospital, Leigh established protocols and controls that impacted the whole hospital. She worked well with many different doctors, always a challenge by the busy growing hospital. Leigh understands the importance of contacts. Throughout my work with her, she utilized previous connections as well as forming new relationships in key markets. This allowed her to have a greater control over the media stories shared with the public. Leigh is a great team player. She listens well to others’ opinions and ideas but is not afraid to use her knowledge to make a suggestion. As an intern, I was given creative control on a project which I structured differently than it was first assigned from the corporate office. Leigh empowered me and offered any help and suggestions that would make the idea better. Leigh’s talents are numerous and I believe that she will be successful in the healthcare public relations field (one chosen by her as she believes it is the most worthwhile) for many years to come.”