Big companies spend roughly $15 billion a year on external PR counsel, yet more than a third of their chief communicators aren’t satisfied with their agencies — and even those that are largely content have their share of gripes.

That, at least, is according to new research from the Institute for Public Relations and RFP Associates on big businesses’ agency selection processes — and their impact on the relationships, work and outcomes that ensue.

The study, on which CommunicationsMatch and Researchscape also partnered, found that, by and large, chief communications officers don’t put the same time and attention into finding a PR agency as they do into a search for an employee.

Read the rest at The Holmes Report.

Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.