Kaizo study highlights growing pressure to deliver within tech PR

Kaizo has published its first B2B Tech In-House PR Barometer survey, which has revealed that tech PR and comms managers are finding themselves under increasing pressure to deliver.

According to the report, 83 percent of staff feel under more pressure to deliver than this time last year, with 39 percent saying there are now higher expectations from the business to do more with the same budget.

Despite this, only 17 percent feel their employer sees PR as making a key contribution to business growth, with just one-quarter of those polled feeling valued in their roles.

Part of this is because many firms are still measuring PR success by traditional deliverables, with 89 percent still evaluating campaigns on the volume of press coverage. By contrast, most comms managers recognise that real results are better achieved through targeted storytelling content and earned media appearances across multiple channels.

Steph MacLeod, director at Kaizo, said: "There seems to be disconnect between how organisations internally perceive the role of PR and what they are expecting the function to deliver."

The study indicates that many companies will need to change their approach to tech PR to ensure they are making the best use of their staff and achieving the results they require.