PR pros, why don’t you play well with ad people?

A recent study found that only 8 percent of PR agencies think their working relationship with ad firms is “seamless” when it came to social media. What’s the deal?

The survey, by Worldcom Public Relations Group and Transworld Advertising Agency, asked PR firms or PR departments to characterize their working relationship with advertising men and women. The results:

• 24 percent of PR respondents felt their relationship with ad agencies was “seamless on an ongoing basis”
• 24 percent said it was “fruitful on a project basis”

Meanwhile, 40 percent of ad firms said the relationship was “seamless” and another 24 percent said it was “fruitful.”

The disparity widens when the survey asks specifically about working in social media. According to the study, only 8 percent of PR firms felt their relationship with ad agencies was “seamless.” Twenty-eight percent characterized it as “fruitful.”

That’s compared to 32 percent of ad agencies that thought the relationship was “seamless” and 32 percent that found it “fruitful.”

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