Marketing Tops List Of PR Needs From Agencies, Contractors

Edelman's "Future of Corporate Communications" report discovers corporate communications executives want to hire more people but find it challenging acquiring people with the specific skills they need. As a result, some companies have reduced their workforce and instead outsourced these specific skill sets through agencies and contractors. “They view this strategy as more efficient and effective in advancing their functions in areas as diverse as creative brand promotion, change communications and predictive analytics, shortening learning curves and allowing them to experiment with new capabilities,” according to its report.