State of Digital PR & Marketing for Cable

First, tell us about yourself:

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Company Name: *

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1. Which of the following digital tools is your company using? (Please check all that apply)

Blogs
Podcasts
Wikis
Viral video
Corporate video
VOD
Social networking sites
Sentiment monitoring
Other

2. Which of the following tools that you are not using do you plan to explore in the next 6 – 12 months? (Please check all that apply)

Blogs
Podcasts
Wikis
Viral video
Corporate video
VOD
Social networking sites
Sentiment monitoring
Other

3. What is/will be the main goal of your digital program? (Check all that apply)

Build/enhance reputation
Drive sales
Maintain or increase viewers of your linear network
Recruit or retain employees
Internal communication
Retain parity with competition
Testing/experimenting
Other:

4. How much of your pr budget was allocated to digital tools in 2007?

None
1% - 10%
11% - 25%
26% - 50%
51% or more
Don’t know

4A. How much do you expect that number to change in the next year?

Decrease slightly
Decrease somewhat
Decrease significantly
Stay the same
Increase slightly
Increase somewhat
Increase significantly
Don’t know

5. How much of your Marketing budget was allocated to digital tools in 2007?

None
1% - 10%
11% - 25%
26% - 50%
51% or more
Don’t know

5A. How much do you expect that number to change in the next year?

Decrease slightly
Decrease somewhat
Decrease significantly
Stay the same
Increase slightly
Increase somewhat
Increase significantly
Don’t know

6. Based on your company’s goals for its digital program, how would you describe your success to-date?

Too soon to tell
Not successful at all
Somewhat successful
Moderate successful
Very successful
Have not been able to measure/define success
Don’t know

7. How do you rate your company against your peers and the competition when it comes to using digital tools?

Ahead
Parallel to
Behind
Don’t know

8. How prepared are you and your company to avoid/manage a major digital crisis? For example an executive posts something inappropriate or unethical; customers, competitors or rogue employees bash your company and/or its products; you get caught breaking Web 2.0 transparency rules.

Completely unprepared
Somewhat prepared
Prepared
Very prepared
Don’t know
Other:

9. What are the major hurdles to advancing the use of digital tools for PR in your company?

Lack of resources (funds and personnel)
Lack of support for digital on the part of senior staff
Lack of knowledge about technology on the part of mid-level and junior staff
Digital tools aren’t useful to achieve my company’s goals
A general lack of enthusiasm throughout the company to embrace change
Other:

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