Today sees the publication of a landmark study, the Digital Integration Report, conducted jointly by Diffusion and PR Week. We surveyed almost 130 clients, drawn from across in-house comms, marketing and digital departments, in an attempt to reveal exactly how organisations are grappling with the challenge of integrating digital into their communication strategies.

Digital is one of the defining issues for the PR industry and PR professionals today and we wanted to look beyond the social media industry echo chamber and listen to the views of real brand owners. How important really is digital and search? How much budget are brands devoting to social media? How are clients measuring results and looking to evaluate return on investment? Where does responsbility for digital sit within organisations and how well is it being integrated? Are PR agencies providing the digital experise that brands require?

The revealing and thought-provoking answers to these questions and many others can be found in the  report published by PR Week here and you can also watch a special video podcast we’ve recorded discussing some of the highlights from the report, below.  The research collected a wealth of data and we will be publishing further insights next week on PRWeek.com and on this blog.  Required reading for anyone involved in communication. You can also download a pdf of the report here.