Palo Alto, CA (PressExposure) August 19, 2009 -- Public relations practitioners have overtaken marketers in utilizing social media, but they still lag behind in managing email communication, revealed new research this week. Email marketing expert David Kearney, CEO of email marketing firm Boomerang.com, noted that social media indeed supports an organization's relations with its many publics, and that email communication is complementary. Some PR practitioners, according to Kearney, may recognize customer relationship management as being in ways synonymous with the management of communication with constituencies, the objective of the public relations function. He pointed out that Boomerang's email hosting tool BlastWizard was voted in 2008 as "Best Mass Email Tool" by users of salesforce.com.
"In many ways, customer relationship management is synonymous not so much with the management of news media relations, but with the broader activity of public relations management itself--which encompasses all of an organization's constituencies," said Kearney. "Email communication is a key way to manage relations with any 'public,' and with the growth in social media as a tool for not only marketing, but even more so for PR, the overlap is apparent."
A veteran of MIPS Computer Systems and now CEO of Boomerang, Kearney has filled many roles in marketing and engineering for the high-tech industry. Before co-founding the award-winning email marketing firm Boomerang in 1991, he earned an MBA from Cornell University's S.C. Johnson Graduate School of Management. Kearney's articles on email marketing have appeared in business periodicals such as DM News, and publications such as AllBusiness have quoted him on his email marketing expertise.
Public relations professionals are taking the lead in managing their organizations' use of social media communications channels, according to a new study released by iPressroom, Trendstream, the Public Relations Society of America and Korn/Ferry International; the same study, however, found that marketers have the edge over PR practitioners in effectively managing some types of email communication, even as email has become increasingly complementary to social media.
"Marketers' edge over public relations practitioners in the use of email communication doesn't have to exist," said Kearney. "Email is intuitive to the PR function. Email is an incredibly effective way to engage target audiences. A well-managed email campaign can work wonders for the public relations objective."
A free email marketing trial of BlastWizard is available. In 2008, users of salesforce.com gave BlastWizard the most four-star and five-star ratings of any email hosting tool, qualifying Boomerang's product to receive that CRM provider's award of "Best Mass Email Tool." Boomerang's consultants are able to draw on a legacy of experience that the company has with enterprise clients, whose needs for email marketing campaigns have imbued Boomerang with the kind of institutional knowledge that yields best practices.
Boomerang's email marketing videos are available for free to anyone at any time, and BlastWizard itself is available for a free email marketing trial. Several companies offer small business email campaign tools; among them, however, Boomerang is alone in approaching email marketing for small business in a customized, tailored way to create individualized email campaigns for clients.