Marketers may still be a little leery of using new-media and consumer-generated media tactics in their plans. But, as Michael Bush finds, those companies that are excelling in this new marketing environment are discovering that taking the plunge is well worth the investment

2006 Marketing Management Survey: Marketers are under constant pressure to innovate, and the new-media environment has created an extra domain for them to grapple with. All the while, they strive for integration when there is no one-size-fits-all method of doing so.

In an environment in which marketers are increasingly looking for alternatives to traditional consumer outreach, PR stands to reap the benefits.

NEW YORK: In a new world shaped by TiVo, marketers are increasingly looking beyond the 30-second TV ad and into the realm of PR, according to the second PRWeek/MS&L Marketing Management Survey. However, the findings also show this opportunity for PR agencies is in danger of being wasted.