A lack of clear metrics for the online PR sector is presenting challenges for marketers, according to a new report.

E-consultancy said that this issue of having no definite way of measuring online PR had led almost 30 per cent of businesses to outsource digital PR to search marketing companies, while 22 per cent sent this work to web development agencies.

Michelle Goodall of E-consultancy added that traditional PR agencies - to which 51 per cent of firms outsource their online PR projects - also faced the problem of their client not necessarily being the budget holder for digital PR campaigns.

The real budget holder usually has a clear idea of what their online ROI and measurement should be, she remarked.

"This is one of the reasons why online PR is being outsourced to search marketing and web development agencies who have developed their own version of online PR metrics," Ms Goodall stated.

Citigate Dewe Rogerson recently published research findings suggesting that less than half of businesses spend more than five per cent of their overall PR budgets on digital platforms.