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LOS ANGELES: PR leads digital communications at 51% of organizations, while marketing leads 40.5% of the time, according to the 2009 Digital Readiness Report from iPressroom, Korn/Ferry International, and PRSA.

The study found that PR generally leads several aspects of digital communications, including blogging, where PR leads at 49% of organizations, compared to 22% for marketing. PR also leads microblogging (52% to marketing's 22%), and social networking (48% to 27%). Marketing usually leads e-mail marketing and SEO aspects of digital communications.