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DIGITAL PR REPORT 2014

#PRCADIGITAL

Danny WhatmoughCMPRCA, Head of Digital, Consumer UK & EMEA, Weber Shandwick, and PRCA Digital Group Chairman

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• YouGov partnered with PRCA to survey 228 agency and in-house PR professionals

• Across business services, finance & banking, technology & telecoms, charities & NGOs, Government and other sectors

• In-house respondents include directors of marketing/comms, heads of marketing/comms, head of press/PR

• Agency respondents include CEOs, MDs, Partners and Directors

METHODOLOGY

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44% DIGITAL BUDGETS ON THE RISE

Of organisations only spend 1-10% of their marketing budget on digital / social media, with the next biggest being 11-20% and 21-30%

62% Of organisations report digital/social media budgets have risen in last 12 months

62% Expect digital/social media budgets to rise in next 12 months

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AGENCY DIGITAL REVENUES RISING

11-20% Most frequently (32%), agencies take this percentage of their revenues from digital/social

21-30% 25% expect the percentage of digital revenues to rise to this figure in 12 months’ time

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WHY GO ONLINE?

The leading motivation for companies to take on social media is for general marketing, brand awareness and reach purposes, at 87%

This is followed by using it as a customer service platform, at 51%

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81% CHANGING ACTIVITIES IN-HOUSE

Of organisations agree that in-house comms team is the first choice to deliver digital/social media strategy

74% Respondents agree that the PR/comms dept is first choice to deliver digital tactical execution

However, big rise in dedicated social media teams overseeing Facebook (36%), Twitter (33%), blogs (18%), content (28%) over agencies or comms departments

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AGENCY OFFERINGS VS IN-HOUSE NEEDS

Community m

anagement

Influencer (

e.g. bloggers)

outreach

Monito

ring and lis

tening to cu

stomers

Web desig

n and build

Online adve

rtisin

g/ PPC

Content cre

ation (e.g. a

blog)

Socia

l netw

ork str

ategy

Online pre

ss re

lease dist

ribution

Search

engine optimisation (S

EO)

Digital c

risis

management

Online re

putation management

Training

Other

Don't know

0%20%40%60%80%

100%120%

In-house expectations from agenciesCurrent agency services

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CHANGING ROLE OF PR AGENCIES

+13% Growth in firms not using PR agencies to help with digital/social tactical work over last 12 months (5% to 18%)

+16% Growth in demand for online reputation management services from agencies over last 12 months (9% to 25%)

Key areas of support sought from PR agencies are content creation (58%), blogger outreach (53%) and digital crisis management (48%)

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PR AGENCIES MOVING INTO PAID

Growth in investment in online advertising/PPC in-house (56% to 68%) in one year+12% Expected growth in planned offering of online advertising / PPC at agencies (50% to 72%) in next five years+22%

47% Of agencies will boost posts with paid media as a response to changes to Facebook - others (42%) will use other networks more, or change current strategy (33%).

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WHY ARE YOU NOT USING DIGITAL MORE?

The board do not understand the need for it

We don't feel we need to use digital more than we do

Lack of staff/ budget to manage social platforms or digital

0% 10% 20% 30% 40% 50% 60%

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MEASUREMENT

71% 64%

In-house confidence that they can measure ROI of traditional PR

In-house confidence that they can measure ROI of digital / social media PR activities

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DIVERSIFICATION OF CHANNELS

Twitter ranks highest in campaign usage (98%), then LinkedIn (89%), then blogs (88%)

Expected growth in usage of Google+ (78%), Instagram (72%), and Pinterest (63%) over next 12 months

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AGENCY SKILLS

Get their social media education from expert blogs69% Agency people who state the proportion of digital training they receive is small to moderate 70%

Biggest training requirements are for SEO (49%), online advertising/PPC (42%) and web design and build (25%)

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DIGITAL PR REPORT 2014 PANEL DISCUSSION

CHAIRED BY ARUN SUDHAMAN, EDITOR-IN-CHIEF, HOLMES REPORT

Simon ShawH+K STRATEGIES

Vikki MorganTHINGS WITH WINGS

Jon SilkBITE