R3 PR Scope 2015 General Report - Toplines

IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES

0

China PR Scope 2015

• 2015公关行业营销趋势研究

3rd edition

第三版


A research study on the trends of the

Public Relationship Industry and

the perception and performance of PR in China.

一项关于中国公关行业趋势

和对公关公司市场看法及实际表现的研究

1


Part One: Client-Agency Trends 部分一：市场主与代理商趋势

Management, Communications and Growth Opportunities

管理，沟通传播，以及发展机会

PART FOUR

Agency Industry (Agency Professionals)

PART THREE

Agency Performance (Current Clients)

PART TWO

Agency Perception (The Whole Market)

2015 PR Scope 公关行业营销趋势研究 The Way It Works 方法论

部分二

市场看法

(基于整个市场）

部分四

代理商行业

(基于代理商专业人士)

部分三

实际表现

（基于现任客户）

PART FIVE

Agency Profile (Trade Editors)

部分五

代理商简况

(基于行业刊物编辑）

2


Our Study covered 215 individual client-agency

relationships. The professionals interviewed have been

selected according to the following criteria:

• People that are currently working in companies and

are responsible for the management and

relationship with their PR agencies. These are the

professionals who possess the greatest depth of

information and whose opinions and experiences

are the most interesting for each agency.

• Collection of information on different

brands/products by marketer, that allows us to

obtain information on different agencies.

• We have eliminated companies that don't

systematically carry out PR, in spite of the

importance of other indicators.

Sample 调查样本

我们的调研覆盖了215个独立的客户-代理商合作关系。受访者均需符合以下条件：

• 目前正在与公关代理商进行合作并且负责管理公关事务及与公关公司的关系。这些专业人士的宝贵意见和经验是每个代理商都非常感兴趣的。

• 从负责不同品牌或者产品的市场主那里收集信息，以便于我们获得不同代理商的表现和评价。

• 我们剔除了那些不进行公关的公司，不管他们的其它指标有多么重要。

3

1 INTRODUCTION, METHODOLOGY,

AND TECHNICAL DATA

概述，研究方法，数据


Other 其它

22.4%

Beijing 北京

34.2%

Shanghai 上海

37.1% Guangzhou 广州

6.3%

Technical data 数据

Technical data 技术数据

Number of relationships analyzed

per city 各城市的分析数量

Base: 215 relationships in 2015 PR Scope

基数：2015年公关趋势调研的受访关系为215个

5



Type of company and position of

interviewee (%) 公司类别及职位 (%)



Type of Company 2015 2013

Multinational 跨国企业 58.7 53.4

Local 本土企业 27.3 34.9

State owned 国有企业 14.0 11.7

Position 2015 2013

GM or above 总经理及以上 5.6 4.5

Director level 总监级别 45.5 62.8

Manager level 经理级别 39.8 30.3

Others 其他 9.1 2.4

6



Companies interviewed 受访市场主

7



Agencies in sample 代理商抽样

More than 60 PR agencies have been involved in data analysis

涉及超过60家公关公司的数据分析

8

2 MARKETERS AND THEIR RELATIONSHIPS

WITH PR AGENCIES

市场主与代理商的关系


10 *Based on client priorities for agency attributes

0 10 20 30 40 50 60 70 80 90 100

The cost of service

服务费

Past relationship with the agency

以前跟代理公司的合作关系

Experience in a similar sector in China

该公司在中国类似领域有相关服务经验

Relations and credibility with the Press

与媒体的关系和可靠性

International head office recommendation

贵公司总部的推荐

Multinational agency

属于国际型广告公司

The agency’s people

公关公司的团队

PR agency with no conflict in my sector

公关公司业务中不存在竞争品牌冲突

Provides integrated services

提供整合服务

Digital Capabilities

具有互动营销能力

Agency selection 代理商挑选 Agency selection 代理商甄选

Selection Criteria 挑选标准 (%)



Compared with last wave, Cost of Service and Past Relationship has

dramatically increased importance in the top consideration.

此次研究结果与之前相比，服务费以及以前与代理商的合作关系对市场主在甄选代理商影响变得更为重要。

Very Important

非常重要

2015

2013

10


0 10 20 30 40 50 60 70 80 90 100

The cost of service

服务费

Past relationship with the agency

以前跟代理公司的合作关系

Experience in a similar sector in China

该公司在中国类似领域有相关服务经验

Relations and credibility with the Press

与媒体的关系和可靠性

International head office recommendation

贵公司总部的推荐

Multinational agency

属于国际型广告公司

The agency’s people

公关公司的团队

PR agency with no conflict in my sector

公关公司业务中不存在竞争品牌冲突

Provides integrated services

提供整合服务

Digital Capabilities

具有互动营销能力

1

2

3

4

5

6

7

8

10

9

*Based on client priorities for agency attributes

Agency selection 代理商甄选

Selection Criteria 挑选标准 (%)



2015

Ranking on total

importance

Nevertheless, Agency’s People, Relationship with Media and

Experience still kept their top three position on total importance.

公关公司的团队，与媒体的关系与服务经验仍对市场主甄选代理商起重要作用。

Very Important

非常重要

Important

重要

11


2B

Agency Relationship

代理商关系

12


Client–Agency Relationship 市场主-代理商关系 Compensation Methods 付费方式(%)



2015

2013

2011

There is absolutely less pure

retainer fee payment comparing

with years ago. Project based

compensation sees a growing

trend to replace the dominance

of mixed method.

39%

23%

38%

42%

23%

34%

12%

51%

61%

0

0

0

0

0

0

1

1

1

Retainer Fee+Project Based

月费结合项目制

Purely Retainer Fee

月费制

Purely Project Based

项目制

很明显纯月费制的付费机制逐年下降。项目制付费机制又有一个回升，与混合付费机制占同等比重。

13


28.0 23.3 2.3 7.4 3.1 32.3 3.5

INTERNALLY

内部员工

PR AGENCIES

公关代理公司

EVENT/BTL AGENCIES

线下活动代理公司

CREATIVE AGENCY

创意代理公司

MEDIA AGENCY

媒介代理公司

DIGITAL AGENCY

数码互动代理公司

DOES NOT DO

公司不做这类工作

Client-Agency Relationships 市场主-代理商关系 Important Partners 重要合作伙伴

Events / Roadshow(%)

活动营销/路演

28.4 21.3 32.8 7.1

1.9

2.7 3.7

Experiential Marketing(%)

体验式营销

26.3 19 18.1 6.9 2.6 9.5 17.7

Digital Marketing(%)

数字（互动）营销

With the new market dynamic,

marketers tend to prefer specific

agencies to work on its relevant

service. Yet PR agencies still have

important partnership with these

highly relevant roles.

随着市场分工更细化，市场主更倾向选择专项代理商去执行特定范畴的服务。而公关代理商在这些同自身业务高度相关的职能上依然扮演着重要合作伙伴的角色。

14

2015

2013

2015

2015

2013


Change of agency 更换代理商 Real reasons for the change 更换代理商的真正原因 (%)

17.6 16.9

15.5

13.4

11.3 9.9

7.7 7.7

Lack of

creativity

缺乏创意

Team&

Professional

团队及专业人才

Integrated

Capability

整合性的策略

Poor capabilities

in digital

compaign

数字营销能力不足

Decided by

evaluation

评估决定

Low effeciency

缺乏效率

Less media

resource

媒介资源不够丰富

Less quality

质量较差

2015

2013

*Based on client priorities for agency attributes

There is a big growth in need of

digital capabilities that urged

marketers to change agencies.

Lack of creativity and

professional team keeps to be the

leading reason, while there is less

complaint on integrated

capability, although quite

important as well.

由于渴求数字营销能力而更换代理商在本轮研究中有明显增长。缺乏创意和专业人才继续成为最重要的原因，而对于整合性策咯的需求有所下降，但仍为重要更换原因之一。

15


2D

Procurement

采购部门观点

16


17

Procurement Involvement 采购部门参与的程度

China PR Scope 2015

2015中国公关行业营销趋势研究 72.7

China agencyScope 2014

2014中国营销趋势研究 58.0

China PR Scope 2013

2013中国公关行业营销趋势研究 65.2

Base: 215 relationships in 2015 PR Scope, 314 relationships in 2014 agencyScope, 212 relationships in 2013 PR Scope

基数：2015年公关趋势调研的受访关系为215个，2014年受访关系314个，2013受访关系212个

% of Procurement Involvement

3 FUTURE PR TREND

公关行业未来趋势


(5) (6)

(7) (7)

(11) (13)

2015 Mentions

2015 提及数

Most Outstanding Companies

for PR Strategy 公关战略表现最为优秀的企业



19


Industry Trend 行业趋势

YES

会加大

71%

NO

不会加大

29%

Plan to invest more in PR?

在公关领域的投资是否会加大？ Agree that PR industry lacks of transparency?

是否同意当前公关行业普遍缺乏透明度

YES

同意

64%

NO

不同意

36%

20


Thank YOU

21