• Offerings/disciplines
• Agency structure
• Training, recruitment and HR/societal trends
• Data, research and evaluation
...
• YouGov partnered with PRCA to survey 51 in-house PR professionals
and 63 agency PR professionals between 14th August and...
54% of companies surveyed currently
employ a PR agency
86% of clients also use a non-PR agency
with “specialist expertise ...
0
20
40
60
80
100
0
10
20
30
40
50
60
70
0% 20% 40% 60% 80% 100% 120%
Build brand equity/credibility
Drive national brand awareness
Drive local brand awareness
Bui...
0% 5% 10% 15% 20% 25% 30% 35% 40%
Shift from retained to project work
Other marketing disciplines encroaching on PR
budget...
“We find that unless clients have previous experience
and understanding of the value of PR it is very difficult
for them t...
0
5
10
15
20
25
30
35
40
45
Strategic
consultancy
Social media/
community
management
Ideas
generation
Content
creation/
pr...
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
No changes
Yes, other
Yes, we've merged some positions
Yes, senior job titles an...
47%
14%
11%
11%
3%
11%
3%
I have complete control over the purchasing
I work with other internal non-marketing teams (asid...
0
10
20
30
40
50
60
Proof of ROI Offer more
integrated comms
Make better use of
data/research
Offer more
business/
managem...
Agency: “Clients are looking for specialist advice rather
than general capability. Offering specialist advice gives the
op...
85% of clients believe that traditional
PR services will continue to be
needed in the future…
…but 55% would consider buyi...
0% 10% 20% 30% 40% 50% 60%
Work with a smaller number of agencies
Work with a larger number of agencies
Taking on more wor...
Content Generation Agency
Brand Development Agency
Social Engagement Agency
Clients aware of value PR agencies
bring to brand awareness, equity and
credibility, alongside media skills
Clients are ge...
Clients are not convinced of PR
agencies abilities to increase sales, nor
their digital abilities or ability to work
along...
Agencies and clients alike agree that
Proof of ROI and VFM continue to be
the major issue for the agency world
Greater evi...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Grou...
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Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

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Presentation of Research Findings, by Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman

  1. 1. • Offerings/disciplines • Agency structure • Training, recruitment and HR/societal trends • Data, research and evaluation • Making money/commercials
  2. 2. • YouGov partnered with PRCA to survey 51 in-house PR professionals and 63 agency PR professionals between 14th August and 2nd September 2013 • Across public/private sector including charities, professional services, construction/manufacturing, financial services, and other sectors • In-house respondents include directors of marketing/comms, head of marketing/comms, head of press/PR • Agency respondents include CEOs, MDs, Partners and Directors
  3. 3. 54% of companies surveyed currently employ a PR agency 86% of clients also use a non-PR agency with “specialist expertise that their PR agency lacks”
  4. 4. 0 20 40 60 80 100
  5. 5. 0 10 20 30 40 50 60 70
  6. 6. 0% 20% 40% 60% 80% 100% 120% Build brand equity/credibility Drive national brand awareness Drive local brand awareness Build or protect reputation Amplify other marketing elements Launch new products, brands etc. Increase visibility through media Drive direct consumer engagement Build/support a digital community Increase product/service sales In-House Agency
  7. 7. 0% 5% 10% 15% 20% 25% 30% 35% 40% Shift from retained to project work Other marketing disciplines encroaching on PR budgets Shortage of skilled PR consultants Increasing importance of procurement Agency
  8. 8. “We find that unless clients have previous experience and understanding of the value of PR it is very difficult for them to appreciate the full potential of what can be achieved. Despite improvements in evaluation tools and methods it remains a challenge.” “Price is being driven down/negotiated from pitch to the start of the business, but expectations of results remain the same.” “Alastair Campbell has a lot to answer for in that there is a belief that the PR people create the belief rather than it being based on what is true.”
  9. 9. 0 5 10 15 20 25 30 35 40 45 Strategic consultancy Social media/ community management Ideas generation Content creation/ production Digital (websites etc) None Clients reporting requirements that they want agencies to deliver (but they cannot) Agencies reporting requirements of clients that they cannot deliver Agencies reporting on areas they are capable of performing but clients are not requesting them
  10. 10. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% No changes Yes, other Yes, we've merged some positions Yes, senior job titles and responsibilities Yes, all job titles and responsibilities Yes, we've grown the team Yes, we've created specialist roles In-House Agency
  11. 11. 47% 14% 11% 11% 3% 11% 3% I have complete control over the purchasing I work with other internal non-marketing teams (aside from procurement) I work with other internal marketing teams I work with our procurement team It's run entirely by our procurement team Other Don't know
  12. 12. 0 10 20 30 40 50 60 Proof of ROI Offer more integrated comms Make better use of data/research Offer more business/ management consultancy Have a better understanding of SEO Develop stronger social media offering Offer better value for money Agency In-house
  13. 13. Agency: “Clients are looking for specialist advice rather than general capability. Offering specialist advice gives the opportunity for premium pricing.” In-house: “At the moment PR agencies set themselves apart by saying they can do more and do it better. However, most of them do pretty much the same things as their competitors, it's just a different noun above the door.” In-house: “The offer needs to be across communications and engagement and all its disciplines - not just narrow PR.”
  14. 14. 85% of clients believe that traditional PR services will continue to be needed in the future… …but 55% would consider buying traditional PR services from another type of agency.
  15. 15. 0% 10% 20% 30% 40% 50% 60% Work with a smaller number of agencies Work with a larger number of agencies Taking on more work in-house Outsource more work to agencies In-House Agency
  16. 16. Content Generation Agency Brand Development Agency Social Engagement Agency
  17. 17. Clients aware of value PR agencies bring to brand awareness, equity and credibility, alongside media skills Clients are generally happy with the skills available in PR agencies – more content than agencies themselves! Agencies appear to be responding to requirements of clients by creating specialist roles and growing the team
  18. 18. Clients are not convinced of PR agencies abilities to increase sales, nor their digital abilities or ability to work alongside other marketing elements Problems remain such as shift to project work and other marketing disciplines encroaching on PR budgets Issues of price and the involvement of procurement continue to be a sticking point
  19. 19. Agencies and clients alike agree that Proof of ROI and VFM continue to be the major issue for the agency world Greater evidence required of PR agencies’ ability to offer integrated approach to communications Increased focus on specialist advice over general capabilities

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