• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Public relations practices 2010
 

Public relations practices 2010

on

  • 1,708 views

Predavanje - Prof Dennis Wilcox

Predavanje - Prof Dennis Wilcox
18. avgust 2010. godine, Medija centar

Statistics

Views

Total Views
1,708
Views on SlideShare
1,707
Embed Views
1

Actions

Likes
1
Downloads
43
Comments
0

1 Embed 1

http://pr.org.rs 1

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Public relations practices 2010 Public relations practices 2010 Presentation Transcript

    • Prof Dennis Wilcox Public Relations Practices 2010
    • Public Relations Practices 2010 Strategic Communications & Public Relations Center University of Southern California
    • Purpose of Study
      • Continuing monitoring of trends in PR practice
      • Provide practitioners with data to better manage communications in their organizations.
      • Identify Best Practices to Benchmark their own organizations.
    • Survey Sample: 380
    • Respondents by Region
    • Budget Responsibility
    • Top Five Responsibilities
      • Under $1 billion USD
      • Corp comm & reputation
      • Employee comm
      • Executive comm
      • Crisis management
      • Marketing PR/Product PR
      • More than $40 billion USD
      • Executive comm
      • Digital/social media
      • Crisis management
      • Marketing PR/Product PR
      • Corporate comm & reputation
    • Top Five Responsibilities
      • Government Agencies
      • Image/graphic standards
      • Community relations
      • Website
      • Marketing PR/Product PR
      • Employee relations
      • Nonprofits
      • Comm/reputation
      • Website
      • Image/graphic standards
      • Advertising/image issues
      • Marketing PR/Product PR
    • Use of digital/social media in rank order of use
      • Online videos
      • Social networking sites
      • Microblogs/Twitter
      • RSS Feeds
      • Blogs
      • Audio podcasts
    • Survey Findings
      • Respondents use digital/social media to moderate degree – but anticipate greater reliance on them.
      • Online video most popular – growing importance of visual communications.
      • PR/Communication departments have emerged as strong player in digital & social media.
    • Use of Digital/Social Media
      • Positively correlated with:
        • How seriously PR/Communication recommendations are taken by senior mgt
        • The inclusion of PR invited to senior-level planning meetings
        • The likelihood that the CEO believes PR contributes to sales and financial success
    • The Future……
      • “ We have entered an era in which virtually all organizations must think of themselves as content providers, with that content taking multiple forms.”
        • Gerald Swerling, director of Strategic Public Relations Center at USC.
    • Measurement/Evaluation
      • Organizations spend only about 4 or 5 percent of budget on measurement -- a figure that hasn’t changed for the past five years despite advances in sophisticated software and a greater number of tracking services .
    • Measurement/Evaluation
      • Continued reliance on:
        • Total circulation
        • Total impressions
        • Total number of clips
        • Total clips in “top tier” media
        • But “ad equivalency” of clips ranks low by respondents as a measurement tool.
    • Some Correlations Regarding Measurement
      • PR recommendations taken seriously by the CEO correlated with:
        • Primary research – pre and post campaign analysis
        • Use of reputation tracking services
        • Digital/social media metrics
        • Crisis avoidance/mitigation
        • Influence on corporate culture/reputation
    • Some Correlations Regarding Measurement
      • Size of PR/Communication budget correlated to:
        • Use of reputation tracking services
        • Metrics for digital/social media
        • Influence on corporate culture/reputation
        • Influence on share of voice
        • Influence on employee attitudes/morale
        • At bottom of list --- news clips and other similar devices.
    • Some Correlations Regarding Measurement
      • If PR is integrated with other functions such as marketing, this correlates with such measurement methods as:
        • Contribution to market share
        • Contribution to profitability
        • Influence on corporate culture/reputation
        • Influence on stock performance
        • Monitoring and participating in social media
    • Reporting Lines
    • Line Reports
      • Companies under $1 billion
      • 42 percent report to C-suite
      • 17 percent report to marketing
      • Companies over $40 billion
      • 60 percent report to C-suite
      • 6.7 percent report to marketing
    • Line Reports
      • Gov’t Agencies
      • 68 percent report to chief executive of agency
      • 18 percent report to multiple managers
      • Nonprofits
      • 62 percent report to the head of the organization
      • 21 percent report to multiple department heads
    • Integration With Other Units
      • General Findings:
        • About 5 on a scale of 7
        • Large companies tend to be more integrated than smaller companies
        • Gov’t agencies and nonprofits tend to have less integration
    • Contribution of PR to Organization Success
      • Senior management’s perception:
        • 1. Marketing
        • 2. PR/Communications
        • 3. Sales
        • 4. Strategic planning
        • 5. HR
        • 6. Information technology
        • 7. Legal & Security
    • Key Findings
      • On a 7 point scale:
        • PR recommendations are taken seriously by management: 5.8
        • PR attends top level strategy meetings: 5.4
        • PR contributes to financial success: 5.2
        • PR contribution to sales: 4.8
    • The Most Successful Orgs
      • Characteristics:
        • A good reputation
        • Being proactive
        • Thinking long-term for strategy
        • Being ethical
        • Innovative
    • Correlations of Data
      • Respondents reporting to CEO are more likely to report:
        • They have bigger budgets/staffing
        • Their recommendations are taken seriously
        • They participate in senior-level meetings
        • Their organizations have better reputations
    • Correlations of Data
      • Respondents reporting their PR functions are better integrated are more likely to report:
        • Their CEO believes PR contributes to financial success.
        • They have bigger budget increases
        • Their CEO takes PR recs seriously
        • They participate in top-level strategy meetings
    • Key Findings
      • PR practitioners can no longer say, “PR Doesn’t get the respect it deserves.”
      • “ Instead they must ask themselves what is it about this particular organization, my role in this organization, or my performance, that causes the function to suffer from a deficit of respect.”
        • Gerald Swerling, USC
    • Thanks for your attention
      • Dennis L. Wilcox, Ph.D.
      • Professor Emeritus
      • San Jose State University
      • California
      • [email_address]
      • Website for Strategic Communications & public Relations Center, University of Southern California (USC):
      • www.annenberg.usc.edu/sprc