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PRCA - Repuation of PR report

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PRCA - Repuation of PR report

PRCA - Repuation of PR report

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  • 1. PRCAReputationof PRReport2012
  • 2. PRCA Contents Reputation Introduction from Francis Ingham, PRCA Chief Executive 4 of PR Executive Summary 7 Report Performance of PR 8 2012 Responsibility of PR 12 Social Media 14 Perceptions of PR 19 Evaluating PR 29 Spending on PR 30 PR in the boardroom 33Looking for yourperfect match? Willow HouseUse our FREE Find A PR Agency service Willow Place London SW1P 1JHwww.prca.org.uk/fapraform T 020 7233 6026T: 020 7233 6026 F 020 7828 4797 www.prca.org.ukMAKE THE RIGHT CHOICE PRCA REPUTATION OF PR REPORT 2012 3
  • 3. Introduction from It is our profession’s greatest irony that the reputation industry This has to change – and it is up to us to make this happen by providing itself has an external perception problem. For the first time, the a more accountable, professional service. And – crucially – by providingFrancis Ingham, PRCA’s Reputation of PR Report has uncovered the real state of the robust evidence of the value of the professional advice we bring. Public Relations and Communications industry’s reputation. AndPRCA Chief it provides us not only with essential information – but also with a We need to continue the trend of moving away from reactive media relationsExecutive clear view of the work we have in front of us. and press releases to offering a more structured, strategic service for our clients and our bosses. Then we will find that non-PR professionals By seeking and contrasting the opinions of heads of agencies, in-house increasingly appreciate PR as critical to their organisation’s future. communications teams (both public and private), and non-PR board directors of some of the country’s largest organisations, this report allows The PR and communications industry has proven to be a real UK business us to compare how good we think our reputation is, with the views of our success story as it continues to grow in these tough economic times. Our senior colleagues and clients. next challenge is to make sure we make the business case for reputation management to sustain this resilience. There is much to welcome and celebrate: the value of reputation management has clearly risen in the last five years, and it is predicted to improve further over the next few years. Importantly, this is reflected in Francis Ingham increased spend on PR – and this trend is likely to continue over the next Chief Executive, PRCA few years too. It is also pleasing that as a discipline PR has effectively taken ownership of social media functions and responsibilities. Social Media has been successfully wrestled away from advertising and marketing, and there is room for further growth in this area. However, we should be under no illusion that there is a long way to go before good PR and good reputation management are seen in all boardrooms as vital to the bottom line. In fact, some communications directors still do not get into the boardroom at all, and others have limited face time with their CEOs.4 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 5
  • 4. Make theright choiceWe know that PRCA training Headline The results will at times distinguish between in-house senior communications professionals, and board-level directors thatis the very best. We offer the bestcourses by the best trainers. statistics have no PR/communications remit, as well as managing directors of public relations agencies. 68So why don’t you check out whatwe have to offer? What have you 68% of PR and Communicationsgot to lose? professionals believe that PR is valued more than five years ago, compared to 48% of non-PR board membersFull DayPRCA Member £305+VAT %Non Member £370+VATHalf Day 17 % 17% of organisations still do not understand social media 70PRCA Member £170+VATNon Member £215+VAT 70% of non-PR board members believe PR and Communications needs to better align itself with wider businessOnline Training objectivesPRCA Member £95+VATNon Member £120+VAT %T: 020 7233 6026 47 47% of organisations expect to increase their PR and Communications budget intraining@prca.org.uk the next five years, compared to just 14%www.prca.org.uk/training % who expect a decrease 13 % 13% of organisations never discuss their reputation at board meetings PRCA REPUTATION OF PR REPORT 2012 7
  • 5. Performance 1 4% Performance CORPORATE REPUTATION MANAGEMENT 71%of PR: of PR: CUSTOMER MARKETING 71% CORPORATEOn a scale of How does 2 9% COMMUNICATIONS/ STRATEGIC COUNCIL 68%1 to 5 how well PR and STAKEHOLDER RELATIONS 66%do you think 3 communications INTERNALthe PR and 27% add value to your COMMUNICATIONS 58%communications organisation? CRISIS & ISSUES MANAGEMENT 57%function delivers 4 (Answered by all respondents) GOVERNMENT 46% 35%in relation to its RELATIONS/ LOBBYINGpotential? Both non-PR board directors and agency directors agreed that corporate reputation management and customer marketing are CSR 34%(Answered by all respondents) the most valuable service provided by PR and 5 communications. INVESTOR 19% RELATIONS 27% OTHERStarting with how PR and Communicationscurrently functions, the results were favourable. 11%Interestingly 67% of board directors in publicorganisations gave 5 out of 5 for delivery in PR & DON’Trelation to potential. KNOW 1% COMMUNICATIONS 1% DO NOT ADD VALUE TO MY CLIENTS 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0% 20% 40% 60% 80% 100%8 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 9
  • 6. Performance 1 2% Performance EXTREMELY WELL 6%of PR: of PR:On a scale of How does 2 QUITE WELL 9% 39%1 to 5, rate how PR andthe PR and 3 communications ON PAR WITHcommunications 29% perform EXPECTATIONS 40%function takes against yourownership of your 4 expectations? QUITE BADLY 41% 10%organisation’s (Answered by non-PR board directors only)brand(s) andreputation 5 When just non-PR board directors were asked EXTREMELY 19% how PR performs against their expectations, the BADLY 2%communication answers were favourable. The lack of “extremely well” responses means there is still room forstrategy improvement for industry performance compared to what organisations expect.(Answered by all respondents except agency directors) DON’T DON’T KNOW KNOW 2% 4%In-house communications professionalsrated their ability to take ownership of theirorganisation’s brand higher (almost exclusively4 and 5 out of 5) than their directors (mostly 3 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%and 4 out of 5).10 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 11
  • 7. Responsibility CORPORATE COMMUNICATIONS/ STRATEGIC COUNCIL 81% Responsibility BUILDING BRAND REPUTATION 88%of PR: CUSTOMER of PR: CREATING MARKETING 69% AWARENESS 84%In which areas CORPORATE REPUTATION 69% What should CREATING & MANAGING MEDIA RELATIONS 82%of PR and MANAGEMENT STAKEHOLDER the PR and PROTECTING BRANDcommunications RELATIONS 69% communications REPUTATION 77%do you have CRISIS & ISSUES MANAGEMENT 69% team be FORMING PART OF THE STRATEGIC PARTNERSHIP 70%responsibility delivering IN THE ORGANISATIONfor your to your INTERNAL POSITIONING THE COMMUNICATIONS 66% ORGANISATION AS EXPERTS/ 69% SOLUTION PROVIDER TOorganisation/ CSR organisation? RELEVANT AUDIENCE STIMULATING SALES 42% 67%client? (Answered by all respondents)(Answered by PR professionals only) GOVERNMENT PROVIDING CRISIS RELATIONS/LOBBYING 35% MANAGEMENT 61% Directors in private organisations were the only respondents to believe that creating awareness INVESTOR RELATIONS (83%) was more important than building brand PROFILING KEYInterestingly corporate communications clearlyis the key responsibility even though it ranked 18% reputation (80%). Otherwise there was broad agreement that brand reputation should be the key INDIVIDUALS 53%behind corporate reputation management and delivery function, although only marginally.customer marketing in terms of adding value toorganisations (page 9). OTHER CARRYING OUT 15% INSTRUCTIONS OF OTHER 21% INDIVIDUALS/DEPARTMENTS PR & COMMUNICATIONS OTHER DO NOT ADD VALUE 1% 7% TO MY CLIENTS 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%12 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 13
  • 8. Social media: THE PR & COMMUNICATIONS FUNCTION HAS TAKEN 54% Social media: MAJORITY OF CLIENTS ARE OUTSOURCING SPECIFIC SOCIAL MEDIA 42% RESPONSIBILITY FOR RESPONSIBILITIES TO SOCIAL MEDIA ACTIVITIES AGENCIESHow has the WE HAVE ENGAGED AGENCY SUPPORT FOR 35% How has the IN THE MAJORITY OF CLIENTS, THE 34%advent of social OUR SOCIAL MEDIA ACTIVITIES advent of COMMUNICATIONS TEAM HAVE TAKEN RESPONSIBILITY FORmedia impacted WE HAVE RECRUITED social media SOCIAL MEDIA ACTIVITIES MAJORITY OF CLIENTSupon your INDIVIDUALS SPECIFICALLY TO MANAGE THE SOCIAL 17% impacted upon ARE MANAGING SOCIAL MEDIA USING EXISTING INTERNAL EXPERTISE 27%organisation’s MEDIA ACTIVITIES your clients’communications IT HAS NOT IMPACTED ON OUR BUSINESS’S COMMUNICATIONS 14% communications MAJORITY OF CLIENTS HAVE A SOCIAL MEDIA STRATEGY 20%strategy? STRATEGY strategies?(Answered by non-PR board directors only) (Answered by agency directors only) OTHER MAJORITY OF CLIENTS 10% HAVE RECRUITED 15% SPECIALISTS TO MANAGE SOCIAL MEDIA & INTERNET ACTIVITIES The good news for the industry is that directors recognise that social media is the responsibility WE WILL RECRUIT of the communications team. However, there is a OTHER SPECIALIST INDIVIDUALS 8% contrast between agencies that see most clients 15% TO MANAGE SOCIAL outsourcing, and directors who see social media MEDIA & INTERNET responsibility as primarily for their in-house RELATED ACTIVITY communications teams. DON’T KNOW DON’T KNOW 6% 2% 0% 10% 20% 30% 40% 50% 60% 70% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%14 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 15
  • 9. Social media: IT IS AN OPPORTUNITY 66% Social media: TWITTER 71%At a senior level, What user FACEBOOK 59%what is your generated WE DON’T UNDERSTAND IT 17%organisation’s content or BLOGSattitude to IT DOESN’T RATE social media 51%social media? AS AN ISSUE 8% activities does(Answered by all respondents except agency directors) your PR and SEO 35% I DON’T KNOW communications 5%The importance of PR taking ownership of PRis highlighted by a majority of directors’ view ofsocial media as an opportunity. However, it is function carry DISCUSSION BOARDS 35%worrying that almost one in five still claim to notunderstand social media. out for your IT’S NOT organisation? RELEVANT TO US 2% OTHER (Answered by senior in-house communications 23% professionals only) NONE OF THE ABOVE IT IS A THREAT 2% As expected, senior in-house professionals now 1% view Twitter as the most important social media channel for generating content, with Facebook and blogs still in common use. 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70%16 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 17
  • 10. Our AdvancedCertificate hasgrown Perceptions of PR: AS A MEDIA RELATIONS FUNCTION AS A PROACTIVE 68% FUNCTION 55% How do you AS A TACTICAL IMPLEMENTOR 47% believe PR and AS A KEY ADVISOR communications 43% is perceived AS A REACTIVE FUNCTION 43% within your organisation? AS A KEY FUNCTION IN DRIVING THE 36% ORGANISATION FORWARD (Answered by all respondents) AS A VOICE WITH STAKEHOLDERS 34% PRCA Advanced Certificate (Ad PRCA Advanced Certificate There was consensus across the majority of CertPRCA) now includes brand new (Ad CertPRCA) respondents that PR and communications was AS MAKING A CLEAR PRCA Member £1,800 +VAT primarily a media relations function. There was CONTRIBUTION TO 18% courses specifically designed for also agreement that PR was more commonly seen THE BOTTOM LINE PRCA Non Member £2,200 +VAT as a proactive, as opposed to reactive, function. in-house communications teams OTHER 7% For more information or to Stakeholder Relationship Management register for the Advanced DON’T KNOW Event Management Certificate, please call 1% Project Management 020 7233 6026 or email Budget Management training@prca.org.uk Developing an Internal Communications Strategy Publicity, Advertising and Marketing Workshop 0% 10% 20% 30% 40% 50% 60% 70% Fundraising and SponsorshipMAKE THE RIGHT CHOICE PRCA REPUTATION OF PR REPORT 2012 19
  • 11. Perceptions THE ROLE OF PR & COMMUNICATIONS IS MORE VALUED 53% Perceptions IT VALUES IT MORE NOW THAN 5 YEARS AGO 46%of PR: NOW THAN IT WAS 5 YEARS AGO of PR:Which one of How do youthe following do THE ROLE OF PR & COMMUNICATIONS IS 32% think your IT VALUES IT THE SAME AS IT DID 5 YEARS AGO 36% VALUED NOW ABOUTyou agree with THE SAME AS IT WAS 5 YEARS AGO organisationthe most? values PR and(Answered by PR professionals only) communications THE ROLE OF PR & COMMUNICATIONS 8% now compared IT VALUES IT LESS THAN IT DID 5 YEARS AGO 6% to 5 years ago? IS LESS VALUED NOW THAN IT WAS 5 YEARS AGO (Answered by non-PR board directors only) PR and communications professionals’ firm belief I DON’T KNOW HOW I DON’T KNOW that PR is valued more than it was 5 years ago PERCEPTIONS OF 8% is well reflected by board directors, if not quite ENOUGH TO COMMENT 13% THE ROLE OF PR & as strongly. COMMUNICATIONS AS A WHOLE HAVE CHANGED 0% 20% 40% 60% 80% 100% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%20 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 21
  • 12. Perceptions I BELIEVE THAT THE ROLE OF PR & COMMUNICATIONS 61% Perceptions I BELIEVE THAT THE ROLE OF PR & COMMUNICATIONS 51%of PR: WILL BE VALUED MORE IN THE FUTURE THAN of PR: WILL BE VALUED MORE IN THE FUTURE THAN IT IS CURRENTLY IT IS CURRENTLYWhich one of Which one ofthe following do I BELIEVE THAT THE ROLE OF PR & 29% the following do I BELIEVE THAT THE ROLE OF PR & 42% COMMUNICATIONS COMMUNICATIONSyou agree with WILL BE VALUED ABOUT THE SAME IN you agree with WILL BE VALUED ABOUT THE SAME INthe most? the most? THE FUTURE AS IT IS THE FUTURE AS IT IS CURRENTLY CURRENTLY(Answered by PR professionals only) (Answered by non-PR board members only) I BELIEVE THAT I BELIEVE THAT THE ROLE OF PR & 10% THE ROLE OF PR & 7% COMMUNICATIONS COMMUNICATIONSAgain there is agreement that the value of PR will WILL BE VALUED LESS WILL BE VALUED LESScontinue to increase, with non-PR board directors IN THE FUTURE THAN IN THE FUTURE THANnot quite as optimistic. IT IS CURRENTLY IT IS CURRENTLY 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%22 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 23
  • 13. Perceptions DIRECTORS IN PUBLIC ORGANISATIONS 33% 50% Perceptions PR & COMMUNICATIONS NEEDS TO BETTER ALIGN ITS DELIVERY 70%of PR: 17% of PR: WITH WIDER BUSINESS OBJECTIVES DIRECTORS PR & COMMUNICATIONS 35% 39%In 5 years How can your IN PRIVATE NEEDS TO IMPROVE BUSINESSES 63% HOW IT COMMUNICATES 2% WITH THE CLIENT’Stime how communications BOARDsupportive do SENIOR PR & COMMUNICATIONS 28% 52% team enhance OTHER 16% PROFESSIONALS –you think your IN-HOUSE – PUBLIC ORGANISATIONS 20% its contributionorganisation/ SENIOR PR & 38% to your DON’T KNOWclient will be COMMUNICATIONS PROFESSIONALS – IN-HOUSE – PRIVATE 1% 60% organisation? 5%towards PR and BUSINESSES (Answered by non-PR board directors only)communications AGENCY 44% 51% THE CONTRIBUTION OF PR & COMMUNICATIONS 5%compared to CANNOT BE ENHANCED Board directors evidently feel that PR and 5% communications has yet to fully understand the organisation’s wider objectives. Crucially it showshow it is now? that the industry has yet to demonstrate that it’s objectives are in line with the bottom line.(Answered by all respondents) 0% 10% 20% 30% 40% 50% 60% 70% 0% 10% 20% 30% 40% 50% 60% 70%Broken down by type of respondent, this question THEY WILL BE MORE SUPPORTIVEreveals optimism that organisations will value PR THAN THEY CURRENTLY AREmore in the future is justified. Although agency THEY WILL BE AS SUPPORTIVEdirector’s enthusiasm that clients will be more AS THEY CURRENTLY AREsupportive in the future isn’t quite matched by the THEY WILL BE LESS SUPPORTIVEclients themselves! THAN THEY CURRENTLY ARE24 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 25
  • 14. Perceptions 1 1% Perceptions SHOULD DO MORE TO IMPROVE IT 46%of PR: of PR: IT HAS A POSITIVE 32%On a scale of How does 2 EFFECT 3%1 to 5, how PR andimportant is 3 communications IT TRIES TO IMPROVE IT WITHOUT ANY NOTICEABLE EFFECT 14%reputation? 5% contribute to(Answered by all respondents) your reputation? IT HAS A NEGATIVE (Answered by non-PR board members only) EFFECT 7% 4 13% Although all the respondents were unanimous in IT DOES NOT regards to the importance of reputation, board directors feel that more can be done to improve CONTRIBUTE TO THE 2% ORGANISATION’S reputation by PR and communications teams. At REGULATIONS 5 the same time one in three recognised that PR 78% and Communications teams do make a positive impact on reputation. There is clearly work still to be done! 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% DON’T KNOW 1% 0% 20% 40% 60% 80% 100%26 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 27
  • 15. Perceptions ENABLE REPUTATION TO BE BUILT & SUSTAINED 81% Evaluating PR: QUALITY OF MESSAGE DELIVERY 59%of PR: BRAND AWARENESS 51% PROVIDE STRATEGIC CONSULTANCY 63% How do you ANECDOTAL FEEDBACK 43%How could measure your VOLUME OF ITEMS OF COVERAGE 40%PR and HELP LEADERSHIP brand image and WEIGHTED VOLUME OF COVERAGE 30%communications STRATEGY 52% reputation? MARKET POSITION 30%be seen as (Answered by all respondents) ROI 22%a source of DEMONSTRATE AN UNDERSTANDING OF THE BUSINESSES/ 51% AUDIENCE TRACKING RESEARCH 22%value to your ORGANISATIONS There are positive signs that quality outcomes are more important than output, and AVE was the lowest ranking answer. Volume is still an important STAKEHOLDER TRACKING RESEARCH 21%organisation in AID BUSINESS PLANNING 51% indicator for a significant minority. SALES SPIKES 21%the future? IMPACT OF REPUTATION ON SHARE VALUE 14%(Answered by non-PR board directors only) AVE ENHANCE RISK 13% MANAGEMENT 42% OTHER 11%Non-PR directors see the future of PR WE DO NOT MEASUREoverwhelmingly as a reputation managementtool. Promisingly almost two in three see PR REPUTATION 9%as a future strategic tool. OTHER DON’T KNOW 9% 5% 0% 20% 40% 60% 80% 100% 0% 10% 20% 30% 40% 50% 60% 70%28 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 29
  • 16. Spending on PR: IT HAS INCREASED COMPARED TO 5 YEARS AGO 42% Spending on PR: IT HAS INCREASED COMPARED TO 5 YEARS AGO 42%How has How has spendthe spend on PR andon PR and IT HAS REMAINED THE SAME AS 5 YEARS AGO 35% communications IT HAS REMAINED THE SAME AS 5 YEARS AGO 28%communications in your(excluding organisationadvertising) changed relativein your IT HAS DECREASED COMPARED TO 5 24% to advertising DON’T KNOW 18%organisation spend over the YEARS AGOchanged relative last 5 years ago?to the total (Answered by senior in-house communications professionals only)revenue over 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% IT HAS DECREASED COMPARED TO 12%the last 5 years? 5 YEARS AGO Significantly the increased value of reputation has been matched with an increase spend(Answered by non-PR board directors only) on PR. It is a very positive sign to see PR spend increase compared to total revenue and compared to similar disciplines. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%30 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 31
  • 17. Spending on PR: IT WILL INCREASE 47% PR in the NONE 18% boardroom:In 5 years time, UP TO ONE HOUR 12%how do you think How many hoursthe percentage IT WILL REMAIN THE SAME 39% per month do FROM 1 TO 3 HOURS 21%of your you spend withorganisation’s your CEO? FROM 4 TO 7 HOURS 17%revenue spent (Answered by senior in-house communications professionals only)on PR and IT WILL DECREASE 14% FROM 8 TO 10 HOURS 15%communications Worryingly almost one in five in-house heads spend no time at all with their CEO.(excluding FROM 11 TO 13 HOURS 4%advertising) inyour organisation 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% FROM 14 TO 17 HOURS 5%will fare?(answered by all respondents except agency directors) FROM 18 TO 20 HOURS 5%This trend of increased budgets is cruciallyexpected to continue into the future. MORE THAN 20 HOURS 5% 0% 5% 10% 15% 20% 25% 30% 35%32 PRCA REPUTATION OF PR REPORT 2012 PRCA REPUTATION OF PR REPORT 2012 33
  • 18. Over the past few years, one PR membership body has taken the NLA to court. Won the Government contract and established PR apprenticeships. Referred around £1m a month in new business to members. Produced a balanced budget every year. Introduced modular qualifications. ProvidedPR in the IT IS ON THE AGENDA FREQUENTLY IN BOARD 46% interactive training webinars globally. Established MEETINGS an Access Commission on diversity in the industry.boardroom: Published the first PR Census with PR Week. Put IT IS RARELY ON THE on hundreds of completely free member events. 32%How frequently AGENDA IN OUR ORGANISATION’S Introduced the designatory letters MPRCA denoting adherence to a Code of Conduct. Maintained an BOARD MEETINGSis your independent and accurate Public Affairs Register.organisation’s I DON’T KNOW HOW FREQUENTLY REPUTATION 14% Partnered with 12 leading universities. Has trebled IS ON THE AGENDA ONreputation on MY ORGANISATION’S BOARD MEETINGS in size. Has led our industry.the agenda at That organisation is the PRCA. IT IS ON THE AGENDAboard meetings? IN EVERY BOARD MEETING 7% And now you can join us if you’re a consultancy.(Answered by non-PR board directors only) IT IS NEVER ON THE AGENDA IN OUR 2% Join us if you’re an in-house team. Or join us ifAlthough reputation is frequently on boardmeeting agendas, again there is nearly one ORGANISATION’S BOARD MEETINGS you’re an individual.in five times when it is never on the agenda.Interestingly it was more frequently on theagenda in public organisations’ (50%) meetingscompared to private (30%). Make the right choice. Join the PRCA. 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% To join contact: francis.ingham@prca.org.uk T: 020 7233 6026 www.prca.org.uk MAKE THE RIGHT CHOICE34 PRCA REPUTATION OF PR REPORT 2012
  • 19. Willow HouseWillow PlaceLondon SW1P 1JHT 020 7233 6026F 020 7828 4797www.prca.org.uk

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