PRSA 2011 Membership Satisfaction Survey
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Overview of survey results from the PRSA 2011 membership satisfaction survey. Survey results show that 79% of current members report that they are likely to renew their membership.

Overview of survey results from the PRSA 2011 membership satisfaction survey. Survey results show that 79% of current members report that they are likely to renew their membership.

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PRSA 2011 Membership Satisfaction Survey Presentation Transcript

  • 1. 2011 Membership Value Perception and Satisfaction Study S ti f ti St d Key Findings OverviewPowered by Braun Research
  • 2. Objectives j This study was designed to address the following objectives: Assess the value associated with overall membership as well as specific current benefit offerings. Assess needs for professional development, networking, industry information, awards and recognition programs, career tools and other products and services. Explore delivery channel preferences for professional development. Better understand how PRSA members and never members define advocacy. Assess awareness of PRSA’s advocacy initiatives. Uncover how PRSA members define leadership and what training and tools would be useful. Better understand what is needed by practitioners at different career stages and particularly the needs of the senior practitioners. Compare diff C differences and similarities b t d i il iti between members, lapsed members, and b l d b d never member customers. PRSA and Ketchum created, fielded, and analyzed a questionnaire modeled on the 2008 Member Survey and 2009 Chapter Survey to track key k metrics and accomplish these objectives. d l h h b Powered by Braun Research 2
  • 3. Methodology gy Ketchum worked with Braun Research to complete online interviews with: 1,126 current members, 202 lapsed members, and 584 never members. Current members are classified as present day members of PRSA. Lapsed members are defined as members who have allowed their membership to expire since 2008. Never member are defined as those who have never been a member of PRSA. Survey field dates: May 26-June 6, 2011. E-mail distribution lists for both targets were provided by PRSA. A reminder was sent to current, lapsed members, and never members, respectively, to encourage survey completion. To prevent non-response sample bias, data were weighted against the overall profile of the PRSA membership in terms of tenure within the public relations field field. Study results contain a margin of error of +/- 2.2 level for members, +/- 6.9 for lapsed members and +/- 4.0 for never members at the 95% confidence level. Unless otherwise stated, Top Three Box (8-10) metrics are reported throughout for (8 10) respondent perceptions. Not Satisfied Extremely Satisfied 0 1 2 3 4 5 6 7 8 9 10 T3B 3
  • 4. Top Learnings:2011 Membership Survey M b hi S Member satisfaction has improved since 2008. Likelihood to renew remains high and stable. Active Chapters remain vital t member satisfaction. d t bl A ti Ch t i it l to b ti f ti Code of Ethics remains the most valuable PRSA offering. Access to current news and information, advocacy, and professional development have become more important to members relative to 2008 2008. PRSA needs to continue to focus on access to information, dues/value, and responsiveness to members’ viewpoints. Seniority, by itself, has little impact on public relations professionals satisfaction with PRSA. Career stage is more complex than just junior, mid-level, and senior. In their personal and professional profile, lapsed members and never members are similar to current PRSA members. When it comes to professional development, members prefer free webinars and show the most interest in strategic planning, social media, and measurement and evaluation. Promoting the value of public relations to the business community is the g p y advocacy initiative of choice for members and non-members. Powered by Braun Research 4
  • 5. Key M i K Metrics Members M b Members vs. Never Members, Lapsed MembersPowered by Braun Research 5
  • 6. Key Metrics: Current Members y Members show a significant increase in comprehension and satisfaction across key metrics from 2008, particularly in their understanding of PRSA Districts and Professional Interest Groups. MEMBERS Change 2008 2011 in TOP 3 BOX TOP 3 BOX % Change Percent n=750 n=1,122 (∆) W a s you overall p ess o o e ub c What is your ove a impression of the Public 66% 70% +4% 4% 6% Relations Society of America? (Q2) How well do you understand what PRSA, in 76% 79% +3% 4% general does? (Q4) How well do you understand what PRSA National 61% 65% +4% 7% does? (Q5) How well do you understand what a local PRSA 74% 79% +5% 7% Chapter does? (Q6) How well do you understand what a PRSA District 19% 26% +5% 37% does? (Q7) How well do you understand what a PRSA 46% 52% +6% 13% Professional Interest Section does? (Q8) How satisfied are/were you with your PRSA 48% 56% +8% 17% membership? (Q9) How likely are you to recommend PRSA 62% 65% +3% 5% membership to a colleague? (Q10) How likely are you to renew your PRSA 80% 79% -1% -1% membership? (Q12) Powered by Braun Research 6
  • 7. Key Metrics: Members vs. Lapsed and NeverMembers Current members are more than twice as likely to be satisfied and recommend PRSA than lapsed members. Despite low incidence of satisfaction, nearly one-fifth of lapsed members are likely to renew their membership. Not surprisingly, never members have lowest comprehension of PRSA and its National, Local, and District offerings. Lapsed Never Members Members Members Overall Impression 70% 54% 62% Understanding of what PRSA does g 79% 73% 59% Understanding of what PRSA National does 65% 59% 42% Understanding of what PRSA Chapter does 79% 73% 49% Understanding of what PRSA District does 26% 18% 13% Understanding of what PRSA Professional Interest 52% 45% 18% Section does Satisfaction with membership 56% 32% -- Likelihood to recommend 65% 39% -- Likelihood to renew 79% 16% -- Powered by Braun Research 7
  • 8. Member Attitudes and Behaviors Towards PRSAPowered by Braun Research 8
  • 9. How Does PRSA Compare? p PRSA members have the most positive impression of PRSA compared to other associations, followed by the Arthur W. Page Society. Members are least familiar with the SNCR, which may contribute to members’ lower impression overall. Members Top Middle Bottom n =1,126 Mean (8-10) (3-7) (0-2) Public Relations Society of America (PRSA) 7.95* 70% 30% 0%Well-respectedconsumer products, Arthur W Page Society W. 7.27 7 27 50% 49% 1%media, shipping Association for Education in Journalism and Mass 6.94 41% 58% 1%companies and Communication (AEJMC)conglomerates have International Association of Business Communicatorsmean satisfaction 6.88 42% 57% 1%scores between 7 (IABC)and 88. National Investor Relations Institute (NIRI) 6.86 6 86 38% 61% 1%Organizations in American Marketing Association (AMA) 6.85 39% 60% 2%crisis have meansatisfaction scores Word of Mouth Marketing Association (WOMMA) 6.42 27% 70% 3%between 3 and 4. Society for New Communications Research (SNCR) 6.26 22% 76% 2% Q2. On a scale of 0 to 10 where 0 means “Awful” and 10 means “Exceptional,” what is your overall impression of the following associations/publications? * In 2008, PRSA mean impression score was 7.78 with T3B 66% . Powered by Braun Research 9
  • 10. Members Best Understand the Function of PRSA Ch t f Chapters Comprehension of all PRSA’s organizational tiers have improved from 2008. Members have a firm understanding of what PRSA does in general which seems to be largely based on their understanding of what the local Chapter does. • There is less comprehension of PRSA National and Professional Interest Sections and most members don’t understand what Districts do. 2008 2011 Completely General 76% 24% Completely General 79% 20% Understand Understand (8-10) (8 10) (8-10) Chapter 74% 24% 3% Chapter 79% 19% 2% Somewhat Somewhat Understand National 61% 38% 2% Understand National 65% 33% 3% (3-7) (3 7) (3-7)Professional Profession Interest 46% 42% 12% al Interest 52% 39% 9% Do Not Section Section Understand Do Not Understand (0-2) District 19% 55% 26% District 26% 46% 28% (0-2) n=750 n=1,126 1 126 Q4. – Q8. On a scale of 0 to 10 where 0 means “Do Not Understand” and 10 means Powered by Braun Research “Completely Understand,” how well do you understand PRSA? 10
  • 11. 2011 vs. 2008 Top Offerings p g Code of Ethics continues to be a valuable service for PRSA members. In 2011, I 2011 members ranked the PRSA J bC b k d h JobCenter higher than i 2008 hi h h in 2008. MEMBERS 2008 2011 % Change n=1,126 MEAN MEAN Code of Ethics 8.33 8.27 -1% Free webinars N/A 8.18 N/A PRSA JobCenter 7.68 8.08 5% Networking provided by local Chapters 8.01 8.06 1% Professional development programs provided 7.74 7.91 2% by local Chapters PRSA’s web site — www.prsa.org 7.69 7.84 2% Issues and Trends — daily e-newsletter that 7.10 7.79 10% covers issues and trends in the profession The magazine Public Relations Strategist g g 7.79 7.79 0% Electronic library of PRSA articles and case 7.20 7.79 8% studies Offers preferred member pricing for 7.40 7.77 5% professional development and other events Accreditation program, commonly called APR program 7.56 7 56 7.75 7 75 2% The newspaper Public Relations Tactics 7.82 7.69 -2% Member directory N/A 7.52 N/AQ. 15. How valuable are the following services and products offered by PRSA to you or please indicate if you are not aware of them*Additional questions were asked in 2011. 11
  • 12. Who Wh are PRSA Members? M b ?Powered by Braun Research 12
  • 13. Member Profile: Personal &ProfessionalP f i l Personal Professional 2008 2011 2008 2011 Male 29% 30% PR Tenure ( % 20+ years) N/A 38% Female 71% 70% Employment Status (% Full 91% 87% Time) Race 2008 2011 APR accredited 25% 29% White 88% 88% Type of Employer 2008 2011 African-American, 4% 4% Corporation 27% 25% African descent, Black Agency 19% 18% Asian, Pacific Islander, 1% 3% Asian-American Level L l 2008 2011 Other 6% 4% Junior 14% 5% Hispanic/Latino or Mid-level 32% 30% 5% 5% Spanish Origin Senior 18% 32% Age 2008* 2011 Size of Organization (% with 60% 64% Millenials (17-34) 29% 27% 101+ employees) Gen Xers (35-46) 26% 26% Salary (%<$50,000) 22% 21% Late Boomers (47-55) 19% 21% Department Structure 2008 2011 Reports to CEO / N/A 39% Early Boomers (56-65) 20% 20% Reports to top management but N/A Pre-Boomers (66+) 6% 4% 31% not directly to CEO * This question was open ended in 2008. Reports to marketing N/A 8% Powered by Braun Research department 13
  • 14. Member S M b Segmentation iPowered by Braun Research 14
  • 15. The Career Stage of PRSA Members is MoreComplex than Just Junior, Mid-level, and Senior Junior Mid level A third of members consider themselves senior, but only 17% feel they are at the top of their career. One in five members are looking to change employers, but only 12% are looking for a job. Member Lapsed Members Never Members Influencers n=1,112 n=201 n=583 n=241 Just starting out 6% 3% 7% 3% A few years into it 17% 14% 21% 8% At the mid-point 27% 27% 25% 24% At the top of my career 17% 16% 14% 28% Slowing down 4% 8% 3% 4% Looking for a job 12% 24% 21% 8% Ready for a change in 21% 26% 28% 15% employers Ready for a change in careers 8% 8% 9% 5% Looking for a mentor 15% 13% 17% 11% A mentor to others 19% % 14% 11% % 35% % Plan to retire in the next 5 7% 7% 4% 9% years Plan to retire in the next 10 12% 13% 11% 16% years Had a promotion or two 19% 18% 16% 21% Junior J i 5% 2% 6% 2% Mid-level 30% 29% 26% 21% Senior 32% 36% 24% 50% Q37. Based on where you are in your public relations career, which of the following apply to you? T3B Powered by Braun Research 15
  • 16. Seniority, by Itself, has Little Impact on PublicRelations Professionals Satisfaction with PRSA Those who are earlier in their career rank PRSA lower than those who are in the middle, or top of their career or looking to mentor, but there is little difference between mid-level and senior professionals. Those who want to mentor other public relations professionals are most satisfied with PRSA and likely to recommend and renew membership. Likely to Among those … Satisfied with Likely to Recommend a Likely to PRSA Recommend Local Chapter Renew Just starting out 48% 66% 59% 76% A few years into it 44% 60% 58% 72% At the mid-point 60% 64% 61% 83% At the top of my career 57% 65% 64% 79% Slowing down Sl i d 56% 63% 70% 76% Looking for a job 51% 61% 59% 70% Ready for a change in employers 53% 62% 57% 78% Ready for a change in careers 47% 57% 47% 72% Looking for a mentor 50% 61% 55% 77% A mentor to others 62% 71% 68% 84% Plan to retire in the next 5 years 55% 66% 64% 80% Plan to retire in the next 10 years 59% 68% 65% 85% Had a promotion or two 54% 63% 61% 82% Junior 40% 62% 60% 71% Mid-level 59% 66% 65% 83% Senior 58% 68% 63% 81% Q37. Based on where you are in your public relations career, which of the following apply to you? Cross with Q9,10,11, 12 T3B 16
  • 17. Member Segmentation Helps Uncover the Needsof Professionals at Different Career Stages Method • K-means cluster analysis based upon where members are in their public relations career (Q37). • 3 segment, 4 segment, and 5 segment solutions were g , g , g reviewed. Final Solution • The 5 segment solution emerged as the best solution due to 5-segment the size and distinctiveness of the segments. • Distribution of Segments: – Newbies (28%) n=320 – Restless Mids (Mid-level Job Seekers) (13%) n=149 – Content Mids (Mid-level, Satisfied Employee) (21%) n=232 – Self-focused Self focused Seniors (26%) n=292 – Give Back Seniors (12%) n=133 Powered by Braun Research 17
  • 18. Member Segmentation: Overview g • Just starting out (21%) or a few years into it (51%) g ( ) y ( ) Newbies N bi • Looking for a mentor (20%) • Ready for a change of employers (18%) • Ready for a change in employers (65%) and career (24%) Restless M d l Mids • • Had H d a promotion or two (55%) i Looking for a mentor (52%) • Looking for a job (34%) • At the mid-point (69%) Content Mids • • Had a promotion or two (15%) A mentor to others (6%) • Ready for a change in employers (12%) and career (3%) Self-focused Self focused • • At the top of career (36%) Plan to retire in 5 (10%) or 10 years (26%) Seniors • • Looking to mentor (0%); Looking for a mentor (1%) Influencer (27%) Give Back • • Influencer (49%) ( ) A mentor to others (100%) Seniors • • At the top of career (47%) Plan to retire in 5 (16%) or 10 years (29%) Powered by Braun Research 18
  • 19. Segments are Satisfied with PRSA and WouldRecommend and Renew Membership All segments find professional organizations to be very or somewhat important. Self-focused Seniors place less importance on professional organizations than other segments of members. Give Back Seniors value professional organizations more than any other segment and seven- in-10 would are very likely to recommend PRSA. Mid-level Satisfied Employees and Give Back Seniors are the most likely to renew; however, the majority of all member segments are likely to renew their PRSA membership. Self-focused Give Back Newbies Restless Mids Content Mids Seniors Seniors Average Importance of professional organization 8.05 8.13 8.00 7.84 8.22 attributes (MEAN across all) Satisfaction with 47% 53% 64% 56% 63% PRSA Likelihood 63% 63% 66% 66% 71% Recommend PRSA Likelihood Renew 73% 79% 82% 79% 86% Powered by Braun Research 19
  • 20. How Does PRSA Meet Expectations? p Self focused Self-focused Give Back Newbies Restless Mids Content Mids Seniors Seniors Credential/ Credential/ Code of ethics accreditation Code of ethics accreditation Code of ethics (81%) program (86%) program (91%) (88%) (82%) Credential/ Credential/ Advocate for the Top 3 Performance Code of ethics accreditation Code of ethics accreditation profession Attributes for PRSA (85%) program (80%) program (79%) (84%) (85%) Awards or Has active local Advocate for the Advocate for the Has active local recognition for chapters profession profession chapters excellence (77%) (81%) (79%) (81%) (73%) Networking Accreditation, APR PRSA JobCenter Code of Ethics Code of Ethics from local (74%) (76%) (68%) (79%) chapters (71%) Top 3 Services Networking by Accreditation, Offered by PRSA PRSA JobCenter PRSA JobCenter PRSAs website local Chapters APR (67%) (73%) (64%) (74%) (71%) Public Relations p.d. programs by Code of Ethics Free webinars Code of Ethics Strategist local Chapters (66%) (73%) (70%) (62%) (70%) Q14. Please indicate how well each attribute describes PRSA. Q15. How valuable the following services and products offered by PRSA are to you or please indicate if you are not aware of them. 20
  • 21. Which PRSA Advocacy Efforts are Most Important to Members?Powered by Braun Research 21
  • 22. Members Want PRSA to Prove the Value of PublicRelations t ThR l ti to Those O t id the Discipline Outside th Di i li The most important component of advocacy for PRSA members, lapsed members, and never members is promoting the value of public relations to the business community and promoting b h l f bl l h b d best practices. Members Lapsed Members Never Members Promoting the value of public relations to the 84% 69% 74% business community Promoting public relations best practices 83% 66% 77% Promoting ethics in the practice of public 81% 64% 71% relations Defending the reputation of the profession 79% 59% 64% Encouraging the measurement of outcomes in 74% 65% 71% public relations Speaking out on professional ethics violations 74% 56% 61% Addressing potential regulatory or 71% % 56% 6% 58% 8% legislative threats to our profession Encouraging a diverse workforce of public 54% 46% 51% relations professionals Q20. Thinking about the advocacy conducted by PRSA on behalf of the profession, how important are the following to you? T3B Powered by Braun Research 22
  • 23. Questions? Contact Christina Darnowski, Director, Research and Project Management, christina.darnowski@prsa.org