YOUR LOGO
DIGITAL PR
REPORT 2013
#PRCADIGITAL
Danny Whatmough
CMPRCA, Associate Director of Digital, Ketchum and
PRCA Digi...
YOUR LOGO
• YouGov partnered with PRCA to survey 136 agency and in-house PR
professionals between 23rd September and 4th O...
WHY USE
DIGITAL?
YOUR LOGO
0% 10% 20% 30% 40% 50% 60% 70% 80%
To use it as a customer service platform
To be able to respond to any crises ...
YOUR LOGO
OTHER…
To participate in public
debate, amplify spread of key
messages
As we move to a content producer
format, ...
BUDGETS
YOUR LOGO
46%Of organisations only spend 1-10% of their marketing
budget on digital / social media
BUDGETS
YOUR LOGO
46%Of organisations only spend 1-10% of their marketing
budget on digital / social media
BUDGETS
…With the next ...
YOUR LOGO
DIGITAL PART OF MARKETING BUDGETS…
OVER THE LAST 12 MONTHS
HAVE:
IN THE NEXT 12 MONTHS THEY
ARE EXPECTED TO:
0% ...
YOUR LOGO
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
AREAS OF DIGITAL THAT BUDGET IS SPENT ON
USE OF
AGENCIES
YOUR LOGO
DIGITAL SERVICES FROM AGENCIES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Which areas were your company offerin...
YOUR LOGO
OTHER AREAS AGENCIES WILL BE OFFERING
CLIENTS IN FIVE YEARS…
Mobile marketing
Digital and social analytics
A bun...
YOUR LOGO
0% 10% 20% 30% 40% 50% 60% 70% 80%
Content creation (e.g. a blog)
Influencer (e.g. bloggers) outreach / engageme...
YOUR LOGO
AGENCY REVENUES FROM DIGITAL
• 28% of agencies made 1-10% of
their revenues from digital 12 months
ago
• 22% of ...
YOUR LOGO
REASON YOUR COMPANY CHOSE THE PR
AGENCY THAT HANDLES DIGITAL/SOCIAL
0% 5% 10% 15% 20% 25% 30% 35%
Their past wor...
OWNERSHIP
YOUR LOGO
WHO HAS OVERALL OWNERSHIP OF CONTENT
CREATION?
0% 10% 20% 30% 40% 50% 60% 70%
PR / comms department
Marketing de...
YOUR LOGO
WHO HAS OWNERSHIP OF…
FACEBOOK TWITTER
0% 20% 40% 60%
PR/comms department
Marketing department
Social media team...
YOUR LOGO
0%
10%
20%
30%
40%
50%
60%
70%
Very confident Fairly confident Not very confident Not at all confident
Tradition...
CONCLUSIONS
YOUR LOGO
• Client digital budgets are growing, albeit slowly
• Many of the areas they are investing in, e.g.
content crea...
YOUR LOGO
• Many in-house comms teams reporting a lack of
budget/staff to be able to manage digital channels
properly
• 46...
YOUR LOGO
DIGITAL PR REPORT 2013
PANEL DISCUSSION
CHAIRED BY DANNY WHATMOUGH, KETCHUM
Pete Sigrist
33 DIGITAL
David Gallag...
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PRCA Digital PR Report 2013

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The PRCA’s Digital PR Report 2013, produced in partnership with The Holmes Report and YouGov, provides a benchmark of how the PR industry is performing with digital communications.

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  • Big story here about PR agencies are radically expanding their offerings – especially in SEO
  • Again, crucial to show innovation
  • Key for press release
  • PRCA Digital PR Report 2013

    1. 1. YOUR LOGO DIGITAL PR REPORT 2013 #PRCADIGITAL Danny Whatmough CMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman
    2. 2. YOUR LOGO • YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23rd September and 4th October • Across business services, finance & banking, technology & telecoms, charities & NGOs, Government and other sectors • In-house respondents include directors of marketing/comms, heads of marketing/comms, head of press/PR • Agency respondents include CEOs, MDs, Partners and Directors METHODOLOGY
    3. 3. WHY USE DIGITAL?
    4. 4. YOUR LOGO 0% 10% 20% 30% 40% 50% 60% 70% 80% To use it as a customer service platform To be able to respond to any crises quickly Other Because our competitors are doing it well To address a lack of control of our online reputation Because our brand is being attacked on social media To respond to disgruntled employees WHY IS YOUR BRAND ON SOCIAL MEDIA?
    5. 5. YOUR LOGO OTHER… To participate in public debate, amplify spread of key messages As we move to a content producer format, rather than straight forward press office Financial cutbacks on all other traditional brand promotions
    6. 6. BUDGETS
    7. 7. YOUR LOGO 46%Of organisations only spend 1-10% of their marketing budget on digital / social media BUDGETS
    8. 8. YOUR LOGO 46%Of organisations only spend 1-10% of their marketing budget on digital / social media BUDGETS …With the next biggest being 11-20% and 21-30%
    9. 9. YOUR LOGO DIGITAL PART OF MARKETING BUDGETS… OVER THE LAST 12 MONTHS HAVE: IN THE NEXT 12 MONTHS THEY ARE EXPECTED TO: 0% 20% 40% 60% 80% Increased Stayed the same Decreased Don't know Agency 0% 20% 40% 60% 80% Increase Stay the same Decrease Don't know Agency
    10. 10. YOUR LOGO 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% AREAS OF DIGITAL THAT BUDGET IS SPENT ON
    11. 11. USE OF AGENCIES
    12. 12. YOUR LOGO DIGITAL SERVICES FROM AGENCIES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Which areas were your company offering five years ago? Which areas do you currently offer clients? Which areas do you expect to be offering clients in five years time?
    13. 13. YOUR LOGO OTHER AREAS AGENCIES WILL BE OFFERING CLIENTS IN FIVE YEARS… Mobile marketing Digital and social analytics A bunch of stuff we’ve not discovered yet
    14. 14. YOUR LOGO 0% 10% 20% 30% 40% 50% 60% 70% 80% Content creation (e.g. a blog) Influencer (e.g. bloggers) outreach / engagement Social network strategy Online community management Agency BIGGEST CLIENT DEMANDS REPORTED BY AGENCIES
    15. 15. YOUR LOGO AGENCY REVENUES FROM DIGITAL • 28% of agencies made 1-10% of their revenues from digital 12 months ago • 22% of agencies are currently making 11-20% of their revenues from digital • 16% of agencies expect to make 21- 30% of their revenues from digital in 12 months’ time0% 5% 10% 15% 20% 25% 30% 12 months ago Now In 12 months time
    16. 16. YOUR LOGO REASON YOUR COMPANY CHOSE THE PR AGENCY THAT HANDLES DIGITAL/SOCIAL 0% 5% 10% 15% 20% 25% 30% 35% Their past work They do our traditional PR Their reputation We held a pitch Agency
    17. 17. OWNERSHIP
    18. 18. YOUR LOGO WHO HAS OVERALL OWNERSHIP OF CONTENT CREATION? 0% 10% 20% 30% 40% 50% 60% 70% PR / comms department Marketing department Social media team Digital agency PR agency No one
    19. 19. YOUR LOGO WHO HAS OWNERSHIP OF… FACEBOOK TWITTER 0% 20% 40% 60% PR/comms department Marketing department Social media team PR/Ad/Digital agency No one 0% 20% 40% 60% 80% PR/comms department Marketing department Social media team PR/Ad/Digital agency No one 0% 20% 40% 60% PR/comms department Marketing department HR Department Social media team PR/Ad/Digital agency No one 0% 20% 40% 60% 80% PR/comms department Marketing department Social media team PR agency Ad/digital agency No one LINKEDIN BLOGS
    20. 20. YOUR LOGO 0% 10% 20% 30% 40% 50% 60% 70% Very confident Fairly confident Not very confident Not at all confident Traditional PR Digital / social media CONFIDENCE IN ROI
    21. 21. CONCLUSIONS
    22. 22. YOUR LOGO • Client digital budgets are growing, albeit slowly • Many of the areas they are investing in, e.g. content creation, are natural PR industry expertise • Huge growth in agencies providing SEO, web design and customer monitoring services • Many agencies expecting to grow their digital revenues to 21-30% by next year • In-house PR/comms teams are natural home for content creation and ownership of channels like Twitter, Facebook and LinkedIn THE GOOD NEWS
    23. 23. YOUR LOGO • Many in-house comms teams reporting a lack of budget/staff to be able to manage digital channels properly • 46% of brands report only1-10% of marketing budgets go to digital/social • Some of the key areas of focus include SEO and web design and build – not core PR agency offerings, although many do • Many brands still unconvinced by PR agencies’ abilities in online reputation management and social network strategy (although they want them to take these on) THE BAD NEWS
    24. 24. YOUR LOGO DIGITAL PR REPORT 2013 PANEL DISCUSSION CHAIRED BY DANNY WHATMOUGH, KETCHUM Pete Sigrist 33 DIGITAL David Gallagher KETCHUM EUROPE Jed Hallam MINDSHARE Candace Kuss HILL+KNOWLTON STRATEGIES

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