The document is a report on digital PR in 2014 based on a survey of 228 PR professionals. Some key findings include: - 44% of organizations spend 1-10% of their marketing budget on digital/social media. 62% saw increases in these budgets over the last year and expect further increases. - Agencies saw their digital revenue rise most frequently at 11-20% and expect it to increase to 21-30% in many cases. - Companies primarily use social media for marketing, branding and reach while also seeing it as a customer service channel. Responsibility for digital strategy and execution is increasingly being taken on by dedicated in-house teams rather than general PR/comms departments. -

1. YOUR LOGO
DIGITAL PR
REPORT 2014
#PRCADIGITAL
Danny Whatmough
CMPRCA, Head of Digital, Consumer UK & EMEA,
Weber Shandwick, and PRCA Digital Group
Chairman

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METHODOLOGY
• YouGov partnered with PRCA to survey 228 agency and in-house
PR professionals
• 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

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DIGITAL BUDGETS ON THE RISE
44%
Of organisations only spend 1-10% of their
marketing budget on digital / social media,
with the next biggest being 11-20% and 21-
30%
62% Of organisations report digital/social media
budgets have risen in last 12 months
62% Expect digital/social media budgets to rise in
next 12 months

4. AGENCY DIGITAL REVENUES RISING
11-20% Most frequently (32%), agencies take this
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percentage of their revenues from
digital/social
21-30% 25% expect the percentage of digital
revenues to rise to this figure in 12
months’ time

5. YOUR LOGO
WHY GO ONLINE?
The leading motivation for
companies to take on social
media is for general marketing,
brand awareness and reach
purposes, at 87%
This is followed by using it as a
customer service platform, at
51%

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CHANGING ACTIVITIES IN-HOUSE
81%
Of organisations agree that in-house comms
team is the first choice to deliver digital/social
media strategy
74% Respondents agree that the PR/comms dept
is first choice to deliver digital tactical
execution
However, big rise in dedicated social media teams overseeing Facebook
(36%), Twitter (33%), blogs (18%), content (28%) over agencies or comms
departments

7. YOUR LOGO
AGENCY OFFERINGS VS IN-HOUSE NEEDS
120%
100%
80%
60%
40%
20%
0%
In-house expectations from
agencies
Current agency services

8. YOUR LOGO
CHANGING ROLE OF PR AGENCIES
Key areas of support sought from PR agencies are content creation
(58%), blogger outreach (53%) and digital crisis management (48%)
+13% Growth in firms not using PR agencies to help
with digital/social tactical work over last 12
months (5% to 18%)
+16% Growth in demand for online reputation
management services from agencies over
last 12 months (9% to 25%)

9. YOUR LOGO
PR AGENCIES MOVING INTO PAID
Growth in investment in online
advertising/PPC in-house (56% to 68%) in
+12% one year
Expected growth in planned offering of
online advertising / PPC at agencies (50%
to 72%) in next five years +22%
47%
Of agencies will boost posts with paid media as a
response to changes to Facebook - others (42%)
will use other networks more, or change current
strategy (33%).

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WHY ARE YOU NOT USING DIGITAL MORE?
0% 10% 20% 30% 40% 50% 60%
Lack of staff/ budget to manage social platforms or digital
We don't feel we need to use digital more than we do
The board do not understand the need for it

11. YOUR LOGO
MEASUREMENT
71%
64%
In-house confidence that they can measure ROI of
traditional PR
In-house confidence that they can measure ROI of
digital / social media PR activities

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DIVERSIFICATION OF CHANNELS
Twitter ranks highest in campaign usage (98%), then LinkedIn (89%),
then blogs (88%)
Expected growth in usage of Google+ (78%), Instagram (72%), and Pinterest
(63%) over next 12 months

13. AGENCY SKILLS
69% Get their social media education from expert blogs
Agency people who state the proportion of digital
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70% training they receive is small to moderate
Biggest training requirements are for SEO (49%), online advertising/PPC
(42%) and web design and build (25%)

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DIGITAL PR REPORT 2014
PANEL DISCUSSION
CHAIRED BY ARUN SUDHAMAN, EDITOR-IN-CHIEF, HOLMES REPORT
Simon Shaw
H+K STRATEGIES
Vikki Morgan
THINGS WITH WINGS
Jon Silk
BITE