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YOUR LOGO 
DIGITAL PR 
REPORT 2014 
#PRCADIGITAL 
Danny Whatmough 
CMPRCA, Head of Digital, Consumer UK & EMEA, 
Weber Sha...
YOUR LOGO 
METHODOLOGY 
• YouGov partnered with PRCA to survey 228 agency and in-house 
PR professionals 
• Across busines...
YOUR LOGO 
DIGITAL BUDGETS ON THE RISE 
44% 
Of organisations only spend 1-10% of their 
marketing budget on digital / soc...
AGENCY DIGITAL REVENUES RISING 
11-20% Most frequently (32%), agencies take this 
YOUR LOGO 
percentage of their revenues ...
YOUR LOGO 
WHY GO ONLINE? 
The leading motivation for 
companies to take on social 
media is for general marketing, 
brand...
YOUR LOGO 
CHANGING ACTIVITIES IN-HOUSE 
81% 
Of organisations agree that in-house comms 
team is the first choice to deli...
YOUR LOGO 
AGENCY OFFERINGS VS IN-HOUSE NEEDS 
120% 
100% 
80% 
60% 
40% 
20% 
0% 
In-house expectations from 
agencies 
C...
YOUR LOGO 
CHANGING ROLE OF PR AGENCIES 
Key areas of support sought from PR agencies are content creation 
(58%), blogger...
YOUR LOGO 
PR AGENCIES MOVING INTO PAID 
Growth in investment in online 
advertising/PPC in-house (56% to 68%) in 
+12% on...
YOUR LOGO 
WHY ARE YOU NOT USING DIGITAL MORE? 
0% 10% 20% 30% 40% 50% 60% 
Lack of staff/ budget to manage social platfor...
YOUR LOGO 
MEASUREMENT 
71% 
64% 
In-house confidence that they can measure ROI of 
traditional PR 
In-house confidence th...
YOUR LOGO 
DIVERSIFICATION OF CHANNELS 
Twitter ranks highest in campaign usage (98%), then LinkedIn (89%), 
then blogs (8...
AGENCY SKILLS 
69% Get their social media education from expert blogs 
Agency people who state the proportion of digital 
...
YOUR LOGO 
DIGITAL PR REPORT 2014 
PANEL DISCUSSION 
CHAIRED BY ARUN SUDHAMAN, EDITOR-IN-CHIEF, HOLMES REPORT 
Simon Shaw ...
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PRCA Digital PR Report 2014

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PRCA Digital PR Report 2014

  1. 1. YOUR LOGO DIGITAL PR REPORT 2014 #PRCADIGITAL Danny Whatmough CMPRCA, Head of Digital, Consumer UK & EMEA, Weber Shandwick, and PRCA Digital Group Chairman
  2. 2. YOUR LOGO 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
  3. 3. YOUR LOGO 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. 4. AGENCY DIGITAL REVENUES RISING 11-20% Most frequently (32%), agencies take this YOUR LOGO 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. 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%
  6. 6. YOUR LOGO 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. 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. 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. 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%).
  10. 10. YOUR LOGO 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. 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
  12. 12. YOUR LOGO 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. 13. AGENCY SKILLS 69% Get their social media education from expert blogs Agency people who state the proportion of digital YOUR LOGO 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%)
  14. 14. YOUR LOGO 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

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