Public relations practices 2010


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Predavanje - Prof Dennis Wilcox
18. avgust 2010. godine, Medija centar

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Public relations practices 2010

  1. 1. Prof Dennis Wilcox Public Relations Practices 2010
  2. 2. Public Relations Practices 2010 Strategic Communications & Public Relations Center University of Southern California
  3. 3. Purpose of Study <ul><li>Continuing monitoring of trends in PR practice </li></ul><ul><li>Provide practitioners with data to better manage communications in their organizations. </li></ul><ul><li>Identify Best Practices to Benchmark their own organizations. </li></ul>
  4. 4. Survey Sample: 380
  5. 5. Respondents by Region
  6. 6. Budget Responsibility
  7. 7. Top Five Responsibilities <ul><li>Under $1 billion USD </li></ul><ul><li>Corp comm & reputation </li></ul><ul><li>Employee comm </li></ul><ul><li>Executive comm </li></ul><ul><li>Crisis management </li></ul><ul><li>Marketing PR/Product PR </li></ul><ul><li>More than $40 billion USD </li></ul><ul><li>Executive comm </li></ul><ul><li>Digital/social media </li></ul><ul><li>Crisis management </li></ul><ul><li>Marketing PR/Product PR </li></ul><ul><li>Corporate comm & reputation </li></ul>
  8. 8. Top Five Responsibilities <ul><li>Government Agencies </li></ul><ul><li>Image/graphic standards </li></ul><ul><li>Community relations </li></ul><ul><li>Website </li></ul><ul><li>Marketing PR/Product PR </li></ul><ul><li>Employee relations </li></ul><ul><li>Nonprofits </li></ul><ul><li>Comm/reputation </li></ul><ul><li>Website </li></ul><ul><li>Image/graphic standards </li></ul><ul><li>Advertising/image issues </li></ul><ul><li>Marketing PR/Product PR </li></ul>
  9. 9. Use of digital/social media in rank order of use <ul><li>Online videos </li></ul><ul><li>Social networking sites </li></ul><ul><li>Microblogs/Twitter </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Blogs </li></ul><ul><li>Audio podcasts </li></ul>
  10. 10. Survey Findings <ul><li>Respondents use digital/social media to moderate degree – but anticipate greater reliance on them. </li></ul><ul><li>Online video most popular – growing importance of visual communications. </li></ul><ul><li>PR/Communication departments have emerged as strong player in digital & social media. </li></ul>
  11. 11. Use of Digital/Social Media <ul><li>Positively correlated with: </li></ul><ul><ul><li>How seriously PR/Communication recommendations are taken by senior mgt </li></ul></ul><ul><ul><li>The inclusion of PR invited to senior-level planning meetings </li></ul></ul><ul><ul><li>The likelihood that the CEO believes PR contributes to sales and financial success </li></ul></ul>
  12. 12. The Future…… <ul><li>“ We have entered an era in which virtually all organizations must think of themselves as content providers, with that content taking multiple forms.” </li></ul><ul><ul><li>Gerald Swerling, director of Strategic Public Relations Center at USC. </li></ul></ul>
  13. 13. Measurement/Evaluation <ul><li>Organizations spend only about 4 or 5 percent of budget on measurement -- a figure that hasn’t changed for the past five years despite advances in sophisticated software and a greater number of tracking services . </li></ul>
  14. 14. Measurement/Evaluation <ul><li>Continued reliance on: </li></ul><ul><ul><li>Total circulation </li></ul></ul><ul><ul><li>Total impressions </li></ul></ul><ul><ul><li>Total number of clips </li></ul></ul><ul><ul><li>Total clips in “top tier” media </li></ul></ul><ul><ul><li>But “ad equivalency” of clips ranks low by respondents as a measurement tool. </li></ul></ul>
  15. 15. Some Correlations Regarding Measurement <ul><li>PR recommendations taken seriously by the CEO correlated with: </li></ul><ul><ul><li>Primary research – pre and post campaign analysis </li></ul></ul><ul><ul><li>Use of reputation tracking services </li></ul></ul><ul><ul><li>Digital/social media metrics </li></ul></ul><ul><ul><li>Crisis avoidance/mitigation </li></ul></ul><ul><ul><li>Influence on corporate culture/reputation </li></ul></ul>
  16. 16. Some Correlations Regarding Measurement <ul><li>Size of PR/Communication budget correlated to: </li></ul><ul><ul><li>Use of reputation tracking services </li></ul></ul><ul><ul><li>Metrics for digital/social media </li></ul></ul><ul><ul><li>Influence on corporate culture/reputation </li></ul></ul><ul><ul><li>Influence on share of voice </li></ul></ul><ul><ul><li>Influence on employee attitudes/morale </li></ul></ul><ul><ul><li>At bottom of list --- news clips and other similar devices. </li></ul></ul>
  17. 17. Some Correlations Regarding Measurement <ul><li>If PR is integrated with other functions such as marketing, this correlates with such measurement methods as: </li></ul><ul><ul><li>Contribution to market share </li></ul></ul><ul><ul><li>Contribution to profitability </li></ul></ul><ul><ul><li>Influence on corporate culture/reputation </li></ul></ul><ul><ul><li>Influence on stock performance </li></ul></ul><ul><ul><li>Monitoring and participating in social media </li></ul></ul>
  18. 18. Reporting Lines
  19. 19. Line Reports <ul><li>Companies under $1 billion </li></ul><ul><li>42 percent report to C-suite </li></ul><ul><li>17 percent report to marketing </li></ul><ul><li>Companies over $40 billion </li></ul><ul><li>60 percent report to C-suite </li></ul><ul><li>6.7 percent report to marketing </li></ul>
  20. 20. Line Reports <ul><li>Gov’t Agencies </li></ul><ul><li>68 percent report to chief executive of agency </li></ul><ul><li>18 percent report to multiple managers </li></ul><ul><li>Nonprofits </li></ul><ul><li>62 percent report to the head of the organization </li></ul><ul><li>21 percent report to multiple department heads </li></ul>
  21. 21. Integration With Other Units <ul><li>General Findings: </li></ul><ul><ul><li>About 5 on a scale of 7 </li></ul></ul><ul><ul><li>Large companies tend to be more integrated than smaller companies </li></ul></ul><ul><ul><li>Gov’t agencies and nonprofits tend to have less integration </li></ul></ul>
  22. 22. Contribution of PR to Organization Success <ul><li>Senior management’s perception: </li></ul><ul><ul><li>1. Marketing </li></ul></ul><ul><ul><li>2. PR/Communications </li></ul></ul><ul><ul><li>3. Sales </li></ul></ul><ul><ul><li>4. Strategic planning </li></ul></ul><ul><ul><li>5. HR </li></ul></ul><ul><ul><li>6. Information technology </li></ul></ul><ul><ul><li>7. Legal & Security </li></ul></ul>
  23. 23. Key Findings <ul><li>On a 7 point scale: </li></ul><ul><ul><li>PR recommendations are taken seriously by management: 5.8 </li></ul></ul><ul><ul><li>PR attends top level strategy meetings: 5.4 </li></ul></ul><ul><ul><li>PR contributes to financial success: 5.2 </li></ul></ul><ul><ul><li>PR contribution to sales: 4.8 </li></ul></ul>
  24. 24. The Most Successful Orgs <ul><li>Characteristics: </li></ul><ul><ul><li>A good reputation </li></ul></ul><ul><ul><li>Being proactive </li></ul></ul><ul><ul><li>Thinking long-term for strategy </li></ul></ul><ul><ul><li>Being ethical </li></ul></ul><ul><ul><li>Innovative </li></ul></ul>
  25. 25. Correlations of Data <ul><li>Respondents reporting to CEO are more likely to report: </li></ul><ul><ul><li>They have bigger budgets/staffing </li></ul></ul><ul><ul><li>Their recommendations are taken seriously </li></ul></ul><ul><ul><li>They participate in senior-level meetings </li></ul></ul><ul><ul><li>Their organizations have better reputations </li></ul></ul>
  26. 26. Correlations of Data <ul><li>Respondents reporting their PR functions are better integrated are more likely to report: </li></ul><ul><ul><li>Their CEO believes PR contributes to financial success. </li></ul></ul><ul><ul><li>They have bigger budget increases </li></ul></ul><ul><ul><li>Their CEO takes PR recs seriously </li></ul></ul><ul><ul><li>They participate in top-level strategy meetings </li></ul></ul>
  27. 27. Key Findings <ul><li>PR practitioners can no longer say, “PR Doesn’t get the respect it deserves.” </li></ul><ul><li>“ Instead they must ask themselves what is it about this particular organization, my role in this organization, or my performance, that causes the function to suffer from a deficit of respect.” </li></ul><ul><ul><li>Gerald Swerling, USC </li></ul></ul>
  28. 28. Thanks for your attention <ul><li>Dennis L. Wilcox, Ph.D. </li></ul><ul><li>Professor Emeritus </li></ul><ul><li>San Jose State University </li></ul><ul><li>California </li></ul><ul><li>[email_address] </li></ul><ul><li>Website for Strategic Communications & public Relations Center, University of Southern California (USC): </li></ul><ul><li> </li></ul>