1.
2011 Membership Value
Perception and
Satisfaction Study
S ti f ti St d
Key Findings Overview
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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
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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.
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5.
Key M i
K Metrics
Members
M b
Members vs. Never Members, Lapsed Members
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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)
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7.
Key Metrics: Members vs. Lapsed and Never
Members
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% --
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8.
Member Attitudes and Behaviors
Towards PRSA
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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-respected
consumer 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 Communicators
mean 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 mean
satisfaction 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% .
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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
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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/A
Q. 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 ?
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13.
Member Profile: Personal &
Professional
P 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%
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13

14.
Member S
M b Segmentation
i
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15.
The Career Stage of PRSA Members is More
Complex 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
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16.
Seniority, by Itself, has Little Impact on Public
Relations 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 Needs
of 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
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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%)
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19.
Segments are Satisfied with PRSA and Would
Recommend 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%
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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 PRSA's 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?
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22.
Members Want PRSA to Prove the Value of Public
Relations t Th
R 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
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23.
Questions?
Contact Christina Darnowski, Director, Research and
Project Management, christina.darnowski@prsa.org