The 2013 Digital PR Report highlights the growing but slow increase in digital marketing budgets among PR professionals, with a notable focus on content creation and digital agency services. Despite only 1-10% of marketing budgets often allocated to digital, many agencies anticipate significant revenue growth in this sector within the next year. Challenges remain as in-house teams report insufficient resources to manage digital channels effectively, while clients express skepticism about agencies' capabilities in online reputation management.

1. YOUR LOGO
DIGITAL PR
REPORT 2013
#PRCADIGITAL
Danny Whatmough
CMPRCA, Associate Director of Digital, Ketchum and
PRCA Digital Group Chairman

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. WHY USE
DIGITAL?

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. 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. BUDGETS

7. YOUR LOGO
46%Of organisations only spend 1-10% of their marketing
budget on digital / social media
BUDGETS

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. 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. YOUR LOGO
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
AREAS OF DIGITAL THAT BUDGET IS SPENT ON

11. USE OF
AGENCIES

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. 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. 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. 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. 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. OWNERSHIP

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. 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. 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. CONCLUSIONS

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. 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. 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