Traditional media such as newspapers and television are perceived as the most influential by PR professionals in both Malaysia and Singapore according to the survey. However, digital and social media are also commonly used and seen as relatively more influential than other media such as magazines. Looking to the future, PR professionals expect the media mix to incorporate both traditional and digital/social media. In Malaysia specifically, social media is seen as balanced and performing the role of a watchdog, unlike in Singapore where perceptions of traditional media are more positive.
The communication function is evolving, with responsibilities increasing but budgets and headcounts expected to remain the same. Communication leaders reported mixed satisfaction with their function's structure. While responsibilities are growing in areas like media relations and social media, over 40% said their function lacked sufficient resources. Moving forward, communication leaders want more resources and better collaboration, with nearly half seeking increased budgets and headcounts. Their relationships with other functions also impact effectiveness.
The document discusses the different types of publics that organizations must consider in public relations. It defines key publics like stakeholders, traditional vs nontraditional, primary vs secondary, internal vs external, and intervening publics. It emphasizes understanding each public's ability to influence goals, interests, decision makers, demographics, and opinions of the organization. Specific publics covered include employees, news media, government, investors, communities, consumers, voters, and businesses.
Mass media advertising in nigeria problems and prospectsGabriel Ken
In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions ---
radio and television on the one side and newspapers, magazines and books, on the other.
The Institute for Public Relations annually compiles top public relations research studies from the previous year. The 2021 compilation included 17 insights across various topics:
- Behavioral science research examined how anti-vaccination misinformation spreads on social media and how behavioral science can inform climate change communication and policymaking.
- Diversity, equity and inclusion research explored corporate racial justice communication, how employees cope with workplace racial discrimination, and barriers faced by women and minorities in career advancement.
- Research on environmental, social and corporate governance looked at the rising role of Chief Sustainability Officers and how boards updated their focus after the pandemic to prioritize risks like climate change.
- Studies on internal communication and culture analyzed the challenges
The Communicator's Guide to Research, Analysis, and EvaluationSarah Jackson
This document provides an introduction and overview to the importance of research, analysis, and evaluation for public relations and communication professionals. It discusses the key challenges communicators face today, including managing the say-do gap, combating misinformation, mitigating reputation risk, embracing new skills and technologies, and demonstrating a quantifiable return on PR investment. Research, analysis and evaluation are important for communicators to make smarter, data-driven decisions, measure the impact of their work, and continuously improve their strategies and tactics. The document is a guide for PR leaders to apply these analytical practices and insights to strategic decision making, communication performance, and meaningful business contributions.
The 2021 IPR Future of Communications in Asia Report Sarah Jackson
This document provides an overview and summary of the 2021 IPR Future of Communications in Asia Report. It discusses key themes from interviews with 27 senior communications executives in Asia, including:
1) Asia is a diverse region with different markets, cultures, technologies, and workplace environments requiring localized communications approaches.
2) COVID-19 recovery has been faster in some Asian countries like China but uneven across the region.
3) China is the most technologically advanced country where mobile is dominant and platforms like WeChat are integral to daily life and communications. Culture also influences communications in countries like conservative, traditional Japan.
Public relations is the practice of managing relationships with an organization's key audiences. It aims to build goodwill and understanding through ethical communication.
A PR practitioner requires skills in research, writing, organizing events and multimedia production. They must have qualities like integrity, judgment, creativity and cultural awareness.
PR differs from marketing in its concern for multiple audiences beyond just consumers. It also has less control over messaging than advertising and aims for factual, unbiased communication unlike propaganda.
The document discusses three papers on the impact of online media. First, it examines how online media can influence public opinion politically and affect foreign policy decisions. Second, it analyzes the relationship between social media factors and consumer purchase intentions. Third, it investigates how interactivity and relevance of online ads influence customer attitudes, challenging traditional views of repetitive advertising. The document provides an overview of the purpose, methodology, findings and limitations of each paper.
The communication function is evolving, with responsibilities increasing but budgets and headcounts expected to remain the same. Communication leaders reported mixed satisfaction with their function's structure. While responsibilities are growing in areas like media relations and social media, over 40% said their function lacked sufficient resources. Moving forward, communication leaders want more resources and better collaboration, with nearly half seeking increased budgets and headcounts. Their relationships with other functions also impact effectiveness.
The document discusses the different types of publics that organizations must consider in public relations. It defines key publics like stakeholders, traditional vs nontraditional, primary vs secondary, internal vs external, and intervening publics. It emphasizes understanding each public's ability to influence goals, interests, decision makers, demographics, and opinions of the organization. Specific publics covered include employees, news media, government, investors, communities, consumers, voters, and businesses.
Mass media advertising in nigeria problems and prospectsGabriel Ken
In this study, an attempt was made to evaluate the problems and prospects of mass media advertising in Nigeria. We talk of the media mix and the multi-media approach to public relations and advertising, but we seem to be uncertain which particular medium is more success-oriented in carrying out advertising functions ---
radio and television on the one side and newspapers, magazines and books, on the other.
The Institute for Public Relations annually compiles top public relations research studies from the previous year. The 2021 compilation included 17 insights across various topics:
- Behavioral science research examined how anti-vaccination misinformation spreads on social media and how behavioral science can inform climate change communication and policymaking.
- Diversity, equity and inclusion research explored corporate racial justice communication, how employees cope with workplace racial discrimination, and barriers faced by women and minorities in career advancement.
- Research on environmental, social and corporate governance looked at the rising role of Chief Sustainability Officers and how boards updated their focus after the pandemic to prioritize risks like climate change.
- Studies on internal communication and culture analyzed the challenges
The Communicator's Guide to Research, Analysis, and EvaluationSarah Jackson
This document provides an introduction and overview to the importance of research, analysis, and evaluation for public relations and communication professionals. It discusses the key challenges communicators face today, including managing the say-do gap, combating misinformation, mitigating reputation risk, embracing new skills and technologies, and demonstrating a quantifiable return on PR investment. Research, analysis and evaluation are important for communicators to make smarter, data-driven decisions, measure the impact of their work, and continuously improve their strategies and tactics. The document is a guide for PR leaders to apply these analytical practices and insights to strategic decision making, communication performance, and meaningful business contributions.
The 2021 IPR Future of Communications in Asia Report Sarah Jackson
This document provides an overview and summary of the 2021 IPR Future of Communications in Asia Report. It discusses key themes from interviews with 27 senior communications executives in Asia, including:
1) Asia is a diverse region with different markets, cultures, technologies, and workplace environments requiring localized communications approaches.
2) COVID-19 recovery has been faster in some Asian countries like China but uneven across the region.
3) China is the most technologically advanced country where mobile is dominant and platforms like WeChat are integral to daily life and communications. Culture also influences communications in countries like conservative, traditional Japan.
Public relations is the practice of managing relationships with an organization's key audiences. It aims to build goodwill and understanding through ethical communication.
A PR practitioner requires skills in research, writing, organizing events and multimedia production. They must have qualities like integrity, judgment, creativity and cultural awareness.
PR differs from marketing in its concern for multiple audiences beyond just consumers. It also has less control over messaging than advertising and aims for factual, unbiased communication unlike propaganda.
The document discusses three papers on the impact of online media. First, it examines how online media can influence public opinion politically and affect foreign policy decisions. Second, it analyzes the relationship between social media factors and consumer purchase intentions. Third, it investigates how interactivity and relevance of online ads influence customer attitudes, challenging traditional views of repetitive advertising. The document provides an overview of the purpose, methodology, findings and limitations of each paper.
The document discusses the importance of social impact assessment in influencing marketing communications, CSR, and advocacy efforts. It argues that current narratives for advocacy and CSR funding focus too much on individual success stories and lack data on the full scope of impact. Incorporating social impact data and metrics into communications can provide more substance, transparency, and strategic information for decision-making to mobilize communities and improve policies. The paper proposes a conceptual framework for using impact assessment findings to build a stronger marketing communication approach that ensures relevant messaging and adequate use of metrics to establish long-term understanding between social development organizations and their stakeholders.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
2006 Report Of The Commission On Public Relations EducationKen Kaplan
This document is a report from the Commission on Public Relations Education that provides recommendations for strengthening the connection between public relations education and professional practice. The report is based on extensive research and input from educators and practitioners. It contains sections on research conducted for the report, ethics, diversity, communication technology, global implications, undergraduate education, graduate education, internships, online learning, governance, faculty qualifications, professional organizations, certification, and a call for all stakeholders to work together to better align education and practice.
Week 7: Uncontrolled Communication (the media)Kane Hopkins
The document discusses mass media and public relations practices. It notes that mass media includes technological channels used to maintain audiences. In New Zealand, media ownership is limited and newsrooms are shrinking. Five major media trends are identified, including new digital-only news organizations, social and mobile changes impacting the process of reporting, and local television experiencing changes. The document also discusses best practices for communicating with the media, such as using media releases, advisories, and social media; and pitching story ideas to journalists.
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
The document discusses a study on the evolving communication function within organizations. Key findings from the study include:
- Fewer than half of communication leaders said they were satisfied with their function's structure, though most felt it was effective.
- Responsibilities of the communication function have increased and are expected to continue growing. However, most expect their headcount to remain the same.
- Top responsibilities included media relations, social media, and crisis communication. Communication functions were often combined with marketing.
Public Relations Rules for Healthcare OrganizationsAIS Media, Inc.
This document provides information about AIS Media, a digital marketing agency. It discusses their services including public relations, social media, analytics, content creation, and design. It then covers various topics related to digital public relations for healthcare organizations, including the changing media landscape, goals of PR, earned vs paid channels, and how to integrate PR with SEO and content marketing. It provides tips on writing custom content, blogging, and online reputation management.
This document provides an overview of a research study on the impact of advertisements on rural poor populations in Dhaka, Bangladesh. The study was conducted by students in the communication and media studies department at the University of Development Alternative. It involved collecting primary data from residents in the rural area of Bosila near Dhaka and secondary data from government reports and journals. The research aims to identify an innovative advertising framework for reaching rural audiences, as existing methods have poor media reach. The findings will help marketers develop effective rural advertising strategies in Dhaka and other parts of Bangladesh.
Leadership Perspectives: Leading and Looking Ahead Through COVID-19Sarah Jackson
The COVID-19 pandemic has led many companies to shift their marketing and communications priorities from external promotion to internal engagement. Effective internal communications are now crucial as companies work to keep employees informed, engaged, and supported while working remotely. Companies that have adapted their culture to the new remote work environment, rather than just implementing temporary fixes, have fared better. Going forward, internal and crisis communications should remain a key part of companies' engagement strategies.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
This document discusses the public relations process and its key components. It outlines 7 phases of the public relations process: 1) identifying the message, 2) ascertaining existing public awareness, 3) developing communication objectives, 4) creating the message and choosing media, 5) implementing the message, 6) assessing impact, and 7) redesigning the message if needed. It also discusses establishing public relations objectives, strategies, target audiences, and evaluating outcomes. The overall public relations process aims to effectively plan and execute communication initiatives to influence public opinion.
- 83.2% of respondents said that COVID-19 was a heavily discussed topic in their work.
- Around 70% felt their organizations did a satisfactory job in managing communication about COVID-19.
- Common roles for communicators included providing updates on safety protocols, transitioning employees to remote work, and addressing misinformation internally and externally.
- The most trusted sources of information about COVID-19 were national health authorities, followed by local health authorities and employers.
Trust in Communicators 2019 Study: How the general population trusts journali...Communication Monitor
The "Trust in Communicators" (TiCS) study has been conducted by researchers from Leipzig University, Leeds Beckett University, and IULM University Milan within the framework of EUPRERA, facilitated by Cision Insights and Fink & Fuchs. It is linked to the European Communication Monitor research project. The study combines representative polls of adults aged 16 to 64 from Germany, Italy and the United Kingdom with a survey of communication practitioners in the same countries.
The public poll highlighted that communication and PR professionals are trusted and recognised more highly in the UK than in Germany or Italy. However, the general public has a high-level of distrust in these professionals. A trust gap was identified between communications and PR professionals and journalists, but it was not as wide as expected and is closing.
Information about organisations is often spread by people who are not acting in a professional communication role – i.e. organisational advocates such as supportive customers (fans, brand ambassadors), experts in the field (academics, consultants) or activists with overlapping interests. The polls found that external experts are the most trusted of these advocates, but all are trusted more highly than communication and PR professionals. Efforts should be focussed on enabling these advocacy groups to promote the trust-building process. The polls also revealed that the general population has fuzzy perceptions about the goals and activities of PR professionals.
Whilst communication and PR professionals misperceive the public’s opinion about them and overestimate public trust. These professionals also misjudge their role in the trust-building process and ignore public trust in external advocates.
The full report (PDF, 38 pp.) is available for download.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
CIPR state of the profession benchmarking survey 2010 Eva Shirokova
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR's Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues.
4. Impact On Relationship Between Organizations And Their Publicsmctripletwo
This document discusses the impact of new media on relationships between organizations and their publics. It provides examples of how organizations in Malaysia use new media like websites, email, social media, and online advertising to connect with internal and external audiences. New media allows for more efficient communication and information sharing between organizations and publics. However, cultural factors and a lack of non-verbal cues can still present issues for relationships built through electronic communication alone. Overall, new media has become an important tool for public relations practitioners in Malaysia to engage with stakeholders and promote their organizations.
The survey found that:
1) Global PR agency sector revenue is predicted to grow from $14 billion to $19.3 billion over the next five years, while in-house growth is estimated at 13%.
2) Future growth is seen as being driven by content creation and social media. Traditional media relations also ranks highly.
3) Finding and retaining the right talent is viewed as the greatest challenge by both agency and corporate executives.
4) While change is anticipated, budgets are not increasing substantially to accommodate greater complexity and expectations.
The document discusses media mix, public relations, and newsletters. It defines media mix as the combination of various media modes used for advertising and promotion. It notes the key roles of media mix in business include planning strategy, managing costs, and reaching target markets. Public relations is defined as the art of analyzing trends, counseling organizations, and implementing planned programs to serve both organizational and public interests. Newsletters are described as regular publications distributed to defined groups to inform, announce events, and promote products/services. Effective newsletter creation follows rules like knowing the audience and writing for them.
4. Impact On Relationships Between Organizations And Their Publicsmctripletwo
This document discusses the impact of new media on relationships between organizations and their publics. It provides examples of how organizations in Malaysia like Digi Telecommunications and AirAsia have leveraged social media like Twitter and Facebook to better engage with customers. Digi saw growth while competitors declined, and AirAsia was able to sell over 1 million tickets in 2 days due to their social media presence. The document also examines how new media has helped strengthen the Malaysian economy and improved communication between organizations and the public.
The survey of 713 PR professionals found that while most recognize the importance of new technologies, adoption remains low. While reaching journalists and tracking news were seen as critical to success, less than 30% used an online media directory and over 65% used paper-based or generic software for tracking. Many are also still manually clipping news rather than using monitoring services. There is an opportunity for more organizations to leverage technologies designed for PR to streamline efforts and enhance success.
The document discusses the importance of social impact assessment in influencing marketing communications, CSR, and advocacy efforts. It argues that current narratives for advocacy and CSR funding focus too much on individual success stories and lack data on the full scope of impact. Incorporating social impact data and metrics into communications can provide more substance, transparency, and strategic information for decision-making to mobilize communities and improve policies. The paper proposes a conceptual framework for using impact assessment findings to build a stronger marketing communication approach that ensures relevant messaging and adequate use of metrics to establish long-term understanding between social development organizations and their stakeholders.
This document provides an overview of key concepts in public relations theory, including the basic elements of communication, persuasion vs manipulation, how PR works to attract and direct an audience, and theories about how media and communication influence audiences. It discusses factors like the source and message credibility, the role of opinion leaders, agenda setting and framing, and models for diffusing new ideas and motivating audiences through increasing awareness, ability, and opportunity. The document aims to educate PR professionals on applying communication theory concepts.
2006 Report Of The Commission On Public Relations EducationKen Kaplan
This document is a report from the Commission on Public Relations Education that provides recommendations for strengthening the connection between public relations education and professional practice. The report is based on extensive research and input from educators and practitioners. It contains sections on research conducted for the report, ethics, diversity, communication technology, global implications, undergraduate education, graduate education, internships, online learning, governance, faculty qualifications, professional organizations, certification, and a call for all stakeholders to work together to better align education and practice.
Week 7: Uncontrolled Communication (the media)Kane Hopkins
The document discusses mass media and public relations practices. It notes that mass media includes technological channels used to maintain audiences. In New Zealand, media ownership is limited and newsrooms are shrinking. Five major media trends are identified, including new digital-only news organizations, social and mobile changes impacting the process of reporting, and local television experiencing changes. The document also discusses best practices for communicating with the media, such as using media releases, advisories, and social media; and pitching story ideas to journalists.
This full report (102 pp., PDF) for the Asia-Pacific Communication Monitor (APCM) 2020/21 is based on a survey of 1,155 communication professionals working in companies, non-profits, governmental organisations and agencies across 15 countries and territories in the region including China, Hong Kong and Macau (SAR), Taiwan, Vietnam, Philippines, Thailand, India, Singapore, Brunei, Malaysia, Indonesa, New Zealand and Australia.
The bi-annual study is part of the global Communication Monitor series, which provides valuable insight into the communication industry and its future.
The APCM 2020/21 explored the importance of strategic issues and communication changes over time, ethical challenges for practitioners and how they deal with them, gender equality, and competency gaps and development in communications.
Characteristics of excellent communication departments as well as differences between countries and types of organizations are identified by means of statistical analyses.
The document discusses a study on the evolving communication function within organizations. Key findings from the study include:
- Fewer than half of communication leaders said they were satisfied with their function's structure, though most felt it was effective.
- Responsibilities of the communication function have increased and are expected to continue growing. However, most expect their headcount to remain the same.
- Top responsibilities included media relations, social media, and crisis communication. Communication functions were often combined with marketing.
Public Relations Rules for Healthcare OrganizationsAIS Media, Inc.
This document provides information about AIS Media, a digital marketing agency. It discusses their services including public relations, social media, analytics, content creation, and design. It then covers various topics related to digital public relations for healthcare organizations, including the changing media landscape, goals of PR, earned vs paid channels, and how to integrate PR with SEO and content marketing. It provides tips on writing custom content, blogging, and online reputation management.
This document provides an overview of a research study on the impact of advertisements on rural poor populations in Dhaka, Bangladesh. The study was conducted by students in the communication and media studies department at the University of Development Alternative. It involved collecting primary data from residents in the rural area of Bosila near Dhaka and secondary data from government reports and journals. The research aims to identify an innovative advertising framework for reaching rural audiences, as existing methods have poor media reach. The findings will help marketers develop effective rural advertising strategies in Dhaka and other parts of Bangladesh.
Leadership Perspectives: Leading and Looking Ahead Through COVID-19Sarah Jackson
The COVID-19 pandemic has led many companies to shift their marketing and communications priorities from external promotion to internal engagement. Effective internal communications are now crucial as companies work to keep employees informed, engaged, and supported while working remotely. Companies that have adapted their culture to the new remote work environment, rather than just implementing temporary fixes, have fared better. Going forward, internal and crisis communications should remain a key part of companies' engagement strategies.
Dr. Timothy P. Christy outlines his 2011-2013 research plan, which includes 6 high priority projects covering topics such as gamification in advertising, the influence of social media on word-of-mouth, and how agency restructuring has affected stakeholders. The plan details each project's goals, current stage of development, potential collaborators, and targeted publications. It also provides a list of key submission deadlines for conferences and journal special issues throughout 2011-2012.
This document discusses the public relations process and its key components. It outlines 7 phases of the public relations process: 1) identifying the message, 2) ascertaining existing public awareness, 3) developing communication objectives, 4) creating the message and choosing media, 5) implementing the message, 6) assessing impact, and 7) redesigning the message if needed. It also discusses establishing public relations objectives, strategies, target audiences, and evaluating outcomes. The overall public relations process aims to effectively plan and execute communication initiatives to influence public opinion.
- 83.2% of respondents said that COVID-19 was a heavily discussed topic in their work.
- Around 70% felt their organizations did a satisfactory job in managing communication about COVID-19.
- Common roles for communicators included providing updates on safety protocols, transitioning employees to remote work, and addressing misinformation internally and externally.
- The most trusted sources of information about COVID-19 were national health authorities, followed by local health authorities and employers.
Trust in Communicators 2019 Study: How the general population trusts journali...Communication Monitor
The "Trust in Communicators" (TiCS) study has been conducted by researchers from Leipzig University, Leeds Beckett University, and IULM University Milan within the framework of EUPRERA, facilitated by Cision Insights and Fink & Fuchs. It is linked to the European Communication Monitor research project. The study combines representative polls of adults aged 16 to 64 from Germany, Italy and the United Kingdom with a survey of communication practitioners in the same countries.
The public poll highlighted that communication and PR professionals are trusted and recognised more highly in the UK than in Germany or Italy. However, the general public has a high-level of distrust in these professionals. A trust gap was identified between communications and PR professionals and journalists, but it was not as wide as expected and is closing.
Information about organisations is often spread by people who are not acting in a professional communication role – i.e. organisational advocates such as supportive customers (fans, brand ambassadors), experts in the field (academics, consultants) or activists with overlapping interests. The polls found that external experts are the most trusted of these advocates, but all are trusted more highly than communication and PR professionals. Efforts should be focussed on enabling these advocacy groups to promote the trust-building process. The polls also revealed that the general population has fuzzy perceptions about the goals and activities of PR professionals.
Whilst communication and PR professionals misperceive the public’s opinion about them and overestimate public trust. These professionals also misjudge their role in the trust-building process and ignore public trust in external advocates.
The full report (PDF, 38 pp.) is available for download.
The new Global Communications Report, produced by the Holmes Report in conjunction with University of Southern California’s Center for Public Relations, is the definitive study of the global public relations industry, featuring research, agency rankings and industry analysis.
CIPR state of the profession benchmarking survey 2010 Eva Shirokova
As the voice of the profession, the CIPR provides insight into the role of PR practitioners and the profession. The 2010 CIPR's Annual State of the PR Profession Survey of almost 2,000 members, carried out by ComRes, reveals that while the profession has remained resilient, with slight increases in the majority of communications budgets, economic pressure continues.
4. Impact On Relationship Between Organizations And Their Publicsmctripletwo
This document discusses the impact of new media on relationships between organizations and their publics. It provides examples of how organizations in Malaysia use new media like websites, email, social media, and online advertising to connect with internal and external audiences. New media allows for more efficient communication and information sharing between organizations and publics. However, cultural factors and a lack of non-verbal cues can still present issues for relationships built through electronic communication alone. Overall, new media has become an important tool for public relations practitioners in Malaysia to engage with stakeholders and promote their organizations.
The survey found that:
1) Global PR agency sector revenue is predicted to grow from $14 billion to $19.3 billion over the next five years, while in-house growth is estimated at 13%.
2) Future growth is seen as being driven by content creation and social media. Traditional media relations also ranks highly.
3) Finding and retaining the right talent is viewed as the greatest challenge by both agency and corporate executives.
4) While change is anticipated, budgets are not increasing substantially to accommodate greater complexity and expectations.
The document discusses media mix, public relations, and newsletters. It defines media mix as the combination of various media modes used for advertising and promotion. It notes the key roles of media mix in business include planning strategy, managing costs, and reaching target markets. Public relations is defined as the art of analyzing trends, counseling organizations, and implementing planned programs to serve both organizational and public interests. Newsletters are described as regular publications distributed to defined groups to inform, announce events, and promote products/services. Effective newsletter creation follows rules like knowing the audience and writing for them.
4. Impact On Relationships Between Organizations And Their Publicsmctripletwo
This document discusses the impact of new media on relationships between organizations and their publics. It provides examples of how organizations in Malaysia like Digi Telecommunications and AirAsia have leveraged social media like Twitter and Facebook to better engage with customers. Digi saw growth while competitors declined, and AirAsia was able to sell over 1 million tickets in 2 days due to their social media presence. The document also examines how new media has helped strengthen the Malaysian economy and improved communication between organizations and the public.
The survey of 713 PR professionals found that while most recognize the importance of new technologies, adoption remains low. While reaching journalists and tracking news were seen as critical to success, less than 30% used an online media directory and over 65% used paper-based or generic software for tracking. Many are also still manually clipping news rather than using monitoring services. There is an opportunity for more organizations to leverage technologies designed for PR to streamline efforts and enhance success.
Relating To The Public Pr In Age Of Social MediaKen Kaplan
The document discusses how social media has changed the role of public relations. It summarizes interviews with communications professionals on how their organizations are adapting. Key points include:
- Social media is reshaping corporate communications and the PR industry by introducing new information sources and less control over brands.
- PR practitioners must embrace social media, build trust through transparency, and develop new skills like digital measurement and visual storytelling.
- Lines are blurring between marketing disciplines as they take on each other's roles, and PR must clearly define its value and expertise to clients.
- Future agency models may tie compensation more closely to measurable outcomes through hybrid project/hourly and outcomes-based approaches.
Fed ex / Ketchum Social Media Study Findings ReportMauricio Godoy
Findings and insights from the 2010 FedEx/Ketchum Social Media Benchmarking Study—a comprehensive exploration of how social media impacts today’s communications landscape. This document reflects the input of leaders from over 60 top global organizations across most major industries.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to digital communications and social media. While tools have changed, the role of PR professionals is to strategically apply these tools to build relationships and solve problems. Today, effective PR requires skills in both communication and management strategies. PR education has also broadened to provide students with cross-disciplinary expertise needed for the profession.
The practice of public relations in the Philippines has evolved significantly over time. PR is now recognized as an important management function for both government and businesses. PR tools have expanded from traditional press releases to include digital communications and new media. While tools have changed, the responsibility of PR professionals in applying them in a strategic way remains. Today, PR practitioners are expected to go beyond message transmission to become problem-solvers, relationship-builders, and masters of management strategies in addition to communication skills. Colleges now offer PR degree programs to prepare students for these roles.
This document provides an introduction and background for a thesis on social media marketing for Dorea Educational Institute. The thesis aims to help Dorea improve their social media presence and marketing by analyzing their current social media usage and engagement. Dorea's main target audience is educators and teachers over 30 years old, which presents a challenge for reaching through social media. The document outlines the research questions around increasing engagement and reaching older audiences. It will analyze Dorea's current Facebook presence, conduct a survey of previous customers, and provide a marketing strategy with a content plan and SWOT analysis based on the findings. The goal is to give Dorea new ideas and perspectives to enhance their social media marketing.
When it comes to engaging with your customers, do you have the right formula to reach them through their CHANNEL of preference, with the CONTENT they want and at their CONVENIENCE ? How engaged is your brand?
This year, Alterian surveyed nearly 1,500 marketing professionals to see just where brands stand when it comes to expenditure, social media, level of personalization, and whether brands are ready for growth or at risk.
In this presentation Donnell Wright and Russ Taufa, of Alterian's research consulting group, examine survey findings and provide insight into how brand engagement is shifting as well as discuss new marketing opportunities for 2011.
This document provides an overview of public relations as discussed in a study unit. It defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics. It describes the nature of public relations as based on open two-way dialogue and mutual understanding between an organization and its stakeholders to gain public consent. The document also distinguishes public relations from related fields like marketing, advertising, propaganda, publicity and spin doctoring.
This document outlines the key steps in the public relations process:
1) Research to understand the client, issues, and key audiences. This involves both secondary and primary research.
2) Planning by setting goals and objectives, identifying target audiences, and developing messaging themes and strategies.
3) Communication to explain the chosen course of action to those affected and whose support is needed. This involves tactics, timelines, and budgets.
4) Evaluation to determine if objectives were achieved and identify lessons learned to improve future efforts. Evaluation leads back to research to begin the process again.
The document discusses the roles and functions of public relations practitioners and within organizations. It provides definitions of public relations from past practitioners, including it being the art of analyzing trends, counseling leaders, and implementing planned programs of action that benefit both the organization and public interest.
It also describes public relations as having three main roles within organizations: (1) relationship management to build and maintain relationships with key audiences, (2) image management to present a positive image, and (3) resource management to effectively allocate the PR budget. Additionally, it notes that larger organizations may have specialized PR roles, while smaller companies typically require generalists to handle varied PR needs.
Report: Social Media. Catching up with the banks. 2011.Robert Roessler
Banks are behind other industries in their use of social media as a communications tool. While banks acknowledge social media's potential, regulatory concerns and a loss of message control hold them back. A survey found that banks primarily use social media for communications and PR rather than direct customer engagement. Twitter is the dominant social media platform for banks. Retail banks have a more established social media presence than investment banks. Overall banks are making progress developing social media strategies but still struggle with defining goals and metrics for these strategies.
The State of Corporate Social Media 2012Nick Johnson
"The State of Corporate Social Media" is a free briefing from Useful Social Media on how large companies are using social media, written by @gnjohnson.
The 2012 edition features over 40 pages of stats, facts, benchmarks and analysis on how social media is impacting business.
This paper is based on Use of social media in business. This research proposal comes under the Business Research Method subject.
I will also upload our paper presentation based on the same topic.
Feel free to contact.
marketingThe Effectiveness of social media in event Mr Nyak
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Media and PR Influencers Survey Findings
1. Media and PR Influencers Survey Findings
>Malaysia
>Singapore
Presented by Leon Hudson, General Manager, South East Asia
Analysis by Sanjay Khanna, Market Research Manager
August 2010
2. 2
Media Monitors - Thought Leadership
The Media Analysis Series examine the discourse regarding key
issues in traditional and new media, providing valuable insight into
today’s media landscape.
The Energy Debate -
Discussion on nuclear, coal, solar, wind
and other energy sources in Asia Pacific.
The Climate Change Debate -
Discussion about solutions
differed greatly, ensuring the
most likely outcome is indecision
and therefore inaction.
The Obama Report
Analysing the Media Response to
President Obama across the Asia-
Pacific Region.
The Water Debate in Australia -
A Drought of Action; A Flood of
Politics, Vested Interests and
Nimbyism.
The Global Financial Crisis
Report
Analysing the Media Response to
Global Financial Crisis across the
Asia-Pacific Region.
3. 3
Table of contents
1) About the survey
2) EXECUTIVE SUMMARY: key take-outs and key findings
3) PROFILE of survey respondents? (PR professionals/Media)
4) Which Media are most INFLUENTIAL? Why?
5) What CHALLENGES are faced by PR/Media professionals?
6) PR - Media RELATIONSHIP: A snapshot
7) Media PREFERENCES
8) CONCLUSIONS and Recommendations
Making Sense of the Media
5. 5
Survey background
Surveys conducted in
Malaysia (in collaboration with Public
Relations Consultants’ Association of
Malaysia) and
Singapore
Survey Period: 15 June to 9 July 2010
Online survey ~ 10 min; closed-ended
questions, tick one/more as applicable
Two separate surveys: with some common
questions
Public Relations (PR) professionals: in-
house and agency
Media professionals: Press, Broadcast,
Online, News-wires, Bloggers
378 completed surveys in total:
About the Survey
Survey Objectives
As part of our thought leadership series,
Asia Media Monitors has surveyed PR
practitioners and media professionals in
Malaysia and Singapore markets. The major
objectives of the survey are to find out
1. media that are considered most
influential by the PR professionals,
2. current challenges faced by PR/media
professionals
3. state of the relationship between the
PR professionals and media
professionals and areas where it could
be improved
4. media preferences for getting
information from PR practitioners
Key survey findings are included as the
Executive Summary on the following pages
and detailed findings have been graphically
presented in the report that follows.
Demographics - PR professionals:
> 309 respondents in total (Malaysia +
Singapore)
> A mix of agency (1/3) and in-house
professionals (2/3)
junior, middle and senior management
levels represented from small, medium
and large organisations
PR/Communications qualifications is
the highest level of qualification for
40% respondents
Previous role most likely in
PR/Communications – only ~13% have
had held a journalism role previously
Median age is ~37 years, with a median
~10 years of experience in
PR/Communications
Gender balance: more female
practitioners overall, in-house
practitioners’ comprise ~60%
female/40% male and agency sample
has an equal representation of both
genders
Demographics - Media professionals:
69 respondents (journalists, writers,
correspondents,editorial,management
staff) from publications, online news
publications and broadcast stations.
Twelve bloggers are also included
Unlike PR sample, the gender
breakdown indicates a skew towards
male gender (64% of the sample)
Median age ~39 years; 12 years
experience in media/communications
7. 7
The greatest challenge faced by the
PR profession in Malaysia is to raise
the profile of the sector and to
demonstrate tangible value of PR
that impacts the bottom-line of an
organisation.
PR professionals do not have much
control over exogenous factors such as
the domestic political and economic
environment impacting the sector.
However, factors such as talent
management, demonstrable value
through monitoring and analysis,
managing the growing use of
digital/social media and interaction with
the media might be well within the
sphere of control of PR professionals.
Clients are more demanding of the
PR/communications practice in
Singapore and the profession is much
more accepted, recognised and
established here. Yet there is an
apparent dichotomy - traditional media
is still considered relatively more
influential compared to that in Malaysia,
while the penetration of social media
usage is high as well.
The biggest challenge in Singapore is to
clearly demonstrate the value of
traditional as well as new media
communications to demanding
internal/external clients by using
appropriate media monitoring and
analysis tools and showing the
contribution to the bottom-line.
Media is comfortable with the use of
technology for research / news-
gathering as well as providing online
news content. However, the need of
the hour is to provide unique and
more relevant online content that is
interactive, user-generated content
that is also more engaging for the
target audience.
Executive Summary – Key Take-outs
Demonstrating the value of
communications to the
bottom-line of organisations
is the key …
Relationship between the two
professions is and has been tenuous.
There is scope for improvement by
two–way communication on a timely
basis, where relevant and with
transparency. Finding a common
middle ground is a challenge but this
can be overcome by understanding the
needs and preferences and delivering
accordingly – whether it is media
information (e.g. broad based industry
trends provided with product news) or
media providing a timely
acknowledgement and response to a
media release.
More research in this area is
recommended to uncover the dynamic
and growing needs and requirements of
in-house as well as agency practitioners
and media professionals.
Two-way communication is
required to understand the
needs and preferences …
8. 8
1. INFLUENTIAL MEDIA
Traditional media (especially newspapers
and television) are perceived to be most
influential for communicating with the
target audience in both markets, as
reported by PR professionals in the survey.
The key reasons are:
>traditional media is considered relevant
to the target audience by a majority of
respondents, relatively more in
Singapore than in Malaysia
>traditional media is also perceived
better on quality of analysis and opinion
as compared to digital/social media
Communicating with the target audience
using digital/social media is, however quite
common (80% of respondents reported
using these media in the last 12 months as
part of their communication strategy).
These new media are seen to be relatively
more influential than magazines, radio,
outdoor and below-the-line media
Malaysia PR: Malaysia PR professionals
have much better perceptions of
digital/social media than their Singapore
counterparts. In Malaysia, digital/social
media is perceived to be
>balanced/unbiased compared to
traditional media and
>is already performing the social
monitoring/ watch-dog role. This
watch-dog role has been held by
traditional media ever since the
evolution of media. Media
professionals responses also support
this finding as well.
Recently the PR week commented that
Malaysia has in fact become the ‘poster-
child for the transformative power of social
media.’ (see slide 23)
Singapore PR: Perceptions of traditional
media are better on
>relevance to target audience
>quality of analysis and opinion and
>being balanced and unbiased
However respondents are equally divided
when asked to compare traditional media
to social media for the social watch-dog
role
Most survey respondents who have used
digital /social media believe that this
medium
>provides a wider reach
>reaches a niche target audience such as
young adults
>allows the organisation to engage
directly with the audience and
>works faster, more effectively and
efficiently
Looking into the future, it is highly likely
that the future media mix for an
organisation would incorporate both
traditional media and digital/social media.
It would also work best if communications
through these two channels can be
integrated. Media intermediation is also
becoming important and organisations can
use this to get more media attention than
was ever possible through using just press
releases and focussed pitching in the past.
Executive Summary – key findings
Future media mix will
incorporate both
traditional as well as
digital/social media …
Malaysia has become the
‘poster-child for the
transformative power of
social media.’
9. 9
2. CHALLENGES
Survey respondents were asked - to pick
one challenge that they believe is the
‘greatest challenge’ for them as PR/media
professionals, from amongst the several
challenges listed on the questionnaire.
In both the markets, PR professionals’
greatest challenges are
>determining the return on investment of
PR campaigns and
>managing social media discussion
Dealing with traditional media only
interested in paid content is also mentioned
as one of the top challenges.
The greatest challenges for media
professionals are
>declining audience/circulation
>declining advertising revenues and
>working with limited budgets/resources
These three challenges are related and
dependent on each other. Another survey
finding puts a context to the above finding.
The proposed and much publicised
business/revenue model for traditional
media especially for publications is charging
for online content or ‘putting up the pay-
walls’. More than 60% of all respondents
answered in the negative when
asked “as a consumer of news, would you
pay for online news content?”.
Experts have opined that consumption of
online news is likely to grow as it is a
dynamic medium and news is delivered real-
time. But online news is also seen by many
as a commodity - media pay-walls are likely
to face resistance unless niche, original and
unique content can be delivered in a cost
effective and efficient way.
Malaysia PR: In Malaysia, other challenges
voiced by respondents are
>recognition of the strategic role of PR
>getting commitment from senior
management (although 60%
respondents indicate a direct line of
relationship of their PR /
Communications head to the CEO)
Executive Summary – key findings
Singapore PR: In contrast, recognition and
commitment are not viewed as major
challenges in Singapore, possibly due to PR /
Communications being a mature, relatively
well established and recognised sector in
Singapore. However, a challenge that ranks
high is
>dealing with demanding
internal/external clients who expect
greater value from PR
In Malaysia, a question about PR
accreditation and implementation of the
proposed PR Act was asked. There is
consensus within the two groups i.e. in-
house and agency professionals , but
polarised perceptions exist between the two
groups
>Would mandatory PR accreditation
raise PR industry standards? (only in-
house PR professionals are in favour)
>Should PR Act be implemented? (only
in-house PR professionals are in favour)
GFC and its impact: GFC has had its impact
on PR agency revenues and in-house
communication budgets but optimism is
returning in line with the recovery in the
broader economy.
Determining the Return
on investment (ROI) of
PR campaigns is the
greatest challenge for
PR professionals
10. 10
3. RELATIONSHIP BETWEEN PR AND
MEDIA PROFESSIONALS
This section of the survey explored the
overall experience and state of relationship
that PR professionals have with traditional
media professionals and vice versa.
PR professionals: The overall experience
with media is rated positive in both the
markets. Accuracy in reporting by the media
(particularly in Singapore) and availability to
discuss story ideas are seen as good or fair by
most respondents.
However, in both markets PR professionals
expect
>better acknowledgement of media
information sent
>better acceptance of follow-up by media
Media professionals are not so positive in
their overall experience rating of PR
professionals. Attributes that influence this
rating are
>little awareness of deadlines
>perceived lack of understanding of topics
covered by media
>perceived low level of familiarity with
media outlets/broadcast stations and
>lack of authenticity
The above findings are re-inforced by
responses to another question where more
than half the media respondents rate less
than 50% of the media releases received as
‘timely’ and ‘relevant’.
Looking at the above aspects impacting the
overall relationship between the two
professions, it is evident that a few of these
are communication issues in itself (such as
awareness of deadlines) that can be
resolved with both sides. finding a middle
ground and communicating openly.
4. MEDIA PREFERENCES
Media releases sent through e-mail are the
most preferred means of contact by the
media because most media professionals
are seldom available at their work-place.
This also allows the media to review the
information unobtrusively and judge the
newsworthiness independently. As
mentioned above, a majority of media
releases currently need to improve in terms
of timeliness and relevance.
Another factor for PR professionals to
Executive Summary – key findings
consider is that most media professionals
work with multiple platforms nowadays. So
there is a need to customise media releases
to suit each of these platforms - including
tailoring these to the bloggers’ needs.
(Most bloggers surveyed, welcome contact
with PR professionals.)
Face-to-face communications seems to
have a role to play as well - events
/conferences/media visits are perceived
effective due to
>the direct interaction with company
/client PR staff
>the opportunity to interview/ask
questions and
>to get first hand information/visuals
related to the product/service/process
being showcased
Media professionals are most interested in
industry trends followed by
company/product news. Research sources
most used are news websites/portals,
traditional media and corporate websites.
Less than 50% of the
media releases are
‘timely’ and ‘relevant’
12. 12
Current Role - PR professionals
Wide cross-section of PR professionals included n = 309
13. 13
Organisation size - PR professionals
Malaysia, n = 118
Singapore, n = 108Small , medium and large organisations represented
14. 14
Management level - PR professionals
n = 258
Influential PR professionals from all levels of management
15. 15
Reporting Relationship of PR Head to CEO
n = 217
6 in 10 Head of PR/Communications have a direct, hard line of reporting to
the CEO
Direct hard
line
63%
Indirect line
(regular
contact)
16%
Indirect
dotted line
14%
No line
7%
16. 16
Highest Level of Education – PR professionals
n = 309
Bachelors -
Mass
Comms/Media
16%
Grad. Cert.-
Mass
Comms/Media
13%
Masters - Mass
Comms/Media
10%
Bachelors -
other
34%
Masters - other
15%
Secondary
School or
under
3%
Other
9%
~40% have PR academic qualifications as their highest level of education
17. 17
Gender - PR professionals
n = 256
Female gender predominant in PR;
Agency professionals: 50 / 50 split, In-house: 60% F, 40% M
23. 23
Influential Media – PR professionals
n = 309
39%
18%
12%
14%
36%
19%
15%
11%
Newspapers
Television
Online news
sites
Social media
Malaysia Singapore
24. 24
>Traditional media offers
better quality of analysis and opinion (64% rated ‘better than’ social
media)
perceived to be more balanced and unbiased (57% said ‘better than’
social media)
>Traditional Media’s is relevant (38% rated it ‘better’) , but relevance likely
to diminish as a result of
media fragmentation?
social media’s widening reach?
Social media seen more ‘relevant’ / used more by a segment of
our target audience?
>Singapore respondents currently hold a mixed view about the watch-dog
role of social media
Singapore PR:
Traditional Media vs. Social/Digital Media
25. 25
Singapore PR have a relatively better perception of traditional media
In Malaysia,
>Traditional media is perceived to be relevant to target audience (34% rated it
better)
>And seen to offer a better quality of analysis and opinion (41% respondents
rated ‘better’ and 34% ‘same as’ social media)
However,
>Social media seen as balanced and unbiased (44% rated ‘better’ + 31% ‘same’)
>Unlike Singapore, in Malaysia, social media is perceived as the social
monitor/watch-dog (40% PR have rated it ‘better’ + 36% ‘same’)
recent PR Week story …
Malaysia PR:
Traditional Media vs. Social/Digital Media
27. 27
>Overall, views of media professionals are similar
>Traditional media’s
Relevance to target audience is being eroded by social media
Social monitoring/watchdog role is now with social media
>However traditional media’s strength is evident in the area of
offering quality opinion and analysis (58% rated it ‘better’)
and presenting a balanced and unbiased view (43% rated it ‘better’)
Media:
Traditional Media vs. Social/Digital Media:
29. 29
Greatest challenge – PR professionals
n = 309
Demonstrating the strategic value of PR is the biggest challenge
15%
13%
13%
17%
11%
6%
18%
16%
13%
10%
3%
15%
Campaign ROI
Managing social
media
Dealing w/ trad.
media
Recognition
Commitment by
mgmt.
Demanding
clients
Malaysia Singapore
30. 30
PR Measurement: Media Monitoring and Analysis
n = 309Image Credit: Gauges and Dials by mag3737
31. 31
PR Measurement: Media Monitoring and Analysis
n = 309Image Credit: Gauges and Dials by mag3737
32. 32
What was the impact of GFC on the PR budgets/revenue?
What is the outlook for next 12 months?
Singapore PR
>Impact on most corporate/govt sector budgets across the board: 44% said
budgets ‘declined’, 7% ‘increased’
>Mixed impact on PR agency revenue: 33% said ‘declined’, 31% recorded an
‘increase’
>Optimism is returning fast (>30% said budget ‘likely to go up’ in next 12m, only
6% ‘likely to decline’)
Malaysia PR
>Compared to Singapore, slightly less impact on corporate/govt. sector : 36%
‘declined’
>Compared to Singapore, slightly more impact on PR agency revenue: 40%
‘declined’
>Outlook for next 12m is positive in Malaysia as well (25% said ‘likely to go up’,
only 13% said ‘likely to decline’)
33. 33
Malaysia only
Mandatory PR Accreditation Higher Standards?
Polarised Perceptions …
n = 154
Would mandatory PR Accreditation promote higher standards?
Yes, 26%
Yes, 61%
No, 66%
No, 24%
8%
15%
PR
agency/consultant
In-house
Yes No Don't know
34. 34
Malaysia only
Proposed Public Relations Act: Should it be implemented?
Polarised Perceptions …
n = 154
Should the PR Act be implemented?
Yes, 16%
Yes, 56%
No, 74%
No, 24%
10%
20%
PR
agency/consultant
In-house
Yes No Don't know
39. 39
Singapore PR:
Experience dealing with media professionals
n = 155
5%
5%
6%
8%
35%
35%
32%
50%
45%
32%
43%
48%
38%
46%
17%
14%
11%
5%
10%
Acknowledgement
of info
Acceptance of
follow-up
Availability to
discuss
Reporting accuracy
Overall experience
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know
Overall experience ‘good’ or ‘fair’ but PR professionals desire media acceptance of PR
follow-up and acknowledgement of media information sent
40. 40
Malaysia PR:
Experience dealing with media professionals
n = 154
5%
5%
33%
31%
37%
38%
44%
36%
47%
46%
54%
47%
19%
16%
9%
5%
7%
8%
Acknowledgement
of info
Acceptance of
follow-up
Availability to
discuss
Reporting accuracy
Overall experience
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know
Similar experience compared to Singapore. However, accuracy in reporting perceived to
be relatively lower
41. 41
Media professionals:
Experience dealing with PR professionals
n = 63
~1 in 3 media professionals expect a much better understanding of media deadlines, a lack
of ‘spin’ and much better awareness of their media outlet/blog requirements/subjects
5%
27%
25%
17%
14%
21%
22%
16%
54%
40%
54%
54%
44%
33%
56%
10%
16%
21%
22%
22%
25%
16%
8%
8%
8%
10%
11%
14%
6%
Responsiveness
Access to executives
Understanding of…
Authenticity
Familiarity w/…
Deadlines
Overall Experience
Excellent Good Fair Poor Very Poor Don't know
48. 48
Conclusions and Recommendations
>Future media mix: Traditional + social media = broader influence, wider reach
>Traditional media still relevant and strong on quality of commentary/opinion
>Social media has taken up the ‘watch-dog’ role (+ seen as unbiased - in Malaysia)
>Greatest challenge for PR is to demonstrate the value and strategic role of PR
>Dealing with traditional media remains a challenge for PR as well as managing
social media
>As media revenue models are challenged and new models/pay-walls are tested,
importance of paid content/editorials might increase
Conclusions continued on next slide…
49. 49
Conclusions and Recommendations
>Strong economic recovery is aiding the recovery of the PR/media sectors as well
>Gender imbalance in PR and media sectors – does it have an impact?
>‘Communication’ between PR and media professionals is still a challenge
PR professionals want more acknowledgement/acceptance of follow-up
Media want a better understanding of subjects/outlets before PR pitch any
stories
Stories need to arrive timely and be devoid of ‘spin’
>Media releases sent through email preferred – simple/direct/largely un-
obstrusive
>Events/conferences have a role to play - allow face-to-face contact and industry
trends can be disseminated
50. 50
Verbatim comments
SG: (We have) used digital/social media to
keep pace with changing information-
receiving habits of audience
SG: …. what the writers can gain from you
in terms of press trips determine how
much media interest you hold … it also
how much media dollars you spend with
the publications. Digital media, it is not
really developed in Singapore.
MY: Malaysian corporates have yet to reach
the level of sophistication as other markets
eg Singapore, HK.
SG: Getting enough competent PR and
communications professionals in your
team or to serve your account …(is a
challenge)
SG: the role of PR should provide a guide
into the tracking and measuring the
success of digital campaigns … and to
provide a roadmap with detailed
objectives and measurables in order to
showcase value
MY: We are seen as the fire-fighters,
spin doctors, glamour boys n girls..not
as an essential and strategic
management tool
51. 51
SG : (challenge is … to come up with a medium
term PR strategy for the coming 3-5 years and
provide a vision for PR value for business)
MY: Corp. Comm. /PR should be put under
MD/CEO … not under Marketing
…Marketing and PR are two different school
of thoughts using different approaches in
order to meet the goals of the company.
Verbatim comments
SG: Publications are leaning towards
newsmaker that has investment via
advertising or conference sponsorship
MY: PR practitioners failed to be
recognised … because they failed to
earn their seat at the … decision
making level. … must ensure that they
are not just cost centre but business
generating centre
MY: Relationship between the media and
PR professionals is a 2-way process - both
have to work in partnership, and it's not
always the PR professional that has to
lobby for stories.
52. Thank you!
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