PR代理商评价报告（英文）

1、How PR Agencies ratethemselves.& How the clients rate AgenciesMICK GORDON -MANAGING DIRECTOR, IPSOS HONG KONGIpsosIpsos12 JUNE 2019, CAMPAIGNCOMMSBut self-assessment of evolution is not aligned with brands perceptionsDiversified as expectedEvolved faster than other agenciesiiIpSOSjB9. How much do yo

2、u think have PR agencies evolved over the past 10 years, compared to other agencies?/ Fl. How would you describe the evolution speed of your type of agency in the past 10 years, compared to other types of professional service agencies?BIO. How much do you think PR agencies have diversified their ser

3、vices over the past 10 years? / F2. How much have you diversified your services in the past 10 years?Base： All in-house marketing/comms respondents who used PR Agency (n51)/ PR Agency respondents (n53)In-House Marketing/Comms and PR Agencies are in alignment on areas PR agencies are doing wellAreas

4、doing well:PR Agencies Assessment of their Relationship Status Overall execution quality (87% / (63%) Quality of client service 91%)/(63%) Implementation of ideas 92%)/(63%)PR Agencies self-assessment In-House Marketing/Comms Rating？B7. Which of the following capabilities do your PR agency partners

5、do well?/ F8. How would you rate your performance in the following areas? B8.Which areas are priorities for improvement for your PR agency partners next year?F9. How do you feel about each of the following statements describing your relationship with your clients in general? Base:All in-house market

6、ing/comms respondents who used PR Agency (n51)/ PR Agency respondents (n53).as well as their priorities for improvementPR Agencies Assessment of their Relationship StatusPriorities for improvement Creativity (50%)U Quality of strategic thinking (40%) In-House Marketing/Comms Rating13B7, Which of the

7、 following capabilities do your PR agency partners do well?/ F8. How would you rate your performance in tB8. Which areas are priorities for improvement for your PR agency partners next year?F9. How do you feel about each of the following statements describing your relationship with your clients in g

8、eneral? Base:All in-house marketing/comms respondents who used PR Agency (n51)/ PR Agency respondents (n53)he following areas?WHAT ARE THE TH RE ATS TO：14About 3 in 10 used internal teams or other agencies for PR- related services in the past 12 months27%27%IpsosUsed internal or other agenciesBl. Wh

9、ich of the following services have you used in the past 12 months for your business?15 A3. And which have you used in the past 12 months?se: All in-house marketing/comms respondents (n61)Social Media Agencies are important competitors for PR AgenciesAgency UsedMost used services40%40%BRANDContent De

10、velopment 66%PR Agency28%23%DigitalSocial Media Management 64%Social Media38%41%Influencer Marketing 52%PR AgencySocial Media / DigitalBl. Which of the following services have you used in the past 12 months for your business?16B3. Who did you use for each of the following services in the past 12 mon

11、ths?se: All in-house marketing/comms respondents (n61)Services offered by PR companiesServices offered by PR companiesMany companies are also handling the work internally, with the formation of In-house PR departmentsServices that In-House Marketing/Commsbelieve are best done in-houseContent Develop

12、ment43%Corporate ReputationCrisis Management andCommunicationCorporate ReputationCrisis Management andCommunicationI 92%87%70%Media RepresentationSocial MediaManagementInfluencer MarketingDigital TransformationMarket ResearchMedia RepresentationSocial MediaManagementInfluencer MarketingDigital Trans

13、formationMarket Research85%85%79%53%49%36%38%，7% 厂26%1二 8%El. Which of the following services do you offer?17B4, Which of the following services do you think are best done in-house?Base: All in-house marketing/comms respondents (n61)/ / PR Agency respondents (n53)But In-house functions still provide

14、 opportunitiesS5. Do you have an in-house communications or PR department or Marcomms department?/ F5. Who do you mostly deal with from your clients/ organization?Al. Below is a list of different types of business that could provide services to your company. Please indicate to what extent you trust

15、or distrust each of the following, considering what you have heard lo or what contact you have had with each of them, regardless of whether you have used their services in the past or not.A4: Rank the top 3 agencies that you have ever used in terms of how much they add or added value to your busines

16、s.Base: All in-house marketing/comms respondents (n61)/ / PR Agency respondents (n53)/IpsosJhOPPORTUNITIES FOR PRfAGENCISa19Influencer marketing is a growing need and they are relying mainly on agencies for this service52%62%20Bl. Which of the following services have you used in the past 12 months f

17、or your business?B5. You mentioned that you have used internal resources plus external agency work for the following services. How much was internal vs. external? Base:All in-house marketing/comms respondents (n61)/ who use Influencers (n41)THREATS TOBH REPUTATIONBrands are likely to increase invest

18、ment next year even though they are not really sure if it is effective口用个JUU85%52%82%Will increaseinvestment21D2. Compared to a year ago, would you say your level of investment in influencers has.?D3. How effective do you find influencers at helping you achieve your brand goals?D4. Do you think infl

19、uencers should be regulated more closely?Base: All in-house marketing/comms respondents n61)/who use Influencers (n41)Three take-outs。PR IS THE MOST TRUSTED AGENCY SOCIAL MEDIA IS THE BATTLEGROUNDIN-HOUSE CAPABILITIE22IpSOSPlenty of crises.are you prepared?Experienced crisisAgree that they are prepa

20、red/well preparedTools used to manage crisis78%PR Agency BrandsSocial Media Monitoring (84%)+Social Media Posts (78%)+Internal communications (84%)+External communications (81%)IpSOSjCl. Has your company encountered any kind of reputation crisis in the past 2 years? C3.How prepared do you think you

21、were to manage the crisis?C4. Which of the following did you use or do to manage the crisis?Base: All in-house marketing/comms respondents (n61)/ experienced crisis (n32)PR Agencies are important in a crisisExperienced crisisImportance of engaging Agencies duringcrisis1 in 4Engaged CrisisManagement

22、TrainersIpSOSjCl. Has your company encountered any kind of reputation crisis in the past 2 years? C5.How important was the role of your PR agency to manage the crisis?C6. Has your company engaged crisis management trainers?Base: All in-house marketing/comms respondents (n61)/ experienced crisis (n32

23、)Most are confidence in their brand reputation improvementPR Agencies21%56%19%4%Brands15%65%15%5% Significantly improved Improved Stayed the same Deteriorated Significantly deterioratedIpSOSj611. In the last two years, would you say your brand reputation has.Base: All in-house marketing/comms respon

24、dents (n61)/ / PR Agency respondents (n53)WHAT VALUE DOES PR /./； / ： .齐一ArZCMrV AKKTC DD A MP1CDPR agency use and investment has been increasingUsed PR Agency57%have increased investment inthe past 10 years$ Investment pattern38%plan to increase next year11%plan to decrease next year21%Expect a dec

25、rease next yearPR Agency practitionersare more pessimistic /45%Have seen increased investment inthe past 10 yearsIpsosA3. And which have you used in the past 12 months?B11/F3 How would you describe your companys /your clients level of investment in PR over the past 10 years?/ B12. Do you expect that

26、 your companys /your clients PR investment in 2020 will. Base: All in-house marketing/comms respondents (n61)/ PR Agency respondents (n53)Social Media Monitoring - its more important to brands than agencies thinkMost used servicesMost valued services (Rank 1)C IC IContent Development 66%Social Media Management 64%Media Representation 52%Content Development35%Market ResearchSocial Media Management 23%y-Q PR ，s PM 0 i m bi 3 m 。，K；Which of the following services have you used in the past 12 months for your business?Please rank the following services