2019中国公关行业营销趋势研究.pdf

An R3 White PaperCHINA PR SCOPE中国公关行业营销趋势研究2019DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES22019 China PR Scope is the fifth wave in an ongoing study with the goal of garnering a deeper understanding of the motivations and processes involved in public relations in China. The data was collected through a series of interviews with senior marketers who serve as decision-makers of some of the largest companies in China. This study is a tool for taking action. It provides an analysis of trends in the ever-changing world of PR agency-clientrelationships, and brings clarity to agency perceptions amongst current and prospective clients.We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR study in the world. We believe that reports such as these help to bolster the transparency and professionalism of marketing and public relations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through such ongoing studies and analysis.PREFACE前言2019中国公关行业营销趋势研究是胜三进行的一项长期研究，今年是第五轮。此项研究旨在深入了解中国公关行业的洞察和发展。其中的数据来源于胜三对一些资深市场主的采访，这些市场主都是中国市场领先品牌的公关决策者。本研究为市场主的公关传播决策提供了依据和参考，对不断变化的“公关代理商与市场主”关系进行了分析，深入地剖析了现有市场主和潜在市场主对代理商的认知。我们对投入时间参与此项综合性研究的所有受访者表示感谢。我们相信此类报告有助于改善中国营销和公关行业的透明度及专业度，并且我们希望通过不断开展类似研究，继续成为协助市场主提升营销效率的全球专家。3CHINA PR AGENCY SCOPE中国公关行业营销趋势研究These key words represent the trends, needs, concerns, and challenges of both marketers and agency professionals identified during our study.在本次调研中，一些关键字不断地被受访者提及，它们代表了公关领域的市场主及代理商同仁最关注的趋势变化、考量、担忧、以及挑战。EXECUTIVE SUMMARY执行总结DigitalContentMedia-integrationeCommercePrecisionDataQuantifiableCreativityBrand-tonalitySocialConsumerInsightResourceSales-drivenKOL数字社交化内容创意资源洞察品牌调性数据媒体整合销售转化精准投放消费者可量化电商串联KOLDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES4digital DEMANDS a broader scope andgreater responsibility传播数字化变革了市场主及公关代理商的工作职能Digital/socials impact on PR goes beyond use of media and communication.It has required a re-evaluation of brands internal structures, marketerresponsibilities and the scope of work for PR agencies.In addition to the traditional PR responsibilities of brand communication andpublic affairs, more than half of the interviewees are in charge of socialcommunications, event/BTL marketing, advertising, and digital marketing,with one-third of that group involved in media planning and buying. Thisshows that PR responsibility on the client side has been extended and ismore complex. In addition, over 40% of the PR agencies are now in charge ofKOL management and social-related work as well as traditional PR services.数字化/社交化对公关领域产生的冲击，其影响不仅仅在媒体使用及传播手段等层面，更深入地影响了品牌方的内部组织及职能架构，以及公关代理商的工作范畴。将近一半的受访市场主，除了品牌传播及公关事务等传统公关领域的职责之外，还需要同时肩负社交传播、活动/线下营销、广告营销或数字营销等其他，甚至还有三分之一的受访者需参与媒介的策划及购买，显现品牌方的公关负责人员的工作范畴有相当程度的扩充与复杂化。另外，也有超过4成的公关代理商，除了传统的公关服务项目，同时还负责客户的KOL管理、社交媒体维护等社交相关的工作范畴。POSITION OF INTERVIEWEE 受访者职位Brand Communications品牌传播Public Affairs公关事务Social Communications社交传播Event/BTL Marketing活动/线下营销Advertising广告营销Digital Marketing数字营销Media Planning able to smoothly embed product messages注重内容整合，能更好地将产品软性植入Experience and resource in our specific area 行业经验与专业领域的资源Good at maximized small budget effects through precision targeting善于透过精准投放以小博大Connection 人脉Government relationships 政府关系Corporate PR 企业公关Celebrity resources 明星资源23.717.812.511.89.29.27.95.95.35.34.64.64.63.93.33.32.62.62.02.01.39CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Extended Summary and Best Practice要点延展和最佳实践PR budgets are increasing with digital andnew media scope职能的变化及新媒体投放的需求影响了公关的预算规划。In terms of trends in PR communication, there were some internal organizational orresponsibility changes in almost 40% of the interviewees companies. More brandschose to increase digital or new media-related scope or talent within their PR teams;few chose to reduce PR work scope and move digital-related scope (KOL/socialmedia) into marketing, or divided their PR teams into separate business units tohandle their digital marketing with a specific KPI set. Changes in PR budgets wererelated to the structural and functional changes within the marketers companies.因应公关领域数字化/社交化的趋势，约有4成的受访企业在内部的组织架沟及职能上做了相对应的调整。其中，较多的市场主选择在公关团队新增与数字相关的职能或与新媒体有关的人才及岗位；另一些市场主选择缩减公关职能，将KOL/社交媒体等数字相关的职能转入市场部，或将公关团队打散至各个单独的事业部，负责各自的数字营销，并且有更为明确的KPI。组织及职能的变化同时也影响了公关预算的分配。1PR Budget 公关预算Average decreased平均减少21%Average decreased平均减少175%66.410.523.0No Change in Budget预算不变Budget Increased预算增加Budget Decreased预算减少In the past year, the average PR budget rose by 38%. This is mainly due to the increasing needs for new media and PR digital/social operations. 10% of marketersPR media budget was reduced because they separated digital needs from PR andmoved them into the marketing department. That being the case, they had a lowerbudget for traditional PR.过往一年，公关预算总体增加38%，预算的增加体现在公关传播的数字化/社交化，以及对新媒体投放的需求增加。另有一成的市场主表示，公关预算减少，其主要原因则是公司将数字部分的职能并入市场部之后带来的传统公关预算的减少。DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES102KOL and Celebrity Endorsements are preferred over news and editorials, though evaluation criteria remains unclear传播媒介及渠道多元化，传播有效性很难通过清晰的效果评估来判定。Six common communication approaches were examined in this study. The preferred approach is still KOL Content and Events, whilst Official Account Contents and News/Editorials are considered to be less effective or interviewees were indifferent to them. Some of the interviewees noticed that Celebrity Endorsement and Sponsorship/IP also received a great deal of attention, with more marketers rating them as very effective.将常用的公关传播手段分为6大类来进行探讨。以效果而言，主流依旧是KOL推文及线下活动类，官方自媒体及新闻/编辑发文的效应减退。部分市场主认为，明星/代言人推荐及赞助植入/IP等合作模式能带来极佳成效，亦是今年受重视的传播手段。EFFECTIVENESS OF COMMUNICATION APPROACH 传播方式的有效性In terms of your experience with brand communication effectiveness, which of the following communication approach makes more impact on consumers?就自身品牌的公关传播经验而言，您觉得以下传播方式触及消费者并产生影响的效果如何？KOL Content KOL推文Event/Roadshow/Pop-up Store 线下活动/路演/快闪店Celebrity Endorser 明星/代言人推荐20.415.861.821.117.156.63.37.96.621.139.525.0Sponsorship/IP/Implantation 赞助/IP/植入42.118.46.65.927.040.838.85.912.52.0Official Account Content 官方自媒体发文43.416.433.64.62.0News / Editorial新闻/编辑发文9-10分 Very Effective效果极佳7-8分 Good Effects效果不错5-6分 Indifferent效果一般3-4分 Less Effective效果较差1-2分 Not Effective效果极差Note: Marketers interviewed 2019 (152), data in %