1、China PR agenCy SCoPe中国公关行业营销趋势研究CHINA PR AGENCY SCOPE中国公关行业营销趋势研究Preface 前言China PR Agency Scope 2017 is the fourth wave in an ongoing study to garner a deeper understanding of the motivations and processes for Public Relations in China. The data are compiled through a series of inter-views with ma
2、rketers who are the decision makers of some of the largest companies in China. This study is a tool for taking action, providing an analysis of trends in the ever-changing world of PR agency-client relation-ships, as well as a deeper understanding of agency perception amongst both current and prospe
3、ctive clients.2017中国公关行业营销趋势研究是胜三一项长期研究的第四期报告，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。We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR
4、 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 continual studies like this one.我们对投入时间参
5、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。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES3eXeCUTiVe SUMMaRy 执行总结The “digital transformation” spreading throughout the marketing world has now made its way to the relationships between
6、marketers and their PR agencies in China. In our 2015 study, we asserted that the “future of PR will likely be digitally-centric,” and that is turning out to be a true prediction. This is the fourth wave of the study, but the first one to reveal such dramatic outcomes in the area of digital capabili
7、ties. 59% of marketers now rate digital capabilities as a very important factor when selecting a PR agency, up a staggering 55.5% from just 3.5% in the 2015 wave of the study. This indicates that the massive shift in the marketing and advertising world has not passed over the PR discipline. 如今，“数字化转
8、型”渗透至营销界的每一个环节，公关行业也不例外。我们在2015年的研究中预测未来的公关行业可能会以数字为中心，现已成为事实。在此次第四轮的公关行业研究中，数字能力受到了前所未有的关注。而在上一轮研究中，营销和广告在数字化转型上的巨大转变尚未在公关行业中体现。如今，59%的市场主已将公关代理商的数字能力视作重要的考虑因素之一，相较于上一轮（2015年）研究中的3.5%，这个比例增长了 55.5%。an overview of Key Marketer-PR agency Trends 市场主与代理商关系趋势性概览ChineSe MaRKeTeRS DeManD DigiTaL CaPaBiLiT
9、ieS FRoM PR agenCieS. 中国市场主需要拥有数字公关能力的公关代理商。CHINA PR AGENCY SCOPE中国公关行业营销趋势研究In addition, the study revealed that the top two biggest changes in the PR industry were “focusing more on digital/social communications,” and the “transition from traditional PR to digital PR,” according to the survey resp
10、ondents. Despite this obvious industry-wide shift to digital, 43% of marketers still believe that the best approach is to work with sepa-rate PR and digital agencies to benefit for the core competencies of each, while 62.6% of marketers think that PR agencies should be focused on increasing their di
11、gital capabili-ties going forward.此外，研究指出了当前公关行业正在发生的两大转变：1. 市场主比起以往任何时候都更加关注数字/社交传播；2. 相对于公关代理商而言：传统的公关传播正向数字公关转变。虽然整个行业都在经历“数字化”运动，43%的市场主依然认为分别与数字代理商和公关代理商合作能够发挥各自领域中的优势。而62.6%的市场主建议公关代理商当务之急是要加强自身的数字服务能力。DigiTaLiZaTion BRingS neW ChaLLengeS. 信息数字化带来了新的挑战 。According to the marketers who participa
12、ted in the study, the digitization of all information has significantly changed the relationships between brands and their target audience. The diffusion of brand information has accelerated, and business and communication strategies have had to be altered to keep up. 20% of marketers agreed that on
13、e negative impact of digitization on PR has been the challenge of controlling crisis communications, while 14% assert that it is harder to evaluate the effectiveness of brand promotions when everything is in real-time. 参与研究的市场主表示，信息数字化改变了品牌与目标受众之间的关系，品牌信息的传播速度加快，因而传播策略必须适应改变的节奏。与此同时，信息数字化也给公关行业带来了一些
14、负面影响。20%的市场主认为危机管理的难度加大。14%的受访者则认为，一切信息都是实时的，因此很难评估传播的有效性。CReaTiViTy ReMainS an iMPoRTanT FaCToR.创新的想法依然重要。In this wave of the study, creativity remained a key factor for marketers when shortlist-ing agencies during the pitch process. 22% of marketers selected innovative ideas and effective creative
15、 as very important in agency selection, indicating that marketers believe that the more advanced a PR agency is in breakthrough creativity and providing the right content to the target audient, the more competitive they are during the agency selection. The study also found that while 72% of marketer
16、s are satisfied with their current PR agen-cy, 33% would consider a pitch, citing a lack of creativity as their main reason. 创新的想法依然是市场主在考虑代理商进入比稿流程时的关键因素。22%的市场主认为，新颖的创意及有效的创意成果在甄选代理商时十分重要。他们相信，具备突破性的想法并且有能力提供正确内容的代理商将在甄选中更具竞争力。研究中还发现，虽然72%的市场主表示满意其正在合作的现任代理商，但由于缺乏独特的创意，33.2%的市场主仍会考虑进行比稿。IMPROVING
17、THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES5inDUSTRy TRenD: LinKing SoCiaL anD SaLeS.行业趋势：社交媒体正在承担更多的销售职责 。In our 2015 wave of the study, just 35% of survey respondents claimed to use social as a tool to drive sales promotions. In the most recent study, that number jumped up to 47% a
18、s the industry has seen the importance of linking social and e-commerce increase dramatically in the last two years. Some of the more “traditional” roles of so-cial still remain important, such as generating buzz and enhancing brand awareness; however, the role of social is likely to diversify even
19、more in the next wave, becoming an integrated part of linking marketing to actual business results. 在2015年的研究中，仅有35%的受访者表明将社交媒体视作一种促进销售的渠道，最新的研究表明，市场主已然看到了社交媒体与电商等销售渠道之间产生关联的重要性。在过去的两年中，社交媒体依旧扮演着一些较为“传统”的角色，如增加曝光度、提升品牌知名度。然而，社交媒体的角色转变可能在下一轮研究中变得更加多元化，进一步整合市场营销与业务表现。CHINA PR AGENCY SCOPE中国公关行业营销趋势研究a
20、LiBaBa, DUReX LeaD aMong MaRKeTeRS.阿里巴巴、杜蕾斯领先群雄。When asked to name the best peer marketer for their Public Relations approach in China, the two most mentioned companies were tech giant Alibaba, followed by Durex, who moved up from 5th place in the 2015 study. Other leaders in this category includ-ed
21、 Chanel, Tencent and Nike.当受访者被问及中国公关传播表现最佳的品牌时，提及最多的是科技巨头阿里巴巴。其次是杜蕾斯，排名由2015年的第五名跃升至第二位。其他在该方面领先的品牌包括香奈儿、腾讯和耐克等。IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES7extended Summary and Best Practice要点延展和最佳实践MaRKeTeRS haVe on-going ReLaTionShiPS WiTh an aVeRage oF 1.5 PR agenCy PaR
22、TneRS, DoWn FRoM 1.6 agenCieS in 2015.市场主的现任公关代理商关系平均数量为1.5个，与2015年的1.6个相比略有减少。According to the study, marketers are gradually working with fewer PR agencies. This finding aligns with the overall market trend of moving towards greater integration. Marketers in China now work with an average of 1.6 a
23、dvertising agencies, 1.7 marketing service agencies, 2 digital agencies and 1 media agency. 研究中，我们发现市场主的现任公关代理商关系数量逐年下降，与整体市场朝向整合型的合作模式发展趋势相符，客户与代理商关系愈发紧密。目前，市场主平均与1.6家创意广告代理商、1.7家线下/市场营销服务代理商、2家数字营销代理商和1家媒体代理商进行合作。CHINA PR AGENCY SCOPE中国公关行业营销趋势研究While other types of agencies are appointed for long
24、er periods of time, PR agenCieS aVeRage ReLaTionShiP LengTh DeCReaSeD FRoM 2.9 yeaRS in 2015 To 2.5 yeaRS in 2017. 当市场主与不同类型的代理商合作时间不断增加的同时，对公关代理商的委任时间却在缩短，从 2015年的2.9年变为现在的2.5年。While other types of agencies (creative, marketing service and media) working periods have grown to an average of 3.8 year
25、s, the length of PR agency relationships has decreased to 2.5 years, com-pared to 2.9 years in 2015. This is seemingly a reversal of the trend between the 2013 and 2015 waves, which saw the relationship length increase to 2.9 years from 2.4. This years decrease doesnt necessarily mean that client-PR
26、 agency relationships are destabilizing, but rather that the rapidity of digital transformation in the past two years has significantly altered both the role that PR plays within an organization, and how organizations work with their PR agencies. Digital transformation has impacted the connection be
27、tween brands and their target audience. As such, marketers acknowledge that they value agencies with more breakthrough creative thinking and consumer-oriented content, which may or may not be coming from their PR agencies anymore. 相较于其他类型的代理商（创意，线下市场服务及媒体）的合作时长由2014年的平均3.35年提升为2016年的平均3.8年，公关代理商的平均合
28、作时间由2015年的2.9年降到现在的2.5年。数字营销逐步占据传播领域的主导地位，改变了市场主与公关代理商的合作关系。市场主期待代理商提出更多新颖的营销模式及以消费者为核心的品牌沟通内容，或将不再局限于公关代理商的服务范畴。2IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES9BeST PRaCTiCe 最佳实践：USe CLienT-agenCy eVaLUaTion TooLS To heLP iMPRoVe anD STRengThen PaRTneRShiPS. 运用客户与代理商关系评价工具来帮助
29、双方改进和加强合作关系。MoST MaRKeTeRS aRe BRoaDLy SaTiSFieD WiTh TheiR CURRenT PR agenCieS PaRT-neRS, BUT 33.2% aRe ConSiDeRing a PiTCh in The neaR FUTURe DUe To TheiR PR agenCieS LaCK oF innoVaTiVe CReaTiViTy. 大多数市场主较满意正在合作中的公关代理商，但对于缺乏独特创意的代理商，部分市场主考虑在不久的将来进行比稿。72.8% of marketers are currently happy with the
30、ir PR agency relationship, yet due to a lack of inno-vative creativity, 33.2% of marketers would still consider a pitch in the near future. Other factors in-fluencing marketers to pitch are an unstable team and lack of professionalism (22.4%), decreased quality in final delivery (18.5), lack of effi
31、ciency & effectiveness (16.8%), lack of digital capabilities in PR communication (16.4%), and a lack of media resources (11.6%). 72.8%的市场主表示对于正在合作中的公关代理商感到满意。但由于缺乏独特的创意想法，33.2%的市场主仍会考虑进行比稿。其他更换当前公关营销代理商的因素包括：团队不稳定且缺乏专业人才（22.4%）、最终成果无法满足预期（18.5%）、缺乏效率和有效性（16.8%）、缺乏数字公关能力（16.4%）和媒介资源不足（11.6%）。Shorter
32、marketer-agency working relationships defi-nitely make building those relationships and strong teams a challenge. There exists a simple formula: client satisfaction = agency performance/ expecta-tion. When unrealistic expectations are set from the start, it comes as no surprise that client satisfact
33、ion fails to reflect the true performance of the agency. It is nearly always the expectation piece that is ne-glected during agency performance assessments. To avoid breakdowns and dissatisfaction issues, having a clear channel to communicate expecta-tions between client and agency is necessary. Ind
34、ustry best practice shows that having an evalu-ation tool to continuously monitor the client-agency working relationship and health improves both the strength of the relationship and the longevity of the partnership. 市场主与代理商平均合作时长缩短，导致代理商在维系稳定的合作关系和强大的服务团队问题上都遭遇巨大的挑战。一般而言，市场主对代理商的满意度与代理商的表现成正比，与其对代理
35、商的期待往往不成正比。当市场主对代理商抱有不合理的期待时，其满意度反馈则难以客观反映代理商的实际表现。然而，这部分期待在市场主评价代理商表现时往往被其忽略。如果客户和代理商之间一直保持良好的互信和理解，就能避免很多客户的不满甚至是合作中断。业内最佳实践证明，通过运用客户与代理商关系评价工具，持续地对客户与代理商之间的合作关系以及健康度进行监控，能够使代理商适时地调整工作细节、加强双方的合作关系、延长合作时间。CHINA PR AGENCY SCOPE中国公关行业营销趋势研究gooD CLienT SeRViCe anD BReaKThRoUgh ThinKing / CReaTiViTy aR
36、e aT The ToP oF The LiST FoR MaRKeTeRS “iDeaL” agenCy. 市场主眼中的理想代理商应该具备两大属性：良好的客户服务，突破性想法/创意。Regarding marketers agency selection criteria, good client service and breakthrough thinking / creativity top the list of key attributes marketers want in their ideal PR agency. Compared with 2015, marketers
37、added the expectation of a stable service team, while strong strategic capability and good media relations maintained their importance. One interesting thing to note: although strong EPR/digital capability doesnt appear to be on top of the list for an ideal PR agency, it doesnt mean its less importa
38、nt. Rather, it reflects that marketers might currently be considering other types of agencies to fill their digital communication needs. 在挑选理想代理商时，市场主优先重视的是令人满意的专业服务，以及具有创新想法与创意能力。与2015年相比，市场主新增加了对于代理商保持团队稳定的需求。同时市场主仍旧希望看到公关代理商表现出较强的策略制定能力，以及与媒体保持良好的关系。数字公关能力虽不是首要标准，但仍旧是重要因素，这侧面反映了，市场主可能倾向于与其他类型的代理商
39、合作以解决数字营销方面的需求。4IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES11The RoLe oF SoCiaL MeDia in PR CoMMUniCaTion haS PLayeD a STRaTegiC and iMPoRTanT RoLe To FURTheR STiMULaTe BRanDS Roi. 社交媒体在公关传播中正在扮演着策略性的重要角色，并影响着品牌的投入产出。Given the fact that the majority of marketers have realiz
40、ed the importance of social media, that raised the question of how will it evolve in the future. It still fulfills the basic needs of generating buzz, creating brand awareness (78.1%), building WOM and enhancing brand influence (71%), and also integrates all communication messages, expands the commu
41、nication platform (67.9%), social listening and crisis management (54.7%), and discovers potential consumer needs (49%). As men-tioned previously in the report, 47% of marketers already have higher expectations on how social media can help improve sales. Compared with the 2015 study, there is less f
42、ocus on supporting the customer service experience. 当社交媒体已然转变其职能时，我们需要关注的是其未来走向。除了对社交媒体的基本需求，如：引起话题并提升品牌认知和熟悉度、树立品牌口碑并提升影响力、整合传播信息以扩大传播平台、监控舆情及危机管理、发掘消费者潜在需求等，越来越多的市场主开始着眼于如何通过社交媒体来促进销售增长。反之，市场主对于社交媒体支持顾客服务体验的期待则有所减少。BeST PRaCTiCe 最佳实践：inVeST in The ReLaTionShiP 促进改善客户关系The effort involved in choosi
43、ng an agency is rela-tively small compared to the effort required by both marketer and agency team to nurture a long-lasting and successful partnership. Key to a successful client-agency relationship is clearly establishing aligned and realistic goals and developing transpar-ent and fair metrics on
44、how these are measured.In addition to the establishment of “evaluation tools” to monitor the health of the agency rela-tionship, another useful tool to foster a productive working relationship is to establish clear and agreed protocols on behavior and decision making, which are monitored regularly t
45、o ensure continuous im-provement. 选择一个优秀的公关代理商仅仅是实现市场营销目标的第一步，更多的工作是需要在市场主和公关代理商长期的共同协作中完成。融洽的市场主与代理商关系使得繁杂的日常工作得以顺利开展。而建立成功的客户关系最关键的是要梳理清楚任务目标、工作进程，并和客户建立透明、公平的衡量指标进行监测。除了通过评估工具来监控代理商和市场主的关系，另一个建立健康工作关系的方法是建立明确和双方一致的行为准则，规范并定期检测双方的行为和决策制定。CHINA PR AGENCY SCOPE中国公关行业营销趋势研究65.2% of Marketers SeT UP K
46、PiS FoR TheiR PR agenCieS, WiTh DigiTaLLy-ReLaTeD KPis SigniFiCanTLy inCReaSeD.多达65.2%的市场主会对公关代理商设定考核指标，与数字相关的考核指标显著上升。As has been done previously, marketers set up KPIs for their PR agencies, they tend to use brand-related KPIs to measure the PR campaigns. Number of clippings (32.7%) continues to b
47、e the first priority, followed by social talk on the brand (21.8%), growth of social media followers (15.8%), and brand image improvement (15.8%).In addition, effectiveness-related KPIs have been increasingly leveraged. PV/Click/Engagement, sales growth and traffic change in-store / online store are
48、 the most mentioned. Among the men-tions, the proportion of PV/Click/Engagement is over one fourth, which is much higher than was seen in the last wave.对于如何衡量代理商在公关活动中的表现，市场主过往更偏向依据与品牌相关的考核指标。其中，保持在第一的是媒体报道的数量（32.7%），其后分别是关于品牌的舆论走向（21.8%）、粉丝数量的增长（15.8%）以及品牌形象的提升（15.8%）。然而今年我们发现，一些与效果（Effectiveness）相
49、关的考核指标被越来越多市场主所采用，最常见效果指标包括：浏览量/点击量/互动量、销售增长、进店人数/网点人流的变化等。而“浏览量/点击量/互动量”更是被超过四分之一的市场主包括在对公关代理商的考核指标中，其比例相比上一轮研究有明显的上升。6IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS& THEIR AGENCIES13BeST PRaCTiCe 最佳实践：geT The higheST ReTURn on DigiTaL ThRoUgh MeDia aUDiTing.通过数字媒介审计，达成最大化的回报。 To maximize th
50、e return on digital, implementing a media marketing process audit ensures effective allocation of resources. This is where third party consultants can leverage their cross-industry expe-rience to compare the digital media of marketers against industry benchmarks on strategy, commu-nication, executio
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