胜三2019中国公关行业营销趋势研究

AnR3WhitePaperCHINAPRSCOPE中国公关行业营销趋势研究2019DRIVINGTRANSFORMATIONFORMARKETERSANDTHEIRAGENCIES22019ChinaPRScopeisthefifthwaveinanongoingstudywiththegoalofgarneringadeeperunderstandingofthemotivationsandprocessesinvolvedinpublicrelationsinChina.Thedatawascollectedthroughaseriesofinterviewswithseniormarketerswhoserveasdecision-makersofsomeofthelargestcompaniesinChina.Thisstudyisatoolfortakingaction.Itprovidesananalysisoftrendsintheever-changingworldofPRagency-clientrelationships,andbringsclaritytoagencyperceptionsamongstcurrentandprospectiveclients.WewanttothanktheparticipantsforcommittingtheirtimetomakingthisthemostambitiousandcomprehensivePRstudyintheworld.WebelievethatreportssuchasthesehelptobolsterthetransparencyandprofessionalismofmarketingandpublicrelationsinChina,andweaimtocontinuetobeglobalexpertsinimprovingmarketingefficiencyandeffectivenessthroughsuchongoingstudiesandanalysis.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。3CHINAPRAGENCYSCOPE中国公关行业营销趋势研究Thesekeywordsrepresentthetrends,needs,concerns,andchallengesofbothmarketersandagencyprofessionalsidentifiedduringourstudy.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。EXECUTIVESUMMARY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KOLDRIVINGTRANSFORMATIONFORMARKETERSANDTHEIRAGENCIES4digitalDEMANDSabroaderscopeandgreaterresponsibility传播数字化变革了市场主及公关代理商的工作职能Digital/social’simpactonPRgoesbeyonduseofmediaandcommunication.Ithasrequiredare-evaluationofbrands’internalstructures,marketerresponsibilitiesandthescopeofworkforPRagencies.InadditiontothetraditionalPRresponsibilitiesofbrandcommunicationandpublicaffairs,morethanhalfoftheintervieweesareinchargeofsocialcommunications,event/BTLmarketing,advertising,anddigitalmarketing,withone-thirdofthatgroupinvolvedinmediaplanningandbuying.ThisshowsthatPRresponsibilityontheclientsidehasbeenextendedandismorecomplex.Inaddition,over40%ofthePRagenciesarenowinchargeofKOLmanagementandsocial-relatedworkaswellastraditionalPRservices.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。POSITIONOFINTERVIEWEE受访者职位BrandCommunications品牌传播PublicAffairs公关事务SocialCommunications社交传播Event/BTLMarketing活动/线下营销Advertising广告营销DigitalMarketing数字营销MediaPlanning&Buying媒介策划及购买eCommerce电子商务85.582.254.646.745.444.732.915.102550751005CHINAPRAGENCYSCOPE中国公关行业营销趋势研究Content/creativitydevelopmentandmediarelationshipbuildingandmaintenancearethekeystrengthsofaPRagency.Whiletherearemanyavailableresourcesinthemarket,onlyaverylimitednumberareofhighquality,withenormouscompetitionfromvarioustypesofagenciesandclients.APRagencyshouldutilizeitsstrengthinmediarelationshipmaintenancetosecureitsaccesstodifferenttypesofresources,thusdemonstratingtheirabilitytoachievegreaterintegrationeffectivenessinmediaandcommunication.内容/创意及媒体关系建立与维护是公关代理商的主要强项，这部份在目前的传播环境下，依旧占有非常重要的位置。市场资源选择虽多，但优质资源有限，面对不同类型的代理商及客户都在争抢的情况，公关代理商需发挥维系媒体关系之强项，掌握更多不同类型的资源，展现在媒体及传播上能更有效整合的优势。PRAGENCIESAREINCOMPETITIONWITHMEDIARELATIONSFORTOPRESOURCES媒体方面的角色加重，从维系媒体关系扩大到为市场主争取并整合媒体资源DRIVINGTRANSFORMATIONFORMARKETERSANDTHEIRAGENCIES6Marketersthinkthatsuccessfulcommunicationrequiresdeepinsightsintoconsumersandchannels/mediaandbetterintegrationofbrandtonalityandcreative/content.Asaresult,PRagenciesneedtoenhancetheircapabilityincommunicationsstrategyandcreativity,andmaintainspecializationintheirinitialareaofPRexpertise,allwhiledevelopingabreakthroughcommunicationmodelthatwillallowthemtoutilizedifferentplatformstoachievecommunicationobjectives.市场主认为，成功的公关传播来自于对消费者及渠道/媒体的深入洞察，并需要将品牌调性与创意/内容做更好的结合。公关代理商除了原公关领域的专项能力，还需强化传播策略及创意的能力，突破传播模式的限制，更全面地思考如何运用不同的平台达成传播目的。Strategy策略Creativity创意Resource资源Effectiveness效果Highlinkagewiththeproductinasmartwayandinlinewithbrandtone将品牌调性与创意巧妙结合，产品关联度高Targetaudienceaccurately,digdeeplyfortheirinsightandresonatewithconsumers精准定位目标人群，深度挖掘洞察，引发消费者共鸣Perfectpointforcontentcreationandoriginalideas内容切入点巧妙，创意想法新颖Breakthroughideaandcreativity突破性的想法与形式Utilizethelatesttechnology利用前沿技术Choosetherightandsuitablecommunicationchannels&co-branding选择适合的平台进行传播，跨界合作Makefulluseofcelebrity/KOLresource,pushthefaneconomy充分利用明星资源，拉动粉丝经济Leveragedataeffectively有效运用大数据TogetherwitheCommerceplatformtorealizethesaleconversion打通电商平台，实现销售转化Goodexecutionperformancefortheactivityandevent活动执行效果很好Effectiveinteractionwithconsumers与消费者产生有效的互动17.515.819.312.33.512.310.53.515.88.85.3Note:Marketersinterviewed2019(152–95DK/NA),O/EQuestion.Datain%andMentions.PositionoftheInterviewee公关传播活动的制胜关键SUCCESSLIESINDEEPINSIGHTSANDBETTERBRANDTONALITY深入的洞察及对品牌调性的掌握