2017 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2017www.rthree.comCHINA 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 marketers 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 prospective 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 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 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 capabilities. 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 CaPaBiLiTieS FRoM PR agenCieS. 中国市场主需要拥有数字公关能力的公关代理商。www.rthree.comCHINA 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 respondents. 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 shou