2019中国公关行业营销趋势研究

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/social’s 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A