india strategic communications 2015 - mslgroup infographic
Post on 14-Jul-2015
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Public relations (PR) in Indiais at a transformative stage.
The traditional approach(read: media relations) is dead.
Yet, PR a long way off from becoming the brand
communication lead.What should the industry do to
complete its transformation? Marketing heads had their say in
MSLGROUP’s survey.
What?Get a seat at the corporatehigh table; lead brandcommunication
Why?Agencies that don’t evolveto provide true strategicvalue won’t survive
Who?For this, it must have theear of the marketing heads
How?The integrated communicationmodel. The future: INSIGHTS,IMPACT, INTEGRATION
Has the budget allocation for PR grown over the past five years?
Why would you choose integrated communication? (Multiple Selection)
If Yes, by how much?
Key findings
80%YES
20% NO
3%
Notdisclosed
21%
0%-10%
28%
10%-20%
12%
20%-30%
18%
30%-40%
10%
40%-50%
8%
Above50%
Innovations
16%
Others
10%
Higherengagement
with audience
47%
Deliversgreater
visibility
43%
Specialisedor niche
offerings
24%
If your agency were to offer you integrated communication, what would be the business impact?(Multiple Selection)
MSLGROUP survey conducted by Leadcap. Sample: 50 Chief Marketing Officers across India
What would you like your PR agency to invest in? (Multiple Selection)
Are data and insights playing a greater role in your communications strategy?
Going forward, will data and insights become a must-have in your choice of communication agency?
18%
Seamlessexchange of data
18%
Lessoverload
10%
Others
Overallincreased
productivity
37%
Bettermanagement
of virtual teams
25%
Savedcosts
22%
Greaterinnovation ability
20%
Research &insights
43%
Digital/Social
39%
Content
35%
Publicaffairs
29%
CrisisCommunication
12%
Others
8%
Creative
14%
C M O
Automobile
6BFSI
2
IT/Telecom/Consulting
12
Consumergoods
6
Healthcare
3
Manufacturing/Textile/Heavy
10
Power
3
Others
8
Public relations in India:Climbing up the value chain
Yes
98% 2%
No
Yes
88% 12%
No
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