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Date: February 2007Prepared for:
PR / Communication
Usage and Attitudes
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Methodology
Research methodSurveyTarget populationCompanies which either engage or intend to engage in PR activities in the next 6 months: topcompanies concerning the turnover, top companies concerning the advertising budget, top Fortune/Forbes companies, which have branches in Romania, companies which are customers of PR agencies,
companies which have potential for PR activities.
Data collection techniqueCATI and CAWI interviews
Fieldwork28th of November 2006 - 11th of January 2007
Sample size197 respondents
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Part 1 Ways of Engaging in PR Activities
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Types of PR Activities Engagedby the Company
Engaging in PR Activities
Q1. Does your company engage in PR activities?
Q3. What types of PR activities are engaged by your company?Q28. Which of the following statements best describes the PR activity in your company?
Brand PR
Corporate PR
Continuity of PR Activities Engagedby the Company
Currently Engaging in PR ActivitiesTotal
SampleN*=197
N**=182
N**=182
*Base: Companies which either engage or intend to engage in PRactivities in the next 6 months**Base: Companies engaged in PR activities.
The PR activity takes place from
now and then, whenever necessary
The PR activity takes place continuously
Brand PR Only
Corporate PR Only
Both Brand PR &Corporate PR
No (but
intend to)
7.6%
Yes
92.4%
86.3
65.4
%
51.6%
34.6%
13.7%
31.9%
68.1%
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56.6
80.2
85.7
86.3
87.4
Areas Covered by PR Activities
Q7. Please tell me which of the following PR activities constantly take place in your company?
Internal communications
Marketing / Brand communications
Corporate communications
Communications with business partners
Communications regarding corporatesocial responsibility
Areas Covered by PR ActivitiesBrand PR Only 68.0%
Corporate PR Only 92.1%
Both Brand PR & Corporate PR 89.4%
Brand PR Only 96.0%
Corporate PR Only 73.0%
Both Brand PR & Corporate PR 92.6%
Brand PR Only 72.0%
Both Brand PR & Corporate PR 89.4%
Brand PR Only 36.0%
Corporate PR Only 81.0%
Both Brand PR & Corporate PR 91.5%
Brand PR Only 24.0%
Corporate PR Only 58.7%
Both Brand PR & Corporate PR 63.8%
*Base: Companies engaged in PR activities.
%
N*=182
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Media relations(press releases, meetings with the press)
Consultancy on communications issues
Crisis monitoringMedia monitoring
Internal communications
Government relations/public affairs
Corporate social responsibility
Financial/investors relations
Planning and organizing events
PR Services Used by the Company
Q10. Which are the PR activities your company has engaged in?
89.6
91.2
96.2
82.4
58.2
58.2
47.8
46.2
34.6
PR Services Used by CompaniesBrand PR Only 88.0%
Both Brand PR & Corporate PR 98.9%
Brand PR Only 68.0%
Corporate PR Only 95.2%
Both Brand PR & Corporate PR 91.5%
Corporate PR Only 46.0%
Both Brand PR & Corporate PR 66.0%
Brand PR Only 28.0%
Corporate PR Only 57.1%
Both Brand PR & Corporate PR 67.0%
N*=182
*Base: Companies engaged in PR activities.
%
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Purposes of PR Activities
Q8. Which of the following purposes does your company try to achieve through PR activities?
73.6
75.3
91.2
92.9
95.1reating an image of the company
Creating a reputation of the company
Supporting products and services
Managing crises
Involving and rewarding the employees
Brand PR Only 84.0%
Corporate PR Only 96.8%
Both Brand PR & Corporate PR 96.8%
Brand PR Only 100.0%
Corporate PR Only 81.0%
Both Brand PR & Corporate PR 98.9%
Brand PR Only 68.0%Corporate PR Only 90.5%
Both Brand PR & Corporate PR 97.9%
Corporate PR Only 90.5%
Both Brand PR & Corporate PR 97.9%
Brand PR Only 52.0%
Corporate PR Only 82.5%
Both Brand PR & Corporate PR 76.6%
*Base: Companies engaged in PR activities.
%N*=182
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Part 2 Attitudes towards PR Activities
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Attitudes towards PR Activities
Q27. Now I will read some statements regarding the PR activity. Please express your agreement or disagreement with each of these statements, using the options
totally disagree, slightly disagree, neither agree, nor disagree, slightly agree and totally agree.
18.8
15.7
20.8
13.7
25.9
35.0
21.8
14.2
10.2
17.3
17.3
32.0
8.1
10.2
62.4
19.3
5.6
9.6
26.9
21.8
24.4
29.4
24.4
27.4
17.8
39.1
17.8
8.14.1
1.0
(5) Totally agree (4) Slightly agree (3) Neither agree nor disagree (2) Slightly disagree (1) Totally disagree
A good agency can avouch for the resultsfrom the very beginning
he PR activity is not efficient if the media value is lowerthan the budget invested in the media relations service
The PR activity needs to be continuousin order to be efficient
The PR agency is responsible for everything thatappears in the media about its clients
The PR activity has immediate results
The PR activity is really an ensemble of twistedinformation about the respective company
T2B*
28.4
29.9
37.1
37.6
41.1
86.8
Mean
2.52
2.66
3.13
2.96
3.00
4.43
Total Sample(N=197) B2B**
53.8
52.3
23.9
35.0
43.2
5.1
*T2B: 5=Totally agree + 4=Slightly agree**B2B: 1=Totally disagree + 2=Slightly disagree
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Brand PR Only 56.0%
Corporate PR Only 25.4%
Both Brand PR & Corporate PR 30.9%
12.1%
18.1%
32.4%
37.4%
Perception of the PR ActivityWithin the Company
Q9. How is the PR activity perceived in your company?
*Base: Companies engaged in PR activities.
As part of the companys business strategy
As part of the companys marketing plan
As part of the companys integratedcommunications strategy
As a tactical activity supporting the company strategy
N*=182
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Part 3 Departments and Positions Engaging in PR Practices
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Departments Engaging in PR Activities
Q5. Which of the following departments are there in your company?
Q6. Which of the following departments engage in PR activities in your company?
36.8
41.8
34.1
2.7
91.2
Existing Departments Within the Company Company Departments Engaging in PR Activities
Marketing department
PR departmentCommunication and advertising
departmentProduct / brand managementdepartmentHuman resources department
Another department
DK/ NA
N*=182
Corporate PR Only 23.8%
Both Brand PR & Corporate PR 39.4%
*Base: Companies engaged in PR activities.
(not asked about)
% %53.3
35.7
27.5
14.3
1.6
13.2
3.8
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27.3
10.2
1.1
11.4
22.7
2.3
29.6
62.5
39.8
8.0
9.1
6.8
23.9
61.4
27.3
Positions Involved in PR Activities
Q21. Which of the following positions exist in your company?Q22. Who initiates PR projects in your company?
Q23. Who influences the choice of PR agencies in your company?Q24. Who makes the final decision in choosing the PR agencies in your company?
Existing Positions Within the Company Initiator of the PR projects Influencer in ChoosingPR Agencies
Decision Maker inChoosing PR Agencies
N*=88
Owner/Shareholder/Director
Executive manager
Economic manager/
Financial manager
Human resources manager
PR manager
Marketing manager
Someone else
DK/ NA
*Base: Companies which outsource their PR activities.
(one answer only)% % % %96.6
39.8
92.1
79.6
88.6
33.0
60.2
2.3
1.1
5.7
3.4
17.0
10.2
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Part 4 Outsourcing of PR Activities
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Outsourcing of PR Activities
Q11. Does your company outsource their PR activities?
Q12. Which of the following PR activities were outsourced in the past 12 months?
PR Services Outsourced in the Past 12 Monthsutsourcing PR Activities
Media relations(press releases, meetings with the press)
Consultancy on communications issuesCrisis monitoring
Media monitoring
Internal communications
Government relations/public affairs
Corporate social responsibility
Financial/investors relations
Planning and organizing events
Brand PR Only 28.0%
Corporate PR Only 61.9%Both Brand PR & Corporate PR 51.1%
Brand PR Only 72.0%
Corporate PR Only 38.1%
Both Brand PR & Corporate PR 48.9%
N*=182
N**=88
*Base: Companies engaged in PR activities.**Base: Companies which outsource their PR activities.
%
No
51.6%
Yes
48.4%
68.2
67.1
62.5
35.2
26.1
14.8
9.1
6.8
4.6
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Satisfaction towards the OutsourcedPR Services
Q13. Please tell me how satisfied you are with each of the PR activities you mentioned, using the options very dissatisfied, dissatisfied, neither satisfied, nor
dissatisfied, satisfied and very satisfied.
50.0
69.2
33.3
56.7
11.9
13.0
14.6
25.0
15.4
16.7
11.731.7
50.0
15.4
25.0
50.0
27.3
26.1
25.8
20.3
60.9
62.7
50.0
52.7
61.3 12.9
5.1
5.5
T2B**
75.0
100.0
87.1
83.1
88.0
87.0
Mean
4.00
4.50
4.13
3.98
4.02
4.13
88.3 4.20
83.3 4.33
84.6 4.00
(5) Very satisfied (4) Satisfied (2) Dissatisfied (1) Very dissatisfied(3) Neither satisfied nor dissatisfied
Media relations(press releases, meetings with the press)
Crisis monitoring
Media monitoring
Internal communications
Government relations/public affairs
Corporate social responsibility
Financial/investors relations
Planning and organizing events
Consultancy on communications issues
N=59
N=31
N*=23
N=55
N*=8
N*=4
N*=13
N*=6
N=60
Base: Companies which outsource their PR activities. *Small base: Treat data with caution**T2B: 5=Very satisfied + 4=Satisfied
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Importance of Aspects Related toPR Activities
Q15. Now I will read several aspects related to the activities of PR agencies. Please tell me how important each one of these aspects is in evaluating a PR agency,
using the options not at all important, somewhat important, important and very important.
T2B** Mean
3.68
3.43
3.60
3.53
3.65
3.52
3.83
(4) Very important (3) Important (2) Somewhat important (1) Not at al l important
N*=88
*Base: Companies which outsource their PR activities.**T2B: 4=Very important + 3=Important
92.0
95.5
100.0
97.7
89.8
95.5
92.0
38.6
4.6
2.3
6.8
83.0
72.7
67.1
68.2
62.5
56.8
53.4 36.4
22.7
23.9
29.6
17.1
30.7
10.2
4.6
8.0
1.1
Strategic approach
General concept / the concept correspondingto the suggested instruments
Planning
Maintaining the relation with the client
Execution / Implementation
Reporting
Evaluation
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Part 5 PR Budget
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There is a budget plan on activitiesfor the whole fiscal year
PR Budget Planning
Existence of a PR Budget in the Company
Q29. Is there a budget allotted to PR activities in your company?
Q30. Which of the following statements best describes the way in which the PR budget is planned in your company?
PR Budget
N*=182
N**=150
*Base: Companies engaged in PR activities.**Base: Companies which have a budget allotted to PR activities.
The PR budget is allotted depending
on the issues that arise
Yes
82.5%
No
15.9%
Don't know
1.6%
75.3%
24.7%
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Q31. How did the budget allotted for PR activities evolve in 2006 as compared to 2005? How much?Q32. How will the budget allotted for PR activities evolve in 2007 as compared to 2006? How much?Q33. Approximately, what is the budget allotted to PR activities in the fiscal year 2006?
Evolution & Size of the PR Budget
PR Budget for 2006 Fiscal Year
Evolution of the PR Budget- 2006 vs. 2005 - Estimated Evolution of the PR Budget- 2006 vs. 2007 -
Mean33.19 %
**Mean11.25 %
with
with
Mean27.59 %with
N*=150
N*=150
**Small base: Treat data with caution
N**=27
65,695 Euro
*Base: Companies which have a budget allotted to PR activities.
Dont
know
12.7
It decreased,
4.7%
It remained
constant,
12.7%
It increased,
70.0%
It will
increase
66.0%
It will remain
constant
20.7%
Dont know
13.3%
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Part 6 Demographics
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Company Profile
3.6
3.6
2.0
1.5
1.5
16.8
2.0
4.1
4.1
4.1
4.6
5.1
4.1
13.7
10.27.6
6.1
5.6
D1. What field of activity is your company operating in?
Field of ActivityBusiness services (lawyer, real estate, consultancy etc.)
BankingFood productionMedical and pharmaceutical
Fast Moving Consumer Goods (FMCG)Transport
ITRetail
Chemical industryConstructions
Energy and natural resourcesAuto
TourismWholesale distribution
MediaTelecommunications
Another fieldDK/ NA
Total sample (N=197)
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Company Profile
9.1%
6.6%3.6%22.3%
32.0% 9.1%
17.3%
1-3 million
3-5 million
5-10 million
10-30 million
30-50 million
Over 50 million
DK/ NA
CompanyTurnover (EURO)
D3. How many employees are there in your company?
D4. Which of the following categories does your companys turnover belong to?
1001 - 2000
14.2%
More than
2000
14.7%
501 - 1000
15.2%201 - 500
22.3%
101 - 200
12.7%
50 - 100
8.6%
Less than 50
12.2%
Number of Employees Total sample (N=197)
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4.1%
4.6%
6.6%
35.5%
36.0%
7.1%1.5% 1.0%
2.5%1.0%
PR Department
Marketing Department
Communication Department
Economic Department
General/Executive Director
Human Resources Department
Client Service Department
Financial Department
Manager/Director Unspecified
Other
D2. What is your current position?
Respondents Profile
Position within the CompanyTotal sample (N=197)
PR manager/ director 17.3%
Other PR positions (coordinator/
specialist/ officer) 16.8Corporate affairs manager 2.0%
Marketing manager/director 21.8%
Other marketing positions (specialist/analyst/ coordinator) 12.2%
Brand manager 1.5%
Other communications positions(analyst/ assistant) 4.1%
Communication manager/director 2.5%
Human resources manager 1.0%
Human resources officer 0.5%
Financial manager 0.5%
Financial analyst 0.5%
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Respondents ProfileTotal sample (N=197)
55 y.o. or
more
2.0%45 - 54 y.o.
5.6%35 - 44 y.o.
20.3%
25 - 34 y.o.
65.0%
24 y.o. or
less
7.1%
Male
31.5%
Female
68.5%
Age Category
Gender
D5. What is your age?
D6. Gender