prca digital pr report 2013
DESCRIPTION
The PRCA’s Digital PR Report 2013, produced in partnership with The Holmes Report and YouGov, provides a benchmark of how the PR industry is performing with digital communications.TRANSCRIPT
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DIGITAL PR REPORT 2013
#PRCADIGITAL
Danny WhatmoughCMPRCA, Associate Director of Digital, Ketchum and PRCA Digital Group Chairman
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• YouGov partnered with PRCA to survey 136 agency and in-house PR professionals between 23rd September and 4th October
• Across business services, finance & banking, technology & telecoms, charities & NGOs, Government and other sectors
• In-house respondents include directors of marketing/comms, heads of marketing/comms, head of press/PR
• Agency respondents include CEOs, MDs, Partners and Directors
METHODOLOGY
WHY USE DIGITAL?
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To use it as a customer service platform
To be able to respond to any crises quickly
Other
Because our competitors are doing it well
To address a lack of control of our online reputation
Because our brand is being attacked on social media
To respond to disgruntled employees
0% 10% 20% 30% 40% 50% 60% 70% 80%
WHY IS YOUR BRAND ON SOCIAL MEDIA?
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OTHER…
To participate in public debate, amplify spread of key messages
As we move to a content producer format, rather than straight forward
press office
Financial cutbacks on all other traditional brand promotions
BUDGETS
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46% Of organisations only spend 1-10% of their marketing budget on digital / social media
BUDGETS
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46% Of organisations only spend 1-10% of their marketing budget on digital / social media
BUDGETS
…With the next biggest being 11-20% and 21-30%
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DIGITAL PART OF MARKETING BUDGETS…
OVER THE LAST 12 MONTHS HAVE:
IN THE NEXT 12 MONTHS THEY ARE EXPECTED TO:
Increased
Stayed the same
Decreased
Don't know
0% 20% 40% 60% 80%
Agency
Increase
Stay the same
Decrease
Don't know
0% 20% 40% 60% 80%
Agency
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Web
des
ign a
nd b
uild
Mon
itorin
g an
d lis
tenin
g to
cus
tom
ers
Searc
h Eng
ine O
ptim
isatio
n
Conte
nt c
reat
ion (e
.g a
blog
)
Online
adv
ertis
ing /
PPC
Social
net
work
stra
tegy
Online
com
mun
ity m
anag
emen
t
Online
repu
tatio
n m
anag
emen
t
Influ
ence
r (e.
g. b
logge
rs) o
utre
ach
/ eng
agem
ent
Traini
ng to
use
digi
tal /
soc
ial m
edia
Online
pre
ss re
lease
dist
ribut
ion
Digita
l cris
is m
anag
emen
t
Other
0%
20%
40%
60%
80%
AREAS OF DIGITAL THAT BUDGET IS SPENT ON
USE OF AGENCIES
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DIGITAL SERVICES FROM AGENCIES
Influ
ence
r (e.
g. b
logge
rs) o
utre
ach
/ eng
agem
ent
Conte
nt c
reat
ion (e
.g a
blog
)
Online
com
mun
ity m
anag
emen
t
Digita
l cris
is m
anag
emen
t
Social
net
work
stra
tegy
Online
repu
tatio
n m
anag
emen
t
Mon
itorin
g an
d lis
tenin
g to
cus
tom
ers
Traini
ng to
use
digi
tal /
soc
ial m
edia
Searc
h Eng
ine O
ptim
isatio
n
Online
pre
ss re
lease
dist
ribut
ion
Web
des
ign a
nd b
uild
Online
adv
ertis
ing /
PPC
Other
0%
20%
40%
60%
80%
100%
Which areas were your company offer-ing five years ago?
Which areas do you currently offer clients?
Which areas do you expect to be offer-ing clients in five years time?
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OTHER AREAS AGENCIES WILL BE OFFERING CLIENTS IN FIVE YEARS…
Mobile marketing
Digital and social analytics
A bunch of stuff we’ve not discovered yet
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Content creation (e.g. a blog)
Influencer (e.g. bloggers) outreach / engagement
Social network strategy
Online community management
0% 10% 20% 30% 40% 50% 60% 70% 80%
Agency
BIGGEST CLIENT DEMANDS REPORTED BY AGENCIES
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AGENCY REVENUES FROM DIGITAL
• 28% of agencies made 1-10% of their revenues from digital 12 months ago
• 22% of agencies are currently making 11-20% of their revenues from digital
• 16% of agencies expect to make 21-30% of their revenues from digital in 12 months’ time
0% 1%-10%
11%-20%
21%-30%
31%-40%
41%-50%
51%-60%
61%-70%
71%-80%
81%-90%
91%-100%
0%
5%
10%
15%
20%
25%
30%
12 months ago
Now
In 12 months time
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REASON YOUR COMPANY CHOSE THE PR AGENCY THAT HANDLES DIGITAL/SOCIAL
Their past work
They do our traditional PR
Their reputation
We held a pitch
0% 5% 10% 15% 20% 25% 30% 35%
Agency
OWNERSHIP
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WHO HAS OVERALL OWNERSHIP OF CONTENT CREATION?
PR / comms department
Marketing department
Social media team
Digital agency
PR agency
No one
0% 10% 20% 30% 40% 50% 60% 70%
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WHO HAS OWNERSHIP OF…
FACEBOOK TWITTER
PR/comms department
Marketing department
Social media team
PR/Ad/Digital agency
No one
0% 20% 40% 60%
PR/comms department
Marketing department
Social media team
PR/Ad/Digital agency
No one
0% 20% 40% 60% 80%
PR/comms department
Marketing department
HR Department
Social media team
PR/Ad/Digital agency
No one
0% 20% 40% 60%
PR/comms department
Marketing department
Social media team
PR agency
Ad/digital agency
No one
0% 20% 40% 60% 80%
LINKEDIN BLOGS
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Very confident Fairly confident Not very confident Not at all confident0%
10%
20%
30%
40%
50%
60%
70%
Traditional PR
Digital / social media
CONFIDENCE IN ROI
CONCLUSIONS
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• Client digital budgets are growing, albeit slowly
• Many of the areas they are investing in, e.g. content creation, are natural PR industry expertise
• Huge growth in agencies providing SEO, web design and customer monitoring services
• Many agencies expecting to grow their digital revenues to 21-30% by next year
• In-house PR/comms teams are natural home for content creation and ownership of channels like Twitter, Facebook and LinkedIn
THE GOOD NEWS
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• Many in-house comms teams reporting a lack of budget/staff to be able to manage digital channels properly
• 46% of brands report only1-10% of marketing budgets go to digital/social
• Some of the key areas of focus include SEO and web design and build – not core PR agency offerings, although many do
• Many brands still unconvinced by PR agencies’ abilities in online reputation management and social network strategy (although they want them to take these on)
THE BAD NEWS
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DIGITAL PR REPORT 2013 PANEL DISCUSSION
CHAIRED BY DANNY WHATMOUGH, KETCHUM
Pete Sigrist33 DIGITAL
David GallagherKETCHUM EUROPE
Jed HallamMINDSHARE
Candace KussHILL+KNOWLTON STRATEGIES