2017年全球传播报告（英文版）_38页_12mb

2017 Global Communications Study Summary

Core Content

The 2017 Global Communications Study, conducted by the USC Center for Public Relations, explores the evolving landscape of public relations (PR) and its relationship with marketing, media, and the future of the profession. The report highlights several key trends and challenges that are shaping the PR industry.

Main Findings

PR and Marketing Convergence

• Alignment Expectation: Almost half of PR professionals and over 60% of marketing executives believe PR and marketing will become more closely aligned in the next five years.
• Reporting Structures: Currently, 18% of corporate communications departments report to marketing. If this trend continues, it may affect the influence and role of PR professionals.
• Agency Reporting: 21% of PR agencies report to marketing. This could impact their financial performance and strategic direction.
• Bundling Trend: Major holding companies are bundling PR and advertising agencies to offer more integrated solutions to clients.

Redefining the Profession

• Renaming Debate: 87% of PR professionals believe the term "Public Relations" will not accurately describe their future work.
• Student Perspective: Students are more comfortable with the current terminology and are less likely to suggest a name change.
• Need for Clarity: The industry needs to redefine its role and educate society about its value, particularly in a changing media environment.

Digital Storytelling and Media Trends

• Top Trends: Digital storytelling, social listening, social purpose, and big data are identified as the most important trends for PR in the next five years.
• Emerging Technologies: VR and AI are lower on the list, suggesting that these technologies may not be as impactful as initially thought.
• Media Mix Shift: There is a shift towards paid, shared, and owned media, with a decline in earned media revenue. This change presents both opportunities and challenges for PR professionals.

Measuring Value

• Value Demonstration: PR executives prioritize demonstrating how PR achieves business objectives over basic measurement.
• Sophisticated Metrics: They require more sophisticated measurement tools that can capture less tangible outcomes like brand reputation and purchase intent.
• Leadership and Creativity: These are ranked higher than basic measurement, indicating a need for more strategic and creative approaches in PR.

Client and Agency Relationships

• Growth Expectations: PR agencies are more optimistic about growth compared to in-house communicators.
• Client Trends: Fewer clients rely on a single agency of record, with a growing trend towards using multiple agencies.
• Reasons for Hiring: Creative thinking and strategic insights are the top reasons clients hire PR agencies, while research and analysis are less valued.

Talent Challenges

• Aspirational Career: Less than one-third of PR executives believe the industry is effectively positioning itself as an aspirational career.
• Strategic Thinking: Strategic thinking is the most important skill for PR professionals, surpassing writing for the first time in the study.
• Student Expectations: Students are interested in PR trends and technologies but seek better role definitions and higher compensation.

Key Insights

• Future of PR: The future of PR is uncertain but promising, with potential for greater integration with marketing and a shift towards digital storytelling and data-driven strategies.
• Talent Development: The industry must focus on attracting and retaining talent by improving its image and offering better career opportunities.
• Measurement Evolution: PR needs to adopt more advanced measurement techniques to demonstrate its value in a competitive media landscape.
• Educational Role: There is a need for better education and awareness about PR among the general public and within the industry itself.

Methodology

• Surveys Conducted: Three surveys were used: one for professionals, one for students, and one for marketing professionals.
• Professional Survey: 875 responses, with a mix of international (57.4%) and domestic (42.6%) participants. 62.9% were from agencies and 37.2% from in-house departments.
• Student Survey: 687 responses, with 82% female and 18% male participants. 77.6% were undergraduates and 22.4% were graduate/post-graduate students.
• ANA Survey: 101 responses from North American marketing professionals.
• Sampling Method: A convenience sample was used, which means the results may not be fully representative of the broader population.

Acknowledgements

The study acknowledges the contributions of several individuals and organizations, including the USC Center for Public Relations team and the Association of National Advertisers (ANA), for their support and insights.

Overall, the 2017 Global Communications Study provides a comprehensive overview of the current state and future direction of the PR industry, emphasizing the need for adaptation, redefinition, and enhanced measurement techniques.