2017年全球传播报告（英文版）_40页-13mb

2017 Global Communications Study Summary

Core Content

The 2017 Global Communications Study conducted by the USC Center for Public Relations explores the evolving role of public relations (PR) and its relationship with marketing, digital trends, media dynamics, and talent acquisition. The study highlights the need for the PR industry to adapt and redefine itself in response to changing business and societal expectations.

Main Findings

1. PR and Marketing Convergence

• 47% of PR professionals and 60% of marketing executives believe PR and marketing will become more aligned in the next five years.
• 18% of corporate communications departments currently report into marketing, and this number may increase.
• 21% of PR agencies report into marketing, and this could lead to increased revenue for agencies.
• Some companies are bundling PR and advertising agencies to provide integrated solutions, which could redefine internal structures and roles.

2. Redefining the Term "Public Relations"

• 87% of PR professionals believe the term "Public Relations" will not accurately describe their work in five years.
• Half of them think the name should be more broadly defined, while others suggest a complete change.
• Students are more comfortable with the current terminology and are better prepared to explain it than seasoned professionals.

3. Digital Storytelling and Media Trends

• Digital storytelling is ranked as the most important trend for the future of PR, followed by social listening, social purpose, and big data.
• Emerging technologies like VR and AI are not as high on the list, while Donald Trump and fake news are seen as having less impact.
• The study suggests that fake news may have become more relevant since the survey was conducted in early 2017.

4. Media Mix Shift

• Earned media revenue for PR agencies is expected to decline, while paid, shared, and owned media will increase.
• Branded content and influencer marketing are seen as important trends by 60% of PR executives.
• Media buying is a skill that PR professionals currently lack, but it will be crucial for future success.
• Consumers may not distinguish between paid and earned media in the future, which could affect how PR is measured and valued.

5. Measuring PR Value

• Demonstrating business objectives is seen as the most important way to increase PR's value, with 77% of executives selecting this.
• Measurement is still important, but it should focus on less tangible variables like brand reputation and purchase intent.
• Leadership and creativity are ranked higher than basic measurement, indicating the need for more qualitative evaluation methods.

6. Client and Agency Relationships

• PR agencies are valued for creative thinking and strategic insights, while research and analysis is less important.
• The number of clients relying on a single agency of record is declining, with 38% of in-house PR leaders planning to use more agencies.
• Marketers are more skeptical about PR growth, with only 43% predicting any increase in PR spending.

7. Talent Challenges

• Strategic thinking is the most important skill for PR professionals, surpassing writing for the first time in the study.
• PR is not seen as an aspirational career by many professionals, with less than one-third believing the industry is doing a good job of positioning itself as such.
• Students are more enthusiastic about PR, showing pride in their profession and a good understanding of its future trends.

Key Insights

• The PR industry is at a crossroads, with potential convergence with marketing and the need for redefinition.
• Digital storytelling and data-driven strategies are shaping the future of PR.
• Media buying and paid content are becoming essential skills.
• Measuring PR value should evolve beyond traditional metrics to include brand reputation and consumer intent.
• Client relationships are shifting, with a trend toward using multiple agencies and a focus on strategic value.
• Talent acquisition is a major challenge, with the industry needing to better market itself to students and improve its appeal as a career choice.

Methodology

• The study used three surveys: one for students, one for professionals, and one for marketing professionals.
• Professional survey included 40 questions and had 875 responses (57.4% international, 62.9% agency, 37.2% in-house).
• Student survey had 20 questions and received 687 responses (82% female, 77.6% undergraduates).
• ANA survey had 11 questions and 101 responses, all from North America.
• The sample was a convenience sample, not a random one, so the results may not be fully representative of the broader population.

Conclusion

The 2017 Global Communications Study reveals that the PR industry is evolving rapidly, facing both opportunities and challenges. As the field continues to adapt to new media trends, redefine its role, and attract talent, it must focus on demonstrating its value through strategic and creative means, rather than just traditional metrics. The future of PR is promising, but it requires a shift in mindset, skills, and how the profession is perceived by both professionals and students.