2017年全球传播报告（英文）_40页_13mb

报告摘要

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 the public relations (PR) profession, focusing on its future alignment with marketing, the role of digital storytelling, changes in media consumption, and the challenges of talent acquisition and measurement.

Main Findings

1. PR and Marketing Alignment

Belief in Convergence: 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.
Agency Reporting Lines: 21% of PR agencies report into marketing currently, suggesting a potential shift in internal structures.
In-House Reporting Lines: 18% of corporate communications departments report into marketing, indicating a trend towards integration.
Industry Impact: The bundling of PR and advertising agencies by major holding companies is a sign of this trend, creating both opportunities and challenges for PR professionals.

2. Redefining the Term "Public Relations"

Need for Change: 87% of PR executives believe the term "Public Relations" will not accurately describe the work they will do in five years.
Student Perspective: Students are more comfortable with the current terminology than seasoned professionals, suggesting a disconnect between the industry and its future practitioners.
Renaming Debate: Some professionals believe the name should be changed, while others think it should be more broadly defined.

3. Digital Storytelling and Future Trends

Top Trend: Digital storytelling was ranked as the most important trend for the future of PR, followed by social listening, social purpose, and big data.
Student Interest: Students are interested in these trends and are reasonably prepared to handle them, indicating a potential shift in the industry's direction.
Emerging Technologies: VR and AI are not currently seen as top trends, while Donald Trump and Fake News are perceived as having less impact.

4. Media Shift and Measurement

Media Mix: Revenue from earned media is expected to decline, while paid, shared, and owned media will increase. This shift is more pronounced in corporate media budgets.
Branded Content and Influencer Marketing: These are seen as important trends, with 60% of PR executives believing they will have a significant impact.
Measurement Challenges: PR professionals are increasingly focused on demonstrating how PR contributes to business objectives, rather than basic measurement. This requires more sophisticated metrics that capture less tangible outcomes like brand reputation and purchase intent.

5. Client and Agency Relationships

Growth Expectations: 92% of agency executives predict growth in the next five years, while only 70% of in-house communicators and 43% of marketers expect growth in PR spending.
Agency Use: The number of clients using a single agency of record is declining, with 38% of in-house PR leaders planning to use more agencies.

6. Talent Challenges

Aspirational Career: Less than one-third of PR executives believe the industry is effectively positioning itself as an aspirational career choice.
Strategic Thinking: Strategic thinking is the most valued skill, surpassing writing for the first time in the study.
Student Recruitment: The study found a diverse group of future PR executives who are interested in the industry's trends and technologies, and who bring a sense of social purpose and pride.

Key Insights

The PR profession is at a crossroads, with a potential shift towards integration with marketing and a need to redefine its role and terminology.
Digital storytelling and social media are seen as key drivers of future PR success.
The media landscape is changing, with a move towards paid and owned content, which presents both opportunities and challenges for PR professionals.
There is a growing need for more sophisticated measurement techniques that can capture the intangible impacts of PR.
The industry faces challenges in attracting and retaining talent, with strategic thinking being a critical skill.
Students are more aligned with the current terminology and are better prepared for the future of PR.

Methodology

The study was based on three surveys: one for professionals (875 responses), one for students (687 responses), and one for marketing professionals (101 responses).
The professional survey was divided into agency and in-house segments and included 40 questions.
The student survey had 20 questions.
The sample was a convenience sample, not a random one, so the results may not be fully representative of the broader population.