Cision&PRWeek：2019年全球傳播報告（英文版）(12頁).pdf

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1、2 5 6 7 8 9 THE STORY GETS STRONGER A mix of modern and traditional is boosting earned medias status THE REAL CHALLENGE Highlighting comms toughest obstacles to C-suite relevance DECIPHERING THE DATA Are PR pros gleaning the right information to impact business? SWAY OVER SPENDING Identifying the in

2、fluencers who most impact consumer activity CHANGING THE CHANNEL Notable movement on the social platforms most relevant to brands WHERE THE MONEY GOES Comms spending: the where is changing along with the amount THE PATH TO PROGRESS 2019 GLOBAL COMMS REPORT While challenges still remain, the third an

3、nual PRWeek/ Cision global survey reveals that greater investments in data and some shifts in social and media strategy are helping comms underscore its value to the bottom line 2019 Global Comms Report: The Path To Progress2 M aybe every generation of PR pros believes the discipline is more importa

4、nt to companies than it was during the one that came before it. However, this eras sentiment is supported by new data that shows earned media significantly grew its slice of the media-budget pie in 2019. Its portion was almost on par with paid media, according to the third annual 2019 PRWeek/Cision

5、Global Comms Report. Of the 527 global respondents, on average 34% of the overall media budget goes to earned media, just a tick under the 35% given to paid media. Owned media is allotted the remaining 31%. Looking at U.S. respondents only, earned medias prevalence is even more apparent. Notably mor

6、e budget goes to earned (39%) than paid (31%) the latter which has seen its share growth plateau since 2018 and now sits near owned media, which has 30% of the spend in the U.S. Credible results In interviews with PRWeek, in-house counsel in the U.S. attribute the results to a number of factors, chi

7、ef among them the much-needed improvement and adoption of analytical and measurement tools that the PR function is having customized to its specific business needs. This has helped give comms new credibility and respect from the C-suite. “It drove me crazy that we might generate 800 legitimate media

8、 stories from being at an auto show and then stand in front of our executives and say something like, We had 28 billion impressions,” says Jim Trainor, director of comms at Hyundai Motor America. “It was pretty meaningless because nobody could really get their head around the number. They would be l

9、ike, So, is 19 billion impressions crummy?” Hyundai has invested in a software solution that gives more calculated, realistic and, thus, meaningful numbers on media impact. The solution accounts for factors such as a storys timing and placement. “In the past, wed place a story on M and say we reache

10、d 1.2 million people,” adds Trainor. “Now, we might more accurately say we reached 300,000 consumers.” While the number is lower than media impressions, “when you explain why to the C-suite they go, Hey, this isnt just some made-up crap and every possible impression added up,” he explains. “The C-su

11、ite is very into math and results. So, they are like, Woah, the PR team has traditionally been afraid of numbers, but they are finally talking the language that sales, marketing, finance and everyone else speaks. A lot of respect comes with that.” New platforms are amplifying brand messages. Traditi

12、onal media- engagement tactics remain part of the playbook. As evidenced by the third annual PRWeek/Cision Global Comms Report, these factors combine to bolster earned medias prowess to the C-suite. By Chris Daniels Seeking and seeing improvement In which of the following areas do you feel you could

13、 improve the most in terms of your use of technology and data? Key takeaway: The year-on-year “Talent” data indicates increased confidence in staffs tech and data capabilities. THE STORY GETS STRONGER 20192018 37%33%31% 36%36% 29% Tools TalentTactics 2019 Global Comms Report: The Path To Progress3 C

14、omms drive decisions Meanwhile, analytics are helping inform corporate decision-making on positioning and issues in which to step in front of or back from. Johnson everyday consumers fell from 27%; mainstream journalists increased from 16%. Bloggers Mainstream journalists Corporate executives Celebr

15、ities (actors, artists, athletes, social media stars) Employees Micro-influencers Everyday consumers (inc. family and friends) 8%8%8.5% 16% 10% 22.5% 27% being secondary. Marketing has wrapped itself around technology and strategy with the idea of providing a centralized view of the customer. The mo

16、re that comms can contribute performance data to that view of the audience, the more chance they will see their investment grow and opportunities to play alongside marketing in a very accountable way.” And this doesnt take a huge investment into mea- surement and analytic tools, Knewitz points out.

17、“Maybe 15%” of his comms budgets goes to this area. Instagram comes of age The 2019 PRWeek/Cision report also ascertains the media channels most important to PR pros and reveals one getting much more attention this year. In the past two surveys, global respondents clearly put Facebook and Twitter on

18、 top when asked to identify the social channels most vital to their broad- er content strategy. Very little changed between the first and second year. This year, its a different story. While 72% of respondents place Facebook among their top three channels this year and 35% choose it as their top cha

19、nnel thus still by far the most popu- lar choice those numbers are notably down from 77% and 44% in 2018. Meanwhile, Twitters year-on-year movement is scant, with 55% placing it among their top three channels both years, while only ticking up year on 52% 14% 34% 2019 Global Comms Report: The Path To

20、 Progress4 Newspaper circulation may be at historic lows and broadcast media fragmented. Still, Knewitz notes that “mainstream reporters have increasingly become opinion leaders and still set the agenda for a lot of public and social discourse. Social media reacts to their coverage. That dialogue of

21、ten starts with mainstream journalists. You see it in reverse, too, with mainstream reporters covering what is being said on social. There is real synergy between traditional and social media.” Like J 36% did so last year place social media among their top three forms of content most effective at in

22、fluencing purchase behavior, up from 54% last year feel they can always effectively identify the right influencers to target on all initiatives. That is down from 54% last year make a concerted effort to stay in touch with media/influencers, even when there is no current story to be covered. That is

23、 well down from 68% last year 67% 62% 54% 42% 49% ABOUT THE GLOBAL COMMS REPORT In 2017, inspired by the notable and continuing evolution in how PR is both practiced and perceived, Cision and PRWeek joined forces on an initiative to clearly identify and more deeply understand communicators use of/in

24、teraction with technology, data, measurement, content, and influencers. An in-depth global survey was distributed to senior-level communicators and marketers in the U.S., Canada, U.K., France, Germany, Sweden, and China (including Hong Kong). Now in its third year, the PRWeek/Cision Global Comms Rep

25、ort highlights challenges and opportunities with tools, talent, tactics, budgets, and more. In the process, the study continues to bring clarity to the areas in which PR is making real progress, as well as where it needs to make more. 2019 Global Comms Report: The Path To Progress5 From tightening b

26、udgets to C-suite buy-in, comms faces numerous challenges as it seeks to perform optimally. But which is the biggest one? Globally, when asked to identify their single biggest comms challenge: By region, the following represents the comms challenge that was most often placed in the top three: What c

27、hanged in a year By country, the following represents the single biggest comms challenge: Canada: Tightening budgets U.K. Tightening budgets Germany Tightening budgets U.S. Inability to measure impact effectively NORTH AMERICA Inability to measure impact effectively EUROPE Tightening budgets ASIA Co

28、mpeting with paid media for budget France Competing with paid media for budget Sweden The 24-7 chatter about your brand among external sources China Tightening budgets THE REAL CHALLENGE Not only have tightening budgets and inability to measure impact effectively remained the two biggest challenges,

29、 as they were in 2018, but they seem to be even more so this year. Tightening budgets was placed in the top three by 57% of respondents this year, up from 51% last year. Inability to measure impact effectively was placed in the top three by 54% this year, up from 50% last year. Last year, 17% of glo

30、bal respondents chose talent recruitment and retention as their single-biggest challenge. That number fell to 13% this year, indicating more confidence in the comms staffers organizations are hiring and maintaining. Buy-in from the C-suite, while the least challenging matter both last year and this,

31、 did tick up year on year. In 2018, 6% of respondents chose it as their single-biggest challenge. This year, 9% did so. 27% (65%) 21% (57%) 20% (54%) 14% (34%) 13% (40%) 11.5% (41%) 11.5% (40%) 9% (33%) 23% (60%) 31% (57%) 28% (52%) 32% (59%)31% (66%) 22% (53%) Tightening budgets Inability to measur

32、e impact effectively The 24-7 chatter about your brand among external sources Talent recruitment and retention Better alignment with other functions Competing with paid media for budget Buy-in from the C-suite 62%57%56% While tightening budgets is the biggest challenge globally, its noteworthy that,

33、 when viewed as responses chosen among the top three, a different challenge is cited in each of the three global regions. Meanwhile, among the seven countries surveyed, four different responses were chosen as the single-biggest challenge. OBSERVATIONS (The numbers in parentheses indicate top-three r

34、esponses.)(The numbers in parentheses indicate top-three responses.) 2019 Global Comms Report: The Path To Progress6 On these pages, we have clearly established the huge role data and analytics play every day in comms. But are our respondents truly gleaning the information they need to impact their

35、business? DECIPHERING THE DATA Recognizing consumer activityComms vs. marketing Thinking about your current earned media analytics capabilities, are you. Our respondents were asked about their confidence level in gaining information about four specific potential consumer activities facilitated by th

36、eir earned media content. (The numbers below indicate those who said they have a strong sense. The numbers in parentheses are last years responses to the same query.) The percentages below compare how many communicators and marketers said YES when asked the same four questions as indicated on the le

37、ft. The 30% who ranked aligning metrics to revenue or vital business KPIs as their toughest comms measurement challenge is very much in line with the year-on-year dip in respondents confidence in knowing what people do after they consume content and whether or not there was any real-world behavior d

38、riven from that content. All combined, this amplifies how great that challenge remains. OBSERVATIONS How many people actually read the content? How many people actually read the content? How many people clicked a link within the content? Able to identify the business impact of specific outlets where

39、 youve received coverage? Able to measure your brands share of voice compared to your competition? What people do after they consume the content? Was there any digital or real-world behavior driven from the content? What people do after they consume the content? How many people clicked a link within

40、 the content? Was there any digital or real-world behavior driven from the content? 33% (39%) 60% (57%) 54% (51%) 23% (20%) 64% 36% 45% 72% 75% 52% 56% 88% 77% (80%) 67% (61%) 40% (43%) 46% (49%) Key takeaway: In all four cases, marketers seem to have a stronger sense than their comms counterparts a

41、s to how content impacts consumer activity. COMMS COMMS COMMS COMMS MARKETING MARKETING MARKETING MARKETING 56% 61% 23% 30% Very much so Very much so 14% Not really 16% Not really To some extent, but can do much better Aligning metrics to revenue or vital business KPIs Converting data into actionabl

42、e insights Identifying the best tools to measure most effectively Proving/ validating PRs impact to the C-suite Continued over-reliance on media impressions To some extent, but can do much better PINPOINTING THE PROBLEM Respondents had a list of five PR measurement challenges and asked to rank them

43、from most to least difficult: 30% 22% 17% 17% 14% YESNOYESNO YESNOYESNO 2019 Global Comms Report: The Path To Progress7 Numbers on this page indicate the types of influencers respondents put in their top three in terms of impacting consumer behavior (Numbers in parentheses indicate the percentage of

44、 respondents who chose that type of influencer as their very top choice this year) Mainstream journalists Everyday consumers (inc. family and friends) Bloggers Celebrities (actors, artists, athletes, social media stars) Micro-influencers Employees Corporate executives U.S.CanadaU.K.FranceGermanySwed

45、enChina 69% (34%) (23%) (4%) (11%) (11%) (9%) (7%) 49% 36% 37% 48% 34% 28% 48% (23%) (23%) (15%) (11%) (3%) (17%) (8%) 55% 43% 32% 28% 52% 42% 67% (28%) (36%) (6%) (6%) (3%) (6%) (17%) 56% 22% 39% 17% 47% 53% 39% (15%) (24%) (15%) (17%) (7%) (10%) (12%) 66% 59% 44% 37% 32% 24% 51% (23%) (11%) (17%)

46、(26%) (6%) (11%) (6%) 31% 63% 37% 46% 43% 29% 46% (11%) (20%) (9%) (20%) (17%) (14%) (9%) 46% 31% 46% 37% 54% 40% 54% (14%) (16%) (8%) (44%) (4%) (8%) (6%) 54% 50% 68% 26% 16% 32% Mainstream journalists as a top answer, scored notably higher in the U.S. than any other country Celebrities as a top-th

47、ree answer, scored notably lower in the U.K. than any other country Micro- influencers as a top answer, scored notably higher in Sweden than any other country Everyday consumers as a top-three answer, scored notably higher in Canada than any other country Corporate executives as both a top and top-t

48、hree answer, scored notably higher in Germany than any other country Bloggers as both a top and top-three answer, scored higher in France than any other country Employees as a top-three answer, scored notably lower in China than any other country. Globally Country by country There are various types

49、of influencers who impact how consumers think about products and services and, in turn, their purchasing activity. But which influencers have the most powerful voice in this regard? SWAY OVER SPENDING 60% (27%) 50% (22.5%) 41% (8%) 40% (16%) 39% (8.5%) Mainstream journalists Bloggers Celebrities Micro- influencers Everyday consumers 37% (10%) 32% (8%) Employees Corporate executives The data certainly underscores the impact mainstream journalists ha