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Italian PR Market  Ilaria Bettinelli Oana Scarlatescu
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Country Profile (I) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Country Profile (II) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Culture ,[object Object],[object Object],[object Object],[object Object],[object Object]
PR market characteristics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Quantitive PR data ,[object Object]
Top 5 ,[object Object],[object Object],[object Object],[object Object],[object Object]
Barabino & Partners ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR client sectors Media Services Health care Hi-tech Food industry Financial system
Main PR areas Media  relations Internal  communication Event  management Public  affairs
Investment in PR Up to 100.000 E 100 –  500.000 E over  500.000 E 0   31   10   8   Interviewed Companies 51
PR  roles ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
PR as adviser 71% Absolutely agree 20% Absolutely disagree 6% Somewhat disagree 23% Somewhat agree 51% Hi-tech  (84%), financial and insurance companies (81%) and fashion industry (80%) absolutely agree   Public administration (79%) and organizations with internal PR departments (37%) absolutely or somewhat disagree
PR as organizational supporter PR associations  (93%) mostly agree 88% Absolutely agree 40% Somewhat agree 48% Somewhat disagree 10% No opinion 1% Absolutely disagree 1%
PR as a visionary Fashion industry companies (%) and financial organisations (89%) mostly agree The major corporations (24%), with over 1000 employees,  disagree 83% Somewhat agree 64% Absolutely disgagree 4% Absolutely agree 19% Somewhat  disgagree 13%
PR as management coordinator 74% Somewhat agree 59% Absolutely agree 15% Somewhat disagree 21% Absolutely disagree 5% Pharmaceutical companies (84%) and small organizations  (78%) absolutely agree È ‘poco o per nulla d’accordo’ soprattutto chi non ha fatto outsourcing (33%)
Italian PR Values Flexibility Integrity Creativity Need oriented Expertise Professionalism PR
Perceived PR weaknesses Accessory Rigid Ambiguous  activity
Perceived PR assets Solution   finder Visionary   Useful Result  oriented Efficiency Empathy Expertise
PR officers profile Account managers 5-7 years Economic studies 24% Humanistic studies 32 % PR studies 44 %
PR and Public Affairs ,[object Object],[object Object],[object Object],[object Object]
PR and Public Affairs ,[object Object],[object Object],[object Object]
PR and Lobbying ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object]
PR TRENDS •  Public affairs  (+35%) •  Event management  (+21% ) •  Environmental communication  (+11%) •  Crisis communication  (+10%) •  Media relations  (+2%) •  Financial communication  (+1%)
PR aspirations ,[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object]

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PR in Italy

  • 1. Italian PR Market Ilaria Bettinelli Oana Scarlatescu
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9.
  • 10. PR client sectors Media Services Health care Hi-tech Food industry Financial system
  • 11. Main PR areas Media relations Internal communication Event management Public affairs
  • 12. Investment in PR Up to 100.000 E 100 – 500.000 E over 500.000 E 0 31 10 8 Interviewed Companies 51
  • 13.
  • 14. PR as adviser 71% Absolutely agree 20% Absolutely disagree 6% Somewhat disagree 23% Somewhat agree 51% Hi-tech (84%), financial and insurance companies (81%) and fashion industry (80%) absolutely agree Public administration (79%) and organizations with internal PR departments (37%) absolutely or somewhat disagree
  • 15. PR as organizational supporter PR associations (93%) mostly agree 88% Absolutely agree 40% Somewhat agree 48% Somewhat disagree 10% No opinion 1% Absolutely disagree 1%
  • 16. PR as a visionary Fashion industry companies (%) and financial organisations (89%) mostly agree The major corporations (24%), with over 1000 employees, disagree 83% Somewhat agree 64% Absolutely disgagree 4% Absolutely agree 19% Somewhat disgagree 13%
  • 17. PR as management coordinator 74% Somewhat agree 59% Absolutely agree 15% Somewhat disagree 21% Absolutely disagree 5% Pharmaceutical companies (84%) and small organizations (78%) absolutely agree È ‘poco o per nulla d’accordo’ soprattutto chi non ha fatto outsourcing (33%)
  • 18. Italian PR Values Flexibility Integrity Creativity Need oriented Expertise Professionalism PR
  • 19. Perceived PR weaknesses Accessory Rigid Ambiguous activity
  • 20. Perceived PR assets Solution finder Visionary Useful Result oriented Efficiency Empathy Expertise
  • 21. PR officers profile Account managers 5-7 years Economic studies 24% Humanistic studies 32 % PR studies 44 %
  • 22.
  • 23.
  • 24.
  • 25.
  • 26. PR TRENDS • Public affairs (+35%) • Event management (+21% ) • Environmental communication (+11%) • Crisis communication (+10%) • Media relations (+2%) • Financial communication (+1%)
  • 27.
  • 28.