The China PR and Social AgencyScope is now in its third wave, with previous research conducted in 2011 and 2013. It complements the China Creative, Media and Digital AgencyScopes, last conducted in 2014. The Study aim is to understand the latest marketer-agency engagement trends, and perception and performance of more than 60 Public Relations agencies in China. Find out more about topline and methodology, click below: http://www.r3ww.com/r3/index.php/en/insights/by-topic/agency-management/client-agency-relationships/1300-china-s-marketers-demand-greater-creativity-cost-improvements-of-their-pr-agencies R3 (www.r3ww.com) was set up in 2002 in response to an increasing need from marketers to enhance their return on marketing investment, and improve efficiency and effectiveness. Visit our website to learn more about our service and other publications. www.rthree.com

1. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
0
China PR Scope 2015
• 2015公关行业营销趋势研究
3rd edition
第三版

2. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
A research study on the trends of the
Public Relationship Industry and
the perception and performance of PR in China.
一项关于中国公关行业趋势
和对公关公司市场看法及实际表现的研究
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3. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Part One: Client-Agency Trends
部分一： 市场主与代理商趋势
Management, Communications and Growth Opportunities
管理，沟通传播，以及发展机会
PART FOUR
Agency Industry
(Agency Professionals)
PART THREE
Agency Performance
(Current Clients)
PART TWO
Agency Perception
(The Whole Market)
2015 PR Scope
公关行业营销趋势研究
The Way It Works 方法论
部分二
市场看法
(基于整个市场）
部分四
代理商行业
(基于代理商专业人士)
部分三
实际表现
（基于现任客户）
PART FIVE
Agency Profile
(Trade Editors)
部分五
代理商简况
(基于行业刊物编辑）
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4. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Our Study covered 215 individual client-agency
relationships. The professionals interviewed have been
selected according to the following criteria:
• People that are currently working in companies and
are responsible for the management and
relationship with their PR agencies. These are the
professionals who possess the greatest depth of
information and whose opinions and experiences
are the most interesting for each agency.
• Collection of information on different
brands/products by marketer, that allows us to
obtain information on different agencies.
• We have eliminated companies that don't
systematically carry out PR, in spite of the
importance of other indicators.
Sample
调查样本
我们的调研覆盖了215个独立的客户-代理商合作关系。
受访者均需符合以下条件：
• 目前正在与公关代理商进行合作并且负责管理公关
事务及与公关公司的关系。这些专业人士的宝贵意
见和经验是每个代理商都非常感兴趣的。
• 从负责不同品牌或者产品的市场主那里收集信息，
以便于我们获得不同代理商的表现和评价。
• 我们剔除了那些不进行公关的公司，不管他们的其
它指标有多么重要。
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5. 1INTRODUCTION, METHODOLOGY,
AND TECHNICAL DATA
概述，研究方法，数据

6. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Other 其它
22.4%
Beijing 北京
34.2%
Shanghai 上海
37.1%
Guangzhou 广州
6.3%
Technical data 数据Technical data 技术数据
Number of relationships analyzed
per city 各城市的分析数量
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
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7. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Technical data 技术数据
Type of company and position of
interviewee (%)
公司类别及职位 (%)
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
Type of Company 2015 2013
Multinational 跨国企业 58.7 53.4
Local 本土企业 27.3 34.9
State owned 国有企业 14.0 11.7
Position 2015 2013
GM or above 总经理及以上 5.6 4.5
Director level 总监级别 45.5 62.8
Manager level 经理级别 39.8 30.3
Others 其他 9.1 2.4
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8. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Technical data 技术数据
Companies interviewed 受访市场主
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9. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Technical data 技术数据
Agencies in sample 代理商抽样
More than 60 PR agencies have been involved in data analysis
涉及超过60家公关公司的数据分析
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10. 2MARKETERS AND THEIR RELATIONSHIPS
WITH PR AGENCIES
市场主与代理商的关系

11. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
10*Based on client priorities for agency attributes
0 10 20 30 40 50 60 70 80 90 100
The cost of service
服务费
Past relationship with the agency
以前跟代理公司的合作关系
Experience in a similar sector in China
该公司在中国类似领域有相关服务经验
Relations and credibility with the Press
与媒体的关系和可靠性
International head office recommendation
贵公司总部的推荐
Multinational agency
属于国际型广告公司
The agency’s people
公关公司的团队
PR agency with no conflict in my sector
公关公司业务中不存在竞争品牌冲突
Provides integrated services
提供整合服务
Digital Capabilities
具有互动营销能力
Agency selection 代理商挑选Agency selection 代理商甄选
Selection Criteria 挑选标准 (%)
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
Compared with last wave, Cost of Service and Past Relationship has
dramatically increased importance in the top consideration.
此次研究结果与之前相比，服务费以及以前与代理商的合作关系对
市场主在甄选代理商影响变得更为重要。
Very Important
非常重要
2015
2013
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12. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
0 10 20 30 40 50 60 70 80 90 100
The cost of service
服务费
Past relationship with the agency
以前跟代理公司的合作关系
Experience in a similar sector in China
该公司在中国类似领域有相关服务经验
Relations and credibility with the Press
与媒体的关系和可靠性
International head office recommendation
贵公司总部的推荐
Multinational agency
属于国际型广告公司
The agency’s people
公关公司的团队
PR agency with no conflict in my sector
公关公司业务中不存在竞争品牌冲突
Provides integrated services
提供整合服务
Digital Capabilities
具有互动营销能力
1
2
3
4
5
6
7
8
10
9
*Based on client priorities for agency attributes
Agency selection 代理商甄选
Selection Criteria 挑选标准 (%)
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
2015
Ranking on total
importance
Nevertheless, Agency’s People, Relationship with Media and
Experience still kept their top three position on total importance.
公关公司的团队，与媒体的关系与服务经验仍对市场主甄选代理商起
重要作用。
Very Important
非常重要
Important
重要
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13. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
2B
Agency Relationship
代理商关系
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14. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Client–Agency Relationship
市场主-代理商关系
Compensation Methods
付费方式(%)
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
2015
2013
2011
There is absolutely less pure
retainer fee payment comparing
with years ago. Project based
compensation sees a growing
trend to replace the dominance
of mixed method.
39%
23%
38%
42%
23%
34%
12%
51%
61%
0
0
0
0
0
0
1
1
1
Retainer Fee+Project Based
月费结合项目制
Purely Retainer Fee
月费制
Purely Project Based
项目制
很明显纯月费制的付费机制逐
年下降。项目制付费机制又有
一个回升，与混合付费机制占
同等比重。
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15. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
28.0 23.3 2.3 7.4 3.1 32.3 3.5
INTERNALLY
内部员工
PR AGENCIES
公关代理公司
EVENT/BTL AGENCIES
线下活动代理公司
CREATIVE AGENCY
创意代理公司
MEDIA AGENCY
媒介代理公司
DIGITAL AGENCY
数码互动代理公司
DOES NOT DO
公司不做这类工作
Client-Agency Relationships
市场主-代理商关系
Important Partners
重要合作伙伴
Events / Roadshow(%)
活动营销/路演
28.4 21.3 32.8 7.1
1.9
2.7 3.7
Experiential Marketing(%)
体验式营销
26.3 19 18.1 6.9 2.6 9.5 17.7
Digital Marketing(%)
数字（互动）营销
With the new market dynamic,
marketers tend to prefer specific
agencies to work on its relevant
service. Yet PR agencies still have
important partnership with these
highly relevant roles.
随着市场分工更细化，市场主
更倾向选择专项代理商去执行
特定范畴的服务。而公关代理
商在这些同自身业务高度相关
的职能上依然扮演着重要合作
伙伴的角色。
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2015
2013
2015
2015
2013

16. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Change of agency
更换代理商
Real reasons for the change
更换代理商的真正原因 (%)
17.6
16.9
15.5
13.4
11.3
9.9
7.7 7.7
Lack of
creativity
缺乏创意
Team&
Professional
团队及专业人才
Integrated
Capability
整合性的策略
Poor capabilities
in digital
compaign
数字营销能力不足
Decided by
evaluation
评估决定
Low effeciency
缺乏效率
Less media
resource
媒介资源不够丰富
Less quality
质量较差
2015
2013
*Based on client priorities for agency attributes
There is a big growth in need of
digital capabilities that urged
marketers to change agencies.
Lack of creativity and
professional team keeps to be the
leading reason, while there is less
complaint on integrated
capability, although quite
important as well.
由于渴求数字营销能力而更换
代理商在本轮研究中有明显增
长。缺乏创意和专业人才继续
成为最重要的原因，而对于整
合性策咯的需求有所下降，但
仍为重要更换原因之一。
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17. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
2D
Procurement
采购部门观点
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18. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
17
Procurement Involvement
采购部门参与的程度
China PR Scope 2015
2015中国公关行业营销趋势研究
72.7
China agencyScope 2014
2014中国营销趋势研究
58.0
China PR Scope 2013
2013中国公关行业营销趋势研究
65.2
Base: 215 relationships in 2015 PR Scope, 314 relationships in 2014 agencyScope, 212 relationships in 2013 PR Scope
基数：2015年公关趋势调研的受访关系为215个，2014年受访关系314个，2013受访关系212个
% of Procurement Involvement

19. 3FUTURE PR TREND
公关行业未来趋势

20. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
(5)
(6)
(7)(7)
(11)(13)
2015 Mentions
2015 提及数
Most Outstanding Companies
for PR Strategy
公关战略表现最为优秀的企业
Base: 215 relationships in 2015 PR Scope
基数：2015年公关趋势调研的受访关系为215个
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21. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Industry Trend
行业趋势
YES
会加大
71%
NO
不会加大
29%
Plan to invest more in PR?
在公关领域的投资是否会加大？
Agree that PR industry lacks of transparency?
是否同意当前公关行业普遍缺乏透明度
YES
同意
64%
NO
不同意
36%
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22. IMPROVING THE EFFECTIVENESS & EFFICIENCY OF MARKETERS & THEIR AGENCIES
Thank
YOU
21