R3-中國公關行業(yè)營銷趨勢研究

1、CHINA PR SCOPE中國公關行業(yè)營銷趨勢研究2019An R3 White Paper DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESPREFACE前言2019 China PR Scope is the fifth wave in an ongoing study with the goal of garnering a deeper understanding of the motivations and processes involved in public relations in China. The data

2、 was collected through a series of interviews with senior marketers who serve as decision-makers of some of the largest companies in China.This study is a tool for taking action. It provides an analysis of trends in the ever-changing world of PR agency-client relationships, and brings clarity to age

3、ncy perceptions amongst current and prospective clients.We want to thank the participants for committing their time to making this the most ambitious and comprehensive PR study in the world. We believe that reports such as these help to bolster the transparency and professionalism of marketing and p

4、ublic relations in China, and we aim to continue to be global experts in improving marketing efficiency and effectiveness through such ongoing studies and analysis.2019中國公關行業(yè)營銷趨勢研究是勝三進行的一項長期研究，今年是第五輪。此項研究旨在深入了解中國公關行業(yè)的洞察和發(fā)展。其中的數(shù)據(jù)來源于勝三對一些資深市場主的采訪，這些市場主都是中國市場領先品牌的公關決策者。本研究為市場主的公關傳播決策提供了依據(jù)和參考，對不斷變化的“公關代

5、理商與市場主” 關系進行了分析，深入地剖析了現(xiàn)有市場主和潛在市場主對代理商的認知。我們對投入時間參與此項綜合性研究的所有受訪者表示感謝。我們相信此類報告有助于改善中國營銷和公關行業(yè)的透明度及專業(yè)度，并且我們希望通過不斷開展類似研究，繼續(xù)成為協(xié)助市場主提升營銷效率的全球?qū)＜摇?EXECUTIVE SUMMARY執(zhí)行總結(jié)These key words represent the trends, needs, concerns, and challenges of both marketers and agency professionals identified during our study.

6、在本次調(diào)研中，一些關鍵字不斷地被受訪者提及，它們代表了公關領域的市場主及代理商同仁最關注的趨勢變化、考量、擔憂、以及挑戰(zhàn)。ContenteCommerceMedia-integrationInsightDigitalPrecisionDataQuantifiableConsumerSocialResourceSales-drivenKOLCreativityBrand-tonality媒體整合精準投放數(shù)據(jù)洞察內(nèi)容資源 數(shù)消字費者品牌調(diào)性創(chuàng)意銷售轉(zhuǎn)化電商串聯(lián)可量化社交化KOLDRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESdigita

7、l DEMANDS a broader scope and greater responsibility傳播數(shù)字化變革了市場主及公關代理商的工作職能Digital/socials impact on PR goes beyond use of media and communication. It has required a re-evaluation of brands internal structures, marketer responsibilities and the scope of work for PR agencies.In addition to the traditi

8、onal PR responsibilities of brand communication and public affairs, more than half of the interviewees are in charge of social communications, event/BTL marketing, advertising, and digital marketing, with one-third of that group involved in media planning and buying. This shows that PR responsibilit

9、y on the client side has been extended and is more complex. In addition, over 40% of the PR agencies are now in charge of KOL management and social-related work as well as traditional PR services.數(shù)字化/社交化對公關領域產(chǎn)生的沖擊，其影響不僅僅在媒體使用及傳播手段等層面，更深入地影響了品牌方的內(nèi)部組織及職能架構(gòu)，以及公關代理商的工作范疇。將近一半的受訪市場主，除了品牌傳播及公關事務等傳統(tǒng)公關領域的職責

10、之外，還需要同時肩負社交傳播、活動/線下營銷、廣告營銷或數(shù)字營銷等其他，甚至還有三分之一的受訪者需參與媒介的策劃及購買，顯現(xiàn)品牌方的公關負責人員的工作范疇有相當程度的擴充與復雜化。另外，也有超過4成的公關代理商，除了傳統(tǒng)的公關服務項目，同時還負責客戶的KOL管理、社交媒體維護等社交相關的工作范疇。POSITION OF INTERVIEWEE受訪者職位Brand Communications品牌傳播Public Affairs公關事務Social Communications社交傳播Event/BTL Marketing活動/線下營銷Advertising廣告營銷Digital Marketi

11、ng數(shù)字營銷Media Planning & Buying媒介策劃及購買eCommerce電子商務15.132.946.745.444.754.685.582.20255075100PR AGENCIES ARE IN COMPETITION WITH MEDIA RELATIONS FOR TOP RESOURCES媒體方面的角色加重，從維系媒體關系擴大到為市場主爭取并整合媒體資源Content/creativity development and media relationship building and maintenance are the key strengths of a P

12、R agency. While there are many available resources in the market, only a very limited number are of high quality, with enormous competition from various types of agencies and clients.A PR agency should utilize its strength in media relationship maintenance to secure its access to different types of

13、resources, thus demonstrating their ability to achieve greater integration effectiveness in media and communication.內(nèi)容/創(chuàng)意及媒體關系建立與維護是公關代理商的主要強項，這部份在目前的傳播環(huán)境下，依舊占有非常重要的位置。市場資源選擇雖多，但優(yōu)質(zhì)資源有限，面對不同類型的代理商及客戶都在爭搶的情況，公關代理商需發(fā)揮維系媒體關系之強項，掌握更多不同類型的資源，展現(xiàn)在媒體及傳播上能更有效整合的優(yōu)勢。Resource資源SUCCESS LIES IN DEEP INSIGHTS AND B

14、ETTER BRAND TONALITY深入的洞察及對品牌調(diào)性的掌握， 是成功公關傳播的必要致勝關鍵Marketers think that successful communication requires deep insights into consumers and channels/media and better integration of brand tonality and creative/content. As a result, PR agencies need to enhance their capability in communications strategy

15、 and creativity, and maintain specialization in their initial area of PR expertise, all while developing a breakthrough communication model that will allow them to utilize different platforms to achievecommunication objectives.市場主認為，成功的公關傳播來自于對消費者及渠道/媒體的深入洞察，并需要將品牌調(diào)性與創(chuàng)意/內(nèi)容做更好的結(jié)合。公關代理商除了原公關領域的專項能力，還需

16、強化傳播策略及創(chuàng)意的能力，突破傳播模式的限制，更全面地思考如何運用不同的平臺達成傳播目的。Position of the IntervieweeHigh linkage with the product in a smart way and inline with brand tone將品牌調(diào)性與創(chuàng)意巧妙結(jié)合，產(chǎn)品關聯(lián)度高17.5Target audience accurately, dig deeply for their15.8insight and resonate with consumers精準定位目標人群，深度挖掘洞察，引發(fā)消費者共鳴Perfect point for conten

17、t creation and original ideas9.3內(nèi)容切入點巧妙，創(chuàng)意想法新穎Breakthrough idea and creativity突破性的想法與形式Utilize the latest technology利用前沿技術Choose the right and suitable communicationchannels & co-branding選擇適合的平臺進行傳播，跨界合作Make full use of celebrity/KOL resource, push thefan economy充分利用明星資源，拉動粉絲經(jīng)濟Leverage data effectiv

18、ely有效運用大數(shù)據(jù)Together with eCommerce platform to realize thesale conversion打通電商平臺，實現(xiàn)銷售轉(zhuǎn)化15.8Good execution performance for the activity and8.8event活動執(zhí)行效果很好Effective interaction with consumers與消費者產(chǎn)生有效的互動5.310.512.33.512.313.5Creativity創(chuàng)意Strategy策略公關傳播活動的制勝關鍵Effectiveness效果Note: Marketers interviewed 201

19、9 (152 95 DK/NA), O/E Question. Data in % and Mentions.CHINA PR AGENCY SCOPE中國公關行業(yè)營銷趨勢研究ROI IS KING, BUT EVALUATION STANDARDS STILL LACK ROIROI是現(xiàn)今營銷界最大的課題，公關領域也不例外。Marketers have begun to focus more on the ROI of PR communications, especially on the effectiveness, evaluation, and need for data.Data

20、collection and analysis improve communication efficiency in several ways. Population subdivision and accurate delivery enable marketers to develop targeted creative and content. Database integration and tracking also support improved anal- ysis and evaluation of the effects of communication.It shoul

21、d be kept in mind that measuring the effectiveness of various communication approaches might not entirely rely on data analysis, and the accuracy and transparency of current evaluation methods are still in question. There is also a lack of an evaluation standard for quality.市場主對于投資回報率的關注也延伸到公關領域，特別是

22、在如何評估傳播的有效性及驗證實際效果上，相對地對于數(shù)據(jù)的需求也日益提高。數(shù)據(jù)收集與分析在不同維度上能提供傳播優(yōu)化的契機，更細分的人群畫像與精準投放，讓品牌主能夠更針對性地依據(jù)不同目標群體發(fā)展不同的創(chuàng)意與內(nèi)容，后臺資料的整合與追蹤，也助益了傳播效果的量化分析與評估。然而，就目前的現(xiàn)狀來看，不同公關傳播方式的效果評估不一定都能有相關的數(shù)據(jù)來進行分析，對于數(shù)據(jù)的收集及評估衡量方式，其正確與真實性還有爭議，也缺乏針對質(zhì)量的評估標準。LEADERSHIP WILL BE BUILT ON OVERSIGHT ON OVERALL COMMUNICATION STRATEGIES & STRENGTHS

23、INCROSS-MEDIA PLATFORMS危機亦是轉(zhuǎn)機：公關與營銷的界線模糊， 掌握跨媒體優(yōu)勢，搶占整合傳播的領導先機PR agencies will have to face the threat of replacement by other agencies. Most marketers still recognize the competitive advantages of PR agencies in the current digitalized communication environment, as many think that a PR agency, with

24、its deeper understanding of corporate/brand and lack of limitation by media type, can consider the overall communication strategy and media integration from a broader POV.受到數(shù)字/社交化影響，代理商工作內(nèi)容同質(zhì)化，公關代理商有逐漸被其他類型代理商取代的挑戰(zhàn)。但于此同時，絕大多數(shù)的品牌主能清晰點出公關代理商在現(xiàn)今傳播環(huán)境中所具備的競爭優(yōu)勢，特別是在其對企業(yè)及品牌的深度理解，加上不受傳播媒體類型/載體限制，反而能夠更全面的思考整

25、體傳播策略及媒體運用整合。這是市場主對公關代理商的期許，亦是他們認為公關代理商在迎向未來最大的挑戰(zhàn)，更是公關代理商勝出的契機。STRENGTH FOR PR AGENCIES公關代理商的優(yōu)勢Good at written communication and control of the direction and quality of content擅長傳播訊息/內(nèi)容撰寫，更好的掌握方向與質(zhì)量Media relationship maintenance and cooperation媒體關系/維護及協(xié)作性23.717.8Highly professional 專業(yè)度高Professional

26、in dealing and interacting with all types of media (including social)處理/應對各類媒體（含社交媒體l)的專業(yè)性Better relationship and resource with KOL KOL的關系及資源豐富Better event planning and execution capability更優(yōu)秀的活動規(guī)劃及落地執(zhí)行能力Traditional PR expertise (including press release)傳統(tǒng)公關的專業(yè)能力（包括新聞稿發(fā)布等Crisis PR management 危機公關Con

27、tent marketing ability 內(nèi)容營銷能力Content and quality control towards media and KOLs 對于媒體及KOL產(chǎn)出內(nèi)容的把控Strong in content integration; able to smoothly embed product messages注重內(nèi)容整合，能更好地將產(chǎn)品軟性植入Experience and resource in our specific area 行業(yè)經(jīng)驗與專業(yè)領域的資源Good at maximized small budget effects through precision tar

28、geting善于透過精準投放以小博大Connection 人脈Government relationships 政府關系Corporate PR 企業(yè)公關2.02.011.8Deeper understanding of corporate and brand-building to better control communication對企業(yè)及品牌有更深刻的理解與掌握Rich media resource and integration capability媒體資源豐富及整合運用能力Consider

29、ation from a more comprehensive POV, with clear logic綜合性較強，從全局的角度思考，且邏輯清晰Provide strategic thinking from overall communication angle, without media restrain超越媒體限制，從整體傳播的角度提出策略思考Celebrity resources 明星資源1.3Extended Summary and Best Practice要點延展和最佳實踐1PR budgets are increasing with digital and new media

30、 scope職能的變化及新媒體投放的需求影響了公關的預算規(guī)劃。In terms of trends in PR communication, there were some internal organizational or responsibility changes in almost 40% of the interviewees companies. More brands chose to increase digital or new media-related scope or talent within their PR teams; few chose to reduce

31、PR work scope and move digital-related scope (KOL/social media) into marketing, or divided their PR teams into separate business units to handle their digital marketing with a specific KPI set. Changes in PR budgets were related to the structural and functional changes within the marketers companies

32、.因應公關領域數(shù)字化/社交化的趨勢，約有4成的受訪企業(yè)在內(nèi)部的組織架溝及職能上做了相對應的調(diào)整。其中，較多的市場主選擇在公關團隊新增與數(shù)字相關的職能或與新媒體有關的人才及崗位； 另一些市場主選擇縮減公關職能，將KOL/社交媒體等數(shù)字相關的職能轉(zhuǎn)入市場部，或?qū)⒐P團隊打散至各個單獨的事業(yè)部，負責各自的數(shù)字營銷，并且有更為明確的KPI。組織及職能的變化同時也影響了公關預算的分配。PR Budget 公關預算21Average decreased10.523.066.4 平均減少Average decreased175 平均減少 No Change in Budget預算不變 Budget Incr

33、eased預算增加 Budget Decreased預算減少CHINA PR AGENCY SCOPE中國公關行業(yè)營銷趨勢研究In the past year, the average PR budget rose by 38%. This is mainly due to the increasing needs for new media and PR digital/social operations. 10% of marketers PR media budget was reduced because they separated digital needs from PR and

34、 moved them into the marketing department. That being the case, they had a lower budget for traditional PR.過往一年，公關預算總體增加38%，預算的增加體現(xiàn)在公關傳播的數(shù)字化/社交化，以及對新媒體投放的需求增加。另有一成的市場主表示，公關預算減少，其主要原因則是公司將數(shù)字部分的職能并入市場部之后帶來的傳統(tǒng)公關預算的減少。KOL and Celebrity Endorsements are preferred over news and editorials, though evaluati

35、on criteria remains unclear傳播媒介及渠道多元化，傳播有效性很難通過清晰的效果評估來判定。Six common communication approaches were examined in this study. The preferred approach is still KOL Content and Events, whilst Official Account Contents and News/Editorials are considered to be less effective or interviewees were indifferent

36、 to them. Some of the interviewees noticed that Celebrity Endorsement and Sponsorship/IP also received a great deal of attention, with more marketers rating them as very effective.將常用的公關傳播手段分為6大類來進行探討。以效果而言，主流依舊是KOL推文及線下活動類，官方自媒體及新聞/編輯發(fā)文的效應減退。部分市場主認為，明星/代言人推薦及贊助植入/ IP等合作模式能帶來極佳成效，亦是今年受重視的傳播手段。EFFECT

37、IVENESS OF COMMUNICATION APPROACH傳播方式的有效性 In terms of your experience with brand communication effectiveness, which of the following communication approach makes more impact on consumers?就自身品牌的公關傳播經(jīng)驗而言，您覺得以下傳播方式觸及消費者并產(chǎn)生影響的效果如何？20.415.861.83.36.6 7.921.125.039.5KOL Content5.96.618.427.042

38、.1KOL推文Sponsorship/IP/ Implantation贊助/IP/植入Event/Roadshow/ Pop-up Store線下活動/路演/快閃店2.012.5 5.938.840.8Official Account Content官方自媒體發(fā)文Celebrity Endorser2.016.44.633.643.4明星/代言人推薦News / Editorial新聞/編輯發(fā)文 9-10分Very Effective效果極佳 7-8分Good Effects效果不錯 5-6分Indifferent效果一般 3-4分Less Effective效果較差 1-2分Not Effe

39、ctive效果極差2Note: Marketers interviewed 2019 (152), data in %CHINA PR AGENCY SCOPE中國公關行業(yè)營銷趨勢研究Not all approaches can be evaluated with data. Half of the marketers judge their effectiveness through market feedback and internal assessments. Currently, two- thirds of interviewees are not using data to ev

40、aluate the communication effects of Celebrity Endorsements and IP/Sponsorship. These are services they expect their PR agency to provide, especially in evaluating the efficiency of actual conversion.然而，并不是所有的傳播手段都能夠過數(shù)據(jù)來評估其實際效應，有效性的判定有一半還是來自市場主觀察與接收到的市場反饋與自身感受。目前有2/3以上的受訪者無法運用數(shù)據(jù)來評估明星/代言人及IP/贊助植入的傳播效果

41、，而這部份的數(shù)據(jù)運用也是他們期待公關代理商能夠提供的，特別是在如何評估其實際轉(zhuǎn)化效率上。EVALUATION OF COMMUNICATION APPROACH傳播方式的效果評估 Did you use any data to evaluate its effectiveness or help to make the decision?您是否運用數(shù)據(jù)評估傳播方式的效果或幫助影響決策？17.182.959.940.130.369.7KOL ContentKOL推文Event/Roadshow/ Pop-up Store25.774.353.346.7線下活動/路演/快閃店Celebrity E

42、ndorser明星/代言人推薦Sponsorship/IP/ Implantation 贊助/IP/植入Official Account Content官方自媒體發(fā)文37.562.5News / Editorial新聞/編輯發(fā)文 Yes NoNote: Marketers interviewed 2019 (152), data in %11DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIESEstablish effective evaluation with systematic performance measurement an

43、d brand asset management最佳實踐：透過系統(tǒng)化的表現(xiàn)測量及品牌資產(chǎn)管理，建立明星代言及贊助植入的效果評估體系As the entertainment market is becoming more dynamic, providing brands with more opportunities to invest, measuring effectiveness and evaluating ROI becomes more challenging as there is no established standard for these communication e

44、quities. Marketers need to turn the tactic of riding a hot trend into a more strategic approach to form stable brand connections with target audiences.This is where third-party consultants can utilize their expertise to establish an evaluation system that organizes relevant assessment criteria, whic

45、h in turn, helps marketers make judgments based on a complete information matrix.隨著娛樂市場的逐漸活躍，品牌主在娛樂營銷上的投入越來越多，衡量與評估這部分投資回報率的難度也越來越大。因為這部分的傳播質(zhì)量暫時沒有標準， 市場主需要由利用熱點趨勢的轉(zhuǎn)變?yōu)楦邞?zhàn)略性思考的娛樂營銷策略，以便在品牌與目標受眾之間形成更加穩(wěn)固的聯(lián)結(jié)。第三方咨詢機構(gòu)可以利用其專業(yè)知識與行業(yè)洞察幫助市場主建立一個評價系統(tǒng)，通過整理羅列有關的評估標準，幫助市場主做出完整的判斷。CHINA PR AGENCY SCOPE中國公關行業(yè)營銷趨勢研究Gr

46、eater insight is the key winning point for content marketing3市場主對內(nèi)容營銷的關注在于其能達成的目的與任務，致勝關鍵在于洞察。The winning key point of content marketing lies in an in-depth understanding of consumers and the control of brand emphasis and strategy. The fragmented way that consumers receive messages has led to decent

47、ralized attention and rapidly changing behaviors. Formats are more diversified, as are the requirements of content and engagement. Due caution should be exercised when brands are choosing which social target audience group or hot topic to associate their product(s).內(nèi)容為王。就內(nèi)容營銷來看，目前市場主的關注點不在于內(nèi)容的形式，而是內(nèi)

48、容能否達成品牌傳播任務及與目標群眾產(chǎn)生共鳴。因此，對于消費者的深入理解及對于品牌調(diào)性與策略的掌握，是內(nèi)容營銷致勝的重要關鍵。然而，因消費者信息接收碎片化、注意力分散、習慣變化快，在內(nèi)容展現(xiàn)及互動形式上有更多的變化與要求，品牌在與社交人群的選擇與主題/熱點的結(jié)合上也須更加謹慎。WINNING POINTS IN CONTENT MARKETING內(nèi)容營銷的制勝關鍵15.114.514.513.82.69.9Content that resonates with consumers and triggers interaction內(nèi)容與消費者產(chǎn)生聯(lián)結(jié)，引發(fā)共鳴

49、和互動Understand consumers; deep dive into gaining insights and pain-points理解消費者，深入挖掘洞察和痛點Precise positioning of TA目標人群的精準定位Understand brand totality; think strategically to develop content了解品牌調(diào)性，內(nèi)容有策略思考The selection of topics and platforms話題及傳播平臺的選擇Outstanding creativity and new ideas出色的創(chuàng)造力和新穎的想法Eye-c

50、atching, innovative ideas吸引眼球、新奇有趣The content key point is meaningful and easy to read內(nèi)容的切入點，言之有物，易于閱讀Choose the right content development team選擇合適的內(nèi)容創(chuàng)作團隊Can generate conversion towards sales能夠?qū)︿N售產(chǎn)生導流作用Effective execution of the content ideas將內(nèi)容創(chuàng)意有效地實現(xiàn)出來Ability to tell a story that is subtle yet cle

51、ar懂得如何說故事，軟性、清晰地傳遞品牌信息DK/NA不知道/無答案19.7Note: Marketers interviewed 2019 (152), data in %0510152013DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES4The number of PR agencies has decreased, though relationships are lasting longer與兩年前相比，市場主與公關代理商合作數(shù)量減少，但合作時長略有增加。Marketers are gradually working wi

52、th fewer PR agencies. In China, they work with an average of 1.9 advertising agencies, 2 digital agencies, 2 marketing service agencies and 1.2 media agencies.研究中，我們發(fā)現(xiàn)市場主的現(xiàn)任公關代理商關系數(shù)量逐年下降。目前，市場主平均與1.9家創(chuàng)意廣告代理商、2家數(shù)字營銷代理商、2家線下/市場營銷服務代理商和1.2家媒體代理商進行合作。NUMBER OF AGENCIES合作中代理商的數(shù)量Average Number of Other Ag

53、encies其他代理商平均數(shù)量Average Number of PR Agencies公關代理商平均數(shù)量1.92.02.01.2Creative Agencies創(chuàng)意代理商Digital Agencies數(shù)字營銷代理商MKT Services Agencies線下/市場營銷服務代理商Media Agencies 媒體代理商20192017201520182016Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client

54、-Agency relationships in Agency Scope 2018: Creative (272), Digital (109), MKT Services (198), Media (167). Data in% and Average.CHINA PR AGENCY SCOPE中國公關行業(yè)營銷趨勢研究While the working periods of other types of agencies (creative, digital, marketing service and media) have decreased to an average of 2.9

55、years (previously 3.8 years in 2016), the length of PR agency relationships has increased to 2.7 years, compared to 2.5 years in 2017.相較于其他類型的代理商（創(chuàng)意、數(shù)字營銷、線下市場服務及媒體）的合作時長由2016年的平均3.8年下降為2018年的平均2.9年，公關代理商的平均合作時間由2017年的2.5年上升到現(xiàn)在的2.7年。LENGTH OF RELATIONSHIPS合作關系時長Average Length of Other Agencies其他代理商平均

56、合作時長Average Length of PR Agencies公關代理商平均合作時長2.9Creative Agencies創(chuàng)意代理商Digital Agencies數(shù)字營銷代理商MKT Services Agencies線下/市場營銷服務代理商Media Agencies 媒體代理商20192017201520182016Note: Client-Agency relationships in PR Scope 2019 (176), 2017(232), 2015(215). Data in % and Average.Client-Agency r

57、elationships in Agency Scope 2018: Creative (272), Digital (109), MKT Services (198), Media (167). Data in % and Average.This doesnt indicate a more stable relationship between marketers and PR agencies, as the most visible reason for change is attributed to marketers responsibilities and the scope

58、of PR agencies.然而，這一結(jié)果并不完全代表與公關代理商的關系變穩(wěn)定，市場主的公關職能變化及代理商服務擴充也是影響要素之一。DRIVING TRANSFORMATION FOR MARKETERS AND THEIR AGENCIES5A downtrend in agency performance attributes and satisfaction levels should put PR agencies on alert公關代理商的整體/專項表現(xiàn)及滿意度皆下滑，暗示潛在危機。略有增加。67.6% of marketers are currently happy with

59、 their PR agency relationship, a slight decrease from 2017. The percentage of “indifferent” responses increased by 10%. Marketers from foreign multinational companies are more satisfied with their current PR agencies. Compared to other types of agencies, only media agencies received a lower satisfac

60、tion rating when compared to PR agencies.67.6%的市場主表示對于正在合作中的公關代理商感到滿意，與兩年前相比略有下 降；相對地，認為現(xiàn)任公關代理商表現(xiàn)一般的受訪者增加了10%。其中，本土企業(yè)/ 國營單位的市場主滿意度低于外資企業(yè)的市場主。與其他類型的代理商滿意度相比， 公關代理商的合作滿意度僅高于媒體代理商。LEVEL OF SATISFACTION WITH PR AGENCIES10.815.56.510.711.0201920172015ForeignLocally /State Multinationalowned外資國際企業(yè)本土企業(yè)/國營單