The 2022/23 China PR Scope Study is the seventh wave of an ongoing research aimed at understanding the motivations and processes involved in public relations in China. The study involved interviews with senior marketers and procurement decision-makers from some of the largest companies in China. The report provides an analysis of trends in the ever-changing world of PR agency-client relationships and brings clarity to agency perceptions among current and prospective clients. The study involved 109 brands interviewed, 45 of which agreed to participate, and 54 agencies with at least one client evaluated. The report also includes data on the number of marketers interviewed, client-agency relationships analyzed, and other professionals interviewed. The study found that the majority of respondents were female and worked in senior roles in PR agencies.
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