2024中国公关营销趋势研究

Introduction前言 The 2024 China PR Scope is R3’s eighth study in the Chinese market. This year’s research hasbeen significantly enhanced with a refined blend of quantitative and qualitative methods, gatheringextensive insights from market players to delve into the current landscape and future trends inChina’s PR marketing sector. This study serves as a strategic tool, providing an in-depth analysis of PR agency-client relationshipsand offering actionable insights and strategic guidance for the industry. We extend our sincere thanks to all participants who contributed their time and expertise to supportthis research. We believe this report offers the industry a more professional and transparent source of analysisand reference. 2024《中国公关营销趋势研究》是胜三（R3）在中国市场的第八次研究。今年，该研究进行了全面升级，采用更成熟的定量与定性相结合的研究方法，广泛收集了市场参与者的宝贵意见，旨在深入探讨中国公关营销行业的最新动态和未来趋势。 该研究作为战略工具，深入剖析客户与公关代理商关系，希望能为行业提供切实可行的洞察和策略指导。 我们对投入时间参与此项研究的所有受访者表示最真挚的感谢。 我们相信此类报告能够为行业提供更具专业度和透明度的解析和参考。 Research overview研究概况总览 DATA Universe分析数据来源 Our Universe comprises ofall senior marketers who areresponsible for PR /Communications in China. To participatein this study, companies must currently be working with atleast one PR agency in China, and each individual respondentmust be involved in the decision-making process for selectingagencies and approving their work. All participants also hadto interact with PR agencies on an on-going basis. 我们的大数据包含了在中国负责公关营销及品牌传播的资深市场管理人员。他们所在的公司就现阶段，必须至少与一家处理公关业务的代理商处于合作关系。 每家公司的受访人员必须有话语权，能够直接参与挑选以及核定代理商的工作。同时，持续地与代理商进行合作互动。 除了胜三的数据库之外，国内领先的公关代理商也提供了他们的主要客户名单，我们邀请了这些客户参与我们的访谈。 In addition toR3’sown databases, leading PR agencies inChina were asked for a list of their most important clients,who were collectively approached by our interviewers. research execution调研执行 Sample Structure样本结构 In addition to marketing and PR personnel, we alsointerviewed procurement professionals and dozens ofagency professionals, to ensure a comprehensive andmulti-angled analysis. 除市场主的公关营销人员外，我们同时也访问了采购，以及数十位代理商同仁。力求确保研究分析的多角度和全面性。 70% PR Team,10% procurement, and20% agency professionals 公关营销人员70%，采购10%，代理商同仁20% Participant Demographics受访者信息 Profile of Respondents市场主受访者信息(%) Participating Brands受访公司/品牌 We interviewed more than 100 brands, and 50% agreed to showcase their logos100+家被访问的品牌，其中有50%家品牌同意露出logo PR Agencies Analyzed被分析的公关代理商 We analyzed 51 agencies, each rated by at least one client51家代理商，每家至少被一位客户评估 Key PR & Communication Trends主要传播趋势 The market is shifting towards cost reduction andincreasedefficiency, aiming to achieve greater communication value withreduced investment. Consumption DeclineDrives Efficiency Concerns 市场倾向降本增效，以更少投入换取更多传播价值 消费降级激发降本增效考量 PR’s SOW Expands, EnhancingIntegration across Marketing Sectors PR’s scope of work has expanded to include the diverse mediaecosystem and consumer journey. 公关业务界线拓宽增强营销板块联动 公关业务拓展至多元媒体生态的整合，及消费者链路的联动 3 Decentralized Touchpoints ChallengeControl Over Public Opinion Decentralized content and traffic distributionincreases thedifficulty of managing online public opinion in a timely andaccurate manner. 去中心化媒体触点提高舆情掌控难度 去中心化的内容和流量分发，增加了及时、准确地管理网络舆情的难度 10 Key Findings十大主要洞察 The independence of PR,combined with its synergywith marketing, is steeringits function towards a morestrategic focus1 Key qualities of the ideal agencyinclude good execution andoutcome, teamwork and stability5 Finding 1 The independence of PR, combined with its synergy withmarketing, is steering its function towards a more strategic focus公关的独立性和市场协同推动业务职能向更具战略性的方向发展 Independent from Marketing独立于市场营销部的平衡部门 •Some MNC have established direct reporting lines with headquarters to unify global strategies, themes, and tones.部分跨国集团更与总部建立直接汇报线，统一全球传播策略、主题、及调性。 Focus on digital transformation数字化转型 •Exploration of digital PR models; interconnection with digital touchpoints.公关业务模式的数字化探索；并与不同链路的数字化触点互联。 The boundary with marketing is gradually merging与市场营销界线逐渐融合 •KOL procurement and content distribution overlap with the marketing department, with differentcommunication objectives.KOL采买与内容分发，与市场部重合度较高，唯传播目的不同。•Increased focus on owned channel operations and online public opinion monitoring, with a division of laborwith CRM department.品牌社交账户运营与线上舆情管控重视度提高，与CRM部门有分工及流量承接关系。 Finding 2 Demand for diversified integration capabilities and serviceflexibility within PR agencies has greatly increased对公关代理商多元整合能力和服务灵活性的需求大大提升 Heightened Interest & Awareness of PR Communications前端公关传播 Social KOL Media Resources “Increasing emphasis on vertical resourcesthatalign with the brand, bargaining power overresources, and different resources insegmentedcircles” “Need to understand the new regulations and trafficmechanismsof social platforms.” “需要了解新媒体平台的新规，流量机制。” “越来越看重符合品牌的垂直资源、对资源的bargainpower、和分圈层不同资源。” Market Trend Intelligence Creativity “Creative ideas for PR plans are relatively scarceordifficult to implement.” “Hope to see more cutting-edge approachesandnew hotspots in the market.” “方案创意比较稀缺，或较难落