Main market more and more utilized procurement team to negotiate PR agency

Wins the customer - agent relationship between research, is now the rate of return on investment and cost pressures increasing, market owners are increasingly using their own procurement team to negotiate matters of public relations agent. The survey covered 212 agency relationship. Beijing Sheng, general manager Gilbert (Sabrina Lee) said that this year more and more market initiative with their own procurement team bargaining agent compensation. "In the case of research, the use of the procurement team main market accounting for more than 65%." Assessment after three wins more than 70 public relations agents. Nevertheless, there are more market-seeking through independent evaluation criteria to measure the agents. "The role of successful procurement cost standard, but an independent market owners are not a small challenge," she added. "We found that, in order to ensure that you get the value of public relations agents, market owners began to seek external consultants to select the most consistent with the desired agents." 

Currently, China's market commanding 29% of the overall public relations budget for digital public relations and word-of-mouth PR , the coverage gradually turning to the Web audience. "We believe that the past 40 years, more than half of the public relations budget for online public relations activities," Gilbert said. Wins three research also reveals the challenges faced by the public relations agents in the fierce competition in the digital agency. Currently, 44% of digital public relations funding flows to the field of digital interactive, rather than the field of public relations. Market owners are increasingly turning to the speed of the spread of digital channels, digital agency services professional and other advantages, "Gilbert said. PR agents need to strengthen their digital strength, or agency relationship with its clients will not last long, she cautioned that. The research shows that an advertiser has an average of 1.8 public relations agency relationship, cooperation between the average duration of only 2.4 years. In this case, the surge in project-based agency relationship. More than one-third of the agency relationship is established based on the project, only 23% of the public relations firm to retain regular customers. "The market is fickle, fewer than half of the advertisers are willing to cooperate with a public relations agents, some advertisers even five agents," she said. Degree from the cognitive point of view, the performance of local public relations firm blue cursor the (Blue Focus), and WPP's Ogilvy Public Relations (Ogilvy PR). Blue cursor in customer service, and crisis communication and the dissemination of the value of a leader. Ogilvy significant advantages in terms of strategic planning, marketing communications, as well as a global network. "The two agents is the domestic leader in the field of public relations in China Investment Management, new tools and talent a very good job," she said.