China
PR agenCy
SCoPe
中国公关行业
营销趋势研究
2017
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CHINA PR AGENCY SCOPE
中国公关行业营销趋势研究
Preface 前言
China PR Agency Scope 2017 is the fourth wave in an ongoing study to
garner a deeper understanding of the motivations and processes for
Public Relations in China. The data are compiled through a series of inter-
views with marketers who are the decision makers of some of the largest
companies in China. This study is a tool for taking action, providing an
analysis of trends in the ever-changing world of PR agency-client relation-
ships, as well as a deeper understanding of agency perception amongst
both current and prospective clients.
《2017中国公关行业营销趋势研究》是胜三一项长期研究的第四期报告，
此项研究旨在深入了解中国公关行业的洞察和发展。其中的数据来源于胜三对
一些资深市场主的采访，这些市场主都是中国市场领先品牌的公关决策者

本研究为市场主的公关传播决策提供了依据和参考，对不断变化的“公关
代理商与市场主”关系进行了分析，深入地剖析了现有市场主和潜在市场主
对代理商的认知

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 public relations in China, and we aim
to continue to be global experts in improving marketing effciency and
effectiveness through continual studies like this one.
我们对投入时间参与此项综合性研究的所有受访者表示感谢。我们相信此类
报告有助于改善中国营销和公关行业的透明度及专业度，并且我们希望通过
不断开展类似研究，继续成为协助市场主提升营销效率的全球专家

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIESeXeCUTiVe SUMMaRy 执行总结
The “digital transformation” spreading throughout the marketing world has now
made its way to the relationships between marketers and their PR agencies in China.
In our 2015 study, we asserted that the “future of PR will likely be digitally-centric,”
and that is turning out to be a true prediction. This is the fourth wave of the study, but
the frst one to reveal such dramatic outcomes in the area of digital capabilities. 59%
of marketers now rate ‘digital capabilities’ as a very important factor when selecting
a PR agency, up a staggering 55.5% from just 3.5% in the 2015 wave of the study.
This indicates that the massive shift in the marketing and advertising world has not
passed over the PR discipline.
如今，“数字化转型”渗透至营销界的每一个环节，公关行业也不例外。我们在2015年的研究中
预测未来的公关行业可能会以数字为中心，现已成为事实。在此次第四轮的公关行业研究中，数字
能力受到了前所未有的关注。而在上一轮研究中，营销和广告在数字化转型上的巨大转变尚未在公关
行业中体现。如今，59%的市场主已将公关代理商的数字能力视作重要的考虑因素之一，相较于
上一轮（2015年）研究中的3.5%，这个比例增长了 55.5%

an overview of Key Marketer-PR agency Trends
市场主与代理商关系趋势性概览
ChineSe MaRKeTeRS DeManD DigiTaL CaPaBiLiTieS FRoM PR agenCieS.
中国市场主需要拥有数字公关能力的公关代理商

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CHINA PR AGENCY SCOPE
中国公关行业营销趋势研究
In addition, the study revealed that the top two biggest changes in the PR industry were
“focusing more on digital/social communications,” and the “transition from traditional
PR to digital PR,” according to the survey respondents. Despite this obvious industry-wide
shift to digital, 43% of marketers still believe that the best approach is to work with sepa-
rate PR and digital agencies to beneft for the core competencies of each, while 62.6% of
marketers think that PR agencies should be focused on increasing their digital capabili-
ties going forward.
此外，研究指出了当前公关行业正在发生的两大转变：1. 市场主比起以往任何时候都更加关注数字/社交传播；
2. 相对于公关代理商而言：传统的公关传播正向数字公关转变。虽然整个行业都在经历“数字化”运动，43%的
市场主依然认为分别与数字代理商和公关代理商合作能够发挥各自领域中的优势。而62.6%的市场主建议公关
代理商当务之急是要加强自身的数字服务能力

DigiTaLiZaTion BRingS neW ChaLLengeS.
信息数字化带来了新的挑战

According to the marketers who participated in the study, the digitization of all information
has signifcantly changed the relationships between brands and their target audience.
The diffusion of brand information has accelerated, and business and communication
strategies have had to be altered to keep up. 20% of marketers agreed that one negative
impact of digitization on PR has been the challenge of controlling crisis communications,
while 14% assert that it is harder to evaluate the effectiveness of brand promotions when
everything is in real-time.
参与研究的市场主表示，信息数字化改变了品牌与目标受众之间的关系，品牌信息的传播速度加快，因而
传播策略必须适应改变的节奏。与此同时，信息数字化也给公关行业带来了一些负面影响。20%的市场主
认为危机管理的难度加大。14%的受访者则认为，一切信息都是实时的，因此很难评估传播的有效性

CReaTiViTy ReMainS an iMPoRTanT FaCToR.
创新的想法依然重要

In this wave of the study, creativity remained a key factor for marketers when shortlist-
ing agencies during the pitch process. 22% of marketers selected ‘innovative ideas and
effective creative’ as very important in agency selection, indicating that marketers believe
that the more advanced a PR agency is in breakthrough creativity and providing the right
content to the target audient, the more competitive they are during the agency selection.
The study also found that while 72% of marketers are satisfed with their current PR agen-
cy, 33% would consider a pitch, citing a lack of creativity as their main reason.
创新的想法依然是市场主在考虑代理商进入比稿流程时的关键因素。22%的市场主认为，新颖的创意及有效
的创意成果在甄选代理商时十分重要。他们相信，具备突破性的想法并且有能力提供正确内容的代理商将在
甄选中更具竞争力。研究中还发现，虽然72%的市场主表示满意其正在合作的现任代理商，但由于缺乏独特
的创意，33.2%的市场主仍会考虑进行比稿

IMPROVING THE EFFECTIVENESS
& EFFICIENCY OF MARKETERS
& THEIR AGENCIESinDUSTRy TRenD: LinKing SoCiaL anD SaLeS.
行业趋势：社交媒体正在承担更多的销售职责

In our 2015 wave of the study, just 35% of survey respondents claimed to use social
as a tool to drive sales promotions. In the most recent study, that number jumped up
to 47% as the industry has seen the importance of linking social and e-commerce
increase dramatically in the last two years. Some of the more “traditional” roles of so-
cial still remain important, such as generating buzz and enhancing brand awareness;
however, the role of social is likely to diversify even more in the next wave, becoming an
integrated part of linking marketing to actual business results.
在2015年的研究中，仅有35%的受访者表明将社交媒体视作一种促进销售的渠道，最新的研究表明，
市场主已然看到了社交媒体与电商等销售渠道之间产生关联的重要性。在过去的两年中，社交媒体依旧
扮演着一些较为“传统”的角色，如增加曝光度、提升品牌知名度。然而，社交媒体的角色转变可能在
下一轮研究中变得更加多元化，进一步整合市场营销与业务表现

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