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8/8/2019 Media and PR Influencers Survey Findings August 2010
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Media and PR Influencers Survey Findings
>Malaysia
>Singapore
Presented by Leon Hudson, General Manager, South East Asia
Analysis by Sanjay Khanna, Market Research Manager
August 2010
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Media Monitors - Thought Leadership
The Media Analysis Series examine the discourse regarding key
issues in traditional and new media, providing valuable insight intotodays media landscape.
The Energy Debate -
Discussion on nuclear, coal, solar, wind
and other energy sources in Asia Pacific.
The Climate Change Debate -
Discussion about solutionsdiffered greatly, ensuring the
most likely outcome is indecision
and therefore inaction.The Obama Report
Analysing the Media Response to
President Obama across the Asia-
Pacific Region.
The Water Debate in Australia -
A Drought of Action; A Flood of
Politics, Vested Interests and
Nimbyism.
The Global Financial Crisis
Report
Analysing the Media Response to
Global Financial Crisis across the
Asia-Pacific Region.
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Table of contents
1) About the survey
2) EXECUTIVE SUMMARY: key take-outs and key findings
3) PROFILE of survey respondents? (PR professionals/Media)
4) Which Media are most INFLUENTIAL? Why?
5) What CHALLENGES are faced by PR/Media professionals?
6) PR - Media RELATIONSHIP: A snapshot
7) Media PREFERENCES
8) CONCLUSIONS and Recommendations
Making Sense of the Media
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Survey background
Surveys conducted in
Malaysia (in collaboration with Public
Relations Consultants Association of
Malaysia) andSingapore
Survey Period: 15 June to 9 July 2010
Online survey ~ 10 min; closed-ended
questions, tick one/more as applicable
Two separate surveys: with some common
questions
Public Relations (PR) professionals: in-
house and agency
Media professionals: Press, Broadcast,
Online, News-wires, Bloggers
378 completed surveys in total:
About the SurveySurvey Objectives
As part of our thought leadership series,
Asia Media Monitors has surveyed PR
practitioners and media professionals in
Malaysia and Singapore markets. The majorobjectives of the survey are to find out
1. media that are considered most
influential by the PR professionals,
2. current challenges faced by PR/media
professionals
3. state of the relationship between the
PR professionals and media
professionals and areas where it could
be improved
4. media preferences for getting
information from PR practitioners
Key survey findings are included as the
Executive Summary on the following pages
and detailed findings have been graphically
presented in the report that follows.
Demographics - PR professionals:
> 309 respondents in total (Malaysia +
Singapore)
> A mix of agency (1/3) and in-house
professionals (2/3)
junior, middle and senior management
levels represented from small, medium
and large organisations
PR/Communications qualifications is
the highest level of qualification for40% respondents
Previous role most likely in
PR/Communications only ~13% have
had held a journalism role previously
Median age is ~37 years, with a median
~10 years of experience in
PR/Communications
Gender balance: more female
practitioners overall, in-house
practitioners comprise ~60%
female/40% male and agency sample
has an equal representation of both
genders
Demographics - Media professionals:
69 respondents (journalists, writers,
correspondents,editorial,management
staff) from publications, online newspublications and broadcast stations.
Twelve bloggers are also included
Unlike PR sample, the gender
breakdown indicates a skew towards
male gender (64% of the sample)
Median age ~39 years; 12 years
experience in media/communications
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The greatest challenge faced by the
PR profession in Malaysia is to raise
the profile of the sector and to
demonstrate tangible value of PR
that impacts the bottom-line of an
organisation.
PR professionals do not have much
control over exogenous factors such as
the domestic political and economic
environment impacting the sector.
However, factors such as talentmanagement, demonstrable value
through monitoring and analysis,
managing the growing use of
digital/social media and interaction with
the media might be well within the
sphere of control of PR professionals.
Clients are more demanding of thePR/communications practice in
Singapore and the profession is much
more accepted, recognised and
established here. Yet there is anapparent dichotomy - traditional media
is still considered relatively more
influential compared to that in Malaysia,
while the penetration of social media
usage is high as well.
The biggest challenge in Singapore is to
clearly demonstrate the value of
traditional as well as new mediacommunications to demanding
internal/external clients by using
appropriate media monitoring and
analysis tools and showing the
contribution to the bottom-line.
Media is comfortable with the use of
technology for research / news-
gathering as well as providing onlinenews content. However, the need of
the hour is to provide unique and
more relevant online content that is
interactive, user-generated content
that is also more engaging for the
target audience.
Executive Summary Key Take-outs
Demonstrating the value ofcommunications to the
bottom-line of organisations
is the key
Relationship between the two
professions is and has been tenuous.
There is scope for improvement by
twoway communication on a timely
basis, where relevant and withtransparency. Finding a common
middle ground is a challenge but this
can be overcome by understanding the
needs and preferences and delivering
accordingly whether it is media
information (e.g. broad based industry
trends provided with product news) or
media providing a timelyacknowledgement and response to a
media release.
More research in this area is
recommended to uncover the dynamic
and growing needs and requirements of
in-house as well as agency practitioners
and media professionals.
Two-way communication is
required to understand the
needs and preferences
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1. INFLUENTIAL MEDIA
Traditional media (especially newspapers
and television) are perceived to be most
influential for communicating with the
target audience in both markets, asreported by PR professionals in the survey.
The key reasons are:
>traditional media is considered relevant
to the target audience by a majority of
respondents, relatively more in
Singapore than in Malaysia
>traditional media is also perceived
better on quality of analysis and opinion
as compared to digital/social media
Communicating with the target audience
using digital/social media is, however quite
common (80% of respondents reported
using these media in the last 12 months as
part of their communication strategy).
These new media are seen to be relatively
more influential than magazines, radio,
outdoor and below-the-line media
Malaysia PR: Malaysia PR professionals
have much better perceptions of
digital/social media than their Singapore
counterparts. In Malaysia, digital/social
media is perceived to be
>balanced/unbiasedcompared to
traditional media and
>is already performing the social
monitoring/ watch-dog role. This
watch-dog role has been held by
traditional media ever since the
evolution of media. Media
professionals responses also support
this finding as well.
Recently the PR week commented that
Malaysia has in fact become the poster-
child for the transformative power of social
media. (see slide 23)
Singapore PR: Perceptions of traditionalmedia are better on
>relevance to target audience
>quality of analysis and opinion and
>being balanced and unbiased
However respondents are equally divided
when asked to compare traditional media
to social media for the social watch-dog
role
Most survey respondents who have used
digital /social media believe that this
medium
>provides a wider reach
>reaches a niche target audience such asyoung adults
>allows the organisation to engage
directly with the audience and
>works faster, more effectively and
efficiently
Looking into the future, it is highly likely
that the future media mix for an
organisation would incorporate both
traditional media and digital/social media.
It would also work best if communications
through these two channels can be
integrated. Media intermediation is also
becoming important and organisations can
use this to get more media attention than
was ever possible through using just press
releases and focussed pitching in the past.
Executive Summary key findings
Future media mix will
incorporate both
traditional as well as
digital/social media
Malaysia has become the
poster-child for the
transformative power ofsocial media.
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2. CHALLENGES
Survey respondents were asked - to pick
one challenge that they believe is the
greatest challenge for them as PR/media
professionals, from amongst the severalchallenges listed on the questionnaire.
In both the markets, PR professionals
greatest challenges are
>determining the return on investment of
PR campaigns and
>managing social media discussion
Dealing with traditional media only
interested in paid contentis also mentionedas one of the top challenges.
The greatest challenges for media
professionals are
>declining audience/circulation
>declining advertising revenues and
>working with limited budgets/resources
These three challenges are related and
dependent on each other. Another survey
finding puts a context to the above finding.
The proposed and much publicised
business/revenue model for traditional
media especially for publications is charging
for online content or putting up the pay-
walls. More than 60% of all respondents
answered in the negative when
asked as a consumer of news, would you
pay for online news content?.
Experts have opined that consumption of
online news is likely to grow as it is a
dynamic medium and news is delivered real-time. But online news is also seen by many
as a commodity - media pay-walls are likely
to face resistance unless niche, original and
unique content can be delivered in a cost
effective and efficient way.
Malaysia PR: In Malaysia, other challenges
voiced by respondents are
>recognition of the strategic role of PR
>getting commitment from senior
management(although 60%
respondents indicate a direct line of
relationship of their PR /
Communications head to the CEO)
Executive Summary key findings
Singapore PR: In contrast, recognition and
commitmentare not viewed as major
challenges in Singapore, possibly due to PR /
Communications being a mature, relatively
well established and recognised sector in
Singapore. However, a challenge that ranks
high is
>dealing with demanding
internal/external clients who expect
greater value from PR
In Malaysia, a question about PR
accreditation and implementation of the
proposed PR Act was asked. There isconsensus within the two groups i.e. in-
house and agency professionals , but
polarised perceptions exist between the two
groups
>Would mandatory PR accreditation
raise PR industry standards? (only in-
house PR professionals are in favour)
>Should PR Act be implemented?(onlyin-house PR professionals are in favour)
GFC and its impact: GFC has had its impact
on PR agency revenues and in-house
communication budgets but optimism is
returning in line with the recovery in the
broader economy.
Determining the Returnon investment (ROI) of
PR campaigns is the
greatest challenge for
PR professionals
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3. RELATIONSHIP BETWEEN PR AND
MEDIA PROFESSIONALS
This section of the survey explored the
overall experience and state of relationshipthat PR professionals have with traditional
media professionals and vice versa.
PR professionals: The overall experience
with media is rated positive in both the
markets.Accuracy in reporting by the media
(particularly in Singapore) and availability to
discuss story ideas are seen as goodorfairbymost respondents.
However, in both markets PR professionals
expect
>better acknowledgement of media
information sent
>better acceptance of follow-up by media
Media professionalsare not so positive intheir overall experience rating of PR
professionals. Attributes that influence this
rating are
>little awareness of deadlines
>perceived lack of understanding of topics
coveredby media
>perceived low level of familiarity with
media outlets/broadcast stations and
>lack of authenticity
The above findings are re-inforced by
responses to another question where morethan half the media respondents rate less
than 50% of the media releases received as
timely and relevant.
Looking at the above aspects impacting the
overall relationship between the two
professions, it is evident that a few of these
are communication issues in itself (such as
awareness of deadlines) that can beresolved with both sides. finding a middle
ground and communicating openly.
4. MEDIA PREFERENCES
Media releases sent through e-mail are the
most preferred means of contact by the
media because most media professionals
are seldom available at their work-place.This also allows the media to review the
information unobtrusively and judge the
newsworthiness independently. As
mentioned above, a majority of media
releases currently need to improve in terms
of timeliness and relevance.
Another factor for PR professionals to
Executive Summary key findings
consider is that most media professionals
work with multiple platforms nowadays. So
there is a need to customise media releases
to suit each of these platforms - including
tailoring these to the bloggers needs.
(Most bloggers surveyed, welcome contact
with PR professionals.)
Face-to-face communications seems to
have a role to play as well - events
/conferences/media visits are perceived
effective due to
>the direct interaction with company
/client PR staff
>the opportunity to interview/ask
questions and
>to get first hand information/visualsrelated to the product/service/process
being showcased
Media professionals are most interested in
industry trends followed by
company/product news. Research sources
most used are news websites/portals,
traditional media and corporate websites.
Less than 50% of the
media releases are
timely and relevant
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3.1 Survey respondents profilePR professionals
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Current Role - PR professionals
Wide cross-section of PR professionals includedn = 309
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Organisation size - PR professionals
Malaysia, n = 118
Singapore, n = 108Small , medium and large organisations represented
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Management level - PR professionals
n = 258Influential PR professionals from all levels of management
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Reporting Relationship of PR Head to CEO
n = 217
6 in 10 Head of PR/Communications have a direct, hard line of reporting to
the CEO
Direct hard
line
63%Indirect line
(regular
contact)
16%
Indirectdotted line
14%
No line
7%
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Highest Level of Education PR professionals
n = 309
Bachelors -
Mass
Comms/Media16%
Grad. Cert.-
Mass
Comms/Media
13%
Masters - Mass
Comms/Media
10%Bachelors -other
34%
Masters - other
15%
Secondary
School or
under3%
Other
9%
~40% have PR academic qualifications as their highest level of education
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Gender - PR professionals
n = 256
Female gender predominant in PR;
Agency professionals: 50 / 50 split, In-house: 60% F, 40% M
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Gender Media Professionals
n = 50Gender balance is quite different between the two professions
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Current Role Media Professionals
n = 69Cross-section of editorial/non editorial staff and bloggers included
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Media platforms
n = 69
Most media professionals now work across multiple platforms (avg. 2 platforms -
print and online common)
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4. Influential Media
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Singapore PR have a relatively better perception oftraditional media
In Malaysia,
>Traditional media is perceived to be relevant to target audience (34% rated it
better)
>And seen to offer a better quality of analysis and opinion (41% respondents
rated better and 34% same as social media)
However,
>Social media seen as balanced and unbiased (44% rated better + 31% same)
>Unlike Singapore, in Malaysia, social media is perceived as the socialmonitor/watch-dog (40% PR have rated it better + 36% same)
recent PR Week story
Malaysia PR:Traditional Media vs. Social/Digital Media
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Malaysia
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>Overall, views of media professionals are similar>Traditional medias
Relevance to target audience is being eroded by social media
Social monitoring/watchdog role is now with social media
>However traditional medias strength is evident in the area of
offering quality opinion and analysis (58% rated it better)
and presenting a balanced and unbiased view (43% rated it better)
Media:Traditional Media vs. Social/Digital Media:
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5. Challenges
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Greatest challenge PR professionals
n = 309Demonstrating the strategic value of PR is the biggest challenge
15%
13%
13%
17%
11%
6%
18%
16%
13%
10%
3%
15%
Campaign ROI
Managing social
media
Dealing w/ trad.
media
Recognition
Commitment by
mgmt.
Demanding
clients
Malaysia Singapore
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PR Measurement: Media Monitoring and Analysis
n = 309Image Credit: Gauges and Dials by mag3737
http://www.flickr.com/photos/mag3737/1997114236/http://www.flickr.com/photos/mag3737/1997114236/8/8/2019 Media and PR Influencers Survey Findings August 2010
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PR Measurement: Media Monitoring and Analysis
n = 309Image Credit: Gauges and Dials by mag3737
What was the impact of GFC on the PR budgets/revenue?
http://www.flickr.com/photos/mag3737/1997114236/http://www.flickr.com/photos/mag3737/1997114236/8/8/2019 Media and PR Influencers Survey Findings August 2010
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What was the impact of GFC on the PR budgets/revenue?
What is the outlook for next 12 months?
Singapore PR
>Impact on most corporate/govt sector budgets across the board: 44% saidbudgets declined, 7% increased
>Mixed impact on PR agency revenue: 33% said declined, 31% recorded anincrease
>Optimism is returning fast (>30% said budget likely to go up in next 12m, only
6% likely to decline)
Malaysia PR
>Compared to Singapore, slightly less impact on corporate/govt. sector : 36%declined
>Compared to Singapore, slightly more impact on PR agency revenue: 40%declined
>Outlook for next 12m is positive in Malaysia as well (25% said likely to go up,only 13% said likely to decline)
Malaysia only
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Malaysia only
Mandatory PR Accreditation Higher Standards?
Polarised Perceptions
n = 154
Would mandatory PR Accreditation promote higher standards?
Yes, 26%
Yes, 61%
No, 66%
No, 24%
8%
15%
PR
agency/consultant
In-house
Yes No Don't know
Malaysia only
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Malaysia only
Proposed Public Relations Act: Should it be implemented?
Polarised Perceptions
n = 154
Should the PR Act be implemented?
Yes, 16%
Yes, 56%
No, 74%
No, 24%
10%
20%
PR
agency/consultant
In-house
Yes No Don't know
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Greatest challenge Media professionals
n = 69
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Attitude towards online news consumption
PR, n = 309
Media, n = 69Q: As a consumer, would you pay for accessing news online?
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Nielsen study Feb 2010*
* 27000 respondents, 52 countries
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6. Relationship snapshot:
PR professionals and Media professionals
Singapore PR:
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Singapore PR:
Experience dealing with media professionals
n = 155
5%
5%
6%
8%
35%
35%
32%
50%
45%
32%
43%
48%
38%
46%
17%
14%
11%
5%
10%Acknowledgement
of info
Acceptance of
follow-up
Availability to
discuss
Reporting accuracy
Overall experience
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know
Overall experience good or fair but PR professionals desire media acceptance of PR
follow-up and acknowledgement of media information sent
Malaysia PR:
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Malaysia PR:
Experience dealing with media professionals
n = 154
5%
5%
33%
31%
37%
38%
44%
36%
47%
46%
54%
47%
19%
16%
9%
5%
7%
8%Acknowledgement
of info
Acceptance of
follow-up
Availability to
discuss
Reporting accuracy
Overall experience
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know
Similar experience compared to Singapore. However, accuracy in reporting perceived to
be relatively lower
Media professionals:
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Media professionals:
Experience dealing with PR professionals
n = 63
~1 in 3 media professionals expect a much better understanding of media deadlines, a lack
of spin and much better awareness of their media outlet/blog requirements/subjects
5%
27%
25%
17%
14%
21%
22%
16%
54%
40%
54%
54%
44%
33%
56%
10%
16%
21%
22%
22%
25%
16%
8%
8%
8%
10%
11%
14%
6%
Responsiveness
Access to executives
Understanding of
Authenticity
Familiarity w/
Deadlines
Overall Experience
Excellent Good Fair Poor Very Poor Don't know
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7. Media preferences
Whi h i h f d d f ?
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Which is the most preferred mode of contact?
n = 62
Whi h di l ti ti it i t ff ti ll ?
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Which media relation activity is most effective overall ?
n = 61
Whi h t id i t t di th t?
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Which story ideas interest media the most?
n = 60
Whi h h f d b di ?
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Which research sources are preferred by media?
n = 59
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Conclusions and Recommendations
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Conclusions and Recommendations
>Future media mix: Traditional + social media = broader influence, wider reach
>Traditional media still relevant and strong on quality of commentary/opinion
>Social media has taken up the watch-dog role (+ seen as unbiased - in Malaysia)
>Greatest challenge for PR is to demonstrate the value and strategic role of PR
>Dealing with traditional media remains a challenge for PR as well as managing
social media
>As media revenue models are challenged and new models/pay-walls are tested,
importance of paid content/editorials might increase
Conclusions continued on next slide
Conclusions and Recommendations
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Conclusions and Recommendations
>Strong economic recovery is aiding the recovery of the PR/media sectors as well
>Gender imbalance in PR and media sectors does it have an impact?
>Communication between PR and media professionals is still a challenge
PR professionals want more acknowledgement/acceptance of follow-up
Media want a better understanding of subjects/outlets before PR pitch any
stories
Stories need to arrive timely and be devoid of spin
>Media releases sent through email preferred simple/direct/largely un-
obstrusive
>Events/conferences have a role to play - allow face-to-face contact and industrytrends can be disseminated
Verbatim comments
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Verbatim comments
SG: (We have) used digital/social media to
keep pace with changing information-
receiving habits of audience
SG: . what the writers can gain from you
in terms of press trips determine how
much media interest you hold it alsohow much media dollars you spend with
the publications. Digital media, it is not
really developed in Singapore.
MY: Malaysian corporates have yet to reach
the level of sophistication as other markets
eg Singapore, HK.
SG: Getting enough competent PR and
communications professionals in your
team or to serve your account (is a
challenge)
SG: the role of PR should provide a guide
into the tracking and measuring the
success of digital campaigns and to
provide a roadmap with detailed
objectives and measurables in order to
showcase value
MY: We are seen as the fire-fighters,spin doctors, glamour boys n girls..not
as an essential and strategic
management tool
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Thank you!
The full report is available for download on our website
www.mediamonitors.com.sg
http://www.mediamonitors.com.sg/http://www.mediamonitors.com.sg/http://www.mediamonitors.com.sg/