PR in Romania - U&A

8/15/2019 PR in Romania - U&A

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Date: February 2007Prepared for:

PR / Communication

Usage and Attitudes


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Methodology

Research methodSurveyTarget populationCompanies which either engage or intend to engage in PR activities in the next 6 months: topcompanies concerning the turnover, top companies concerning the advertising budget, top Fortune/Forbes companies, which have branches in Romania, companies which are customers of PR agencies,

companies which have potential for PR activities.

Data collection techniqueCATI and CAWI interviews

Fieldwork28th of November 2006 - 11th of January 2007

Sample size197 respondents


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Part 1 Ways of Engaging in PR Activities


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4

Types of PR Activities Engagedby the Company

Engaging in PR Activities

Q1. Does your company engage in PR activities?

Q3. What types of PR activities are engaged by your company?Q28. Which of the following statements best describes the PR activity in your company?

Brand PR

Corporate PR

Continuity of PR Activities Engagedby the Company

Currently Engaging in PR ActivitiesTotal

SampleN*=197

N**=182

N**=182

*Base: Companies which either engage or intend to engage in PRactivities in the next 6 months**Base: Companies engaged in PR activities.

The PR activity takes place from

now and then, whenever necessary

The PR activity takes place continuously

Brand PR Only

Corporate PR Only

Both Brand PR &Corporate PR

No (but

intend to)

7.6%

Yes

92.4%

86.3

65.4

%

51.6%

34.6%

13.7%

31.9%

68.1%


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5

56.6

80.2

85.7

86.3

87.4

Areas Covered by PR Activities

Q7. Please tell me which of the following PR activities constantly take place in your company?

Internal communications

Marketing / Brand communications

Corporate communications

Communications with business partners

Communications regarding corporatesocial responsibility

Areas Covered by PR ActivitiesBrand PR Only 68.0%

Corporate PR Only 92.1%

Both Brand PR & Corporate PR 89.4%

Brand PR Only 96.0%



Brand PR Only 72.0%


Brand PR Only 36.0%



Brand PR Only 24.0%



*Base: Companies engaged in PR activities.

%

N*=182


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Media relations(press releases, meetings with the press)

Consultancy on communications issues

Crisis monitoringMedia monitoring


Government relations/public affairs

Corporate social responsibility

Financial/investors relations

Planning and organizing events

PR Services Used by the Company

Q10. Which are the PR activities your company has engaged in?

89.6

91.2

96.2

82.4

58.2

58.2

47.8

46.2

34.6

PR Services Used by CompaniesBrand PR Only 88.0%


Brand PR Only 68.0%





Brand PR Only 28.0%



N*=182


%


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Purposes of PR Activities

Q8. Which of the following purposes does your company try to achieve through PR activities?

73.6

75.3

91.2

92.9

95.1reating an image of the company

Creating a reputation of the company

Supporting products and services

Managing crises

Involving and rewarding the employees

Brand PR Only 84.0%



Brand PR Only 100.0%



Brand PR Only 68.0%Corporate PR Only 90.5%




Brand PR Only 52.0%




%N*=182


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Part 2 Attitudes towards PR Activities


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Attitudes towards PR Activities

Q27. Now I will read some statements regarding the PR activity. Please express your agreement or disagreement with each of these statements, using the options

totally disagree, slightly disagree, neither agree, nor disagree, slightly agree and totally agree.

18.8

15.7

20.8

13.7

25.9

35.0

21.8

14.2

10.2

17.3

17.3

32.0

8.1

10.2

62.4

19.3

5.6

9.6

26.9

21.8

24.4

29.4

24.4

27.4

17.8

39.1

17.8

8.14.1

1.0

(5) Totally agree (4) Slightly agree (3) Neither agree nor disagree (2) Slightly disagree (1) Totally disagree

A good agency can avouch for the resultsfrom the very beginning

he PR activity is not efficient if the media value is lowerthan the budget invested in the media relations service

The PR activity needs to be continuousin order to be efficient

The PR agency is responsible for everything thatappears in the media about its clients

The PR activity has immediate results

The PR activity is really an ensemble of twistedinformation about the respective company

T2B*

28.4

29.9

37.1

37.6

41.1

86.8

Mean

2.52

2.66

3.13

2.96

3.00

4.43

Total Sample(N=197) B2B**

53.8

52.3

23.9

35.0

43.2

5.1

*T2B: 5=Totally agree + 4=Slightly agree**B2B: 1=Totally disagree + 2=Slightly disagree


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Brand PR Only 56.0%



12.1%

18.1%

32.4%

37.4%

Perception of the PR ActivityWithin the Company

Q9. How is the PR activity perceived in your company?


As part of the companys business strategy

As part of the companys marketing plan

As part of the companys integratedcommunications strategy

As a tactical activity supporting the company strategy

N*=182


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Part 3 Departments and Positions Engaging in PR Practices


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Departments Engaging in PR Activities

Q5. Which of the following departments are there in your company?

Q6. Which of the following departments engage in PR activities in your company?

36.8

41.8

34.1

2.7

91.2

Existing Departments Within the Company Company Departments Engaging in PR Activities

Marketing department

PR departmentCommunication and advertising

departmentProduct / brand managementdepartmentHuman resources department

Another department

DK/ NA

N*=182




(not asked about)

% %53.3

35.7

27.5

14.3

1.6

13.2

3.8


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27.3

10.2

1.1

11.4

22.7

2.3

29.6

62.5

39.8

8.0

9.1

6.8

23.9

61.4

27.3

Positions Involved in PR Activities

Q21. Which of the following positions exist in your company?Q22. Who initiates PR projects in your company?

Q23. Who influences the choice of PR agencies in your company?Q24. Who makes the final decision in choosing the PR agencies in your company?

Existing Positions Within the Company Initiator of the PR projects Influencer in ChoosingPR Agencies

Decision Maker inChoosing PR Agencies

N*=88

Owner/Shareholder/Director

Executive manager

Economic manager/

Financial manager

Human resources manager

PR manager

Marketing manager

Someone else

DK/ NA

*Base: Companies which outsource their PR activities.

(one answer only)% % % %96.6

39.8

92.1

79.6

88.6

33.0

60.2

2.3

1.1

5.7

3.4

17.0

10.2


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Part 4 Outsourcing of PR Activities


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Outsourcing of PR Activities

Q11. Does your company outsource their PR activities?

Q12. Which of the following PR activities were outsourced in the past 12 months?

PR Services Outsourced in the Past 12 Monthsutsourcing PR Activities


Consultancy on communications issuesCrisis monitoring

Media monitoring






Brand PR Only 28.0%

Corporate PR Only 61.9%Both Brand PR & Corporate PR 51.1%

Brand PR Only 72.0%



N*=182

N**=88

*Base: Companies engaged in PR activities.**Base: Companies which outsource their PR activities.

%

No

51.6%

Yes

48.4%

68.2

67.1

62.5

35.2

26.1

14.8

9.1

6.8

4.6


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Satisfaction towards the OutsourcedPR Services

Q13. Please tell me how satisfied you are with each of the PR activities you mentioned, using the options very dissatisfied, dissatisfied, neither satisfied, nor

dissatisfied, satisfied and very satisfied.

50.0

69.2

33.3

56.7

11.9

13.0

14.6

25.0

15.4

16.7

11.731.7

50.0

15.4

25.0

50.0

27.3

26.1

25.8

20.3

60.9

62.7

50.0

52.7

61.3 12.9

5.1

5.5

T2B**

75.0

100.0

87.1

83.1

88.0

87.0

Mean

4.00

4.50

4.13

3.98

4.02

4.13

88.3 4.20

83.3 4.33

84.6 4.00

(5) Very satisfied (4) Satisfied (2) Dissatisfied (1) Very dissatisfied(3) Neither satisfied nor dissatisfied


Crisis monitoring

Media monitoring






Consultancy on communications issues

N=59

N=31

N*=23

N=55

N*=8

N*=4

N*=13

N*=6

N=60

Base: Companies which outsource their PR activities. *Small base: Treat data with caution**T2B: 5=Very satisfied + 4=Satisfied


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Importance of Aspects Related toPR Activities

Q15. Now I will read several aspects related to the activities of PR agencies. Please tell me how important each one of these aspects is in evaluating a PR agency,

using the options not at all important, somewhat important, important and very important.

T2B** Mean

3.68

3.43

3.60

3.53

3.65

3.52

3.83

(4) Very important (3) Important (2) Somewhat important (1) Not at al l important

N*=88

*Base: Companies which outsource their PR activities.**T2B: 4=Very important + 3=Important

92.0

95.5

100.0

97.7

89.8

95.5

92.0

38.6

4.6

2.3

6.8

83.0

72.7

67.1

68.2

62.5

56.8

53.4 36.4

22.7

23.9

29.6

17.1

30.7

10.2

4.6

8.0

1.1

Strategic approach

General concept / the concept correspondingto the suggested instruments

Planning

Maintaining the relation with the client

Execution / Implementation

Reporting

Evaluation


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Part 5 PR Budget


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There is a budget plan on activitiesfor the whole fiscal year

PR Budget Planning

Existence of a PR Budget in the Company

Q29. Is there a budget allotted to PR activities in your company?

Q30. Which of the following statements best describes the way in which the PR budget is planned in your company?

PR Budget

N*=182

N**=150

*Base: Companies engaged in PR activities.**Base: Companies which have a budget allotted to PR activities.

The PR budget is allotted depending

on the issues that arise

Yes

82.5%

No

15.9%

Don't know

1.6%

75.3%

24.7%


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Q31. How did the budget allotted for PR activities evolve in 2006 as compared to 2005? How much?Q32. How will the budget allotted for PR activities evolve in 2007 as compared to 2006? How much?Q33. Approximately, what is the budget allotted to PR activities in the fiscal year 2006?

Evolution & Size of the PR Budget

PR Budget for 2006 Fiscal Year

Evolution of the PR Budget- 2006 vs. 2005 - Estimated Evolution of the PR Budget- 2006 vs. 2007 -

Mean33.19 %

**Mean11.25 %

with

with

Mean27.59 %with

N*=150

N*=150

**Small base: Treat data with caution

N**=27

65,695 Euro

*Base: Companies which have a budget allotted to PR activities.

Dont

know

12.7

It decreased,

4.7%

It remained

constant,

12.7%

It increased,

70.0%

It will

increase

66.0%

It will remain

constant

20.7%

Dont know

13.3%


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Part 6 Demographics


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Company Profile

3.6

3.6

2.0

1.5

1.5

16.8

2.0

4.1

4.1

4.1

4.6

5.1

4.1

13.7

10.27.6

6.1

5.6

D1. What field of activity is your company operating in?

Field of ActivityBusiness services (lawyer, real estate, consultancy etc.)

BankingFood productionMedical and pharmaceutical

Fast Moving Consumer Goods (FMCG)Transport

ITRetail

Chemical industryConstructions

Energy and natural resourcesAuto

TourismWholesale distribution

MediaTelecommunications

Another fieldDK/ NA

Total sample (N=197)


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Company Profile

9.1%

6.6%3.6%22.3%

32.0% 9.1%

17.3%

1-3 million

3-5 million

5-10 million

10-30 million

30-50 million

Over 50 million

DK/ NA

CompanyTurnover (EURO)

D3. How many employees are there in your company?

D4. Which of the following categories does your companys turnover belong to?

1001 - 2000

14.2%

More than

2000

14.7%

501 - 1000

15.2%201 - 500

22.3%

101 - 200

12.7%

50 - 100

8.6%

Less than 50

12.2%

Number of Employees Total sample (N=197)


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4.1%

4.6%

6.6%

35.5%

36.0%

7.1%1.5% 1.0%

2.5%1.0%

PR Department

Marketing Department

Communication Department

Economic Department

General/Executive Director

Human Resources Department

Client Service Department

Financial Department

Manager/Director Unspecified

Other

D2. What is your current position?

Respondents Profile

Position within the CompanyTotal sample (N=197)

PR manager/ director 17.3%

Other PR positions (coordinator/

specialist/ officer) 16.8Corporate affairs manager 2.0%

Marketing manager/director 21.8%

Other marketing positions (specialist/analyst/ coordinator) 12.2%

Brand manager 1.5%

Other communications positions(analyst/ assistant) 4.1%

Communication manager/director 2.5%

Human resources manager 1.0%

Human resources officer 0.5%

Financial manager 0.5%

Financial analyst 0.5%


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Respondents ProfileTotal sample (N=197)

55 y.o. or

more

2.0%45 - 54 y.o.

5.6%35 - 44 y.o.

20.3%

25 - 34 y.o.

65.0%

24 y.o. or

less

7.1%

Male

31.5%

Female

68.5%

Age Category

Gender

D5. What is your age?

D6. Gender

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