Industry Report - Global Public Relations Agencies.pdf
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1、CONTENTS Error! No text of specified style in document. May 2011 | .au | www.ibisworld.co.uk | IBISWorld Industry Report L6711-GL Global Public Relations Agencies May 2011 About This Industry . 2 Industry Definition . 2 Main Activities . 2 Similar Industries 2 Additional Resources 2 Industry Perfo
2、rmance 3 Executive Summary 3 Key External Drivers . 3 Current Performance 4 Industry Outlook 6 Industry Life Cycle 8 Products black PR, which refers to a negative publicity campaign against a person or organizations reputation; and publicity stunts, which can take many forms. WWW.IBISWORLD.COM Globa
3、l Public Relations Agencies May 2011 12 Demand Determinants Aside from those factors outlined in the Key External Drivers section of this report, there are a number of other variables affecting the level of demand for PR services. This includes differences in economic and political systems and devel
4、opment across nations, major events and elections, and changes in the media landscape. Demand can vary across nations due to the relative level of economic development and the nature of the political and economic systems. Demand for PR services will tend to be greater in developed nations, where spe
5、nding on marketing is higher because consumers have more disposable income. Similarly, nations with competitive free markets will see greater spending on marketing and PR than those with less competition and high levels of government involvement in industry. Major events can temporarily boost demand
6、. For example, elections or proposed policy changes can spike demand from political and lobby groups. Policy debates that have prompted major lobby group campaigns in recent times include the gun control debate in the US and the proposed banning of smoking in various public places. Major sporting an
7、d cultural events can also prompt PR spending to promote public awareness and hype as well as to shape the image of the event in order to appeal to potential sponsors. Changes in the media landscape can also affect demand for PR services. In recent years, media fragmentation has made reaching audien
8、ces in one hit with traditional paid advertising more difficult, while the rise of social media such as Facebook and blogs has opened up new avenues for PR style communication activities. This has prompted a shift in preference among many marketers toward greater use of PR in place of traditional ad
9、vertising. Additionally, the increased complexity of the media has made monitoring and influencing public opinion a more difficult task, creating more work for PR firms and increasing the likelihood of organizations outsourcing their PR and communications activities to specialist firms. Major Market
10、s Other organizations 35.0% Consumer product producers 22.0% Health and pharmaceutical firms 14.0% Energy and resource companies 9.0% Banking and finance enterprises 8.0% IT businesses 6.0% Government 6.0% The most prolific users of public relations services tend to be organizations for which brand
11、reputation and differentiation are particularly important. Additionally, those attempting to convey complex or controversial information, or whose success can be influenced by changes to legislation will often enlist PR firms to manage communications and public opinion. These characteristics are sha
12、red by a wide variety of organizations including businesses across all sectors of the economy as well as governments and non- profits. WWW.IBISWORLD.COM Global Public Relations Agencies May 2011 13 Consumer products Among the corporate sector, producers of consumer goods are major users of PR servic
13、es as they attempt to create the desired public image for their products. This is particularly the case for big-ticket items such as cars and electronics, especially on their initial release; PR campaigns aim to hype the new product, generating media interest, positive reviews and recommendations. T
14、his segment has suffered during the global economic downturn as many companies delay new product development and launches, reducing the need for PR spending. Pharmaceuticals, finance and IT Companies with complex products or services also tend to be significant users of PR services to effectively co
15、nvey information to existing and potential customers. This is the case among firms in the health and pharmaceuticals, banking and finance, and IT segments. PR campaigns for firms in these industries are often focused on simplifying communications and gaining the trust of the public. In the health an
16、d pharmaceuticals sector, advertising is heavily regulated in many markets; PR campaigns are an alternative way of promoting the health benefits of products and services, and highlighting the dangers and negative aspects of various health conditions. With aging populations across most major markets,
17、 health and pharmaceuticals will continue to be a growth market for the PR industry over the next five years. Energy and resources Companies in the energy and resources sector tend to use PR services to deal with controversy and influence public opinion and the decisions of lawmakers, mostly regardi
18、ng environmental issues. With the increased global focus on climate change in recent years, energy and resources companies have waged PR campaigns from various angles. One tactic has been to promote the environmentally friendly aspects of products such as “clean“ coal, while another has been to deny
19、 the existence of climate change or that it is being caused by humans. Conversely, green energy companies have used PR campaigns to promote the environmentally friendly features of their products and emphasize the threat of climate change. Government While PR and communications professionals are wid
20、ely employed by governments and their agencies, the vast majority of work is undertaken in-house and therefore falls outside this industry. PR activities that are outsourced by governments tend to be those that require specialist skills and knowledge, for example regarding another culture. An exampl
21、e of this is the Chinese government, which consulted with a private PR firm ahead of the Beijing Olympics in order to manage the image of Brand China across the rest of the world following controversy over human rights issues. Other Other types of organizations to use public relations services inclu
22、de companies across virtually all other industries, as well as non-profits such as charities. Charities use PR campaigns to promote their particular cause, in competition with other causes for charitable donations. Similarly, sporting, cultural and community groups use PR campaigns to attract public
23、 funds and private sponsorship. Other private industries that tend to be strong users of PR include entertainment, hospitality, education, and travel, transport and tourism. WWW.IBISWORLD.COM Global Public Relations Agencies May 2011 14 International Trade Exports in this industry are low and steady
24、. Imports in this industry are low and steady. When entering a foreign market, PR firms tend to establish an office in the region rather than service foreign clients from abroad. This is often done by acquiring a local firm that has knowledge of local media, consumers and culture. Reflecting this, t
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