Pr In Romania - U&a

PR / Communication Usage and Attitudes Date: February 2007 Prepared for:

Methodology Research method Survey

Target population

Companies which either engage or intend to engage in PR activities in the next 6 months: top companies 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 technique CATI and CAWI interviews

Sample size

197 respondents

Fieldwork

28th of November 2006 - 11th of January 2007

2

Part 1 – Ways of Engaging in PR Activities

3

Engaging in PR Activities Types of PR Activities Engaged by the Company Currently Engaging in PR Activities

Brand PR Only

%

No (but intend to) 7.6%

13.7%

Total Sample N*=197

Brand PR

Both Brand PR & Corporate PR

51.6%

65.4

86.3

Corporate PR

N**=182

Corporate PR Only

34.6%

Yes 92.4%

Continuity of PR Activities Engaged by the Company The PR activity takes place from now and then, whenever necessary 31.9%

The PR *Base: Companies which either engage or intend to engage in PR activities in the next 6 months **Base: Companies engaged 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? 4

activity takes place continuously 68.1%

N**=182

Areas Covered by PR Activities Areas Covered by PR Activities

N*=182

%

87.4

Internal communications

86.3

Marketing / Brand communications

85.7

Communications with business partners

80.2

Corporate communications

Communications regarding corporate social responsibility

56.6

Brand PR Only

68.0%

Corporate PR Only

92.1%

Both Brand PR & Corporate PR

89.4%

Brand PR Only

96.0%

Corporate PR Only

73.0%

Both Brand PR & Corporate PR

92.6%

Brand PR Only

72.0%

Both Brand PR & Corporate PR

89.4%

Brand PR Only

36.0%

Corporate PR Only

81.0%

Both Brand PR & Corporate PR

91.5%

Brand PR Only

24.0%

Corporate PR Only

58.7%

Both Brand PR & Corporate PR

63.8%

*Base: Companies engaged in PR activities. Q7. Please tell me which of the following PR activities constantly take place in your company?

5

PR Services Used by the Company PR Services Used by Companies % Media relations (press releases, meetings with the press)

96.2

N*=182 Brand PR Only

88.0%

Both Brand PR & Corporate PR

98.9%

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

68.0% 95.2% 91.5%

91.2

Planning and organizing events

89.6

Internal communications

82.4

Media monitoring Crisis monitoring

58.2

Corporate PR Only Both Brand PR & Corporate PR

46.0% 66.0%

Corporate social responsibility

58.2

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

28.0% 57.1% 67.0%

Financial/investors relations

47.8

Consultancy on communications issues

46.2

Government relations/public affairs

34.6

*Base: Companies engaged in PR activities. Q10. Which are the PR activities your company has engaged in?

6

Purposes of PR Activities N*=182 %

95.1

Creating an image of the company

Supporting products and services

Creating a reputation of the company

92.9

91.2

Involving and rewarding the employees

75.3

Managing crises

73.6

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

84.0% 96.8% 96.8%

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

100.0% 81.0% 98.9%

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

68.0% 90.5% 97.9%

Corporate PR Only Both Brand PR & Corporate PR

90.5% 97.9%

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

52.0% 82.5% 76.6%

*Base: Companies engaged in PR activities. Q8. Which of the following purposes does your company try to achieve through PR activities?

7

Part 2 – Attitudes towards PR Activities

8

Attitudes towards PR Activities Total Sample (N=197) A good agency can avouch for the results from the very beginning 8.1

29.4

The PR activity is not efficient if the “media value” is lower than the budget invested in the media relations service 10.2

26.9

The PR activity needs to be continuous in order to be efficient

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

19.3

The PR activity is really an ensemble of twisted information about the respective company 9.6

(4) Slightly agree

39.1

24.4

18.8

15.7

25.9

17.8

17.8

Mean

37.6

35.0

2.96

37.1

23.9

3.13

86.8

5.1

4.43

17.3

41.1

43.2

3.00

17.3

29.9

52.3

2.66

28.4

53.8

2.52

14.2

13.7

24.4

21.8

B2B**

20.8

62.4

The PR activity has immediate results 5.6

(5) Totally agree

27.4

T2B*

35.0

21.8

(3) Neither agree nor disagree

10.2

8.1

1.0 4.1

32.0

(2) Slightly disagree

(1) Totally disagree

*T2B: 5=„Totally agree‟ + 4=„Slightly agree‟ **B2B: 1=„Totally disagree‟ + 2=„Slightly disagree‟ 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”.

9

Perception of the PR Activity Within the Company N*=182

As a tactical activity supporting the company strategy

12.1% As part of the company‟s integrated communications strategy

As part of the company‟s business strategy

18.1%

37.4%

As part of the company‟s marketing plan

32.4% Brand PR Only

56.0%

Corporate PR Only

25.4%

Both Brand PR & Corporate PR

30.9%

*Base: Companies engaged in PR activities. Q9. How is the PR activity perceived in your company?

10

Part 3 – Departments and Positions Engaging in PR Practices

11

Departments Engaging in PR Activities Existing Departments Within the Company

Company Departments Engaging in PR Activities

%

% N*=182

Marketing department (not asked about) PR department

36.8

Communication and advertising department

35.7

41.8

Product / brand management department

34.1

27.5

Corporate PR Only Both Brand PR & Corporate PR

91.2

Human resources department

23.8% 39.4%

14.3 13.2 3.8

Another department

DK/ NA

53.3

2.7

1.6

*Base: Companies engaged 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?

12

Positions Involved in PR Activities Existing Positions Within the Company N*=88

%

%

96.6

Owner/Shareholder/Director Executive manager

39.8

Economic manager/ Financial manager

92.1

Human resources manager PR manager Marketing manager

Initiator of the PR projects

79.6 33.0

%

27.3

DK/ NA

%

(one answer only)

39.8

60.2

10.2

8.0

1.1

9.1

11.4

6.8

1.1

29.6

27.3

10.2

88.6

Someone else

Influencer in Choosing Decision Maker in PR Agencies Choosing PR Agencies

62.5 22.7

61.4 23.9

2.3

2.3

17.0 5.7 3.4

*Base: Companies which outsource their 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?

13

Part 4 – Outsourcing of PR Activities

14

Outsourcing of PR Activities Outsourcing PR Activities

PR Services Outsourced in the Past 12 Months %

N*=182

Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

Yes 48.4%

72.0% 38.1% 48.9%

Planning and organizing events

68.2

Media relations (press releases, meetings with the press)

67.1

Media monitoring Consultancy on communications issues

No 51.6% Brand PR Only Corporate PR Only Both Brand PR & Corporate PR

62.5 35.2

Crisis monitoring

26.1

Corporate social responsibility

14.8

Internal communications

9.1

Financial/investors relations

6.8

Government relations/public affairs

4.6

28.0% 61.9% 51.1%

*Base: Companies engaged in PR activities. **Base: Companies which outsource their PR activities. Q11. Does your company outsource their PR activities? Q12. Which of the following PR activities were outsourced in the past 12 months?

15

N**=88

Satisfaction towards the Outsourced PR Services Media relations (press releases, meetings with the press)

20.3

62.7

11.9

5.1

T2B**

Mean

83.1

3.98

N=59

Consultancy on communications issues

25.8

61.3

12.9

87.1

4.13

N=31

Crisis monitoring

26.1

60.9

13.0

87.0

4.13

N*=23

Media monitoring

27.3

88.0

4.02

N=55

100.0

4.50

N*=8

75.0

4.00

N*=4

15.4

84.6

4.00

N*=13

16.7

83.3

4.33

N*=6

88.3

4.20

N=60

Corporate social responsibility

25.0

(5) Very satisfied

50.0 50.0

15.4

25.0

69.2 50.0

Financial/investors relations

Planning and organizing events

14.6

50.0

Internal communications Government relations/public affairs

52.7

31.7

(4) Satisfied

33.3 56.7

11.7

(3) Neither satisfied nor dissatisfied

5.5

(2) Dissatisfied

(1) Very dissatisfied

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

16

caution

Importance of Aspects Related to PR Activities N*=88 Execution / Implementation

83.0

Maintaining the relation with the client

67.1

Strategic approach

68.2

Planning

Reporting

General concept / the concept corresponding to the suggested instruments

(4) Very important

22.7

30.7

23.9

62.5

29.6

56.8

38.6

53.4

(3) Important

Mean

100.0

3.83

4.6

95.5

3.68

2.3

97.7

3.65

8.0

92.0

3.60

6.8 1.1

92.0

3.53

4.6

95.5

3.52

10.2

89.8

3.43

17.1

72.7

Evaluation

T2B**

36.4

(2) Somewhat important

(1) Not at all important

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

17

Part 5 – PR Budget

18

PR Budget

Existence of a PR Budget in the Company

PR Budget Planning

Don't know No 1.6% 15.9%

N*=182

The PR budget is allotted depending on the issues that arise

24.7%

Yes 82.5%

There is a budget plan on activities for the whole fiscal year

75.3%

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

19

N**=150

Evolution & Size of the PR Budget Evolution of the PR Budget - 2006 vs. 2005 with…

Estimated Evolution of the PR Budget - 2006 vs. 2007 with…

Mean

33.19 %

27.59 %

PR Budget for 2006 Fiscal Year

It will increase 66.0%

It increased, 70.0% N*=150

Don‟t It decreased, know 4.7% 12.7

It remained constant, 12.7%

with…

Mean

65,695 Euro

N**=27

Don‟t know 13.3%

N*=150

It will remain constant 20.7%

**Mean

11.25 %

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

20

**Small base: Treat data with caution

Part 6 – Demographics

21

Company Profile » Field of Activity Business services (lawyer, real estate, consultancy etc.)

13.7 10.2

Banking

7.6

Food production Medical and pharmaceutical

6.1

Fast Moving Consumer Goods (FMCG)

5.6

Transport

5.1

IT

4.6

Retail

4.1

Chemical industry

4.1

Constructions

4.1

Energy and natural resources

4.1

Auto

3.6

Tourism

3.6

Wholesale distribution

2.0

Media

1.5

Telecommunications

1.5 16.8

Another field DK/ NA

Total sample (N=197)

2.0

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

22

» Company Profile Total sample (N=197)

Number of Employees

1001 - 2000 14.2%

More than 2000 14.7%

Less than 50 12.2%

50 - 100 8.6% 101 - 200 12.7%

501 - 1000 15.2%

201 - 500 22.3%

Company Turnover (EURO) 22.3%

6.6%

1-3 million 3.6%

9.1%

3-5 million 5-10 million

17.3%

10-30 million 30-50 million

32.0%

9.1%

Over 50 million DK/ NA

D3. How many employees are there in your company? D4. Which of the following categories does your company‟s turnover belong to?

23

Respondent‟s Profile » Total sample (N=197) Position within the Company Human resources manager 1.0% Human resources officer

0.5%

1.5%

Financial manager

0.5%

Financial analyst

0.5%

1.0% 2.5% 1.0%

PR manager/ director

7.1% 36.0%

4.1%

Other PR positions (coordinator/ specialist/ officer) 16.8 Corporate affairs manager

4.6% 6.6% Other communications positions (analyst/ assistant) 4.1% Communication manager/ director 2.5%

17.3%

2.0%

PR Department Marketing Department Communication Department

35.5% Marketing manager/director

21.8%

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

1.5%

D2. What is your current position?

24

Economic Department General/Executive Director Human Resources Department Client Service Department Financial Department Manager/Director Unspecified Other

» Respondent‟s Profile Total sample (N=197) Age Category 55 y.o. or more 45 - 54 y.o. 2.0% 5.6% 35 - 44 y.o. 20.3%

24 y.o. or less 7.1%

Gender Male 31.5%

25 - 34 y.o. 65.0%

Female 68.5%

D5. What is your age? D6. Gender

25