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 N**=182

by the Company
Currently Engaging in PR Activities
Brand PR Only Both Brand PR &
%
Corporate PR
Total 13.7%
Sample 51.6%
No (but Brand PR 65.4
N*=197
intend to)
7.6%
Corporate PR
86.3 Corporate PR Only
34.6%

Yes
92.4% Continuity of PR Activities Engaged
N**=182
by the Company

The PR activity takes place from

now and then, whenever necessary 31.9%

*Base: Companies which either engage or intend to engage in PR The PR activity takes place continuously 68.1%
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
 Areas Covered by PR Activities

Areas Covered by PR Activities N*=182

%
Brand PR Only 68.0%
Internal communications
87.4 Corporate PR Only 92.1%
Both Brand PR & Corporate PR 89.4%

Brand PR Only 96.0%

Marketing / Brand communications 86.3 Corporate PR Only 73.0%
Both Brand PR & Corporate PR 92.6%

Brand PR Only 72.0%

Communications with business partners 85.7
Both Brand PR & Corporate PR 89.4%

Brand PR Only 36.0%

Corporate communications 80.2 Corporate PR Only 81.0%
Both Brand PR & Corporate PR 91.5%

Communications regarding corporate Brand PR Only 24.0%

social responsibility 56.6 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 N*=182

%
Brand PR Only 88.0%
Media relations
(press releases, meetings with the press) 96.2
Both Brand PR & Corporate PR 98.9%

Planning and organizing events 91.2

Brand PR Only 68.0%
Internal communications 89.6 Corporate PR Only 95.2%
Both Brand PR & Corporate PR 91.5%
Media monitoring 82.4
Corporate PR Only 46.0%
Crisis monitoring 58.2 Both Brand PR & Corporate PR 66.0%

Corporate social responsibility 58.2 Brand PR Only 28.0%

Corporate PR Only 57.1%
Both Brand PR & Corporate PR 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
%
Brand PR Only 84.0%
Corporate PR Only 96.8%
Creating an image of the company 95.1 Both Brand PR & Corporate PR 96.8%

Brand PR Only 100.0%

Corporate PR Only 81.0%
Supporting products and services 92.9 Both Brand PR & Corporate PR 98.9%

Brand PR Only 68.0%

Corporate PR Only 90.5%
Creating a reputation of the company Both Brand PR & Corporate PR 97.9%
91.2
Corporate PR Only 90.5%
Both Brand PR & Corporate PR 97.9%

Involving and rewarding the employees 75.3 Brand PR Only 52.0%

Corporate PR Only 82.5%
Both Brand PR & Corporate PR 76.6%

Managing crises 73.6

*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) T2B* B2B** Mean
A good agency can avouch for the results
from the very beginning 8.1 29.4 27.4 20.8 14.2 37.6 35.0 2.96

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 39.1 13.7 10.2 37.1 23.9 3.13

The PR activity needs to be continuous 1.0

62.4 24.4 8.1 86.8 5.1 4.43
in order to be efficient 4.1

The PR agency is responsible for everything that

appears in the media about its clients 19.3 21.8 15.7 25.9 17.3 41.1 43.2 3.00

The PR activity has immediate results 5.6 24.4 17.8 35.0 17.3 29.9 52.3 2.66

The PR activity is really an ensemble of twisted

information about the respective company 9.6 18.8 17.8 21.8 32.0 28.4 53.8 2.52

(5) Totally agree (4) Slightly agree (3) Neither agree nor disagree (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?

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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) 53.3

PR department 36.8 35.7

Communication and advertising
department 41.8 27.5

Product / brand management 34.1 Corporate PR Only 23.8%

14.3
department Both Brand PR & Corporate PR 39.4%

Human resources department 91.2 13.2

Another department 3.8

DK/ NA 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?

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 Positions Involved in PR Activities

Influencer in Choosing Decision Maker in

Existing Positions Within the Company Initiator of the PR projects
PR Agencies Choosing PR Agencies

N*=88 (one answer only)

% % % %

Owner/Shareholder/Director 96.6 27.3 39.8 60.2

Executive manager 39.8 10.2 8.0 2.3

Economic manager/
Financial manager 92.1 1.1 9.1

Human resources manager 79.6 11.4 6.8 1.1

PR manager 33.0 29.6 27.3 10.2

Marketing manager 88.6 62.5 61.4 17.0

Someone else 22.7 23.9 5.7

DK/ NA 2.3 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

%
Planning and organizing events 68.2
Brand PR Only 72.0% Media relations
N*=182 Corporate PR Only 38.1% (press releases, meetings with the press) 67.1
Both Brand PR & Corporate PR 48.9%
Media monitoring
62.5
Yes
48.4% Consultancy on communications issues 35.2
Crisis monitoring 26.1
No
51.6% Corporate social responsibility 14.8
Internal communications 9.1
Brand PR Only 28.0%
Corporate PR Only 61.9%
Both Brand PR & Corporate PR 51.1%
Financial/investors relations 6.8

Government relations/public affairs 4.6 N**=88

*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
 Satisfaction towards the Outsourced
PR Services
T2B** Mean
Media relations
(press releases, meetings with the press) 20.3 62.7 11.9 5.1 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 52.7 14.6 5.5 88.0 4.02 N=55

Internal communications 50.0 50.0 100.0 4.50 N*=8

Government relations/public affairs 25.0 50.0 25.0 75.0 4.00 N*=4

Corporate social responsibility 15.4 69.2 15.4 84.6 4.00 N*=13

Financial/investors relations 50.0 33.3 16.7 83.3 4.33 N*=6

Planning and organizing events 31.7 56.7 11.7 88.3 4.20 N=60

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

Base: Companies which outsource their PR activities.

**T2B: 5=„Very satisfied‟ + 4=„Satisfied‟ *Small base: Treat data with caution
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”.

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 Importance of Aspects Related to
PR Activities
N*=88 T2B** Mean

Execution / Implementation 83.0 17.1 100.0 3.83

Maintaining the relation with the client 72.7 22.7 4.6 95.5 3.68

Evaluation 67.1 30.7 2.3 97.7 3.65

Strategic approach 68.2 23.9 8.0 92.0 3.60

Planning 62.5 29.6 6.8 1.1 92.0 3.53

Reporting 56.8 38.6 4.6 95.5 3.52

General concept / the concept corresponding

to the suggested instruments 53.4 36.4 10.2 89.8 3.43

(4) Very important (3) Important (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”.

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Part 5 – PR Budget

18
 PR Budget

Existence of a PR Budget in the Company

PR Budget Planning
Don't know
No 1.6% The PR budget is allotted depending
15.9% on the issues that arise
24.7%

Yes There is a budget plan on activities

N*=182 82.5% for the whole fiscal year
75.3%
N**=150

*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?

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 Evolution & Size of the PR Budget

Evolution of the PR Budget Estimated Evolution of the PR Budget

- 2006 vs. 2005 - - 2006 vs. 2007 -

with… with…
Mean Mean
33.19 % 27.59 %
PR Budget for 2006 Fiscal Year
It will
It increased, increase
70.0% 66.0%

N*=150 65,695 Euro

N*=150
Don‟t It decreased, It remained Don‟t know It will remain
know 4.7% constant, N**=27 13.3% constant
12.7 12.7% 20.7%
with…
**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? **Small base: Treat data with caution
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?
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Part 6 – Demographics

21
 Company Profile »
Field of Activity
Business services (lawyer, real estate, consultancy etc.) 13.7 Total sample (N=197)
Banking 10.2
Food production 7.6
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
Another field 16.8
DK/ NA 2.0
D1. What field of activity is your company operating in?

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 » Company Profile

Total sample (N=197)

Number of Employees
More than
Less than 50
2000
12.2%
14.7% 50 - 100
1001 - 2000
14.2% 8.6%

101 - 200
12.7% Company
Turnover (EURO)
501 - 1000 1-3 million
201 - 500 6.6%
15.2% 22.3% 3.6%
22.3% 3-5 million
9.1%
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?

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 Respondent‟s Profile »

Total sample (N=197)

Position within the Company

Financial manager 0.5%

Human resources manager 1.0% Financial analyst 0.5%
Human resources officer 0.5% 1.0%
7.1% PR manager/ director 17.3%
1.0% 2.5%
1.5% Other PR positions (coordinator/
36.0% specialist/ officer) 16.8
4.1%
Corporate affairs manager 2.0%
4.6%

6.6% PR Department
Marketing Department
Communication Department
Other communications positions
(analyst/ assistant) 4.1% Economic Department
35.5%
General/Executive Director
Communication manager/ Marketing manager/director 21.8%
director 2.5% Human Resources Department
Other marketing positions (specialist/ Client Service Department
analyst/ coordinator) 12.2% Financial Department
Brand manager 1.5% Manager/Director Unspecified
Other

D2. What is your current position?

24
 » Respondent‟s Profile

Total sample (N=197)

Age Category

55 y.o. or
more 24 y.o. or
45 - 54 y.o. 2.0% less
35 - 44 y.o. 5.6% 7.1%
20.3%

Gender
Male
31.5%
25 - 34 y.o.
65.0%

Female
68.5%

D5. What is your age?

D6. Gender

25