第七届中国公关趋势报告

An R3 ReportThe Seventh Edition 第七版2022/23 China PR Scope Study Executive Summary ReportThe 2022/23 China PR Scope is the seventh wave in an ongoing study with the goal of garnering a deeper understanding of the motivations and processes involved in public relations in China.The data was collected through a series of interviews with senior marketers and procurements who serve as decision-makers of some of the largest companies in China.This study is a tool for taking action. It provides an analysis of trends in the ever-changing worldof PR agency-client relationships, and brings clarity to agency perceptions amongst current andprospective clients.We want to thank the participants for committing their time to making this the most ambitiousand comprehensive PR study in the world.We believe that reports such as this help to elevate the transparency and professionalism ofmarketing and public relations in China.2022/23公关行业趋势研究是在中国市场进行的第七次研究，其目的是为了更深入地了解中国公关行业的发展与变迁。我们的数据来源于对本土/国际领导品牌的资深市场决策者及采购的一对一深访而收集所成。该研究作为战略工具，对不断变化的市场主-代理商关系进行了解析，深入地剖析了代理商在市场上的认知。我们对投入时间参与此项综合性研究的所有受访者表示真诚感谢。我们相信此类报告有助于改善中国营销和公关行业的透明度及专业度。32023 CHINA PR SCOPE STUDYParticipant Numbers Participating BrandsPR Agencies Analyzed109 brands interviewed, 45 agreed to appear as participants109 家被访问的品牌，其中有45家品牌同意露出logo54 agencies with at least one client evaluated in this research54家代理商，每家至少被一位客户评估参与受访者数量受访公司/品牌被分析的公关代理商Marketers Interviewed 受访市场主202220212020Marketers on PR agencies (individual) 受访客户人数125121152Client-Agency relationships analyzed 受访客户与公关代理商关系168139176Other Professionals Interviewed 其他受访的专业人士202220212020Procurement (individual) 采购主管252232Senior Professionals working in PR agencies 资深公关代理商同仁7080592022125168202225704Gender 性别202220202018Male 男23.724.738.8Female 女76.375.361.2Role 职责202220202018Director Above 总监级别或以上51.842.926.3Middle Management 非总监级别48.257.173.7City 受访者地区分布202220202018Shanghai 上海66.671.450.0Beijing 北京17.518.225.7Guangdong广东6.19.113.2Other 其他9.61.311.1Tenure (Average Years) 任期（平均年数）202220202018Current Position 当前职位5.34.44.01Current Company 在该公司任职5.44.75.08In This Industry 在行业12.0**Interviewee Particulars: Marketers受访者信息: 市场主Position 职位202220202018President, CEO, GM 总裁，首席执行官，总经理1.81.35.3PR/Communications Director 公关/媒体关系总监25.416.99.9PR/Communications Manager 公关/媒体关系经理26.319.544.7Marketing Director 市场总监10.514.39.2Marketing Manager 市场经理18.47.822.4Brand Director 品牌总监6.12.64.6Brand Manager 品牌经理2.613.08.6Others 其它7.07.88.6Note: Marketers interviewed 2022 (125), 2020 (121), 2018(152), data in %DRIVING TRANSFORMATION FOR MARKETERS & THEIR AGENCIES52023 CHINA PR SCOPE STUDY168 client-agency (PR) relationships analyzed. In addition to interviewees in marketing departments of client companies, we also interviewed the following professionals to complete the study: Procurement (25 participants) and Agency professionals (80 participants).我们针对109家公司/品牌的125位客户的168个客户-公关代理商关系进行分析。除了市场主，我们也采访了以下行业专业人士以确保研究的丰富性：采购主管（25人）代理商同仁（70人）。Research OverviewSampleType of InterviewQuestion