Media and PR Influencers Survey Findings

>Malaysia
>Singapore

Presented by Leon Hudson, General Manager, South East Asia

Analysis by Sanjay Khanna, Market Research Manager
August 2010
 Media Monitors - Thought Leadership
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2
 Table of contents

1) About the survey

2) EXECUTIVE SUMMARY: key take-outs and key findings

3) PROFILE of survey respondents? (PR professionals/Media)

4) Which Media are most INFLUENTIAL? Why?

5) What CHALLENGES are faced by PR/Media professionals?

6) PR - Media RELATIONSHIP: A snapshot

7) Media PREFERENCES

8) CONCLUSIONS and Recommendations

Making Sense of the Media

3
 1. About the survey

4
 About the Survey
Survey background
Surveys conducted in
Malaysia (in collaboration with Public
Relations Consultants’ Association of
Malaysia) and
Singapore
Survey Period: 15 June to 9 July 2010
Online survey ~ 10 min; closed-ended
questions, tick one/more as applicable
Two separate surveys: with some common
questions
Public Relations (PR) professionals: in-
house and agency
Media professionals: Press, Broadcast,
Online, News-wires, Bloggers
378 completed surveys in total:
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Survey Objectives
As part of our thought leadership series,
Asia Media Monitors has surveyed PR
practitioners and media professionals in
Malaysia and Singapore markets. The major
objectives of the survey are to find out
1. media that are considered most
influential by the PR professionals,
2. current challenges faced by PR/media
professionals
3. state of the relationship between the
PR professionals and media
professionals and areas where it could
be improved
4. media preferences for getting
information from PR practitioners
Key survey findings are included as the
Executive Summary on the following pages
and detailed findings have been graphically
presented in the report that follows.
Demographics - PR professionals:
> 309 respondents in total (Malaysia +
Singapore)
> A mix of agency (1/3) and in-house
professionals (2/3)
 junior, middle and senior management
levels represented from small, medium
and large organisations
 PR/Communications qualifications is
the highest level of qualification for
40% respondents
 Previous role most likely in
PR/Communications – only ~13% have
had held a journalism role previously
 Median age is ~37 years, with a median
~10 years of experience in
PR/Communications
 Gender balance: more female
practitioners overall, in-house
practitioners’ comprise ~60%
female/40% male and agency sample
has an equal representation of both
genders
Demographics - Media professionals:
 69 respondents (journalists, writers,
correspondents,editorial,management
staff) from publications, online news
publications and broadcast stations.
Twelve bloggers are also included
 Unlike PR sample, the gender
breakdown indicates a skew towards
male gender (64% of the sample)
 Median age ~39 years; 12 years
experience in media/communications
 2. Executive Summary

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 Executive Summary – Key Take-outs
The greatest challenge faced by the while the penetration of social media Relationship between the two
PR profession in Malaysia is to raise usage is high as well. professions is and has been tenuous.
the profile of the sector and to The biggest challenge in Singapore is to There is scope for improvement by
demonstrate tangible value of PR clearly demonstrate the value of two–way communication on a timely
that impacts the bottom-line of an traditional as well as new media basis, where relevant and with
organisation. communications to demanding transparency. Finding a common
internal/external clients by using middle ground is a challenge but this
appropriate media monitoring and can be overcome by understanding the
PR professionals do not have much analysis tools and showing the needs and preferences and delivering
control over exogenous factors such as contribution to the bottom-line. accordingly – whether it is media
the domestic political and economic information (e.g. broad based industry
environment impacting the sector. trends provided with product news) or
However, factors such as talent Demonstrating the value of media providing a timely
management, demonstrable value acknowledgement and response to a
communications to the
through monitoring and analysis, media release.
managing the growing use of bottom-line of organisations
digital/social media and interaction with is the key …
the media might be well within the Two-way communication is
sphere of control of PR professionals. Media is comfortable with the use of required to understand the
technology for research / news-
gathering as well as providing online
needs and preferences …
Clients are more demanding of the
PR/communications practice in news content. However, the need of
Singapore and the profession is much the hour is to provide unique and More research in this area is
more accepted, recognised and more relevant online content that is recommended to uncover the dynamic
established here. Yet there is an interactive, user-generated content and growing needs and requirements of
apparent dichotomy - traditional media that is also more engaging for the in-house as well as agency practitioners
is still considered relatively more target audience. and media professionals.
influential compared to that in Malaysia,

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 Executive Summary – key findings
1. INFLUENTIAL MEDIA
Traditional media (especially newspapers
and television) are perceived to be most
influential for communicating with the
target audience in both markets, as
reported by PR professionals in the survey.
The key reasons are:
>traditional media is considered relevant
to the target audience by a majority of
respondents, relatively more in
Singapore than in Malaysia
>traditional media is also perceived
better on quality of analysis and opinion
as compared to digital/social media
Communicating with the target audience
using digital/social media is, however quite
common (80% of respondents reported
using these media in the last 12 months as
part of their communication strategy).
These new media are seen to be relatively
more influential than magazines, radio,
outdoor and below-the-line media
Malaysia PR: Malaysia PR professionals
have much better perceptions of
digital/social media than their Singapore
counterparts. In Malaysia, digital/social
media is perceived to be
>balanced/unbiased compared to
traditional media and
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Malaysia has become the
‘poster-child for the
transformative power of
social media.’
>is already performing the social
monitoring/ watch-dog role. This
watch-dog role has been held by
traditional media ever since the
evolution of media. Media
professionals responses also support
this finding as well.
Recently the PR week commented that
Malaysia has in fact become the ‘poster-
child for the transformative power of social
media.’ (see slide 23)
Singapore PR: Perceptions of traditional
media are better on
>relevance to target audience
>quality of analysis and opinion and
>being balanced and unbiased
However respondents are equally divided
when asked to compare traditional media
to social media for the social watch-dog
role
Most survey respondents who have used
digital /social media believe that this
medium
>provides a wider reach
>reaches a niche target audience such as
young adults
>allows the organisation to engage
directly with the audience and
>works faster, more effectively and
efficiently
Looking into the future, it is highly likely
that the future media mix for an
organisation would incorporate both
traditional media and digital/social media.
It would also work best if communications
through these two channels can be
integrated. Media intermediation is also
becoming important and organisations can
use this to get more media attention than
was ever possible through using just press
releases and focussed pitching in the past.
Future media mix will
incorporate both
traditional as well as
digital/social media …
 Executive Summary – key findings
2. CHALLENGES
Survey respondents were asked - to pick
one challenge that they believe is the
‘greatest challenge’ for them as PR/media
professionals, from amongst the several
challenges listed on the questionnaire.
In both the markets, PR professionals’
greatest challenges are
>determining the return on investment of
PR campaigns and
>managing social media discussion
Dealing with traditional media only
interested in paid content is also mentioned
as one of the top challenges.
The greatest challenges for media
professionals are
>declining audience/circulation
>declining advertising revenues and
>working with limited budgets/resources
These three challenges are related and
dependent on each other. Another survey
finding puts a context to the above finding.
The proposed and much publicised
business/revenue model for traditional
media especially for publications is charging
for online content or ‘putting up the pay-
walls’. More than 60% of all respondents
answered in the negative when
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asked “as a consumer of news, would you
pay for online news content?”.
Experts have opined that consumption of
online news is likely to grow as it is a
dynamic medium and news is delivered real-
time. But online news is also seen by many
as a commodity - media pay-walls are likely
to face resistance unless niche, original and
unique content can be delivered in a cost
effective and efficient way.
Malaysia PR: In Malaysia, other challenges
voiced by respondents are
>recognition of the strategic role of PR
>getting commitment from senior
management (although 60%
respondents indicate a direct line of
relationship of their PR /
Communications head to the CEO)
Determining the Return
on investment (ROI) of
PR campaigns is the
greatest challenge for
PR professionals
Singapore PR: In contrast, recognition and
commitment are not viewed as major
challenges in Singapore, possibly due to PR /
Communications being a mature, relatively
well established and recognised sector in
Singapore. However, a challenge that ranks
high is
>dealing with demanding
internal/external clients who expect
greater value from PR
In Malaysia, a question about PR
accreditation and implementation of the
proposed PR Act was asked. There is
consensus within the two groups i.e. in-
house and agency professionals , but
polarised perceptions exist between the two
groups
>Would mandatory PR accreditation
raise PR industry standards? (only in-
house PR professionals are in favour)
>Should PR Act be implemented? (only
in-house PR professionals are in favour)
GFC and its impact: GFC has had its impact
on PR agency revenues and in-house
communication budgets but optimism is
returning in line with the recovery in the
broader economy.
 Executive Summary – key findings
3. RELATIONSHIP BETWEEN PR AND
MEDIA PROFESSIONALS
This section of the survey explored the
overall experience and state of relationship
that PR professionals have with traditional
media professionals and vice versa.
PR professionals: The overall experience
with media is rated positive in both the
markets. Accuracy in reporting by the media
(particularly in Singapore) and availability to
discuss story ideas are seen as good or fair by
most respondents.
However, in both markets PR professionals
expect
>better acknowledgement of media
information sent
>better acceptance of follow-up by media
Media professionals are not so positive in
their overall experience rating of PR
professionals. Attributes that influence this This also allows the media to review the
rating are
>little awareness of deadlines
>perceived lack of understanding of topics releases currently need to improve in terms
covered by media
10
>perceived low level of familiarity with
media outlets/broadcast stations and
>lack of authenticity
The above findings are re-inforced by
responses to another question where more
than half the media respondents rate less
than 50% of the media releases received as
‘timely’ and ‘relevant’.
Looking at the above aspects impacting the
overall relationship between the two
professions, it is evident that a few of these
are communication issues in itself (such as
awareness of deadlines) that can be
resolved with both sides. finding a middle
ground and communicating openly.
4. MEDIA PREFERENCES
Media releases sent through e-mail are the
most preferred means of contact by the
media because most media professionals
are seldom available at their work-place.
information unobtrusively and judge the
newsworthiness independently. As
mentioned above, a majority of media
of timeliness and relevance.
Another factor for PR professionals to
Less than 50% of the
media releases are
‘timely’ and ‘relevant’
consider is that most media professionals
work with multiple platforms nowadays. So
there is a need to customise media releases
to suit each of these platforms - including
tailoring these to the bloggers’ needs.
(Most bloggers surveyed, welcome contact
with PR professionals.)
Face-to-face communications seems to
have a role to play as well - events
/conferences/media visits are perceived
effective due to
>the direct interaction with company
/client PR staff
>the opportunity to interview/ask
questions and
>to get first hand information/visuals
related to the product/service/process
being showcased
Media professionals are most interested in
industry trends followed by
company/product news. Research sources
most used are news websites/portals,
traditional media and corporate websites.
 3.1 Survey respondents’ profile
PR professionals

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 Current Role - PR professionals

Wide cross-section of PR professionals included n = 309

12
 Organisation size - PR professionals

Malaysia, n = 118
Small , medium and large organisations represented Singapore, n = 108

13
 Management level - PR professionals

Influential PR professionals from all levels of management n = 258

14
 Reporting Relationship of PR Head to CEO

No line
7%
Indirect
dotted line
14% Direct hard
line
63%
Indirect line
(regular
contact)
16%

6 in 10 Head of PR/Communications have a direct, hard line of reporting to

the CEO n = 217

15
 Highest Level of Education – PR professionals
Other
Secondary Bachelors -
9%
School or Mass
under Comms/Media
3% 16%

Masters - other Grad. Cert.-

15% Mass
Comms/Media
13%

Masters - Mass
Bachelors - Comms/Media
other 10%
34%

~40% have PR academic qualifications as their highest level of education n = 309

16
 Gender - PR professionals

Female gender predominant in PR;

Agency professionals: 50 / 50 split, In-house: 60% F, 40% M n = 256

17
 3.2 Survey respondents profile
- Media professionals

18
 Gender – Media Professionals

Gender balance is quite different between the two professions n = 50

19
 Current Role – Media Professionals

Cross-section of editorial/non editorial staff and bloggers included n = 69

20
 Media platforms

Most media professionals now work across multiple platforms (avg. 2 platforms -
print and online common) n = 69

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 4. Influential Media

22
 Influential Media – PR professionals

39%
Newspapers
36%

18%
Television
19%

Online news 12%

sites 15%

14%
Social media
11%

Malaysia Singapore

n = 309

23
 Singapore PR:
Traditional Media vs. Social/Digital Media

>Traditional media offers

 better quality of analysis and opinion (64% rated ‘better than’ social
media)
 perceived to be more balanced and unbiased (57% said ‘better than’
social media)
>Traditional Media’s is relevant (38% rated it ‘better’) , but relevance likely
to diminish as a result of
 media fragmentation?
 social media’s widening reach?
 Social media seen more ‘relevant’ / used more by a segment of
our target audience?
>Singapore respondents currently hold a mixed view about the watch-dog
role of social media

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 Malaysia PR:
Traditional Media vs. Social/Digital Media

Singapore PR have a relatively better perception of traditional media

In Malaysia,
>Traditional media is perceived to be relevant to target audience (34% rated it
better)
>And seen to offer a better quality of analysis and opinion (41% respondents
rated ‘better’ and 34% ‘same as’ social media)
However,
>Social media seen as balanced and unbiased (44% rated ‘better’ + 31% ‘same’)
>Unlike Singapore, in Malaysia, social media is perceived as the social
monitor/watch-dog (40% PR have rated it ‘better’ + 36% ‘same’)
recent PR Week story …

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Malaysia
 Media:
Traditional Media vs. Social/Digital Media:

>Overall, views of media professionals are similar

>Traditional media’s
Relevance to target audience is being eroded by social media
Social monitoring/watchdog role is now with social media

>However traditional media’s strength is evident in the area of

offering quality opinion and analysis (58% rated it ‘better’)
and presenting a balanced and unbiased view (43% rated it ‘better’)

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 5. Challenges

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 Greatest challenge – PR professionals

15%
Campaign ROI
18%
Managing social 13%
media 16%
Dealing w/ trad. 13%
media 13%
17%
Recognition
10%
Commitment by 11%
mgmt. 3%
Demanding 6%
clients 15%
Malaysia Singapore

Demonstrating the strategic value of PR is the biggest challenge n = 309

29
 PR Measurement: Media Monitoring and Analysis

Image Credit: Gauges and Dials by mag3737 n = 309

30
 PR Measurement: Media Monitoring and Analysis

Image Credit: Gauges and Dials by mag3737 n = 309

31
 What was the impact of GFC on the PR budgets/revenue?
What is the outlook for next 12 months?

Singapore PR
>Impact on most corporate/govt sector budgets across the board: 44% said
budgets ‘declined’, 7% ‘increased’
>Mixed impact on PR agency revenue: 33% said ‘declined’, 31% recorded an
‘increase’
>Optimism is returning fast (>30% said budget ‘likely to go up’ in next 12m, only
6% ‘likely to decline’)
Malaysia PR
>Compared to Singapore, slightly less impact on corporate/govt. sector : 36%
‘declined’
>Compared to Singapore, slightly more impact on PR agency revenue: 40%
‘declined’
>Outlook for next 12m is positive in Malaysia as well (25% said ‘likely to go up’,
only 13% said ‘likely to decline’)

32
 Malaysia only
Mandatory PR Accreditation Higher Standards?
Polarised Perceptions …
Would mandatory PR Accreditation promote higher standards?

PR
Yes, 26% No, 66% 8%
agency/consultant

In-house Yes, 61% No, 24% 15%

Yes No Don't know

n = 154

33
 Malaysia only
Proposed Public Relations Act: Should it be implemented?
Polarised Perceptions …
Should the PR Act be implemented?

PR
Yes, 16% No, 74% 10%
agency/consultant

In-house Yes, 56% No, 24% 20%

Yes No Don't know

n = 154

34
 Greatest challenge – Media professionals

n = 69

35
 Attitude towards online news consumption

PR, n = 309
Q: As a consumer, would you pay for accessing news online? Media, n = 69

36
 Nielsen study Feb 2010*

* 27000 respondents, 52 countries

37
 6. Relationship snapshot:

PR professionals and Media professionals

38
 Singapore PR:
Experience dealing with media professionals

Overall experience 45% 46% 5%

Reporting accuracy 8% 50% 38%

Availability to
6% 32% 48% 11%
discuss
Acceptance of
5% 35% 43% 14%
follow-up
Acknowledgement
5% 35% 32% 17% 10%
of info
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know

Overall experience ‘good’ or ‘fair’ but PR professionals desire media acceptance of PR

follow-up and acknowledgement of media information sent n = 155

39
 Malaysia PR:
Experience dealing with media professionals

Overall experience 44% 47% 7%

Reporting accuracy 38% 54% 5%

Availability to
5% 37% 46% 9%
discuss
Acceptance of
31% 47% 16%
follow-up
Acknowledgement
5% 33% 36% 19% 8%
of info
1. Excellent 2. Good 3. Fair 4. Poor 5. Very Poor 6. Don't know

Similar experience compared to Singapore. However, accuracy in reporting perceived to

be relatively lower n = 154

40
 Media professionals:
Experience dealing with PR professionals

Overall Experience 16% 56% 16%

Deadlines 22% 33% 25% 14%

Familiarity w/… 21% 44% 22% 11%

Authenticity 14% 54% 22% 10%

Understanding of… 17% 54% 21% 8%

Access to executives 5% 25% 40% 16% 8% 6%

Responsiveness 27% 54% 10% 8%

Excellent Good Fair Poor Very Poor Don't know

~1 in 3 media professionals expect a much better understanding of media deadlines, a lack

of ‘spin’ and much better awareness of their media outlet/blog requirements/subjects n = 63

41
 7. Media preferences

42
 Which is the most preferred mode of contact?

n = 62

43
 Which media relation activity is most effective overall ?

n = 61

44
 Which story ideas interest media the most?

n = 60

45
 Which research sources are preferred by media?

n = 59

46
 8. Conclusions and Recommendations

47
 Conclusions and Recommendations

>Future media mix: Traditional + social media = broader influence, wider reach
>Traditional media still relevant and strong on quality of commentary/opinion
>Social media has taken up the ‘watch-dog’ role (+ seen as unbiased - in Malaysia)
>Greatest challenge for PR is to demonstrate the value and strategic role of PR
>Dealing with traditional media remains a challenge for PR as well as managing
social media
>As media revenue models are challenged and new models/pay-walls are tested,
importance of paid content/editorials might increase

Conclusions continued on next slide…

48
 Conclusions and Recommendations

>Strong economic recovery is aiding the recovery of the PR/media sectors as well
>Gender imbalance in PR and media sectors – does it have an impact?
>‘Communication’ between PR and media professionals is still a challenge
 PR professionals want more acknowledgement/acceptance of follow-up
 Media want a better understanding of subjects/outlets before PR pitch any
stories
 Stories need to arrive timely and be devoid of ‘spin’
>Media releases sent through email preferred – simple/direct/largely un-
obstrusive
>Events/conferences have a role to play - allow face-to-face contact and industry
trends can be disseminated

49
 Verbatim comments
MY: Malaysian corporates have yet to reach
the level of sophistication as other markets
eg Singapore, HK.
SG: Getting enough competent PR and
communications professionals in your
team or to serve your account …(is a
challenge)
MY: We are seen as the fire-fighters,
spin doctors, glamour boys n girls..not
as an essential and strategic
management tool
50
SG: …. what the writers can gain from you
in terms of press trips determine how
much media interest you hold … it also
how much media dollars you spend with
the publications. Digital media, it is not
really developed in Singapore.
SG: the role of PR should provide a guide
into the tracking and measuring the
success of digital campaigns … and to
provide a roadmap with detailed
objectives and measurables in order to
showcase value
SG: (We have) used digital/social media to
keep pace with changing information-
receiving habits of audience
 Verbatim comments

MY: PR practitioners failed to be

recognised … because they failed to SG : (challenge is … to come up with a medium
earn their seat at the … decision
making level. … must ensure that they
term PR strategy for the coming 3-5 years and
are not just cost centre but business provide a vision for PR value for business)
generating centre

MY: Relationship between the media and
PR professionals is a 2-way process - both
have to work in partnership, and it's not
always the PR professional that has to
lobby for stories.
MY: Corp. Comm. /PR should be put under
MD/CEO … not under Marketing
…Marketing and PR are two different school
of thoughts using different approaches in
order to meet the goals of the company.

SG: Publications are leaning towards

newsmaker that has investment via
advertising or conference sponsorship

51
 Thank you!

The full report is available for download on our website

www.mediamonitors.com.sg