In a recent online survey, a massive 67% of Malaysian companies claimed they will engage in Public Relations as part of their marketing plan this year.
The GO Communications initiated survey of over 130 companies by the Pulse Group also showed this was a 35% increase over 2011. GO Communications Chief Executive Officer, Michael de Kretser told ADOI, "We wanted to find out, in a year predicted by experts to be a tough economically, what communication options companies are going to use to reach the consumer".
He added, "We wanted to know how companies from multinationals to SMEs, are going to invest on building their brands, increase product awareness and increase market share". Pulse Group PLC, Asia's leading Digital Research Agency. conducted the first ever in-depth research on the perceived value of Public Relations. Extensive questionnaires were sent to company CEO's, Financial Controllers and Marketing Directors to get a real pulse of their priorities.
More insights from the study reveal that:
- The marketing budget allocated by companies for Public Relations in 2012 was 12%.
- Organizations engaging external Public Relations was currently at 37%.
- Companies that believed Public Relations is a cost effective and potent way to reach their target audience was 87%. This was an increase of 27% from 2011.
Key reasons to engage Public Relations agencies were:
- Improve Brand Awareness - 71%
- Strengthen Market Position - 67%
- Enhance Corporate Reputation - 61%
A revealing part of the research stated that companies believed the consumer in 2012 is more ‘savvy', more independent and more judgemental in their decision making and purchasing power. Communications needs to find the ‘touch points' to engage the consumer and establish trust, the survey concluded. De Kretser said, "In the context of the growing need for Public Relations services, GO Communications in 2011 has won over 15 new clients. Quantum growth has come about by creating strategically creative campaigns, professionally implemented, where results can be quantified."