Expertise key factor in hiring PR firms: poll

'What Clients Want', a survey conducted on behalf of the region's leading PR firms by the Council of Public Relations Firms of Hong Kong (cPRf), polled over 100 senior marketing and business executives, who answered a range of questions concerning the use of external public relations agencies. Thirty-seven per cent of respondents saw cost as the most important argument against using a PR firm, ahead of internal capability (24 per cent). Meanwhile, professional or PR knowledge came out as the top argument in favour of such use, with 36 per cent, narrowly ahead of media contacts (28 per cent). In addition, respondents cited proven industry expertise (21 per cent), chemistry (21 per cent) and price (19 per cent) as the top three attributes when looking for a PR agency. A strong global network scored only two per cent, as did a large presence in China. A strong regional network received 11 per cent. David Ketchum, CEO of Upstream Asia and deputy chairman at the cPRf, said: "The survey results illustrate some very positive trends in our industry. Clients generally manage public relations at a senior level in their organisations and demand results measurement and reporting. "And it is encouraging that clients in Asia value the chemistry with their public relations firm account team and proven expertise in their industry sector on a par with price as a attributes for selecting a firm." Ketchum pointed out that PR firms needed to do a better job of educating clients, particularly given that media relations remains a key reason for using PR firms, according to the survey. Said Ketchum: "Thirty-six per cent say that professional or PR knowledge is the strongest argument in favour of using a PR firm. However, the fact that the second most selected answer is media contacts, and 70 per cent say they either now use or have used their public relations firm to distribute information to the media demonstrates that many still regard public relations firms primarily as sources of media relations." Evaluation was found to be a key issue, with 41 per cent and 44 per cent answering that measurement was crucial and rather important, respectively.