The 2006 Marketers Poll, which surveyed a range of leading marketers across the entire region, found a significant gap between PR and other communications channels, in reference to the question 'How much do you value the following communication channels?' Over three quarters answered either 'must have' or 'important to have' for PR, giving the channel a significant lead over customer relationship marketing, newspapers and online.
The findings endorse the results of the 2005 Marketers Poll, in which 91 per cent of respondents stated that PR was either 'very important' or 'somewhat important', with 52 per cent opting for the former. According to Upstream Asia founder David Ketchum, the results are not necessarily surprising.
"Increasingly, clients in Asia are seeing the value of public relations as highly credible communications. They also see the cost-effective way PR can provide exposure and build brands," said Ketchum. "They understand the importance of handling crises and issues professionally. And, more and more, PR is seen as an essential part of any integrated marketing campaign."
However, Ketchum cautioned that the importance of PR to marketers may be more a reflection of its role within the marketing mix, rather than as a priority for investment. "Most MNCs and Asia regional companies still view PR as something which should be a low-cost spin-off of their other activities, or as an overhead budget item that adds incremental value," he noted.
According to Hang Seng Bank head of corporate communications Walter Cheung, the poll's findings confirm the increasing status that is now being afforded to effective PR, particularly when its low cost is taken into account.
"There are quite a number of global brands which rely more on public relations than advertising," said Cheung. "Public relations is sort of free -- or costs very little. If public relations practitioners can ride on current or hot issues, they can generate a lot of free publicity."
"It's easier to build up rapport and strike an emotional chord through advertising. For a campaign to be successful, public relations professionals need to be strategic as well as innovative thinkers, just like the account servicing and creative folks in advertising agencies."
