How Well Does The PR Industry Promote Itself In Asia Pacific?

Posted on May 4, 2011. Filed under: Measurement, Public Relations | Tags: , , |

Dow Jones Insight Analysis Ranks Coverage of Large Agencies Across The Region

How effective are the region’s leading public relations firms at promoting and managing their own brands? Using the Dow Jones Insight media analysis tool, Dow Jones measured the media coverage of the world’s public relations firms, compiling a list of the large firms that generated the most media attention in Asia Pacific for the past 12 month of April 2010 to March 2011. Of the firms examined in the region, Burson-Marsteller, Hill & Knowlton and Ogilvy PR drew top media coverage volumes. This analysis measured large PR firms’ coverage in traditional media outlets.

Interestingly, out of these top three only Ogilvy got awarded by The Holmes Report’s recent Agency-of-the-Year ranking – in the “Digital Consultancy of the Year” category.

 Asia Top Three: Burson Marsteller, Hill & Knowlton and Ogilvy

Dow Jones designated firms with more than $50 million in annual fee income as large. For this first-of-its-kind analysis, Dow Jones Insight compared English media coverage for the key Asia Pacific markets Australia, Hong Kong, China, Taiwan, Japan, Korea, India, Singapore, Malaysia in the past 12 months. Solely negative, issue-related media coverage was excluded.

Lars Voedisch is a media consultant based in Singapore.

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5 Responses to “How Well Does The PR Industry Promote Itself In Asia Pacific?”

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Interesting research folks. Given the rapidly changing nature of influence, are there any plans to include social media discussions and presence in future reports?

Hi Jeremy, thanks for your comment. We are actually looking into exactly that – and should also include social media for the next round, which should come out in a few months! Cheers, @larsv

Interesting. I would love to see how this translated to fee income or just RFPs indeed. Jeremy Woolf’s comments on social media are spot on but, again to find a way to assess the effect would be truly wondrous!

Laurence – I fear you seek the holy grail – though at least we’re getting better at tracking outputs like media coverage back to specific actions (like clicking on links, subscribing to newsletters or attending events).
Lars – perhaps Dow Jones could create a reputation to revenue calculator? 😉

Whoever had that calculator would have a receipe to print money… I better get started!


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