Researching PR, communication agencies

The agency that was highest rated by respondents in South Africa was Corporate Image (8.32), which scored most on overall professionalism, integrity, standard of press releases, understanding of clients and sectors, being proactive and providing access to clients. Brunswick (8.05) and Fleishman-Hillard was also highly rated by respondents.

The survey was conducted amongst 20 editors, deputy editors or senior business, financial and consumer journalists. The market research agency states that the estimated universe does not exceed 100, so the realised sample is deemed sufficient to draw a conclusion about the PR and communications industry.

Results

The survey revealed that the media believe that the good PR and communications professionals are excellent but there are only a few, while the bad ones are of a particularly poor quality.

• There appeared to be very little grey area, with a relatively small number of companies rated "excellent" and others "poor performers"
• Respondents felt public relations and communications professionals should be better trained and educated (average agreement score of 7.58)
• There was strong agreement, with an average agreement rate of 8.89, that the good PR companies are a valuable asset to the media
• An average agreement score of 6 showed that South African agencies in general were on a par with their global counterparts.

Some respondents felt that PR professionals should have experience in journalism to understand the industry better, while others commented that they were frequently "fed irrelevant information."

Respondents could mention any PR company that they were familiar with or dealt with regularly. Companies such as Magna Carta, Meropa, Kezi and Marcus Brewster were mentioned, however the number of mentions was too small to report.

Important findings

• 63.2% of the sample agreed that quality of information provided was critical, with a mean score of 8.84 on a 10-point scale
• Honesty in representing clients scored a mean of 8.89 out of 10, with 36.8% saying this was critical
• Knowledge of their clients or sectors was also important, with a mean of 8.84 out of 10 and 47.4% said it was critical
• Providing or facilitating access to companies they represent as clients was also important with a mean of 8.37
• Understanding the media was particularly important with a mean of 8.79 out of 10 (52.6% said it was critical)
• Meeting deadlines and accessibility also scored means of over 8 out of 10.

Individuals highlighted

Respondents who know professional individuals rated communications professional Tamra Veley, MD of Corporate Image, highest. Her average score exceeded 9 out 10. Veley was rated highest on all measures, including professionalism; experience; honesty and integrity; quality and knowledge of clients; building strong media relationships; and having a good reputation.

Dani Cohen, managing partner of FD Beachhead, was rated second highest with an average of 7.95 out of 10 across all measures.

Anneke Greyling, political analyst and client service director at Ipsos Markinor, said, "This was an interesting study, as it revealed the symbiotic relationship between public relations professionals and the media. There was general agreement that a few companies were very good, but the bulk was not highly rated. Two main points emerged - there is a need for better education and training and the better public relations and communications companies are particularly valuable to the media."