“Companies address to internal audiences,” said the President of the UPRA
Added: (Fri Oct 23 2009)
Pressbox (Press Release) -
During the crisis years, PR-specialists and agencies were in the same difficult situation. Moreover, the number of specialists has decreased in both - PR departments in Companies and PR-agencies, believes the President of the Ukrainian PR-Alliance (UPRA), and the CEO of Publicity Creating Valeriy Kureiko.
In this regard, there has been the process of rapprochement and mutual understanding between agencies and clients: agencies have become more flexible and creative, while customers – clarify their aims and appreciate the professional work.
"Companies have increased the number of target, contact forms of promotion, address to internal audiences. For example, the number of events during 2009 increased into 2 times. But the number of events for media either declined or remained at the same level, " said Valeriy Kureiko.
Thus, PR-specialists now pay much more attention to audiences, which influence market position and marketing results (partners in marketing chain, employees, investors). This policy helps to remain positions in industry and segment.
"We can state that the proportion of PR in marketing budgets (an average of 10-20%) during the crisis constantly increases, while during post-crisis period PR-budgets will boost," - said the analyst.
A lot of industries will be affected by low demand. Due to reorganization of the market, competition between companies will be intensified. Experts recommend to calculate the period of the crisis in industry and segment, and to start preparation of the company for 4-6 months before end of the crisis.
Background
The Ukrainian PR-Alliance (UPRA) is a voluntary non-state non-profit professional association. It is established to support companies working in public relations, forming a positive reputation of Ukrainian PR-agencies and changes in public opinion on important social issues.
The Publicity Creating Company works on the Ukrainian market for 11 years, and provides professional services in the sphere of PR and strategic communications.