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News / cases / PR on the agrarian market: the results of the survey
2 April 2019
 

The survey was attended by representatives of more than 150 companies.



Publicity Creating Company conducted a telephone survey, in which  representatives of  agrarian companies took part. The survey was attended by representatives of more than 150 companies. The main questions of the questionnaire concerned the use of PR-tools in the marketing communications complex, budget allocated for PR-activities, and cooperation with specialized agencies.

According to the results of the survey, the absolute majority of companies during the last year used PR-tools in their activities - 89% of respondents.

Among the most effective PR tools, according to respondents,  were named: participation in specialized exhibitions and conferences, posting of news materials (articles, news) in the Internet, press releases, holding of own actions for partners and clients, etc. Most surveyed representatives of companies tend to believe that the most effective is a set of tools, activities, not some separate ones.

To the question  -  "Which PR budget you consider to be sufficient to promote a company included in TOP-10 of your market (for a period of 6-12 months)", the following answers were received:

 

• Up to 150 thousands UAH - 26%

• From 151 to 500 thousands UAH - 55%

• More than 500 thousands UAH - 19%.

Concerning the involvement of specialized external structures in the development and implementation of complex PR-programs and individual PR-activities, more than 60% of respondents, who use PR-tools in their work, practice a combined scheme: part of the work is performed on their own, and partly performed by external structures or specialists. At the same time, external structures are mostly entrusted with more complex or larger tasks (development of a strategy or communication program for 1-2 years, organization of PR events or press events, writing a series of PR materials, etc.). Another 15% work exclusively with external entities in the field of PR, and more than 20% work exclusively on their own.

"The agrarian market is one of the most promising in Ukraine, so it was interesting to find out how widely PR instruments are used on this market and what volumes of budgets market operators consider to be sufficient for advancement. In general, the survey data indicate active use of PR instruments in the activities of agricultural companies. However, there is a lack of a strategic and integrated approach to PR-promotion, and the lack of stable professional experience with professional structures does not allow to get predictable and significant results from PR-activities in the marketing field. Therefore, in the sphere of PR, the Ukrainian agrarian market is also very promising, "said Ruslana Plis, PR Consultant and Account Director of Publicity Creating Company.

* The survey was conducted from November 2018 to February 2019. The survey was attended by 152 companies operating in different directions of the Ukrainian agrarian market.

Reference:

Publicity Creating successfully works on the Ukrainian market 21 years, the company's specialization is strategic communications and PR. The company is one of the most well-known and most professional PR agencies in Ukraine. For many years, it is the leader of the industry and leader in social networking activity. During its work on the market, Publicity Creating has implemented 1500 projects for 500 clients, including large Ukrainian and international companies, representative offices operating in all major markets, both in the B2B and B2C sectors.

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