PRSA 2011 Membership Satisfaction Survey

2011 Membership Value Perception and

S ti f ti St dSatisfaction Study

Key Findings OverviewKey Findings Overview

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Objectivesj

This study was designed to address the following objectives:Assess the value associated with overall membership as well as specific current benefit offerings.Assess needs for professional development, networking, industry information, awards and recognition programs, career tools and other products and services.Explore delivery channel preferences for professional development.Better understand how PRSA members and never members define advocacy. Assess awareness of PRSA’s advocacy initiatives.Uncover how PRSA members define leadership and what training and tools Uncover how PRSA members define leadership and what training and tools would be useful.Better understand what is needed by practitioners at different career stages and particularly the needs of the senior practitioners.C diff d i il iti b t b l d b d Compare differences and similarities between members, lapsed members, and never member customers.

PRSA and Ketchum created, fielded, and analyzed a questionnaire modeled on the 2008 Member Survey and 2009 Chapter Survey to track k d l h h bkey metrics and accomplish these objectives.

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Methodologygy

Ketchum worked with Braun Research to complete online interviews with:1,126 current members, 202 lapsed members, and 584 never members.Current members are classified as present day members of PRSA.Lapsed members are defined as members who have allowed their membership to expire since 2008.since 2008.Never member are defined as those who have never been a member of PRSA.

Survey field dates: May 26-June 6, 2011.E-mail distribution lists for both targets were provided by PRSA. A reminder was sent to current, lapsed members, and never members, respectively, to encourage survey completion.

To prevent non-response sample bias, data were weighted against the overall profile of the PRSA membership in terms of tenure within the public relations fieldprofile of the PRSA membership in terms of tenure within the public relations field.Study results contain a margin of error of +/- 2.2 level for members, +/- 6.9 for lapsed members and +/- 4.0 for never members at the 95% confidence level.Unless otherwise stated, Top Three Box (8-10) metrics are reported throughout for Unless otherwise stated, Top Three Box (8 10) metrics are reported throughout for respondent perceptions.

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Not Satisfied Extremely Satisfied0 1 2 3 4 5 6 7 8 9 10

T3B

Top Learnings: 2011 M b hi S2011 Membership Survey

Member satisfaction has improved since 2008. Likelihood to renew remains high d t bl A ti Ch t i it l t b ti f tiand stable. Active Chapters remain vital to member satisfaction.

Code of Ethics remains the most valuable PRSA offering.

Access to current news and information, advocacy, and professional development have become more important to members relative to 2008 development have become more important to members relative to 2008.

PRSA needs to continue to focus on access to information, dues/value, and responsiveness to members’ viewpoints.

Seniority, by itself, has little impact on public relations professionals satisfaction with PRSA. Career stage is more complex than just junior, mid-level, and senior.

In their personal and professional profile, lapsed members and never members are similar to current PRSA members.

When it comes to professional development, members prefer free webinars and show the most interest in strategic planning, social media, and measurement and evaluation.

Promoting the value of public relations to the business community is the g p yadvocacy initiative of choice for members and non-members.


K M iM b

Key MetricsMembersMembers vs. Never Members, Lapsed Members


Key Metrics: Current MembersyMembers show a significant increase in comprehension and satisfaction across key metrics from 2008, particularly in their understanding of PRSA Districts and Professional Interest Groups.

MEMBERS 2008

TOP 3 BOXn=750

2011 TOP 3 BOX

n=1,122

Change in

Percent (∆)

% Change

What is your overall impression of the Public66% 70% 4% 6%

W a s you ove a p ess o o e ub cRelations Society of America? (Q2)

66% 70% +4% 6%

How well do you understand what PRSA, in general does? (Q4)

76% 79% +3% 4%

How well do you understand what PRSA National does? (Q5)

61% 65% +4% 7%does? (Q5)

How well do you understand what a local PRSA Chapter does? (Q6)

74% 79% +5% 7%

How well do you understand what a PRSA District does? (Q7)

19% 26% +5% 37%

How well do you understand what a PRSA Professional Interest Section does? (Q8)

46% 52% +6% 13%

How satisfied are/were you with your PRSA membership? (Q9)

48% 56% +8% 17%

How likely are you to recommend PRSA How likely are you to recommend PRSA membership to a colleague? (Q10)

62% 65% +3% 5%

How likely are you to renew your PRSA membership? (Q12)

80% 79% -1% -1%


Key Metrics: Members vs. Lapsed and Never MembersMembers

Current members are more than twice as likely to be satisfied and recommend PRSA than lapsed members. Despite low incidence of satisfaction, nearly one-fifth of lapsed members are likely to renew their membership.Not surprisingly, never members have lowest comprehension of PRSA and its National, Local, and District offerings.

Members Lapsed

MembersNever

Members

Overall Impression 70% 54% 62%

Understanding of what PRSA does 79% 73% 59%g

Understanding of what PRSA National does 65% 59% 42%

Understanding of what PRSA Chapter does 79% 73% 49%

Understanding of what PRSA District does 26% 18% 13%

Understanding of what PRSA Professional Interest Section does

52% 45% 18%

Satisfaction with membership 56% 32% --

Likelihood to recommend 65% 39% --


Likelihood to renew 79% 16% --

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Member Attitudes and Behaviors Member Attitudes and Behaviors Towards PRSA


How Does PRSA Compare?p

PRSA members have the most positive impression of PRSA compared to other associations, followed by the Arthur W. Page Society. Members are least familiar with the SNCR, which may contribute to members’ lower impression overall.

Membersn =1,126 Mean

Top(8-10)

Middle(3-7)

Bottom(0-2)

Public Relations Society of America (PRSA) 7.95* 70% 30% 0%Arthur W Page Society 7 27 50% 49% 1%

Well-respected Arthur W. Page Society 7.27 50% 49% 1%Association for Education in Journalism and Mass Communication (AEJMC)

6.94 41% 58% 1%

International Association of Business Communicators (IABC)

6.88 42% 57% 1%

National Investor Relations Institute (NIRI) 6 86 38% 61% 1%

consumer products, media, shipping companies and conglomerates have mean satisfaction scores between 7 and 8 National Investor Relations Institute (NIRI) 6.86 38% 61% 1%

American Marketing Association (AMA) 6.85 39% 60% 2%Word of Mouth Marketing Association (WOMMA) 6.42 27% 70% 3%

Society for New Communications Research (SNCR) 6.26 22% 76% 2%

and 8.Organizations in crisis have mean satisfaction scores between 3 and 4.


Q2. On a scale of 0 to 10 where 0 means “Awful” and 10 means “Exceptional,” what is your overall impression of the following associations/publications?

* In 2008, PRSA mean impression score was 7.78 with T3B 66% .

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Members Best Understand the Function f PRSA Ch tof PRSA ChaptersComprehension of all PRSA’s organizational tiers have improved from 2008.

Members have a firm understanding of what PRSA does in general which seems to be largely based on their understanding of what the local Chapter does.

• There is less comprehension of PRSA National and Professional Interest Sections and most members don’t understand what Districts do.

General 76% 24%

2008

Completely Understand

General 79% 20%

2011Completely Understand (8 10)

Chapter

National

74%

61%

24%

38%

3%

2%

Understand (8-10)

Somewhat Understand (3-7)

Chapter

National

79%

65%

19%

33%

2%

3%

(8-10)

Somewhat Understand (3-7)

Professional Interest Section

District

46%

19%

42%

55%

12%

26%

(3 7)

Do Not Understand (0-2)

n=750

Professional Interest Section

District

52%

26%

39%

46%

9%

28%

Do Not Understand (0-2)

1 126

Powered by Braun ResearchQ4. – Q8. On a scale of 0 to 10 where 0 means “Do Not Understand” and 10 means “Completely Understand,” how well do you understand PRSA? 10

n=750 n=1,126

2011 vs. 2008 Top Offeringsp g

Code of Ethics continues to be a valuable service for PRSA members.I 2011 b k d h PRSA J bC hi h h i 2008

MEMBERSn=1,126

2008MEAN

2011 MEAN

% Change

Code of Ethics 8.33 8.27 -1%

In 2011, members ranked the PRSA JobCenter higher than in 2008.

Free webinars N/A 8.18 N/A

PRSA JobCenter 7.68 8.08 5%

Networking provided by local Chapters 8.01 8.06 1%

Professional development programs provided 7.74 7.91 2%by local Chapters7.74 7.91 2%

PRSA’s web site — www.prsa.org 7.69 7.84 2%

Issues and Trends — daily e-newsletter that covers issues and trends in the profession

7.10 7.79 10%

The magazine Public Relations Strategist 7.79 7.79 0%g g

Electronic library of PRSA articles and case studies

7.20 7.79 8%

Offers preferred member pricing for professional development and other events

7.40 7.77 5%

Accreditation program commonly called APR 7 56 7 75 2%Accreditation program, commonly called APR 7.56 7.75 2%

The newspaper Public Relations Tactics 7.82 7.69 -2%

Member directory N/A 7.52 N/A

Q. 15. How valuable are the following services and products offered by PRSA to you or please indicate if you are not aware of them*Additional questions were asked in 2011. 11

Wh PRSA M b ?Who are PRSA Members?


Member Profile: Personal & P f i lProfessional

Personal

2008 2011

Professional

2008 20112008 2011

Male 29% 30%

Female 71% 70%

Race 2008 2011

2008 2011

PR Tenure ( % 20+ years) N/A 38%

Employment Status (% Full Time)

91% 87%

APR accredited 25% 29%White 88% 88%

African-American, African descent, Black

4% 4%

Asian, Pacific Islander, 1% 3%

APR accredited 25% 29%

Type of Employer 2008 2011

Corporation 27% 25%

Agency 19% 18%

L l 2008 2011Asian-American1% 3%

Other 6% 4%

Hispanic/Latino or Spanish Origin

5% 5%

Level 2008 2011

Junior 14% 5%

Mid-level 32% 30%

Senior 18% 32%Age 2008* 2011

Size of Organization (% with 101+ employees)

60% 64%

Salary (%<$50,000) 22% 21%

Department Structure 2008 2011

/

Age 2008* 2011

Millenials (17-34) 29% 27%

Gen Xers (35-46) 26% 26%

Late Boomers (47-55) 19% 21%

Powered by Braun Research 13* This question was open ended in 2008.

Reports to CEO N/A 39%

Reports to top management but not directly to CEO

N/A 31%

Reports to marketing department

N/A 8%

Early Boomers (56-65) 20% 20%

Pre-Boomers (66+) 6% 4%

M b S iMember Segmentation


The Career Stage of PRSA Members is More Complex than Just Junior Mid level and SeniorComplex than Just Junior, Mid-level, and Senior

A third of members consider themselves senior, but only 17% feel they are at the top of their career.One in five members are looking to change employers, but only 12% are looking for a job.

Member n=1,112

Lapsed Membersn=201

Never Membersn=583

Influencersn=241

Just starting out 6% 3% 7% 3%A few years into it 17% 14% 21% 8%At the mid-point 27% 27% 25% 24%At the top of my career 17% 16% 14% 28%Slowing down 4% 8% 3% 4%Looking for a job 12% 24% 21% 8%Ready for a change in employers

21% 26% 28% 15%

Ready for a change in careers 8% 8% 9% 5%Looking for a mentor 15% 13% 17% 11%A mentor to others 19% 14% 11% 35%% % %Plan to retire in the next 5 years

7% 7% 4% 9%

Plan to retire in the next 10 years

12% 13% 11% 16%

Had a promotion or two 19% 18% 16% 21%J i 5% 2% 6% 2%Junior 5% 2% 6% 2%Mid-level 30% 29% 26% 21%Senior 32% 36% 24% 50%

15Powered by Braun ResearchQ37. Based on where you are in your public relations career, which of the following apply to you? T3B

Seniority, by Itself, has Little Impact on Public Relations Professionals Satisfaction with PRSARelations Professionals Satisfaction with PRSA

Those who are earlier in their career rank PRSA lower than those who are in the middle, or top of their career or looking to mentor, but there is little difference between mid-level and senior professionals.

Among those … Satisfied with PRSA

Likely to Recommend

Likely to Recommend a Local Chapter

Likely to Renew

Those who want to mentor other public relations professionals are most satisfied with PRSA and likely to recommend and renew membership.

PRSA Recommend Local Chapter Renew Just starting out 48% 66% 59% 76%A few years into it 44% 60% 58% 72%At the mid-point 60% 64% 61% 83%At the top of my career 57% 65% 64% 79%Sl i d 56% 63% 70% 76%Slowing down 56% 63% 70% 76%Looking for a job 51% 61% 59% 70%Ready for a change in employers 53% 62% 57% 78%Ready for a change in careers 47% 57% 47% 72%Looking for a mentor 50% 61% 55% 77%A mentor to others 62% 71% 68% 84%Plan to retire in the next 5 years 55% 66% 64% 80%Plan to retire in the next 10 years 59% 68% 65% 85%Had a promotion or two 54% 63% 61% 82%Junior 40% 62% 60% 71%Mid-level 59% 66% 65% 83%Senior 58% 68% 63% 81%

16Q37. Based on where you are in your public relations career, which of the following apply to you? Cross with Q9,10,11, 12 T3B

Member Segmentation Helps Uncover the Needs of Professionals at Different Career Stages of Professionals at Different Career Stages

Method• K-means cluster analysis based upon where members are

in their public relations career (Q37).• 3 segment, 4 segment, and 5 segment solutions were g , g , g

reviewed.Final Solution• The 5 segment solution emerged as the best solution due to • The 5-segment solution emerged as the best solution due to

the size and distinctiveness of the segments.• Distribution of Segments:

Newbies (28%) n=320– Newbies (28%) n=320– Restless Mids (Mid-level Job Seekers) (13%) n=149– Content Mids (Mid-level, Satisfied Employee) (21%) n=232

Self focused Seniors (26%) n=292– Self-focused Seniors (26%) n=292– Give Back Seniors (12%) n=133


Member Segmentation: Overviewg

• Just starting out (21%) or a few years into it (51%)

N big ( ) y ( )

• Looking for a mentor (20%)• Ready for a change of employers (18%)

Newbies

• Ready for a change in employers (65%) and career (24%)H d i (55%)l M d • Had a promotion or two (55%)

• Looking for a mentor (52%)• Looking for a job (34%)

Restless Mids

• At the mid-point (69%)• Had a promotion or two (15%)• A mentor to others (6%)• Ready for a change in employers (12%) and career (3%)

Content Mids

• At the top of career (36%)Self focused • Plan to retire in 5 (10%) or 10 years (26%)• Looking to mentor (0%); Looking for a mentor (1%)• Influencer (27%)

Self-focused Seniors

• Influencer (49%)Give Back ( )• A mentor to others (100%)• At the top of career (47%)• Plan to retire in 5 (16%) or 10 years (29%)

Give Back Seniors


Segments are Satisfied with PRSA and Would Recommend and Renew MembershipRecommend and Renew Membership

All segments find professional organizations to be very or somewhat important. Self-focused Seniors place less importance on professional organizations than other segments of members.Give Back Seniors value professional organizations more than any other segment and seven-in-10 would are very likely to recommend PRSA.Mid-level Satisfied Employees and Give Back Seniors are the most likely to renew; however, the majority of all member segments are likely to renew their PRSA membership.

Newbies Restless Mids Content MidsSelf-focused

SeniorsGive Back

Seniors

Average Importance Average Importance of professional organization attributes (MEAN across all)

8.05 8.13 8.00 7.84 8.22

Satisfaction with Satisfaction with PRSA

47% 53% 64% 56% 63%

Likelihood Recommend PRSA

63% 63% 66% 66% 71%

Likelihood Renew 73% 79% 82% 79% 86%


How Does PRSA Meet Expectations? p

Self-focused Give Back Newbies Restless Mids Content Mids

Self focusedSeniors

Give Back Seniors

Code of ethics (81%)

Credential/accreditation

program (88%)



program(82%)

Code of ethics(91%)

Top 3 Performance Attributes for PRSA

(88%) (82%)

Advocate for the profession

(79%)



program(84%)



program(85%)

Has active local Advocate for the Advocate for the Awards or

Has active local Has active local chapters(77%)


(81%)


(79%)

recognition for excellence

(73%)

Has active local chapters (81%)

Networking from local

Accreditation, APR (74%)

PRSA JobCenter (76%)

Code of Ethics (68%)

Code of Ethics (79%)

Top 3 Services Offered by PRSA

chapters (71%)(74%) (76%) (68%) (79%)

PRSA JobCenter(67%)

PRSA JobCenter(73%)

Networking by local Chapters

(74%)

PRSA's website(64%)

Accreditation, APR

(71%)

Code of Ethics Free webinars Code of EthicsPublic Relations p.d. programs by

Code of Ethics(66%)

Free webinars(73%)

Code of Ethics(70%)

Strategist(62%)

local Chapters(70%)

Q14. Please indicate how well each attribute describes PRSA. Q15. How valuable the following services and products offered by PRSA are to you or please indicate if you are not aware of them.

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Which PRSA Advocacy Efforts are Most Important to Members?Important to Members?


Members Want PRSA to Prove the Value of Public R l ti t Th O t id th Di i liRelations to Those Outside the Discipline

The most important component of advocacy for PRSA members, lapsed members, and never b h l f bl l h b d members is promoting the value of public relations to the business community and promoting

best practices.

Members Lapsed Members Never MembersMembers

Promoting the value of public relations to the business community

84% 69% 74%

Promoting public relations best practices 83% 66% 77%Promoting ethics in the practice of public relations

81% 64% 71%relationsDefending the reputation of the profession 79% 59% 64%Encouraging the measurement of outcomes in public relations

74% 65% 71%

Speaking out on professional ethics violations 74% 56% 61%Addressing potential regulatory or

% 6% 8%

Q20. Thinking about the advocacy conducted by PRSA on behalf of the profession, how important are the following to you? T3B

Addressing potential regulatory or legislative threats to our profession

71% 56% 58%

Encouraging a diverse workforce of public relations professionals

54% 46% 51%

T3B


Questions?

Contact Christina Darnowski, Director, Research and Contact Christina Darnowski, Director, Research and Project Management, [email protected]

PRSA 2011 Membership Satisfaction Survey

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