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PRCA benchmarking data

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  • 1. 2011 PRCA Benchmarking Survey April 15 th 2011
  • 2. Background
    • 229 PRCA members contacted in total
    • Complete surveys returned:
      • 124 MD/CEO surveys (94 in 2010)
      • 79 FD surveys (69 in 2010)
      • 84 HRD surveys (76 in 2010)
    • Size bands defined by income:
      • Small: up to £850K
      • Medium: £851K to £2.5 million
      • Large: £2.51 million to £5 million
      • Very Large: more than £5 million
    PRCA Benchmarking Survey 2011 Bases sizes by size band are: MD FD HRD Small 61 25 31 Med 30 24 23 Lar 18 18 16 V Lar 15 12 14 Total 124 79 84
  • 3. Business type – 2011 sample profile PRCA Benchmarking Survey 2011 Base: 79 FDs
  • 4. Average profit 2009/2010 PRCA Benchmarking Survey 2011 Figures in ‘000s Base: 79 FDs
  • 5. Average operating margin 2009/2010 PRCA Benchmarking Survey 2011 Figures in ‘000s Base: 79 FDs
  • 6. Over-servicing rate PRCA Benchmarking Survey 2011 Base: 79 FDs
  • 7. Hours worked – contracted vs. actual PRCA Benchmarking Survey 2011 Base: 84 HRDs
  • 8. Staff retention strategies implemented in 2010 PRCA Benchmarking Survey 2011 Base: 84 HRDs
  • 9. Redundancies PRCA Benchmarking Survey 2011 Base: 84 HRDs
  • 10. Destination of leavers PRCA Benchmarking Survey 2011 Base: 84 HRDs Moved to another consultancy for… 2010 PRCA Survey 14% 12% 5% 15% 16% 14% 13% 3% 8% 0
  • 11. Employment prospects PRCA Benchmarking Survey 2011 Base: 84 HRDs
  • 12. Key threats over time PRCA Benchmarking Survey 2011 *Asked as one statement in 2010 survey: “ Clients exercising commercial pressure (e.g. negotiating costs downwards)” 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 Economic downturn 3 1 1 4 3 4 9 1 1 1 1 New clients selecting consultancies on price* N/A N/A N/A N/A N/A N/A N/A N/A N/A 2= 2 Shortage of skilled consultants 1 4 8 3 1 1 1 2 9 7 3 Other marketing disciplines encroaching on PR budgets N/A N/A N/A 8 12 8 7 6= 5 4= 4 Existing clients refusing to accept fee increases* N/A N/A N/A N/A N/A N/A N/A N/A N/A 2= 5 Competitors buying business N/A 9 4 2 7 7 8 5 3 3 6= Lack of evaluation 2 3 7 5 4 3 3 4 4 4= 6= Shift from retained to project-based work N/A N/A N/A N/A N/A N/A N/A N/A N/A 8 7 Instability of client relationships N/A 7 6 6 5 6 6 10 6= 11 9 Too much focus on measuring output N/A N/A N/A N/A N/A N/A N/A N/A N/A 9= 10
  • 13. Digital strategy PRCA Benchmarking Survey 2011 Does your business have a formal digital strategy? Base: 124 MDs, except * where based is 84 HRDs