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  • 1. WORLD PR REPORT 2013 Produced by the Holmes Report and the International Communications Consultancy Organisation
  • 2. cause impact www.ketchum.com
  • 3. WORLD PR REPORT 2013 CONTENTS 04 Foreword Rob Flaherty Paul Holmes  David Gallagher and Francis Ingham 07 Global Rankings 19 Global Overview 19 Trends and Attitudes 27 Opportunities and Challenges 49 Regions and Markets 00 Appendix Produced by the Holmes Report and ICCO. The Holmes Report Paul A. Holmes — CEO Arun Sudhaman — Partner & Managing Editor Greg Drury — Partner & President, US Operations Aarti Shah — Senior Editor ICCO David Gallagher — President Francis Ingham — Executive Director Anastasia Demidova — General Manager Report Design — christhedesignerlimited@gmail.com The Holmes Report The Holmes Group is dedicated to proving and improving the value of public relations, by providing insight, knowledge and recognition to public relations professionals. The Holmes Group was founded in 2000 by Paul Holmes (pholmes@holmesreport.com), Editor-in-Chief and CEO, who has more than two decades of experience writing about and evaluating the public relations business and consulting with both public relations firms and their clients. The Holmes Group delivers against its mission by providing the most sophisticated reporting and analysis on public relations trends and issues. www.holmesreport.com ICCO The International Communications Consultancy Organisation (ICCO) is the voice of public relations consultancies around the world. The ICCO membership comprises national trade associations in 28 countries across the globe in Europe, Africa, Asia, the Americas and Australia. Collectively, these associations represent over 1,700 PR firms. www.iccopr.com
  • 4. WORLD PR REPORT FOREWORD 1 Rob Flaherty Senior Partner, CEO, Ketchum FOREWORD This year’s World PR Report shows that, more than ever in the past decade, there are significant regional differences in agency leader optimism, client attitudes and new technique adoption rates in communications. “ here are surprises T and anomalies here that are worth considering as you plan your agency and communications strategies in the year ahead...” While all global research studies, including this one, offer the reader a summary of the findings on a worldwide basis, the most useful way to examine these results is on a region-by-region and country-by-country basis. And it’s clear from that country-level view that attitudes strongly correlate to both the state of the economy and the pace of evolution to new social and digital ways of communicating. In Europe, where governments have used austerity to right their financial ship, and where there has been a slower climb out of the recession, optimism is down and so is confidence that CEOs are committed to corporate reputation. In the U.K. and the U.S., where economic stimulus spurred a faster recovery, optimism and confidence is recovering sooner. This pattern plays out in the willingness of clients to turn to their PR firm for non-traditional services, including new digital and social services. North America, the U.K. and Australia are seeing more of this willingness than Western Europe. Asia also trails in client willingness to try new services, even though their economy is growing at rates two to three times higher than those in Europe. But that can be attributed to the evolution of the PR discipline in those countries. From my recent experiences in Asia, I believe that the region is catching up quickly when it comes to use of digital and social services. Use of Sina Weibo, Renren and other platforms is exploding in Asia, which will bring about a leap-frog effect in use of social PR campaigns. A standout in the Report is Latin America, which scored highest in overall optimism as well as client willingness to turn to their PR firm for non-traditional services. It’s further evidence that this is the decade for PR firm networks to continue to invest in that region. As you examine the findings in the study, I encourage you to avoid what the research professionals call “confirmation bias”: the tendency to sort all of this data in ways that only confirm your existing beliefs. There are surprises and anomalies here that are worth considering as you plan your agency and communications strategies in the year ahead. Lastly, everything in this report gives me cause for optimism. Imagine the acceleration of our businesses when Europe finally comes out of this prolonged recession. Imagine the opportunity as more and more clients realize that their PR firm is an ideal place to turn for campaigns that start with the consumer and are more about sharing ideas than the traditional approach of pushing brand messages. We have a lot of work to do, but also a lot to look forward to. Rob Flaherty Senior Partner, CEO, Ketchum 4 WORLD PR REPORT 2013
  • 5. WORLD PR REPORT FOREWORD 2 Paul Holmes Editor-in-Chief, The Holmes Report FOREWORD “ he results of our T survey suggest that the industry is enjoying only partial success...” The growth of the public relations industry (around 8 percent globally last year) continues to outpace the growth of the global economy, but it is difficult to look at the numbers and the results of the survey that accompanied our Holmes Report/ICCO 250 ranking project this year and not be slightly concerned that the business is not taking full advantage of the opportunities presented by a changing media environment. While overall industry growth is respectable, it is notable that for the third consecutive year the independent and midsized firms in our survey significantly outperformed the giant, publicly-held multinational agencies. And while firms in North America are enjoying robust good health, growth in Asia continues apace, and the UK has largely rebounded from a difficult 2011, the rest of Europe continues to face a daunting environment. It is true that firms remain broadly optimistic about future growth, but global optimism levels declined slightly over the past 12 months, as did concerns about competition from other disciplines. There were also small decreases in the number of agency principals agreeing that CEOs are taking corporate reputation and social responsibility more seriously, and that marketers are spending more on PR relative to other disciplines. That last finding is particularly troubling, particularly when coupled with concerns that PR firms (especially those outside North America) are not meeting clients’ digital needs as effectively as they might. The digital and social media revolution—with its emphasis on transparency, authenticity, credibility and dialogue, all traditional PR strengths—presents an unprecedented opportunity for public relations to take market share from other communications disciplines, and to play a leading strategic role in corporate reputation and brand-building. The results of our survey suggest that the industry is enjoying only partial success in this regard, whether because PR firms have been slow to develop the necessary capabilities or because they have been unable to convince clients that PR can deliver a broad range of strategic services beyond traditional media relations. If there is one take away from this research, it is that those firms without the requisite digital and social skills need to develop them—and quickly. And those firms that do have those skills need to do a much better job of explaining to clients that PR agencies can take on a broader and more strategic role than in the past. Paul Holmes Editor-in-Chief, The Holmes Report WORLD PR REPORT 2013 5
  • 6. WORLD PR REPORT FOREWORD 3 David Gallagher ICCO President & CEO EMEA, Ketchum Francis Ingham ICCO Chief Executive FOREWORD “ e need to W recruit the very best talent, regardless of background...” This Holmes Report/ICCO publication reveals many things—there is much data here to be studied and acted upon. But every nuance contained is secondary to this one salient fact—PR is a global success story. A dynamic and powerful industry, growing around the world, increasing its relevance and importance as it does. Nobody should be complacent, but that should not stop us from congratulating ourselves on being part of such an industry. Across the globe, PR is growing. Growing amounts of revenue. Growing numbers of people. Even in those parts of the world most badly affected by the downturn of the past five years, growth is apparent. Often it’s growth that has to be worked for—hard. But it is growth nonetheless, and at levels which would be the envy of many, indeed most, industries. And even where optimism levels have dipped slightly, ours is still an overwhelmingly positive industry, confident in its value and assured of its future. So what are the challenges? ICCO would highlight three. And speaking with our members across all continents and in 28 countries, they are common. Talent. We need to recruit the very best talent, regardless of background. Employers want enthusiastic, intelligent people, unafraid of hard work, and committed to a career in public relations. But in order to attract the very best, we need to reward them appropriately, and we need to appeal to those who might previously have thought PR wasn’t the industry for them. Evaluation. If we cannot prove the value of what we do, we will never command the fees that we should. The evaluation issue has held our industry back for far too long. This summer, in conjunction with AMEC and the UK PRCA, ICCO launched the definitive guide to measurement and evaluation. It needs to become as embedded in how agencies work as the invoicing process is. Because evaluation will define our future. Finally, client attitude to reputation. We need to help clients understand the financial value of their reputation. To appreciate that if the first time their PR adviser enters the room is when the crisis has broken, they have already squandered a great deal of cash. In all of those areas, we will work with the industry to provide practical, deliverable answers to deeply-ingrained problems. But the fact that we can be better than we are must not detract from this undeniable fact—PR is on the march across the world, and ICCO members are in its vanguard. David Gallagher ICCO President & CEO EMEA, Ketchum Francis Ingham ICCO Chief Executive 6 WORLD PR REPORT 2013
  • 7. GLOBAL RANKINGS EXECUTIVE SUMMARY GLOBAL PR INDUSTRY UP 8% IN 2012 •  ublicly-owned MNC firms P up six percent • ndependent PR firms up I 8.6 percent •  R agency industry worth P almost $11bn, employs more than 75,000 people The global public relations industry continued to grow by around eight percent last year—the third consecutive year at approximately the same level— with independent firms continuing to outperform the large, holding company-owned agencies. The independent firms submitting to our annual survey—conducted this year in conjunction with ICCO, the International Communications Consultancy Organisation—grew by about 8.6 percent on average. The five largest holding companies (WPP, Omnicom, Interpublic, Publicis and Havas) grew by an average of six percent. That meant overall industry growth for the year of just under 7.9 percent. That’s around the same level as the overall industry growth in 2011 (7.9 percent) and in 2010 (8.1 percent). It is also notable that the numbers for the publicly-traded firms included a number of acquisitions: organic growth for those agencies was just 3.3 percent. As a result of those changes, the market share of globally reported revenue—slightly more than $9.5 billion—held by the five giant holding companies, which was around 50 percent two years ago, has now declined to around 45 percent. The share of the overall global PR industry revenue—now estimated by The Holmes Report/ICCO at close to $11 billion based on the vast number of smaller firms that do not provide revenue figures—is now well under 40 percent. “These numbers have to cast serious doubt on the idea that the clients believe bigger is better, and on the notion that the PR industry is consolidating,” says Paul Holmes, editor-inchief of The Holmes Report/ICCO. “The reality is that the growth of the industry around the world is currently being driven by independents, most of them smaller or medium sized firms.” One worrying trend, however, saw a decline in revenue per capita for those firms reporting both fee income and headcount to an average of around $142,000, compared to $151,000 last year. Based on its research, the Holmes Report/ICCO estimates that the global PR agency industry employs more than 75,000 people, up from 66,000 last year. “This decline could be a result of greater participation by firms in developing markets, where revenues per head tend to be lower,” says Holmes. “But it could also be that firms are responding to increasing price pressure by over-servicing.” WORLD PR REPORT 2013 7
  • 8. GLOBAL RANKINGS TOP 10 TOP 10: EDELMAN WIDENS GAP AT TOP OF THE TABLE •  delman grows 8.2 percent E to $666m •  ouble-digit growth at D Ketchum and MSLGroup • ndependents continue to I outperform holding groups 2012 2011 AGENCY HQ 2012 [$] GROWTH [%] 1 1 EDELMAN USA 665,600,000 8.2 2 2 WEBER SHANDWICK USA 628,350,000 6.5 3 3 FLEISHMANHILLARD USA 546,000,000 5.0 4 4 MSLGROUP FRANCE 526,000,000 11.0 5 5 BURSON MARSTELLER USA 454,500,000 1.0 6 7 KETCHUM USA 440,000,000 14.0 7 6 HILL+KNOWLTON STRATEGIES USA 390,000,000 0.0 8 8 OGILVY PUBLIC RELATIONS USA 297,000,000 6.1 9 9 HAVAS PR FRANCE 224,000,000 7.7 10 11 BRUNSWICK UK 210,000,000 5.0 Edelman has widened its lead as the largest PR firm in the world, a position the independent PR agency has now held for the past three years. The agency reported growth of 8.2 percent in 2012 to $666m, while the Holmes Report/ICCO estimates that its closest rival Weber Shandwick increased fee income by around 6.5 percent. Like many of the top 10 firms, Edelman’s growth slowed in 2012. Only two top ten agencies— Ketchum and MSLGroup—recorded double digit growth. Ketchum’s increase was enough for the Omnicom-owned agency to pass Hill+Knowlton Strategies and reach the number six spot on our list. The only other change in the top 10, meanwhile, saw FTI Consulting drop out at the expense of keen rival Brunswick. Fee income for nine of the top 10 firms is estimated by The Holmes Report/ICCO based on published sources (including holding company revenues) and our own knowledge of the industry, with the majority of large holding companies continuing to use the Sarbanes-Oxley financial disclosure rules as an excuse not to publish numbers of individual businesses. Independent firms, meanwhile, continue to outperform the holding companies in terms of growth, with Edelman only the most prominent example. Overall, independent firms submitting information to the Holmes Report/ICCO 250 experienced growth of better than eight percent, compared to average growth of around three percent for the public relations operations of major holding companies. Outside the top 10, impressive growth at GolinHarris saw it climb one spot to 12th. Among independents, China’s Blue Focus was the biggest gainer—its 39 percent growth to $87.8 million was enough to lift it from 24th to 19th. Brazil’s FSB also impressed, growing 14 percent to more than $71m. US-based W2O, meanwhile, entered the top 25 for the first time after better than 30 percent growth. 8 WORLD PR REPORT 2013
  • 9. GLOBAL RANKINGS TOP 250 Revenue numbers for many agencies include subsidiaries—including research, advertising, and specialist PR firms—many of which operate under separate brands but nevertheless report into the listed PR agency. For full methodology please visit globalpragencies.com/methodology. For firms that submitted numbers in pounds sterling or euros, conversions were made using exchange rates as of 12/31/2012. In some cases, where last year’s submitted numbers were used for comparison purposes, growth numbers may be lower because of exchange rate fluctuations than they would have been in constant currency terms. 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) FEE INCOME 2011 ($) GROWTH (%) STAFF 1 1 EDELMAN USA 665,600,000 614,900,000 8.2 5,021 2 2 WEBER SHANDWICK USA 628,350,000 590,000,000 6.5 N/A 3 3 FLEISHMANHILLARD USA 546,000,000 520,000,000 5.0 N/A 4 4 MSLGROUP FRANCE 526,000,000 474,000,000 11.0 N/A 5 5 BURSON MARSTELLER USA 454,500,000 450,000,000 1.0 N/A 6 7 KETCHUM USA 440,000,000 386,000,000 14.0 N/A 7 6 HILL+KNOWLTON STRATEGIES USA 390,000,000 390,000,000 0.0 N/A 8 8 OGILVY PUBLIC RELATIONS USA 297,000,000 280,000,000 6.1 N/A 9 9 HAVAS PR1 FRANCE 224,000,000 208,000,000 7.7 N/A 10 11 BRUNSWICK UK 210,000,000 200,000,000 5.0 N/A 11 10 FTI CONSULTING USA 186,700,000 200,900,000 -7.1 N/A 12 13 GOLINHARRIS USA 175,000,000 150,000,000 16.7 735 13 12 COHN & WOLFE USA 159,000,000 150,000,000 6.0 N/A 14 15 MEDIA CONSULTA INTERNATIONAL GERMANY 143,070,435 126,259,560 13.3 614 15 14 GRAYLING UK 132,912,000 144,000,000 -7.7 N/A 16 16 APCO WORLDWIDE USA 121,800,000 120,701,000 1.0 606 17 17 WAGGENER EDSTROM WORLDWIDE, INC. USA 118,462,000 115,832,000 2.3 N/A 18 18 PORTER NOVELLI USA 116,000,000 115,000,000 0.9 N/A 19 24 BLUEFOCUS PR GROUP CHINA 87,771,000 63,200,000 38.9 1,140 20 20 PUBLIC SYSTEME HOPSCOTCH2 FRANCE 77,395,950 75,022,650 3.2 545 21 21 CHANDLER CHICCO COMPANIES USA 76,000,000 72,800,000 4.4 N/A 22 25 FSB COMUNICAÇÕES BRAZIL 71,006,375 62,161,382 14.2 584 23 22 RLM FINSBURY US/UK 70,000,000 70,000,000 0.0 N/A 24 23 KREAB GAVIN ANDERSON UK/SWEDEN 66,600,000 66,000,000 0.9 N/A 25 30 W2O GROUP USA 62,005,000 47,577,000 30.3 305 26 29 RES PUBLICA (NATIONAL PR) CANADA 60,000,000 49,800,000 20.5 400 27 19 RUDER FINN, INC. USA 56,148,000 57,663,000 -2.6 485 28 28 TEXT100 CORPORATION USA 50,890,670 50,240,310 1.3 476 29 26 BELL POTTINGER PRIVATE3 UK 47,313,690 51,227,550 -7.6 222 30 38 COLLEGE HILL UK 47,263,287 38,808,750 21.8 316 31 35 FISCHERAPPELT GERMANY 46,345,275 41,928,300 10.5 305 32 36 HERING SCHUPPENER GERMANY 46,279,350 42,192,000 9.7 161 33 33 FREUD COMMUNICATIONS UK 45,413,013 41,980,000 8.2 240 34 32 CDN COMUNICAÇÃO CORPORATIVA BRAZIL 44,000,000 42,000,000 4.8 363 35 39 MWW USA 42,875,000 38,626,000 11.0 207 36 37 DENTSU PUBLIC RELATIONS INC. JAPAN 42,000,000 40,000,000 5.0 223 37 34 CITIGATE DEWE ROGERSON UK 39,810,486 41,599,254 -4.3 N/A 38 27 PRAP JAPAN, INC. JAPAN 36,229,000 50,788,000 -28.7 116 39 40 LEWIS PR UK 35,819,000 34,948,000 2.5 260 40 42 MARINA MAHER COMMUNICATIONS USA 35,000,000 31,500,000 11.1 N/A 41 N/A DEVRIES PR USA 35,000,000 N/A N/A N/A 42 46 DKC PUBLIC RELATIONS USA 32,896,560 27,413,800 20.0 154 43 51 FINN PARTNERS USA 32,293,000 23,783,000 35.8 233 44 45 MHP COMMUNICATIONS UK 29,601,135 28,674,372 3.2 155 45 43 QORVIS COMMUNICATIONS USA 29,500,000 29,500,000 0.0 102 46 44 CITIZEN RELATIONS USA 28,500,000 27,000,000 5.6 N/A 47 48 BITE COMMUNICATIONS USA 26,895,639 25,614,894 N/A N/A 48 N/A GOOD RELATIONS GROUP UK 26,087,566 N/A N/A 174 49 47 BARABINO & PARTNERS ITALY 26,000,000 N/A N/A N/A 50 49 HOTWIRE PUBLIC RELATIONS UK 25,626,802 24,659,306 3.9 168 TABLE NOTES 1: Havas PR was Euro RSCG Worldwide 2: Publc Systeme Hopscotch was Hopscotch 3:  ell Pottinger Private and Good Relations Group are new entities formed after the B MBO of parts of Bell Pottinger Group’s business from Chime Communications in July 2012. Both entries include a calculation by each firm of their full-year PR fee income. WORLD PR REPORT 2013 9
  • 10. GLOBAL RANKINGS TOP 250 Continued 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) FEE INCOME 2011 ($) GROWTH (%) STAFF 51 52 LLORENTE & CUENCA SPAIN 25,183,350 23,996,700 4.9 298 52 63 ALLISON+PARTNERS USA 25,000,000 19,400,000 28.9 130 53 50 AGT COMMUNICATIONS GROUP RUSSIA 24,808,978 23,786,744 4.3 N/A 54 84 ZENO GROUP USA 24,412,282 14,047,832 73.8 77 55 N/A RACEPOINT GROUP USA 24,000,000 20,000,000 20.0 150 56 67 CONE USA 24,000,000 N/A 10.0 110 57 56 PRIME PR SWEDEN 23,733,000 21,398,600 10.9 N/A 58 56 BLUE RUBICON UK 23,412,960 20,180,550 16.0 N/A 59 54 FISHBURN HEDGES UK 22,762,600 21,732,900 4.7 127 60 96 WE ARE SOCIAL UK 22,750,085 13,172,754 72.7 300 61 57 FOUR COMMUNICATIONS GROUP PLC UK 22,712,569 22,158,781 2.5 146 62 62 THE RED CONSULTANCY UK 22,564,240 19,589,105 15.2 N/A 63 55 OLIVER SCHROTT KOMMUNIKATION GERMANY 21,908,196 21,834,360 0.3 135 64 65 CROS RUSSIA 21,550,000 20,000,000 7.7 133 65 53 PROFESSIONAL PUBLIC RELATIONS PTY LTD AUSTRALIA 20,488,112 21,269,599 -3.7 125 66 59 STRATEGIC PUBLIC RELATIONS GROUP HONG KONG 20,320,000 20,190,000 0.6 280 67 74 INTEREL BELGIUM 20,173,050 16,717,110 20.7 N/A 68 86 GEELMUYDEN.KIESE GROUP NORWAY 20,161,160 15,933,820 26.5 100 69 69 TONIC HEALTH UK 20,053,878 18,230,798 10.0 N/A 70 70 COYNE PR USA 20,027,000 N/A N/A 110 71 64 TAYLOR USA 19,800,000 19,100,000 3.7 95 72 N/A MOSTRA BELGIUM 19,777,500 21,096,000 -6.3 140 73 81 GIBBS & SOELL, INC. USA 19,734,980 14,700,000 34.0 119 74 66 THE OUTCAST AGENCY USA 19,240,000 18,500,000 4.0 N/A 75 58 COONEY/WATERS GROUP USA 18,961,000 20,433,000 -7.2 65 76 75 MIKHAILOV & PARTNERS RUSSIA 18,870,372 20,117,673 -6.2 86 77 80 ATOMIC USA 18,700,000 16,100,000 16.1 117 78 N/A ACTION GLOBAL COMMUNICATIONS CYPRUS 18,000,000 14,000,000 28.6 300 79 89 ROWLAND AUSTRALIA 17,943,977 13,081,112 37.2 92 80 88 FRENCH/WEST/VAUGHAN USA 17,186,330 13,325,710 29.0 84 81 72 PRAIN SOUTH KOREA 17,000,000 17,794,000 -4.5 130 82 71 PADILLA SPEER BEARDSLEY INC. USA 16,875,860 17,834,808 -5.4 113 83 76 A&B ONE GERMANY 16,744,950 16,349,400 2.4 101 84 78 INFORPRESS SPAIN 16,540,583 15,401,124 7.4 188 85 79 PEPPERCOM USA 16,172,652 15,120,681 7.0 81 86 77 FARNER CONSULTING SWITZERLAND 16,100,000 17,100,000 -5.8 60 87 83 MAITLAND UK 15,446,050 13,971,150 10.6 45 88 87 ADFACTORS PR PRIVATE LIMITED INDIA 15,400,000 13,390,000 15.0 380 89 95 PROSEK PARTNERS4 USA 15,000,000 12,600,000 19.0 58 90 97 ERGO KOMMUNIKATION GERMANY 14,899,050 12,921,300 15.3 110 91 110 OLSON PR USA 14,750,000 14,000,000 5.4 75 92 N/A PR ONE SOUTH KOREA 14,746,544 11,520,737 28.0 130 93 103 HUNTER PUBLIC RELATIONS USA 14,554,310 12,031,691 21.0 82 94 109 MITCHELL COMMUNICATIONS GROUP LLC , USA 14,335,377 10,157,005 41.1 76 95 123 ACHTUNG! GERMANY 14,305,725 10,257,930 39.5 100 96 85 M BOOTH USA 14,240,195 13,892,873 2.5 N/A 97 93 SHIFT COMMUNICATIONS INC. USA 14,225,795 12,673,822 12.2 100 98 94 5W PUBLIC RELATIONS USA 14,188,564 12,656,123 12.1 92 99 102 FAKTOR 3 GERMANY 13,976,100 12,262,050 14.0 134 100 108 HABERLEIN & MAURER GERMANY 13,976,100 11,533,510 21.2 N/A TABLE NOTES 4: Prosek Partners was CJP 10 WORLD PR REPORT 2013
  • 11. GLOBAL RANKINGS TOP 250 Continued 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) FEE INCOME 2011 ($) GROWTH (%) STAFF 101 115 BRANDS2LIFE UK 13,169,790 11,543,890 14.1 97 102 100 RF BINDER USA 13,136,803 12,450,000 5.5 75 103 106 CRT/TANAKA USA 13,009,202 11,572,544 12.4 74 104 98 MAKOVSKY & COMPANY USA 13,000,000 12,500,000 4.0 51 105 101 FRANK PR UK 12,901,144 12,804,831 0.8 74 106 90 LANSONS COMMUNICATIONS UK 12,605,912 13,091,356 -3.7 79 107 107 FORMULA USA 12,518,123 11,565,878 8.2 N/A 108 119 FAHLGREN MORTINE USA 12,397,732 10,532,642 17.7 69 109 113 AMI COMMUNICATIONS CZECH REPUBLIC 12,262,050 11,339,100 8.1 117 110 105 JESCHENDKO MEDIAAGENTUR GERMANY 12,182,940 12,182,940 0.0 N/A 111 121 JACKSON SPALDING USA 12,095,500 10,465,757 15.6 82 112 112 IMRE USA 12,000,000 11,000,000 9.1 81 113 125 DAVIES USA 11,955,649 9,963,041 20.0 34 114 N/A V+O COMMUNICATION GREECE 11,688,773 10,310,553 13.4 95 115 127 NELSON BOSTOCK GROUP LIMITED UK 11,533,842 10,214,720 12.9 76 116 N/A 124 COMMUNICATIONS CONSULTING THAILAND 11,450,000 11,450,000 0.0 38 117 125 FIRST HOUSE NORWAY 11,284,427 8,708,239 29.6 234 118 120 SPARKPR USA 11,280,339 10,531,890 7.1 N/A 119 111 WELLCOM FRANCE 11,207,250 9,888,750 13.3 90 1 20 122 TRACCS SAUDI ARABIA 10,870,000 10,180,000 6.8 188 121 N/A IRIS WORLDWIDE UK 10,858,856 4,288,326 153.2 N/A 122 124 KAPLOW USA 10,850,000 10,024,000 8.2 59 123 99 LEVICK STRATEGIC COMMUNICATIONS, LLC USA 10,793,299 12,459,523 -13.4 49 124 126 RASKY BAERLEIN USA 10,689,403 N/A N/A N/A 125 133 TVC GROUP UK 10,568,350 8,779,860 20.4 N/A 126 128 THE BIG PARTNERSHIP UK 10,484,714 10,025,316 4.6 91 127 220 FORTUNE PR INDONESIA 10,055,460 3,365,011 198.8 100 128 148 STANTON COMMUNICATIONS, INC. USA 9,866,776 11,341,000 -13.0 31 129 118 WIDMEYER COMMUNICATIONS USA 9,839,514 9,086,689 8.3 30 130 132 CAKE UK 9,755,400 8,537,925 14.3 N/A 131 N/A POWERSCOURT UK 9,607,443 7,906,752 21.5 27 132 146 LAUNCHSQUAD USA 9,387,224 7,456,140 25.9 85 133 117 APPROACH BRAZIL 9,300,000 8,200,000 13.4 135 134 140 TBWA/CORPORATE FRANCE 9,229,500 7,775,400 18.7 150 135 152 DIPLOMAT COMMUNICATIONS SWEDEN 9,229,500 6,994,051 32.0 35 136 134 3 MONKEYS COMMUNICATIONS LIMITED UK 9,058,038 8,713,588 4.0 56 137 139 KIRCHOFF CONSULT GERMANY 8,702,100 7,911,000 10.0 110 138 129 THE HOFFMAN AGENCY USA 8,650,000 9,150,000 -5.5 87 139 143 SENATESHJ NEW ZEALAND 8,635,117 7,536,325 14.6 37 140 130 RED DOOR COMMUNICATIONS UK 8,581,500 9,026,997 -4.9 45 141 156 HANOVER UK 8,555,486 7,484,018 14.3 41 142 187 KWITTKEN + COMPANY WORLDWIDE USA 8,500,000 5,000,000 70.0 40 143 142 KPR & ASSOCIATES, INC. SOUTH KOREA 8,444,500 7,544,560 11.9 96 144 141 JEFFREYGROUP USA 8,400,330 7,649,868 9.8 104 145 154 LIFT CONSULTING PORTUGAL 8,247,365 6,885,243 19.8 78 146 144 OCTOPUS UK 8,179,903 7,859,601 4.1 N/A 147 149 AGENCE ELAN FRANCE 8,042,850 7,127,450 12.8 N/A 148 138 HORN GROUP USA 8,000,000 7,900,000 1.3 25 149 136 AIRFOIL GROUP USA 7,867,069 8,127,627 -3.2 52 150 159 EULOGY UK 7,788,061 N/A N/A N/A WORLD PR REPORT 2013 11
  • 12. GLOBAL RANKINGS TOP 250 Continued 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) FEE INCOME 2011 ($) GROWTH (%) STAFF 151 175 PEGASUS UK 7,596,205 5,710,161 33.0 44 152 151 CP/COMPARTNER GERMANY 7,515,450 6,997,860 7.4 78 153 147 KOMM.PASSION GERMANY 7,251,750 7,212,195 0.5 58 154 173 MATTER COMMUNICATIONS USA 7,000,000 5,750,000 21.7 58 155 157 EMG THE NETHERLANDS 6,988,050 6,724,350 3.9 48 156 209 MARCO DE COMUNICACION SPAIN 6,922,125 3,955,500 75.0 45 157 N/A MAX BORGES AGENCY USA 6,910,743 N/A N/A 36 158 158 PRO-VISION COMMUNICATIONS RUSSIA 6,819,040 6,690,821 1.9 70 159 162 IMAGEM CORPORATIVA BRAZIL 6,732,343 6,205,683 8.5 86 160 186 PUBLIC COMMUNICATIONS INC. USA 6,546,731 4,788,597 36.7 50 161 178 MCG MEDICAL CONSULTING GROUP GERMANY 6,473,835 5,313,190 21.8 36 162 160 FINK & FUCHS PUBLIC RELATIONS GERMANY 6,460,650 6,592,500 -2.0 64 163 N/A MISCHIEF UK 6,394,665 5,350,837 19.5 65 164 170 SHINE COMMUNICATIONS UK 6,342,636 6,225,571 1.9 55 165 168 LOU HAMMOND & ASSOCIATES USA 6,318,272 5,952,850 6.1 40 166 N/A LAMBERT, EDWARDS & ASSOCIATES USA 6,026,000 5,306,000 13.6 36 167 185 TALK PR UK 6,023,960 5,002,894 20.4 42 168 163 PAN COMMUNICATIONS USA 6,002,000 6,113,000 -1.8 39 169 167 BLISS INTEGRATED COMMUNICATIONS USA 5,698,000 5,965,000 -4.5 33 170 192 CLARION COMMUNICATIONS UK 5,690,650 4,657,050 22.2 32 171 166 MCNEELY PIGOTT & FOX PUBLIC RELATIONS USA 5,640,530 5,989,743 -5.8 46 172 165 CONSOLIDATED PR UK 5,630,492 6,388,161 -11.9 43 173 177 RBB PUBLIC RELATIONS, LLC USA 5,603,460 5,400,000 3.8 31 174 N/A DODGE COMMUNICATIONS USA 5,510,756 N/A N/A 42 175 N/A JP KOM GERMANY 5,500,000 N/A N/A 38 176 N/A NEWGATE COMMUNICATIONS UK 5,463,024 1,260,073 333.5 N/A 177 189 JPA HEALTH COMMUNICATIONS5 USA 5,307,391 4,746,484 11.8 26 178 172 SPECTRUM SCIENCE COMMUNICATIONS USA 5,225,000 5,100,000 2.5 25 179 191 JUST: HEALTH UK 5,123,211 4,677,231 9.5 26 180 174 FRESHWATER UK 5,115,081 5,701,782 -10.3 44 181 N/A N2N COMMUNICATIONS AUSTRALIA 5,100,000 4,200,000 21.4 32 182 200 SALT UK 5,015,902 4,710,232 6.5 32 183 196 SINGER ASSOCIATES USA 4,907,595 N/A N/A 12 184 195 LINHART PR USA 4,899,244 4,599,067 6.5 28 185 188 HAAS & HEALTH PARTNER GERMANY 4,878,450 4,825,710 1.1 37 186 215 FOODMINDS USA 4,859,213 3,515,753 38.2 17 187 193 REVIVEHEALTH USA 4,850,000 4,650,000 4.3 20 188 190 SPEED COMMUNICATIONS UK 4,803,546 4,939,881 -2.8 39 189 202 360 PUBLIC RELATIONS USA 4,752,383 4,184,545 13.6 33 190 198 KALTWASSER KOMMUNIKATION GERMANY 4,733,415 4,431,978 6.8 32 191 203 BRANDZEICHEN GERMANY 4,641,120 4,271,940 8.6 35 192 206 COOPERKATZ & COMPANY, INC. USA 4,622,315 4,060,058 13.8 28 193 210 INTEGRAL PR SERVICES PVT LIMITED INDIA 4,600,000 3,910,000 17.6 77 194 197 CERRELL ASSOCIATES US 4,505,793 4,467,123 0.9 21 195 176 PUBLICASITY UK 4,445,211 4,285,872 3.7 34 196 205 PRETTY GREEN UK 4,435,455 4,115,280 7.8 36 197 199 L C WILLIAMS & ASSOCIATES USA 4,404,394 4,387,355 0.4 26 198 183 INTERMARKET COMMUNICATIONS USA 4,312,805 4,837,425 -10.8 18 199 241 TANGERINE PR UK 4,294,002 2,939,627 46.1 N/A 200 207 CIRKLE UK 4,254,980 4,228,966 0.6 28 TABLE NOTES 5: JPA was Jones Public Affairs 12 WORLD PR REPORT 2013
  • 13. GLOBAL RANKINGS TOP 250 Continued 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) FEE INCOME 2011 ($) GROWTH (%) STAFF 201 N/A CREATIVE CREST INDIA 4,200,000 3,500,000 20.0 65 202 214 STANDING PARTNERSHIP USA 4,100,532 3,568,886 14.9 29 203 235 BORDERS + GRATEHOUSE USA 4,093,335 2,982,627 37.2 23 204 N/A BLICK & STAFF USA 3,993,860 N/A N/A 15 205 221 CAMBRE ASSOCIATES BELGIUM 3,972,641 3,408,323 16.6 25 206 204 LANE USA 3,968,034 4,144,944 -4.3 26 207 N/A THE FRAUSE GROUP USA 3,963,000 3,682,075 7.6 22 208 223 GROUNDFLOOR MEDIA USA 3,874,878 3,305,110 17.2 20 209 213 HBI INTERNATIONAL GERMANY 3,810,465 3,559,950 7.0 22 210 212 OPEN ROAD UK 3,658,275 3,593,239 1.8 20 211 N/A BERKELEY PR INTERNATIONAL UK 3,633,887 2,879,469 26.2 35 212 N/A TRIGGER OSLO NORWAY 3,559,950 N/A N/A N/A 213 225 CRUX KOMMUNIKASJON NORWAY 3,500,000 3,700,000 -5.4 10 214 233 CCGROUP UK 3,485,021 3,159,647 10.3 23 215 N/A TEAMSPIRIT PUBLIC RELATIONS UK 3,450,160 2,876,217 20.0 20 216 244 WHYTE CORPORATE AFFAIRS BELGIUM 3,446,559 2,706,933 27.3 18 217 219 DUKAS PUBLIC RELATIONS USA 3,438,000 3,389,000 1.4 16 218 232 STORYMAKER GERMANY 3,335,805 3,072,105 8.6 30 219 237 THE SKILLS GROUP AUSTRIA 3,296,250 2,966,625 11.1 19 220 218 SCHNEIDER ASSOCIATES USA 3,280,000 3,830,000 -14.4 18 221 N/A MORRIS + KING USA 3,181,416 N/A N/A 23 222 240 FOCUS PR UK 3,151,890 2,910,252 8.3 27 223 238 JOHNSON KING UK 3,136,647 3,007,071 4.3 25 224 243 THREEPIPE COMMUNICATIONS LIMITED UK 3,132,048 2,696,303 16.2 28 225 231 INC ITALY 3,032,550 3,060,239 -0.9 24 226 N/A FUNDAMENTO COMUNICAÇÃO CORPORATIVA BRAZIL 2,950,000 2,310,000 27.7 50 227 229 SCHWARTZ PUBLIC RELATIONS GERMANY 2,900,700 2,900,700 0.0 16 228 N/A REPUTATION PARTNERS USA 2,900,000 2,400,000 20.8 13 229 N/A W COMMUNICATIONS UK 2,895,728 1,821,008 59.0 25 230 N/A TREVELINO/KELLER USA 2,888,624 N/A N/A 16 231 211 MCS HEALTHCARE PUBLIC RELATIONS USA 2,877,962 3,771,495 -23.7 17 232 N/A EON STAKEHOLDER RELATIONS PHILIPPINES 2,740,000 2,200,000 24.5 65 233 N/A SEESAME COMMUNICATION EXPERTS SLOVAKIA 2,647,548 2,452,410 8.0 25 234 N/A UNITY UK 2,624,390 N/A 11.0 21 235 N/A ATMOSPHERE COMMUNICATIONS SOUTH AFRICA 2,490,000 2,440,000 2.0 32 236 247 CHAMELEON PR UK 2,460,453 2,660,650 -7.5 17 237 N/A AVIAN MEDIA INDIA 2,400,000 2,100,000 14.3 100 238 N/A RED LORRY YELLOW LORRY UK 2,375,440 1,788,490 32.8 22 239 N/A KOHNSTAMM COMMUNICATIONS USA 2,345,479 N/A N/A 16 240 N/A ENERGI PR CANADA 2,292,129 N/A N/A 15 241 N/A FJ COMMUNICATIONS SPAIN 2,200,000 1,900,000 15.8 21 242 N/A BARRETT DIXON BELL UK 2,128,766 2,141,310 -0.6 16 243 236 O’MALLEY HANSEN COMMUNICATIONS USA 1,980,000 2,951,200 -32.9 14 244 N/A FLORENCE GILLIER & ASSOCIES FRANCE 1,950,062 2,015,987 -3.3 14 245 N/A PR PARTNER RUSSIA 1,900,000 1,500,000 26.7 26 246 N/A BABEL PUBLIC RELATIONS UK 1,813,992 1,160,288 56.3 12 247 N/A NEOPUBLIC PORTER NOVELLI SLOVAKIA 1,807,664 1,714,050 5.5 25 248 N/A LAGRANT COMMUNICATIONS USA 1,700,000 1,800,000 -5.6 15 249 N/A 24/7PR POLAND 1,606,745 1,211,907 32.6 31 250 N/A TRYLON SMR USA 1,605,194 N/A N/A 6 WORLD PR REPORT 2013 13
  • 14. GLOBAL RANKINGS GROWTH FAST MOVERS: ASIA-PACIFIC PR FIRMS LEAD INDUSTRY GROWTH AGENCY [GLOBAL] HQ GROWTH [%] FEE INCOME 2012 NEWGATE COMMUNICATIONS UK 333.5 5,463,024 FORTUNE PR INDONESIA 198.8 10,055,460 IRIS WORLDWIDE UK 153.2 10,858,856 MARCO DE COMUNICACION SPAIN 75.0 6,922,125 ZENO GROUP USA 73.8 24,412,282 WE ARE SOCIAL UK 72.7 22,750,085 KWITTKEN + COMPANY WORLDWIDE USA 70.0 8,500,000 W COMMUNICATIONS UK 59.0 2,895,728 TANGERINE PR UK 46.1 4,294,002 MITCHELL COMMUNICATIONS GROUP LLC , USA 41.1 14,335,377 The Asia-Pacific region and other emerging public relations markets led the way when it came to growth in 2012, but that doesn’t mean that firms in other parts of the world—including the most sluggish economies in Europe—were incapable of impressive performance despite the prevailing economic headwinds. Our list of the top 10 firms includes Fortune PR from Indonesia—surely one of the international PR markets that is primed for growth over the next few years—alongside Marco de Communicacion of Spain, a market that is clearly struggling. But the global top 10 list is dominated by firms from the most mature PR markets in the world, with five from the UK (even if the fastest growing is essentially a start-up) and three from the US. It is notable, however, that many of the firms on the US and UK lists are those that have made a significant investment in digital and social media. Just as interesting, there are plenty of larger agencies on our top 10 lists from each region: the UK top 10 includes College Hill, a firm with more than $47 million in fees; our US list includes W2O, with $62 million in fees, and three firms with more than $14 million (Mitchell, French/ West/Vaughan and Finn Partners); while the number three firm on the Asia-Pacific list is Blue Focus, now closing in on $90 million. What these numbers show is that well-managed public relations firms can grow in almost any environment or market condition. Even in difficult market conditions, there are many firms reporting 20 percent growth or better. Firms in mature markets are still capable of robust double-digit growth, as are mature firms with tens of millions of dollars in fee income. Overall, firms headquartered in the Asia-Pacific region grew by an average of 13.6 percent, slightly faster than firms from the US (11.8 percent) and other emerging markets—a list that includes Latin American, Middle Eastern and African firms—where the growth was 10.4 percent. Firms from the UK grew an average of 9.8 percent; firms from Western Europe were up 8.2 percent; and firms from Eastern Europe saw their fees increase by just 3.2 percent. 14 WORLD PR REPORT 2013
  • 15. GLOBAL RANKINGS GROWTH Continued “What these numbers show is that well-managed public relations firms can grow in almost any environment or market condition...” AGENCY [US] GROWTH [%] FEE INCOME 2012 KWITTKEN & CO. 70.0 8,500,000 MITCHELL COMMUNICATIONS 41.0 14,335,377 FOOD MINDS 38.0 4,859,213 BORDERS + GRATEHOUSE 37.0 4,093,335 PUBLIC COMMUNICATIONS, INC. 37.0 6,546,731 FINN PARTNERS 36.0 32,393,000 W2O GROUP 30.0 62,005,000 FRENCH/WEST/VAUGHAN 29.0 17,186,330 ALLISON & PARTNERS 29.0 25,000,000 LAUNCHSQUAD 26.0 9,387,224 AGENCY [UK] GROWTH [%] FEE INCOME 2012 NEWGATE COMMUNICATIONS 335.0 5,463,024 IRIS WORLDWIDE 153.0 10,858,856 W COMMUNICATIONS 59.0 2,895,728 BABEL PUBLIC RELATIONS 56.0 1,813,992 TANGERINE PR 46.1 4,294,002 PEGASUS 33.0 7,596,205 RED LORRY YELLOW LORRY 33.0 2,375,440 BERKELEY PR 26.0 3,633,887 COLLEGE HILL 22.0 47,263,287 POWERSCOURT 21.0 9,607,443 AGENCY [EUROPE] GROWTH [%] FEE INCOME 2012 SPAIN 75.0 6,922,125 PRAM CONSULTING CZECH REP . 50.0 1,813,992 ACHTUNG! GERMANY 39.0 14,305,725 24/7 PR POLAND 33.0 1,606,745 DIPLOMAT COMMUNICATIONS SWEDEN 32.0 9,229,500 FIRST HOUSE NORWAY 30.0 11,284,427 ACTION GLOBAL COMMUNICATIONS CYPRUS 29.0 18,000,000 WHYTE CORPORATE AFFAIRS BELGIUM 27.0 3,446,559 PR PARTNER RUSSIA 27.0 1,900,000 GEELMUYDEN KIESE NORWAY 26.0 20,161,160 AGENCY [ASIA-PACIFIC] HQ GROWTH [%] FEE INCOME 2012 FORTUNE PR INDONESIA 199.0 10,055,460 SPARK COMMUNICATIONS THAILAND 50.0 1,500,000 BLUE FOCUS CHINA 39.0 87,771,000 ROWLAND AUSTRALIA 37.0 17,943,977 PR ONE KOREA 28.0 14,746,544 REPUTATION PTY AUSTRALIA 25.0 1,500,000 EON STAKEHOLDER RELATIONS PHILIPPINES 24.0 2,740,000 N2N COMMUNICATIONS AUSTRALIA 21.0 5,100,000 CREATIVE CREST INDIA 20.0 4,200,000 INTEGRAL PR WORLD PR REPORT 2013 HQ MARCO DE COMUNICACION INDIA 18.0 4,600,000 15
  • 16. GLOBAL RANKINGS NETWORKS HOLDING GROUPS/ NETWORKS GROUP GROWTH [%] PR REVENUE 2012 WPP 4.2 1,491,000,000 OMNICOM GROUP 4.9 1,290,000,000 INTERPUBLIC GROUP1 8.0 1,206,000,000 PUBLICIS GROUPE 11.0 526,000,000 PROI3 421,000,000 WORLDCOM3 343,000,000 HUNTSWORTH GROUP -0.3 281,000,000 HAVAS PR 7.7 224,000,000 NEXT 152 149,000,000 PRGN3 110,000,000 1 Interpublic Group’s PR fee income is estimated based on revenues provided by its CMG division. Next 15 reports to a different schedule to all of the other groups on this table. This figure represents a calculation of its fee income for calendar year 2012. 2 3 16 PROI, Worldcom and PRGN are networks of independently-owned PR firms. WORLD PR REPORT 2013
  • 17. GLOBAL RANKINGS METHODOLOGY “ ne critical decision we O made when the ranking project began was to define public relations broadly. This decision was grounded in the philosophical approach of The Holmes Report/ ICCO, which believes that public relations includes all of the activities in which an organization engages in order to strengthen its relationship with any public or stakeholder group.” Thus, public relations fee income includes not only fees derived from traditional PR activities (media relations, community relations, employee communications, investor relations, public affairs) but also fees (but only fees) related to activities such as research, design, advertising and social media relations—as long as those activities were carried out by a firm whose primary activity is public relations. We have always considered advertising, for example, to be a perfectly legitimate tool of public relations management. Indeed, many in-house public relations departments have responsibility for substantial advertising budgets, particularly when the advertising is designed to meet corporate or public affairs objectives rather than marketing or sales objectives. It would therefore be illogical to exclude fees related to advertising from a broad and inclusive ranking. So the precise wording on the rankings form provided to participating agencies was as follows: “The Holmes Report/ICCO defines public relations broadly as any activity designed to help corporations and other institutions build mutually-beneficial relationships with their key stakeholders, including but not limited to customers, employees, shareholders, legislators and regulators, communities, and the media.” “ The primary business of a public relations firm for the purposes of this document should involve either strategic, media-neutral counsel or earned media, but a public relations firm may engage in a wide range of activities including but not limited to media relations, sponsorship, advertising, corporate identity, web design, and research. However, firms may include only the fees for this work, not payments related to media buys, production, etc.” “The Holmes Report/ICCO reserves the right to make its own judgment about whether a firm qualifies as a public relations firm for the purposes of these rankings, and to exclude firms it considers not properly qualified.” This is a broader definition than the one used by many other organizations providing local market rankings of public relations firms, which means that several of the firms providing numbers to The Holmes Report/ICCO will receive credit for income not included in other rankings. The numbers for Edelman, for example, include fees from its StrategyOne research division and its Blue advertising unit, adding $7 million to the more tightly defined fee income reported to O’Dwyer’s newsletter. There were several obstacles to complete accuracy, the most obvious of which is the decision of the largest publicly-traded holding companies to interpret the Sarbanes-Oxley regulations in the United States in such a way that they preclude the release of information about specific operating units. In truth, there is nothing in Sarbanes-Oxley that prevents the release of information. Indeed, some publicly-traded communications companies do continue to provide information about individual public relations brands. For the very largest companies, such as WPP Omnicom, and Interpublic, , the issue appears to be one of cost—the expense associated with ensuring the accuracy of published numbers—rather than legal prohibition. Needless to say, none of the Sarbanes-Oxley restricted holding companies or their PR firms co-operated in the creation of this ranking, and so The Holmes Report/ICCO was compelled to rely on several sources to compile a ranking that it believes to be broadly accurate. Among the information sources on which we drew: •  ublicly-available information (including the last official ranking to pre-date Sarbanes-Oxley, for P 2001 fee income, and some information available from the firms themselves related to headcount); • nformation that has entered the public domain despite the best efforts of the companies I (specifically, information from former employees relating to headcount in specific offices, supplemented in some cases by directories of agency employees, as well as widely known revenue-per-employee targets); and •  he judgment of The Holmes Report/ICCO, which covers the field in both the U.S. and T Europe and can draw on information about clients moves, office openings and new hires to form a broad picture of the industry. Another obstacle involved data from firms in emerging markets, where definitions of public relations are sometimes imprecise and where firms were not always willing or able to secure verification from a trusted third party (equivalent to a certified public accountant in America). In several instances, The Holmes Report/ICCO made its own efforts to verify the broad accuracy of information provided, and where it could do so with confidence, the firms involved are included in this report. WORLD PR REPORT 2013 17
  • 18. PRCA TRAINING 2013 PR Law, Standards & Ethics Building Effective Persuading & Influencing Skills Level: Intermediate Location: London Fundraising & Sponsorship Level: Beginner | Intermediate Location: London Budget Management Advanced Public Affairs Level: Beginner | Intermediate Location: London Level: Advanced Location: London Spokesperson Training Project Management Level: Advanced Location: London Level: Beginner Location: London Developing an Internal Communications Strategy Level: Intermediate Location: Online webinar Training sessions run every three months! To find the next date which suits you, log on to www.prca.org.uk/pr-training-calendar Full day: PRCA Members £305 | Non Members £370 Half day: PRCA Members £170 | Non Members £215 Online webinars: Members £95 | Non Members £120 All prices are subject to VAT MAKE THE RIGHT CHOICE The professional body representing PR consultancies, in-house communications teams, freelancers and individuals Level: Beginner | Intermediate Location: Online webinar
  • 19. GLOBAL OVERVIEW TRENDS & ATTITUDES TRENDS & ATTITUDES “ he industry is T going to need to convince clients that it has the necessary expertise, or it is going to lose market share to other disciplines...” Public relations agency leaders from around the world are slightly less optimistic about the future of the industry than they were 12 months ago, with slightly fewer respondents agreeing that CEOs are taking corporate reputation more seriously, that companies understand the need to balance the interests of shareholders with those of other stakeholders, and that marketers are spending more on public relations relative to other discipines. The research—conducted by The Holmes Report/ICCO and the International Communications Consultancies Organisation among more than 300 PR agency principals as part of the Holmes Report/ICCO 250 global ranking process—also found a widening gap between agency principals in Western Europe, where overall optimism declined sharply for the second consecutive year, and other developed markets. Globally, optimism levels were down from 7.7 (on a scale of one to 10) last year to 7.5 this year. But in Western Europe, there was a decline from 7.15 last year (and 7.6 the year before) to just 6.7. That’s in stark contrast to US, for example, where optimism increased slightly from 8.06 to 8.08; the UK, where optimism rebounded from a low of 6.7 to a more robust 7.3; or Latin America, where optimism is highest at 8.17. There were equally significant regional differences on some of the other questions in the survey. For example, when asked whether they agreed that corporate CEOs were taking reputation more seriously, North Americans agreed strongly (8.19 on a scale of one to 10), as did those in Australia (8.54) and Latin America (8.17). But in Western Europe (7.2) and Asia (7.1), there was less confidence that CEOs were committed to corporate reputation, and in some emerging markets there are even greater concerns: Eastern Europe (6.6), Africa (6.2), and the Middle East (6.1). Overall, PR agency principals in Western Europe have more in common with their peers in emerging markets than they do with those in other developed markets such as the US and the UK. So when agency leaders were asked whether companies were taking corporate responsibility more seriously, there was a significant gap between North America (7.36) and Western Europe (6.46). And when we asked whether “marketers in this market are spending more money on public relations relative to other marketing disciplines,” agency leaders in Western Europe (5.36) saw considerably less reason for optimism than in North America (6.25). One possible reason is that firms in the Anglo-Saxon markets are competing more successfully for new revenue streams. Asked whether clients were willing to turn to PR firms for non-traditional services, there was broad agreement in North America (7.57), the UK (7.55), and Australia (7.45), compared to Western Europe (6.87), Asia (6.43) or the Middle East and Africa (6.33)—although the highest level of optimism came in Latin America (7.92). Asked whether PR agencies were successfully addressing clients’ digital needs, there were similar differences between North America (7.32) and to a less extent the UK (6.78) on the one hand, and on the other Western Europe (6.1) and Asia (5.8). What is not clear from the survey is whether firms in Western Europe and Asia are not developing their digital capabilities quickly enough to meet client needs, or whether clients in those regions simply don’t think of PR for their digital needs. Either way, the industry is going to need to convince clients that it has the necessary expertise, or it is going to lose market share to other disciplines. Perhaps the only area where North American firms are less optimistic than their counterparts in other regions is on the question of talent. The principals of North American agencies were significantly less likely to agree that they could find a supply of “intelligent, well-educated talent” (6.22) than their peers in Western Europe (6.52)—although the supply of talent remains of greatest concern to firms in Africa (4.8). WORLD PR REPORT 2013 19
  • 20. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES OPTIMISM: I am optimistic about the growth of the public relations market here NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA GLOBAL 7.5 7.7 NA 8.08 8.06 LAT 8.2 UK 7.3 7.1 W EU 6.7 7.2 E EU HIGH LATIN AMERICA 8.2 7.3 7.9 AUST 7.5 ASIA 7.9 8.3 M EA WESTERN EUROPE LOW 7.4 AFR 7.4 6.7 OUT OF 10 PROFITABILITY: I expect an increase in agency profitability this year 0 2 4 6 8 GLOBAL NA 7.7 7.5 W EU 6.6 E EU 8.04 6.9 AUST 6.8 ASIA 7.4 M EA WESTERN EUROPE LOW 7.8 AFR 7.5 6.6 OUT OF 10 20 10 8.04 UK NA 8 7.4 LAT HIGH 10 0 2 4 6 WORLD PR REPORT 2013
  • 21. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued INTERNATIONAL BUSINESS: The proportion of our income derived from international business is increasing GLOBAL 6.1 NA 5.4 LAT 7.6 UK 7.4 W EU 6.4 E EU HIGH LATIN AMERICA AUSTRALIA 7.6 5.9 AUST 7.6 ASIA 6.6 M EA NA LOW 7.2 AFR 6.8 5.4 OUT OF 10 CORPORATE REPUTATION: Corporate CEOs in this market take corporate reputation seriously 0 2 4 6 GLOBAL 8 10 7.5 7.8 NA 8.2 8.3 LAT 8.2 UK 8 7.8 W EU 7.2 7.3 E EU HIGH AUSTRALIA 8.5 6.6 7.4 AUST 8.5 ASIA 7.2 8.3 M EA MIDDLE EAST LOW 6.1 AFR 6.2 6.1 OUT OF 10 WORLD PR REPORT 2013 0 2 4 6 8 10 21
  • 22. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued SOCIAL RESPONSIBILITY: Companies in this market are paying more attention to corporate social responsibility GLOBAL 6.9 7 NA 7.4 7.3 LAT 7.7 UK 6.7 6.7 W EU 6.5 7 E EU HIGH LATIN AMERICA 7.7 5.8 6 AUST 7.5 ASIA 6.8 7.1 M EA MIDDLE EAST LOW 5.7 AFR 6.4 5.7 OUT OF 10 SHAREHOLDER INTERESTS: Companies understand the need to balance shareholder interests with those of other stakeholders 0 2 4 6 8 GLOBAL 10 8 10 6.9 6.9 NA 7.4 7.4 LAT 7.5 UK 6.8 6.8 W EU 6.7 6.6 E EU HIGH LATIN AMERICA AUSTRALIA 7.5 AFRICA LOW 6.5 AUST 7.5 ASIA 6.6 M EA 6.1 AFR 5.7 5.7 OUT OF 10 22 5.9 0 2 4 6 WORLD PR REPORT 2013
  • 23. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued MARKETING SPEND: Marketers are spending more money on public relations relative to other marketing disciplines GLOBAL 5.6 6.1 NA 6.3 LAT 6.6 UK 5.8 6.8 W EU 5.4 5.4 E EU HIGH LATIN AMERICA 6.6 4.8 4.1 AUST 5.8 ASIA 5.1 5.9 M EA AFRICA LOW 5.2 AFR 4.7 4.7 OUT OF 10 NON-TRADITIONAL SERVICES: Clients in this market are willing to turn to public relations firms to provide non-traditional services 0 2 4 6 8 GLOBAL 10 8 10 7 7.2 NA 7.6 7.8 LAT 7.9 UK 7.6 7.6 W EU 6.8 6.9 E EU HIGH LATIN AMERICA 7.9 6.8 6.6 AUST 7.5 ASIA 6.4 6.6 M EA MIDDLE EAST AFRICA LOW 6.3 AFR 6.3 6.3 OUT OF 10 WORLD PR REPORT 2013 0 2 4 6 23
  • 24. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued DIGITAL: PR agencies in this market are successfully addressing client digital needs GLOBAL 6.6 NA 7.2 LAT 6.6 UK 6.8 W EU 6.1 E EU HIGH NORTH AMERICA 7.2 6.9 AUST 6.8 ASIA 5.8 M EA AFRICA LOW 5.6 AFR 5.2 5.2 OUT OF 10 INFORMATION PROCESS: The media in this market respect the role public relations people play in the information process 0 2 4 6 8 NA 10 8 10 7.1 7.2 LAT 7.2 UK 6.8 7.3 W EU 6.3 6.5 E EU HIGH LATIN AMERICA 7.2 6.2 5.9 AUST 7.1 ASIA 6.2 6.4 M EA MIDDLE EAST LOW AFR 6.1 5.7 OUT OF 10 24 5.7 0 2 4 6 WORLD PR REPORT 2013
  • 25. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued INTEGRITY AND IMPARTIALITY: The media here operate with integrity and impartiality NA 6.8 7.1 LAT 7.7 UK 6.6 6.8 W EU 6.3 6.5 E EU HIGH LATIN AMERICA 7.7 5.2 4.9 AUST 7.2 ASIA 6.1 6.3 M EA EASTERN EUROPE LOW 5.3 AFR 6.2 5.2 OUT OF 10 TALENT: There is a plentiful supply of intelligent, well-educated talent in this market 0 2 4 6 GLOBAL 8 10 8 10 6.1 NA 6.2 7.1 LAT 5.8 UK 5.9 5.4 W EU 6.5 6.3 E EU HIGH WESTERN EUROPE 6.5 5.9 5.4 AUST 5.8 ASIA 5 5.3 M EA AFRICA LOW 5 AFR 4.8 4.8 OUT OF 10 WORLD PR REPORT 2013 0 2 4 6 25
  • 26. 2013 2012 GLOBAL OVERVIEW TRENDS & ATTITUDES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued LEADERSHIP: The public relations industry in this marketplace has strong, respected leadership GLOBAL 6.5 6.7 NA 7.1 7.7 LAT 7.6 UK 6.7 6.1 W EU 6.1 6.1 E EU HIGH LATIN AMERICA 7.6 6.2 5.5 AUST 7.1 ASIA 6.1 6.4 M EA MIDDLE EAST LOW AFR 5.4 5.1 OUT OF 10 26 5.1 0 2 4 6 8 10 WORLD PR REPORT 2013
  • 27. HIGH LOW OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS GLOBAL INVESTMENT PLANS “Social media scored highly across most regions...” PR agency principals have identified digital communication and senior-level counsel as the key areas where they are seeking to increase investment this year. Agency heads ranked social media community management as the top focus for increased investment (62.9%), well ahead of senior counsel (34.5%) and digital build/production (34.2%). At the other end of the scale, somewhat surprisingly, research ranked last, garnering just 14.8 percent. The commoditisation of media relations is reflected in its low score (17.8%), while only 24.8% selected insight and planning. Social media scored highly across most regions, led by Latin America (75%), North America (61.4%), the UK (66.7%) and Western Europe (65.3%). Significantly, though, digital build and production scored much lower in Latin America (16.7%), compared to North America (47.7%), Australia (36.4%), Eastern Europe (35.7%) and the UK (35.6%). Investing in senior counsel, meanwhile, is particularly popular in emerging markets, such as Latin America (50%) and the Middle east (41.9%), along with Australia (45.5%) and Western Europe (42.9%). A regional analysis reveals significant divergence in investment plans, with more mature markets demonstrating a similar approach. In North America, for example, social media and digital build/production rank highest, followed by measurement/analytics (42%), multimedia content creation (38.6%) and creativity (33%). The UK follows a broadly similar pattern, sharing the same top three, followed by insight/planning (35.6%), professional development (33.3%) and creativity (28.9%). In emerging PR markets, professional development and management tend to rank higher as key investment areas, along with developing senior counsel capabilities. INVESTMENT: In which of the following areas do you expect to increase your investment this year? 62.9 SOCIAL MEDIA COMMUNITY MANAGEMENT % SENIOR COUNSEL 34.5% DIGITAL BUILD AND PRODUCTION 34.2% INSIGHT AND PLANNING 24.8% MEDIA RELATIONS 17.1% RESEARCH 14.5% WORLD PR REPORT 2013 27
  • 28. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued SOCIAL MEDIA COMMUNITY MANAGEMENT NA 61.4% LAT 75% UK 66.7% W EU 65.3% E EU HIGH LATIN AMERICA 75 % 59.5% AUST 54.5% ASIA 56.8% M EA AFR AFRICA LOW 58.3% 44.4% 44.4% 0% DIGITAL BUILD AND PRODUCTION 10% 20% NA LOW AUST 50% 60% 70% 80% 36.4% ASIA 34.1% 8.3% AFR 33.3% 8.3% 0% 28 80% 35.7% M EA MIDDLE EAST 70% 25.5% E EU % 60% 35.6% W EU 47.7 50% 16.7% UK NORTH AMERICA 40% 47.7% LAT HIGH 30% 10% 20% 30% 40% WORLD PR REPORT 2013
  • 29. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued MULTIMEDIA CONTENT CREATION NA 38.6% LAT 58.3% UK 44.4% W EU 33.7% E EU HIGH LATIN AMERICA 58.3 % 14.3% AUST 27.3% ASIA 29.5% M EA EASTERN EUROPE LOW 16.7% AFR 44.4% 14.3% 0% INSIGHT AND PLANNING 10% NA 20% LOW 80% 40% 50% 60% 70% 80% 21.4% AUST 36.4% ASIA 31.8% M EA NORTH AMERICA 70% 22.4% E EU % 60% 28.9% W EU 36.4 50% 25% UK AUSTRALIA 40% 20.5% LAT HIGH 30% 25% AFR 33.3% 20.5% 0% WORLD PR REPORT 2013 10% 20% 30% 29
  • 30. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued PROFESSIONAL DEVELOPMENT NA 23.9% LAT 25% UK 13.3% W EU 21.4% E EU HIGH ASIA 34.1 % 28.6% AUST 9.1% ASIA 34.1% M EA AUSTRALIA LOW 33.3% AFR 33.3% 9.1% 0% CREATIVITY 10% 20% NA LOW AUST 40% 50% 60% 70% 80% 27.3% ASIA 15.9% 16.7% AFR 22.2% 15.9% 0% 30 80% 21.4% M EA ASIA 70% 25.5% E EU % 60% 26.7% W EU 33 50% 16.7% UK NORTH AMERICA 40% 33% LAT HIGH 30% 10% 20% 30% WORLD PR REPORT 2013
  • 31. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued MEDIA RELATIONS NA LAT 9.1% 0% UK 6.7% W EU 23.5% E EU HIGH MIDDLE EAST 50 % 16.7% AUST 18.2% ASIA 13.6% M EA LATIN AMERICA LOW 50% AFR 33.3% 0% 0% RESEARCH NA 10% 20% 30% 11.9% AUST 18.2% ASIA 20.5% M EA EASTERN EUROPE LOW 80% 12.2% E EU % 70% 20% W EU 25 60% 25% UK LATIN AMERICA 50% 15.9% LAT HIGH 40% 16.7% AFR 22.2% 11.9% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 31
  • 32. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued MEASUREMENT AND ANALYTICS NA 42% LAT 58.3% UK 35.6% W EU 36.7% E EU HIGH LATIN AMERICA 58.3 % 14.3% AUST 45.5% ASIA 31.8% M EA MIDDLE EAST LOW 0% AFR 44.4% 0% 0% SENIOR COUNSEL 10% 20% NA 30% 40% LOW AUST 80% 45.5% ASIA 31.8% 41.7% AFR 22.2% 22.2% 0% 32 70% 33.3% M EA AFRICA 60% 42.9% E EU % 80% 33.3% W EU 50 70% 50% UK LATIN AMERICA 60% 33% LAT HIGH 50% 10% 20% 30% 40% 50% WORLD PR REPORT 2013
  • 33. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA OPPORTUNITIES & CHALLENGES GLOBAL INVESTMENT PLANS Continued MANAGEMENT AND BUSINESS DEVELOPMENT NA 28.4% LAT 25% UK 24.4% W EU 24.5% E EU HIGH EASTERN EUROPE 40.5 % 40.5% AUST 36.4% ASIA 34.1% M EA UNITED KINGDOM LOW 25% AFR 33.3% 24.4% 0% GLOBAL CHALLENGES: What is the greatest challenge facing the PR industry? 10% 20% 30% 40% 50% 60% 70% 80% 37 .3 37 .1 ECONOMIC CONDITIONS % STAFF RECRUITMENT % DIGITAL AND NEW TECHNOLOGIES 25.2% WORLD PR REPORT 2013 33
  • 34. CHALLENGES GREATEST GLOBAL CHALLENGES GREATEST GLOBAL CHALLENGES “Competition appears to be getting tougher in general...” Five years after the collapse of Lehman Brothers triggered a global economic crisis, the sluggish recovery continues to be the biggest concern for public relations agency managers around the world, according to a survey conducted by The Holmes Report/ICCO and the International Communications Consultancies Organisation in conjunction with our Holmes Report/ICCO 250 global rankings. Almost four out of 10 (37.6 percent) agency principals from around the world cited “overall economic conditions” as one of the most significant challenges facing PR firms in their market, slightly more than the number worried about staff recruitment (36.9 percent), which was ranked as the greatest challenge last year. And a new issue emerged as a serious concern this year, with the ability to master digital and other new technologies cited by more than a quarter (25.2 percent) of respondents as one of the biggest challenges to firms in their market. We included a technology-focused question after hearing from PR agency principals that many of them see digital and social media as a challenge rather than an opportunity. It’s clear that many agency leaders are concerned that firms in their market are not adapting quickly enough to the new digital environment, and may lose out to competitors in other disciplines. That notion is borne out by an increase in the number of PR agency principals expressing concern over competition from other marketing disciplines. That was an issue cited by 22.9 percent of respondents this year, up from 20.6 percent last year. Indeed, competition appears to be getting tougher in general. This year, 18.2 percent cited competition from other PR firms as one of the toughest challenges facing the business, up from 15.5 percent last year. And 6.1 percent cited competition from other professional service firms, up from 5.2 percent in 2012. One area where PR firms will clearly need to step up their game if they are to meet this competition head-on is in the whole area of measurement and evaluation. This year, 17.5 percent of respondents agreed that the inability to effectively measure the impact of PR was one of the biggest challenges, compared to just 11.3 percent last year. It looks as though agency principals are beginning to take more seriously the link between effective measurement and their continued success in an increasingly competitive environment. The ability to make a connection between PR results and improved business or brand performance is becoming more critical than ever. Another critical challenge for the industry as a whole is client education. More than one in four (21 percent) suggested that client understanding of PR was a significant obstacle to growth, and an ever greater number (24.5 percent) worried that clients were too focused on the short-term. 34 WORLD PR REPORT 2013
  • 35. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA CHALLENGES GREATEST GLOBAL CHALLENGES Continued ECONOMIC CONDITIONS NA 28.6% LAT 16.7% UK 51.1% W EU 45.5% E EU HIGH UNITED KINGDOM 51.1 % 31% AUST 27.3% ASIA 27.3% M EA LATIN AMERICA LOW 41.7% AFR 33.3% 16.7% 0% DIGITAL AND NEW TECHNOLOGIES 10% 20% 30% NA 40% 27.3% E EU % 23.8% AUST 18.2% ASIA 18.2% M EA AFRICA LOW AFR 80% 28.9% W EU 33 70% 33% UK LATIN AMERICA 60% 29.7% LAT HIGH 50% 8.3% 0% 0% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 35
  • 36. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA CHALLENGES GREATEST GLOBAL CHALLENGES Continued STAFF RECRUITMENT NA 46.2% LAT 58.3% UK 48.9% W EU 23.2% E EU HIGH LATIN AMERICA 58.3 % 28.6% AUST 45.5% ASIA 50% M EA WESTERN EUROPE LOW 33.3% AFR 55.6% 23.2% 0% COMPETITION FROM OTHER MARKETING DISCIPLINES 10% 20% NA 30% 40% 21.2% E EU % 4.8% AUST 36.4% ASIA 22.7% M EA EASTERN EUROPE LOW 8.3% AFR 22.2% 4.8% 0% 36 80% 28.9% W EU 36.4 70% 16.7% UK AUSTRALIA 60% 25.3% LAT HIGH 50% 10% 20% 30% 40% 50% WORLD PR REPORT 2013
  • 37. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA CHALLENGES GREATEST GLOBAL CHALLENGES Continued FINANCIAL PRESSURE TO MEET PROFIT TARGETS NA 13.2% LAT 33.3% UK 24.4% W EU 32.3% E EU HIGH LATIN AMERICA AFRICA 33.3 % 28.6% AUST 18.2% ASIA 13.6% M EA AFR MIDDLE EAST LOW 8.3% 33.3% 8.3% 0% CLIENTS UNWILLING TO COMMIT FUNDS 10% 20% NA 30% 25% UK 26.7% W EU 32.3% E EU AFRICA 44.4 % 23.8% AUST 36.4% ASIA 25% M EA EASTERN EUROPE LOW 50% 27.5% LAT HIGH 40% 25% AFR 44.4% 23.8% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 37
  • 38. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA CHALLENGES GREATEST GLOBAL CHALLENGES Continued LACK OF CLIENT UNDERSTANDING NA 18.7% LAT 8.3% UK 15.6% W EU 13.1% E EU HIGH EASTERN EUROPE MIDDLE EAST 33.3 % 33.3% AUST 18.2% ASIA 20.5% M EA LATIN AMERICA LOW 33.3% AFR 22.2% 8.3% 0% INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR 10% 20% NA 15.6% W EU 16.2% E EU 18.2 % 16.7% AUST 9.1% ASIA 18.2% M EA LATIN AMERICA LOW 16.7% AFR 11.1% 8.3% 0% 38 50% 8.3% UK ASIA 40% 15.4% LAT HIGH 30% 5% 10% 15% 20% 25% 30% WORLD PR REPORT 2013
  • 39. NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA GROWTH GLOBAL PRACTICE AREA GROWTH “The results demonstrate a general uniformity among regions...” Digital remains the biggest driver of the global public relations industry, according to the World PR Report. 75.3 percent of respondents said that they experienced most growth in digital and online communications last year, followed by corporate reputation (49.7%) and marketing communications (46.4%). Digital, furthermore, came top in every region except two — the Middle East and Africa, where corporate reputation proved to be a very significant driver of practice area growth. Indeed, the results demonstrate a general uniformity among regions, with digital, corporate reputation and marketing communications scoring much further ahead than employee communications (except in Western Europe), investor relations (except in the commodity-rich regions of Australia and Africa), and social responsibility. In between, public affairs remained an important source of growth in Australia (45.5%), Asia (45.5%), the Middle East (33.3%) and Western Europe (31.6%). In terms of industry sectors, consumer products, technology and healthcare were key drivers of PR agency growth, improving in nearly every region when compared to 2012. Unsurprisingly, the public sector fared much worse, while non-profit and financial/professional services (except in Australia) also performed poorly. IN WHICH PRACTICE AREA DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 75.3 DIGITAL & ONLINE COMMUNICATIONS % 49.7 CORPORATE REPUTATION % MARKETING COMMUNICATIONS 46.4% WORLD PR REPORT 2013 39
  • 40. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued IN WHICH INDUSTRY SECTOR DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 49.5 CONSUMER PRODUCTS % 42.7 TECHNOLOGY % HEALTHCARE 39.4% CORPORATE REPUTATION NA 51.7% 45.5% LAT 58.3% 41.7% UK 52.3% 47.7% W EU 60.2% 55.1% E EU HIGH MIDDLE EAST 91.7 % 51.2% 55% AUST 72.7% 45.5% ASIA 50% 52.3% M EA 91.7% 66.7% AFR 55.6% ASIA LOW 66.7% 50% 0% 40 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WORLD PR REPORT 2013
  • 41. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued MARKETING COMMUNICATIONS NA 49.4% 55.7% LAT 25% 16.7% UK 50% 40.9% W EU 39.8% 35.7% E EU HIGH 31.7% 32.5% AUST ASIA 52.3 % 45.5% 36.4% ASIA 52.3% 63.6% M EA 33.3% 58.3% AFR 33.3% LATIN AMERICA LOW 22.2% 25% 0% PUBLIC AFFAIRS 10% 20% NA 30% 40% 50% 60% 70% 80% 90% 100% 70% 80% 90% 100% 28.1% 17% LAT 41.7% 50% UK 22.7% 18.2% W EU 29.6% 31.6% E EU HIGH 31.7% 27.5% AUST AUSTRALIA 63.6 % 63.6% 45.5% ASIA 43.2% 45.5% M EA 33.3% 33.3% AFR 33.3% UNITED KINGDOM LOW 11.1% 22.7% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 60% 41
  • 42. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued INVESTOR RELATIONS NA 14.6% 12.5% LAT 16.7% 16.7% UK 6.8% 9.1% W EU 8.2% 8.2% E EU HIGH EASTERN EUROPE 24.4 % 24.4% 15% AUST 18.2% 27.3% ASIA 11.4% 9.1% M EA 8.3% 8.3% AFR 22.2% UNITED KINGDOM LOW 55.6% 6.8% 0% EMPLOYEE COMMUNICATIONS 10% NA 20% 30% 40% 50% 60% 9% 4.5% LAT 33.3% 25% UK 13.6% 9.1% W EU 23.5% 17.3% E EU HIGH 22% 10% AUST AFRICA 55.6 % 9.1% 9.1% ASIA M EA AFR 15.9% 6.8% 0% 0% 55.6% MIDDLE EAST LOW 11.1% 0% 0% 42 10% 20% 30% 40% 50% 60% WORLD PR REPORT 2013
  • 43. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued SOCIAL RESPONSIBILITY NA 20.2% 13.6% LAT 16.7% 16.7% UK 22.7% 9.1% W EU 23.5% 10.2% E EU HIGH 19.5% 22.5% AUST AFRICA 44.4 % 18.2% 0% ASIA 34.1% 22.7% M EA 41.7% 25% AFR 44.4% LATIN AMERICA LOW 22.2% 16.7% 0% DIGITAL ONLINE 10% 20% 30% 40% NA 50% 79.8% 72.7% LAT 100% 100% UK 86.4% 86.4% W EU 76.5% 71.4% E EU HIGH LATIN AMERICA 100 % 80.5% 77.5% AUST 72.7% 72.7% ASIA 81.8% 65.9% M EA 58.3% 58.3% AFR 66.7% MIDDLE EAST LOW 66.7% 58.3% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 43
  • 44. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued WORD OF MOUTH NA 12.4% 13.6% LAT 8.3% 8.3% UK 13.6% 13.6% W EU 15.3% 17.3% E EU HIGH EASTERN EUROPE 19.5 19.5% 20% AUST 9.1% 9.1% % ASIA 9.1% 9.1% M EA 16.7% 8.3% AFR 0% AFRICA LOW 11.1% 0% 0% CONSUMER PRODUCTS 5% 10% 15% NA 20% 25% 30% 52.9% 46% LAT 83.3% 75% UK 54.5% 44.4% W EU 44.9% 52% E EU HIGH LATIN AMERICA 83.3 % 53.8% 48.7% AUST 54.5% 18.2% ASIA 45.5% 52.3% M EA 33.3% 66.7% AFR 66.7% MIDDLE EAST LOW 44.4% 33.3% 0% 44 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% WORLD PR REPORT 2013
  • 45. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued FOOD AND BEVERAGE NA 24.1% 24.1% LAT 25% 25% UK 31.8% 31.1% W EU 26.5% 22.4% E EU HIGH 30.8% 38.5% AUST MIDDLE EAST 41.7 9.1% 9.1% % ASIA 27.3% 31.8% M EA 41.7% 25% AFR 33.3% AUSTRALIA LOW 44.4% 9.1% 0% INDUSTRIAL 10% 20% NA 30% 40% 50% 40% 50% 20.7% 16.1% LAT 33.3% 33.3% UK 18.2% 17.8% W EU 33.7% 32.7% E EU HIGH EASTERN EUROPE 35.9 % 35.9% 35.9% AUST 18.2% 27.3% ASIA 27.3% 31.8% M EA 33.3% 25% AFR 11.1% AFRICA LOW 22.2% 11.1% 0% WORLD PR REPORT 2013 10% 20% 30% 45
  • 46. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued TECHNOLOGY NA 63.2% 48.3% LAT 50% 66.7% UK 59.1% 46.7% W EU 54.1% 39.8% E EU HIGH 61.5% 48.7% AUST MIDDLE EAST 66.7 % 45.5% 45.5% ASIA 50% 38.6% M EA 66.7% 41.7% AFR 44.4% AFRICA LOW 33.3% 44.4% 0% HEALTHCARE 10% 20% 30% 40% 50% NA 60% 70% 80% 90% 100% 70% 80% 90% 100% 60.9% 40.2% LAT 50% 50% UK 38.6% 26.7% W EU 54.1% 43.9% E EU HIGH 46.2% 35.9% AUST ASIA 65.9 % 45.5% 45.5% ASIA 65.9% 47.7% M EA 33.3% 25% AFR 56.6% MIDDLE EAST LOW 55.6% 33.3% 0% 46 10% 20% 30% 40% 50% 60% WORLD PR REPORT 2013
  • 47. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued FINANCIAL/PROFESSIONAL SERVICES NA 27.6% 23% LAT 33.3% 8.3% UK 29.5% 22.2% W EU 26.5% 20.4% E EU HIGH 35.9% 28.2% AUST AUSTRALIA 45.5 % 45.5% 54.5% ASIA 20.5% 27.3% M EA 41.7% 25% AFR 44.4% ASIA LOW 33.3% 20.5% 0% PUBLIC SECTOR NA 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 10.3% 8% LAT 25% 16.7% UK 13.6% 13.3% W EU 14.3% 14.3% E EU HIGH MIDDLE EAST 41.7 20.5% 15.4% AUST 18.2% 9.1% ASIA 29.5% % 22.7% M EA 41.7% 16.7% AFR NORTH AMERICA LOW 22.2% 0% 10.3% 0% WORLD PR REPORT 2013 10% 20% 30% 40% 50% 47
  • 48. 2013 2012 GROWTH GLOBAL PRACTICE AREA GROWTH NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA-PACIFIC M EA: MIDDLE EAST AFR: AFRICA Continued NON-PROFIT NA LAT UK 5.7% 12.6% 0% 0% 0% 6.7% W EU 4.1% 7.1% E EU HIGH MIDDLE EAST 8.3 AUST 2.6% 7.7% 0% 0% ASIA 4.5% % LATIN AMERICA UNITED KINGDOM AUSTRALIA AFRICA LOW 6.8% M EA AFR 8.3% 25% 0% 0% 0% 0% 48 5% 10% 15% 20% 25% 30% WORLD PR REPORT 2013
  • 49. LOCAL MARKETS COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET AUSTRALIA REGISTERED CONSULTANCIES GROUP (RCG) OF THE PUBLIC RELATIONS INSTITUTE OF AUSTRALIA 112 40% AUSTRIA PRVA AND PR QUALITY AUSTRIA 73 90% BELGIUM BELGIAN PUBLIC RELATIONS CONSULTANTS ASSOCIATION (BPRCA) 28 BRAZIL BRAZILIAN ASSOCIATION OF COMMUNICATIONS AGENCIES (ABRACOM) BULGARIA BIGGEST CHALLENGE AREAS FOR PR FIRMS BIGGEST PREDICTED AREAS OF GROWTH STAFF RECRUITMENT; CLIENTS MOVING PR INHOUSE; LACK OF CLIENT UNDERSTANDING OF PR CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS INDUSTRIAL/ MANUFACTURING, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; SHORT-TERM CLIENT FOCUS CORPORATE REPUTATION, SOCIAL RESPONSIBILITY, DIGITAL/ONLINE COMMUNICATIONS 70% CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS; CLIENTS TOO FOCUSED ON SHORT-TERM CORPORATE REPUTATION; DIGITAL/ONLINE COMMUNICATIONS 385 45% CONSUMER PRODUCTS, TECHNOLOGY, PUBLIC SECTOR STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; ECONOMIC CONDITIONS GENERALLY CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS BULGARIAN ASSOCIATION OF PR AGENCIES (BAPRA) 18 75% TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; MEDIA CORRUPTION CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CROATIA CROATIAN ASSOCIATION OF COMMUNICATION AGENCIES (HRVATSKA UDRUGA KOMUNIKACIJSKIH AGENCIJA - HUKA) 13 70% CORPORATE, DIGITAL, HEALTHCARE CLIENTS MOVING PR IN-HOUSE; FINANCIAL PRESSURE TO MEET PROFIT/ MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CZECH REPUBLIC ASSOCIATION OF PUBLIC RELATIONS AGENCIES (APRA) 22 75% CONSUMER PRODUCTS, FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS DENMARK PUBLIC RELATIONS BRANCHEN 28 80% HEALTHCARE, TECHNOLOGY COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS FINLAND THE FINNISH ASSOCIATION OF MARKETING COMMUNICATION AGENCIES MTL 98 30% FOOD AND BEVERAGE,HEALTHCARE, TECHNOLOGY CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS FRANCE SYNTEC CONSEIL EN RELATIONS PUBLICS 40 60% FOOD AND BEVERAGE, TECHNOLOGY, PUBLIC SECTOR CLIENTS MOVING PR INHOUSE; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS GERMANY ASSOCIATION OF PUBLIC RELATIONS AGENCIES (GPRA) 30 40% CORPORATE COMMUNICATION CONSULTING SOCIAL MEDIA MANAGEMENT, CHANGE PROCESSES, INTEGRATED APPROACH COMPETITION FROM OTHER MARKETING DISCIPLINES; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS GREECE HELLENIC ASSOCIATION OF COMMUNICATIONS AGENCIES (EDEE) 16 70% FOOD AND BEVERAGE, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES PROFESSIONAL DEVELOPMENT; GENERAL ECONOMIC CONDITIONS; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS CORPORATE REPUTATION: PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS 49 BIGGEST PR PRACTICE AREAS BY REVENUE WORLD PR REPORT 2013
  • 50. LOCAL MARKETS Continued COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET INDIA PUBLIC RELATIONS CONSULTANTS ASSOCIATION OF INDIA (PRCAI) 16 75% IRELAND PUBLIC RELATIONS CONSULTANTS ASSOCIATION (IRELAND) 30 ITALY ASSOREL NORWAY BIGGEST CHALLENGE AREAS FOR PR FIRMS BIGGEST PREDICTED AREAS OF GROWTH CONSUMER PRODUCTS, FOOD AND BEVERAGE, INDUSTRIAL/ MANUFACTURING STAFF RETENTION; GENERAL ECONOMIC CONDITIONS; LACK OF CLIENT UNDERSTANDING OF PR PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS; SOCIAL RESPONSIBILITY 80% FOOD AND BEVERAGE, HEALTHCARE, NOT-FORPROFIT COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS; CLIENTS MOVING PR IN-HOUSE MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS 45 35% FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS DIGITAL/ONLINE COMMUNICATIONS; STAKEHOLDER MANAGEMENT KOMM 19 80% PUBLIC SECTOR COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; MEDIA HOSTILITY TO PR CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS POLAND POLISH PUBLIC RELATIONS CONSULTANCY ASSOCIATION (PPRCA) 40 60% INDUSTRIAL/ MANUFACTURING, HEALTHCARE, PUBLIC SECTOR COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; ECONOMIC CONDITIONS GENERALLY; CLIENTS TOO FOCUSED ON SHORT-TERM CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS PORTUGAL PORTUGUESE ASSOCIATION OF COMMUNICATIONS AND PUBLIC RELATIONS CONSULTANCIES (APECOM) 23 80% INDUSTRIAL/ MANUFACTURING, HEALTHCARE, FINANCIAL PROFESSIONAL DEVELOPMENT; COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; SOCIAL RESPONSIBILITY RUSSIA THE RUSSIAN COMMUNICATIONS CONSULTANCIES ASSOCIATION (AKOS) 30 60% CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS SLOVAKIA ASSOCIATION OF PR AGENCIES IN SLOVAK REPUBLIC (APRSR) 12 70% CONSUMER PRODUCTS, FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; PR MANAGED AT JUNIOR LEVEL BY CLIENTS; GENERAL ECONOMIC CONDITIONS CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS SLOVENIA CHAMBER OF PUBLIC RELATIONS ZOJ 9 40% CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES LACK OF CLIENT UNDERSTANDING OF PR; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS SOUTH AFRICA PUBLIC RELATIONS CONSULTANCY CHAPTER FORMED BY PRISA 43 10% CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS CORPORATE REPUTATION; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS SPAIN ASSOCIATION OF PUBLIC RELATIONS AND COMMUNICATIONS CONSULTANCIES (ADECEC) 22 50% CONSUMER PRODUCTS, PUBLIC SECTOR COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS SWEDEN THE ASSOCIATION OF PUBLIC RELATIONS CONSULTANCIES IN SWEDEN, PRECIS 36 75% FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS WORLD PR REPORT 2013 BIGGEST PR PRACTICE AREAS BY REVENUE 50
  • 51. LOCAL MARKETS Continued COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET SWITZERLAND ASSOCIATION OF PR AGENCIES IN SWITZERLAND (BPRA) 27 65% TURKEY COMMUNICATIONS CONSULTANCY COMPANIES ASSOCIATION - IDA 22 UNITED KINGDOM PUBLIC RELATIONS CONSULTANTS ASSOCIATION (PRCA) UNITED STATES COUNCIL OF PUBLIC RELATIONS FIRMS (CPRF) METHODOLOGY 51 BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS BIGGEST PREDICTED AREAS OF GROWTH CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS 60% CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM; MEDIA HOSTILITY TO PR CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS 350 75% CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS 110 75% CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; STAFF RETENTION; CLIENTS TOO FOCUSED ON SHORT-TERM CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS The World Report survey polled more than 500 PR agency heads from around the world via an online survey. In addition, the survey was circulated among ICCO member bodies. Results from these organizations were weighted according to size and combined with the online survey findings to generate the final report. Fieldwork took place in the first half of 2013. WORLD PR REPORT 2013
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