1.
WORLD
PR
REPORT
2013
Produced by the Holmes Report and
the International Communications
Consultancy Organisation

2.
www.ketchum.com
cause impact

3.
CONTENTS
04 Foreword
Rob Flaherty
Paul Holmes
David Gallagher and Francis Ingham
07 Global Rankings
19 Global Research
19 Trends and Attitudes
27 Opportunities and Challenges
39 Growth
49 Local Markets
51 Methodology
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 — Chief Executive
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
WORLD
PR
REPORT
2013

4.
WORLD PR REPORT 20134
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.
WORLD PR REPORT
FOREWORD 1
“There are surprises
and anomalies
here that are worth
considering as you
plan your agency
and communications
strategies in the
year ahead...”
Rob Flaherty
Senior Partner, CEO, Ketchum
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

5.
WORLD PR REPORT
FOREWORD 2
“The results of our
survey suggest
that the industry
is enjoying only
partial success...”
FOREWORD
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.
WORLD PR REPORT 2013 5
Paul Holmes
Editor-in-Chief, The Holmes Report
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

6.
WORLD PR REPORT
FOREWORD 3
“We need to
recruit the very
best talent,
regardless of
background...”
FOREWORD
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.
David Gallagher
ICCO President
CEO EMEA, Ketchum
Francis Ingham
ICCO Chief
Executive
WORLD PR REPORT 20136
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

7.
GLOBAL PR INDUSTRY
UP 8% IN 2012
• Publicly-owned MNC firms
up six percent
• Independent PR firms up
8.6 percent
• PR agency industry worth
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.
GLOBAL RANKINGS
EXECUTIVE SUMMARY
WORLD PR REPORT 2013 7
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-in-chief 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.”

8.
GLOBAL RANKINGS
TOP 10
TOP 10:
EDELMAN WIDENS GAP
AT TOP OF THE TABLE
• Edelman grows 8.2 percent
to $666m
• Double-digit growth at
Ketchum and MSLGroup
• Independents continue to
outperform holding groups
2012 2011 AGENCY HQ 2012 [$] 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
WORLD PR REPORT 20138
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.

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
WORLD PR REPORT 2013 9
TABLE NOTES
1: Havas PR was Euro RSCG Worldwide
2: Publc Systeme Hopscotch was Hopscotch
3: Bell Pottinger Private and Good Relations Group are new entities formed after the
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.

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 AB 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
WORLD PR REPORT 201310
TABLE NOTES
4: Prosek Partners was CJP

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
WORLD PR REPORT 201312
TABLE NOTES
5: JPA was Jones Public Affairs

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
WORLD PR REPORT 201314
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.

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] HQ GROWTH [%] FEE INCOME 2012
MARCO DE COMUNICACION 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 INDIA 18.0 4,600,000
WORLD PR REPORT 2013 15

16.
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
GLOBAL RANKINGS
NETWORKS
HOLDING GROUPS/
NETWORKS
TABLE NOTES
1: Interpublic Group’s PR fee income is estimated based on revenues
provided by its CMG division.
2: 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.
3: PROI, Worldcom and PRGN are networks of independently-owned PR firms.
WORLD PR REPORT 201316

17.
WORLD PR REPORT 2013 17
“One critical decision we
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:
• Publicly-available information (including
the last official ranking to pre-date
Sarbanes-Oxley, for 2001 fee income, and
some information available from the firms
themselves related to headcount);
• Information that has entered the public
domain despite the best efforts of the
companies (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
• The judgment of The Holmes Report/ICCO,
which covers the field in both the U.S. and
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.
GLOBAL RANKINGS
METHODOLOGY

18.
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19.
WORLD PR REPORT 2013 19
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.
GLOBAL OVERVIEW
TRENDS ATTITUDES
TRENDS ATTITUDES
“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...”
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).

20.
WORLD PR REPORT 201320
GLOBAL OVERVIEW
TRENDS ATTITUDES
OPTIMISM:
I am optimistic about the growth
of the public relations market here
PROFITABILITY:
I expect an increase in agency
profitability this year
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
7.5
8.08
6.7
7.9
8.2
7.3
7.3
7.2
7.4
7.5
7.4
7.7
8.06
7.1
7.9
8.3
LATIN AMERICA
8.2
WESTERN EUROPE
6.7
HIGH
LOW
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
7.4
8.04
6.6
7.4
7.7
7.5
6.9
7.8
6.8
7.5
NORTH AMERICA
8.04
WESTERN EUROPE
6.6
HIGH
LOW

21.
WORLD PR REPORT 2013 21
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
INTERNATIONAL BUSINESS:
The proportion of our income derived from
international business is increasing
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.1
5.4
6.4
6.6
7.6
7.4
5.9
7.2
7.6
6.8
LATIN AMERICA
AUSTRALIA
7.6
NORTH AMERICA
5.4
HIGH
LOW
CORPORATE REPUTATION:
Corporate CEOs in this market take
corporate reputation seriously
AUSTRALIA
8.5
MIDDLE EAST
6.1
HIGH
LOW
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
7.5
8.2
7.2
7.3
7.4
7.8
8.3
7.2
8.2
8
6.6
6.1
8.5
6.2
7.8
8.3

22.
WORLD PR REPORT 201322
SOCIAL RESPONSIBILITY:
Companies in this market are paying more
attention to corporate social responsibility
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.9
7.4
6.5
6.8
7.7
6.7
5.8
6
7.1
5.7
7.5
6.4
LATIN AMERICA
7.7
MIDDLE EAST
5.7
HIGH
LOW
6.7
7.3
7
7
SHAREHOLDER INTERESTS:
Companies understand the need to
balance shareholder interests with those
of other stakeholders
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.9
6.9
7.4
7.4
6.7
6.6
6.6
6.5
7.5
6.8
6.8
5.9
6.1
7.5
5.7
LATIN AMERICA
AUSTRALIA
7.5
AFRICA
5.7
HIGH
LOW
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

23.
WORLD PR REPORT 2013 23
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
MARKETING SPEND:
Marketers are spending more money
on public relations relative to other
marketing disciplines
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
5.6
6.3
5.4
5.4
5.1
6.6
5.8
4.8
4.1
5.2
5.8
4.7
LATIN AMERICA
6.6
AFRICA
4.7
HIGH
LOW
6.1
6.8
5.9
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 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
7
7.6
6.8
6.4
6.6
6.6
7.9
7.6
7.6
7.8
7.2
6.8
6.9
6.3
7.5
6.3
LATIN AMERICA
7.9
MIDDLE EAST
AFRICA
6.3
HIGH
LOW
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

24.
WORLD PR REPORT 201324
DIGITAL:
PR agencies in this market are successfully
addressing client digital needs
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.6
7.2
6.1
5.8
6.6
6.8
6.9
5.6
6.8
5.2
NORTH AMERICA
7.2
AFRICA
5.2
HIGH
LOW
INFORMATION PROCESS:
The media in this market respect the
role public relations people play in the
information process
0 2 4 6 8 10
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
7.1
7.2
6.2
5.7
5.9
6.8
6.3
6.5
6.4
7.1
6.1
6.2
HIGH
LOW
LATIN AMERICA
7.2
MIDDLE EAST
5.7
7.3
7.2
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

25.
WORLD PR REPORT 2013 25
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
INTEGRITY AND IMPARTIALITY:
The media here operate with integrity
and impartiality
0 2 4 6 8 10
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.8
7.7
5.2
4.9
5.3
6.6
6.5
6.3
6.3
7.2
7.1
6.2
6.1
HIGH
LOW
LATIN AMERICA
7.7
EASTERN EUROPE
5.2
6.8
TALENT:
There is a plentiful supply of intelligent,
well-educated talent in this market
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.1
6.2
6.5
6.3
5
5.8
5.9
5.9
5
5.8
4.8
WESTERN EUROPE
6.5
AFRICA
4.8
HIGH
LOW
5.4
5.4
5.3
7.1
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

26.
WORLD PR REPORT 201326
LEADERSHIP:
The public relations industry in this
marketplace has strong, respected leadership
HIGH
LOW
LATIN AMERICA
7.6
MIDDLE EAST
5.1
0 2 4 6 8 10
GLOBAL
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
OUT OF 10
6.5
7.1
6.1
6.1
7.6
7.7
6.7
6.7
6.2
6.4
5.1
7.1
5.4
5.5
6.1
6.1
GLOBAL OVERVIEW
TRENDS ATTITUDES
Continued
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

27.
WORLD PR REPORT 2013 27
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%).
GLOBAL INVESTMENT PLANS
“Social media
scored highly
across most
regions...”
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
INVESTMENT:
In which of the following areas do
you expect to increase your investment
this year?
62.9%
34.2%
34.5%
SOCIAL MEDIA COMMUNITY MANAGEMENT
SENIOR COUNSEL
DIGITAL BUILD AND PRODUCTION
14.5%
RESEARCH
17.1%
MEDIA RELATIONS
24.8%
INSIGHT AND PLANNING
HIGH
LOW
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.

28.
WORLD PR REPORT 201328
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
SOCIAL MEDIA COMMUNITY
MANAGEMENT
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
61.4%
75%
59.5%
58.3%
66.7%
65.3%
54.5%
44.4%
56.8%
Continued
LATIN AMERICA
75%
AFRICA
44.4%
HIGH
LOW
DIGITAL BUILD AND PRODUCTION
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
47.7%
16.7%
35.7%
8.3%
35.6%
25.5%
36.4%
33.3%
34.1%
NORTH AMERICA
47.7%
MIDDLE EAST
8.3%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

29.
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
M EA: MIDDLE EAST
AFR: AFRICA
MULTIMEDIA CONTENT CREATION
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
38.6%
58.3%
14.3%
16.7%
44.4%
33.7%
27.3%
44.4%
29.5%
LATIN AMERICA
58.3%
EASTERN EUROPE
14.3%
HIGH
LOW
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
INSIGHT AND PLANNING
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
20.5%
25%
21.4%
25%
28.9%
22.4%
36.4%
33.3%
31.8%
AUSTRALIA
36.4%
NORTH AMERICA
20.5%
HIGH
LOW

30.
WORLD PR REPORT 201330
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
PROFESSIONAL DEVELOPMENT
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
23.9%
25%
28.6%
33.3%
13.3%
21.4%
9.1%
33.3%
34.1%
ASIA
34.1%
AUSTRALIA
9.1%
HIGH
LOW
CREATIVITY
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
33%
16.7%
21.4%
16.7%
26.7%
25.5%
27.3%
22.2%
15.9%
NORTH AMERICA
33%
ASIA
15.9%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

31.
WORLD PR REPORT 2013 31
MEDIA RELATIONS
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
9.1%
0%
16.7%
50%
6.7%
23.5%
18.2%
33.3%
13.6%
MIDDLE EAST
50%
LATIN AMERICA
0%
HIGH
LOW
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
RESEARCH
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
15.9%
25%
11.9%
16.7%
20%
12.2%
18.2%
22.2%
20.5%
LATIN AMERICA
25%
EASTERN EUROPE
11.9%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

32.
WORLD PR REPORT 201332
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
MEASUREMENT AND ANALYTICS
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
42%
58.3%
14.3%
0%
35.6%
36.7%
45.5%
44.4%
31.8%
LATIN AMERICA
58.3%
MIDDLE EAST
0%
HIGH
LOW
SENIOR COUNSEL
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
33%
50%
33.3%
41.7%
33.3%
42.9%
45.5%
22.2%
31.8%
LATIN AMERICA
50%
AFRICA
22.2%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

33.
WORLD PR REPORT 2013 33
MANAGEMENT AND BUSINESS
DEVELOPMENT
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
28.4%
25%
40.5%
25%
24.4%
24.5%
36.4%
33.3%
34.1%
EASTERN EUROPE
40.5%
UNITED KINGDOM
24.4%
HIGH
LOW
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
GLOBAL CHALLENGES:
What is the greatest challenge facing
the PR industry?
37.3%
25.2%
37.1%
ECONOMIC CONDITIONS
STAFF RECRUITMENT
DIGITAL AND NEW TECHNOLOGIES
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

34.
WORLD PR REPORT 201334
CHALLENGES
GREATEST GLOBAL
CHALLENGES
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.“Competition
appears to be
getting tougher
in general...”
GREATEST GLOBAL CHALLENGES
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.

35.
WORLD PR REPORT 2013 35
ECONOMIC CONDITIONS
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
28.6%
16.7%
31%
41.7%
51.1%
45.5%
27.3%
33.3%
27.3%
UNITED KINGDOM
51.1%
LATIN AMERICA
16.7%
HIGH
LOW
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
DIGITAL AND NEW TECHNOLOGIES
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
29.7%
33%
23.8%
8.3%
28.9%
27.3%
18.2%
0%
18.2%
LATIN AMERICA
33%
AFRICA
0%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

36.
WORLD PR REPORT 201336
STAFF RECRUITMENT
0% 10% 20% 30% 40% 50% 60% 70% 80%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
46.2%
58.3%
28.6%
33.3%
48.9%
23.2%
45.5%
55.6%
50%
LATIN AMERICA
58.3%
WESTERN EUROPE
23.2%
HIGH
LOW
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
COMPETITION FROM OTHER
MARKETING DISCIPLINES
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
25.3%
16.7%
4.8%
8.3%
28.9%
21.2%
36.4%
22.2%
22.7%
AUSTRALIA
36.4%
EASTERN EUROPE
4.8%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

37.
WORLD PR REPORT 2013 37
FINANCIAL PRESSURE TO MEET
PROFIT TARGETS
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
13.2%
33.3%
28.6%
8.3%
24.4%
32.3%
18.2%
13.6%
LATIN AMERICA
AFRICA
33.3%
MIDDLE EAST
8.3%
HIGH
LOW
33.3%
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
CLIENTS UNWILLING TO
COMMIT FUNDS
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
27.5%
25%
23.8%
25%
26.7%
32.3%
36.4%
25%
AFRICA
44.4%
EASTERN EUROPE
23.8%
HIGH
LOW
44.4%
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

38.
WORLD PR REPORT 201338
LACK OF CLIENT UNDERSTANDING
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
18.7%
8.3%
15.6%
13.1%
18.2%
22.2%
20.5%
EASTERN EUROPE
MIDDLE EAST
33.3%
LATIN AMERICA
8.3%
HIGH
LOW
33.3%
33.3%
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
INABILITY TO EFFECTIVELY MEASURE
IMPACT OF PR
0% 5% 10% 15% 20% 25% 30%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
15.4%
8.3%
16.7%
16.7%
15.6%
16.2%
9.1%
11.1%
18.2%
ASIA
18.2%
LATIN AMERICA
8.3%
HIGH
LOW
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA

39.
WORLD PR REPORT 2013 39
GROWTH
GLOBAL PRACTICE
AREA GROWTH
IN WHICH PRACTICE AREA DID
YOU EXPERIENCE MOST GROWTH
LAST YEAR?
75.3%
46.4%
49.7%
DIGITAL ONLINE COMMUNICATIONS
CORPORATE REPUTATION
MARKETING COMMUNICATIONS
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%).
“The results
demonstrate a
general uniformity
among regions...”
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
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.

40.
WORLD PR REPORT 201340
CORPORATE REPUTATION
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
51.7%
58.3%
51.2%
91.7%
52.3%
60.2%
72.7%
55.6%
50%
41.7%
45.5%
47.7%
55.1%
55%
45.5%
66.7%
52.3%
66.7%
GROWTH
GLOBAL PRACTICE
AREA GROWTH
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
Continued
IN WHICH INDUSTRY SECTOR DID
YOU EXPERIENCE MOST GROWTH
LAST YEAR?
49.5%
39.4%
42.7%
CONSUMER PRODUCTS
TECHNOLOGY
HEALTHCARE
MIDDLE EAST
91.7%
ASIA
50%
HIGH
LOW

41.
WORLD PR REPORT 2013 41
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
PUBLIC AFFAIRS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
28.1%
41.7%
31.7%
33.3%
22.7%
29.6%
63.6%
33.3%
43.2%
50%
17%
18.2%
31.6%
27.5%
45.5%
33.3%
45.5%
11.1%
MARKETING COMMUNICATIONS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
49.4%
25%
31.7%
33.3%
50%
39.8%
45.5%
33.3%
52.3%
16.7%
55.7%
40.9%
35.7%
32.5%
36.4%
58.3%
63.6%
22.2%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
AUSTRALIA
63.6%
UNITED KINGDOM
22.7%
HIGH
LOW
ASIA
52.3%
LATIN AMERICA
25%
HIGH
LOW

42.
WORLD PR REPORT 201342
Continued
INVESTOR RELATIONS
0% 10% 20% 30% 40% 50% 60%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
14.6%
16.7%
24.4%
8.3%
6.8%
8.2%
18.2%
22.2%
11.4%
16.7%
12.5%
9.1%
8.2%
15%
27.3%
8.3%
9.1%
55.6%
GROWTH
GLOBAL PRACTICE
AREA GROWTH
EMPLOYEE COMMUNICATIONS
0% 10% 20% 30% 40% 50% 60%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
9%
33.3%
22%
0%
13.6%
23.5%
55.6%
15.9%
25%
4.5%
9.1%
17.3%
10%
0%
6.8%
11.1%
9.1%
9.1%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
AFRICA
55.6%
MIDDLE EAST
0%
HIGH
LOW
EASTERN EUROPE
24.4%
UNITED KINGDOM
6.8%
HIGH
LOW

43.
WORLD PR REPORT 2013 43
SOCIAL RESPONSIBILITY
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
20.2%
16.7%
19.5%
41.7%
22.7%
23.5%
18.2%
44.4%
34.1%
16.7%
13.6%
9.1%
10.2%
22.5%
0%
25%
22.7%
22.2%
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
DIGITAL ONLINE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
79.8%
100%
80.5%
58.3%
86.4%
76.5%
72.7%
66.7%
81.8%
100%
72.7%
86.4%
71.4%
77.5%
72.7%
58.3%
65.9%
66.7%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
LATIN AMERICA
100%
MIDDLE EAST
58.3%
HIGH
LOW
AFRICA
44.4%
LATIN AMERICA
16.7%
HIGH
LOW

44.
WORLD PR REPORT 201344
WORD OF MOUTH
0% 5% 10% 15% 20% 25% 30%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
12.4%
8.3%
19.5%
16.7%
13.6%
15.3%
9.1%
9.1%
0%
8.3%
13.6%
13.6%
17.3%
20%
9.1%
9.1%
8.3%
11.1%
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
CONSUMER PRODUCTS
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
52.9%
83.3%
53.8%
33.3%
54.5%
44.9%
54.5%
66.7%
45.5%
75%
46%
44.4%
52%
48.7%
18.2%
66.7%
52.3%
44.4%
LATIN AMERICA
83.3%
MIDDLE EAST
33.3%
HIGH
LOW
EASTERN EUROPE
19.5%
AFRICA
0%
HIGH
LOW

45.
WORLD PR REPORT 2013 45
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
FOOD AND BEVERAGE
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
24.1%
25%
30.8%
41.7%
31.8%
26.5%
9.1%
33.3%
27.3%
25%
24.1%
31.1%
22.4%
38.5%
9.1%
25%
31.8%
44.4%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
INDUSTRIAL
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
20.7%
33.3%
35.9%
33.3%
18.2%
33.7%
18.2%
11.1%
27.3%
33.3%
16.1%
17.8%
32.7%
35.9%
27.3%
25%
31.8%
22.2%
EASTERN EUROPE
35.9%
AFRICA
11.1%
HIGH
LOW
MIDDLE EAST
41.7%
AUSTRALIA
9.1%
HIGH
LOW

46.
WORLD PR REPORT 201346
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
TECHNOLOGY
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
63.2%
50%
61.5%
66.7%
59.1%
54.1%
45.5%
44.4%
50%
66.7%
48.3%
46.7%
39.8%
48.7%
45.5%
41.7%
38.6%
33.3%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
HEALTHCARE
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
60.9%
50%
46.2%
33.3%
38.6%
54.1%
45.5%
56.6%
65.9%
50%
40.2%
26.7%
43.9%
35.9%
45.5%
25%
47.7%
55.6%
ASIA
65.9%
MIDDLE EAST
33.3%
HIGH
LOW
MIDDLE EAST
66.7%
AFRICA
44.4%
HIGH
LOW

47.
WORLD PR REPORT 2013 47
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
FINANCIAL/PROFESSIONAL SERVICES
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
27.6%
33.3%
35.9%
41.7%
29.5%
26.5%
45.5%
44.4%
20.5%
8.3%
23%
22.2%
20.4%
28.2%
54.5%
25%
27.3%
33.3%
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
PUBLIC SECTOR
0% 10% 20% 30% 40% 50%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
10.3%
25%
20.5%
41.7%
13.6%
14.3%
18.2%
22.2%
29.5%
16.7%
8%
13.3%
14.3%
15.4%
9.1%
16.7%
22.7%
0%
MIDDLE EAST
41.7%
NORTH AMERICA
10.3%
HIGH
LOW
AUSTRALIA
45.5%
ASIA
20.5%
HIGH
LOW

48.
WORLD PR REPORT 201348
NON-PROFIT
0% 5% 10% 15% 20% 25% 30%
NA
LAT
UK
W EU
E EU
AUST
ASIA
M EA
AFR
5.7%
0%
2.6%
8.3%
0%
4.1%
0%
0%
4.5%
0%
12.6%
6.7%
7.1%
7.7%
0%
25%
6.8%
0%
GROWTH
GLOBAL PRACTICE
AREA GROWTH
Continued
2013
2012
NA: NORTH AMERICA
LAT: LATIN AMERICA
UK: UNITED KINGDOM
W EU: WESTERN EUROPE
E EU: EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA
M EA: MIDDLE EAST
AFR: AFRICA
MIDDLE EAST
8.3%
LATIN AMERICA
UNITED KINGDOM
AUSTRALIA
AFRICA
0%
HIGH
LOW

49.
LOCAL MARKETS
COUNTRY TRADE ASSOCIATION NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
BIGGEST PREDICTED
AREAS OF GROWTH
BIGGEST PR PRACTICE
AREAS BY REVENUE
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
AUSTRALIA REGISTERED
CONSULTANCIES GROUP
(RCG) OF THE PUBLIC
RELATIONS INSTITUTE OF
AUSTRALIA
112 40% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
STAFF RECRUITMENT;
CLIENTS MOVING PR IN-
HOUSE; LACK OF CLIENT
UNDERSTANDING OF PR
BELGIUM BELGIAN PUBLIC
RELATIONS CONSULTANTS
ASSOCIATION (BPRCA)
28 70% CORPORATE REPUTATION;
DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
INDUSTRIAL/
MANUFACTURING
GENERAL ECONOMIC
CONDITIONS; CLIENTS
UNWILLING TO COMMIT
SUFFICIENT FUNDS;
CLIENTS TOO FOCUSED
ON SHORT-TERM
BULGARIA BULGARIAN ASSOCIATION
OF PR AGENCIES (BAPRA)
18 75% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES, PUBLIC
SECTOR
CLIENTS TOO FOCUSED ON
SHORT-TERM; GENERAL
ECONOMIC CONDITIONS;
MEDIA CORRUPTION
CZECH REPUBLIC ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(APRA)
22 75% MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
FINANCIAL AND
PROFESSSIONAL
SERVICES
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; LACK OF CLIENT
UNDERSTANDING OF PR
FINLAND THE FINNISH ASSOCIATION
OF MARKETING
COMMUNICATION
AGENCIES MTL
98 30% CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
FOOD AND
BEVERAGE,HEALTHCARE,
TECHNOLOGY
CLIENTS TOO FOCUSED ON
SHORT-TERM; GENERAL
ECONOMIC CONDITIONS;
INABILITY TO EFFECTIVELY
MEASURE IMPACT OF PR
GERMANY ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(GPRA)
30 40% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
CORPORATE
COMMUNICATION
CONSULTING SOCIAL
MEDIA MANAGEMENT,
CHANGE PROCESSES,
INTEGRATED APPROACH
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
CLIENTS UNWILLING TO
COMMIT SUFFICIENT FUNDS
AUSTRIA PRVA AND PR QUALITY
AUSTRIA
73 90% CORPORATE REPUTATION,
SOCIAL RESPONSIBILITY,
DIGITAL/ONLINE
COMMUNICATIONS
INDUSTRIAL/
MANUFACTURING,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS; SHORT-TERM
CLIENT FOCUS
BRAZIL BRAZILIAN ASSOCIATION
OF COMMUNICATIONS
AGENCIES (ABRACOM)
385 45% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT
RELATIONS; EMPLOYEE
COMMUNICATIONS
CONSUMER PRODUCTS,
TECHNOLOGY, PUBLIC
SECTOR
STAFF RECRUITMENT;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; ECONOMIC
CONDITIONS GENERALLY
CROATIA CROATIAN ASSOCIATION
OF COMMUNICATION
AGENCIES (HRVATSKA
UDRUGA KOMUNIKACIJSKIH
AGENCIJA - HUKA)
13 70% PUBLIC AFFAIRS/
GOVERNMENT
RELATIONS; EMPLOYEE
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CORPORATE, DIGITAL,
HEALTHCARE
CLIENTS MOVING PR
IN-HOUSE; FINANCIAL
PRESSURE TO MEET PROFIT/
MARGIN TARGETS; GENERAL
ECONOMIC CONDITIONS
DENMARK PUBLIC RELATIONS
BRANCHEN
28 80% MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
HEALTHCARE,
TECHNOLOGY
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM
FRANCE SYNTEC CONSEIL EN
RELATIONS PUBLICS
40 60% CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
FOOD AND BEVERAGE,
TECHNOLOGY, PUBLIC
SECTOR
CLIENTS MOVING PR IN-
HOUSE; GENERAL ECONOMIC
CONDITIONS; CLIENTS TOO
FOCUSED ON SHORT-TERM
GREECE HELLENIC ASSOCIATION
OF COMMUNICATIONS
AGENCIES (EDEE)
16 70% CORPORATE REPUTATION:
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
FOOD AND BEVERAGE,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
PROFESSIONAL
DEVELOPMENT; GENERAL
ECONOMIC CONDITIONS;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS
WORLD PR REPORT 2013 49

50.
WORLD PR REPORT 201350
LOCAL MARKETS
Continued
COUNTRY TRADE ASSOCIATION NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
BIGGEST PREDICTED
AREAS OF GROWTH
BIGGEST PR PRACTICE
AREAS BY REVENUE
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
INDIA PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION OF INDIA
(PRCAI)
16 75% PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS; SOCIAL
RESPONSIBILITY
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
INDUSTRIAL/
MANUFACTURING
STAFF RETENTION; GENERAL
ECONOMIC CONDITIONS;
LACK OF CLIENT
UNDERSTANDING OF PR
ITALY ASSOREL 45 35% DIGITAL/ONLINE
COMMUNICATIONS;
STAKEHOLDER
MANAGEMENT
FOOD AND BEVERAGE,
HEALTHCARE
STAFF RECRUITMENT;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS
POLAND POLISH PUBLIC
RELATIONS CONSULTANCY
ASSOCIATION (PPRCA)
40 60% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
INDUSTRIAL/
MANUFACTURING,
HEALTHCARE, PUBLIC
SECTOR
COMPETITION FROM
OTHER PROFESSIONAL
SERVICE FIRMS; ECONOMIC
CONDITIONS GENERALLY;
CLIENTS TOO FOCUSED ON
SHORT-TERM
RUSSIA THE RUSSIAN
COMMUNICATIONS
CONSULTANCIES
ASSOCIATION (AKOS)
30 60% CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
INDUSTRIAL/
MANUFACTURING,
TECHNOLOGY
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; CLIENTS UNWILLING
TO COMMIT SUFFICIENT
FUNDS
SLOVENIA CHAMBER OF PUBLIC
RELATIONS ZOJ
9 40% CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
LACK OF CLIENT
UNDERSTANDING OF PR;
GENERAL ECONOMIC
CONDITIONS; CLIENTS TOO
FOCUSED ON SHORT-TERM
SPAIN ASSOCIATION OF
PUBLIC RELATIONS
AND COMMUNICATIONS
CONSULTANCIES (ADECEC)
22 50% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
PUBLIC SECTOR
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS; CLIENTS
UNWILLING TO COMMIT
SUFFICIENT FUNDS
IRELAND PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION (IRELAND)
30 80% MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
FOOD AND BEVERAGE,
HEALTHCARE, NOT-FOR-
PROFIT
COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
GENERAL ECONOMIC
CONDITIONS; CLIENTS
MOVING PR IN-HOUSE
NORWAY KOMM 19 80% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS
PUBLIC SECTOR COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
MEDIA HOSTILITY TO PR
PORTUGAL PORTUGUESE
ASSOCIATION OF
COMMUNICATIONS AND
PUBLIC RELATIONS
CONSULTANCIES (APECOM)
23 80% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
SOCIAL RESPONSIBILITY
INDUSTRIAL/
MANUFACTURING,
HEALTHCARE, FINANCIAL
PROFESSIONAL
DEVELOPMENT; COMPETITION
FOR CLIENTS FROM OTHER
PR FIRMS; GENERAL
ECONOMIC CONDITIONS
SLOVAKIA ASSOCIATION OF PR
AGENCIES IN SLOVAK
REPUBLIC (APRSR)
12 70% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
HEALTHCARE
STAFF RECRUITMENT; PR
MANAGED AT JUNIOR LEVEL
BY CLIENTS; GENERAL
ECONOMIC CONDITIONS
SOUTH AFRICA PUBLIC RELATIONS
CONSULTANCY CHAPTER
FORMED BY PRISA
43 10% CORPORATE
REPUTATION; EMPLOYEE
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
STAFF RECRUITMENT;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS
SWEDEN THE ASSOCIATION OF
PUBLIC RELATIONS
CONSULTANCIES IN
SWEDEN, PRECIS
36 75% CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
FOOD AND BEVERAGE,
FINANCIAL AND
PROFESSSIONAL
SERVICES, PUBLIC
SECTOR
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; LACK OF CLIENT
UNDERSTANDING OF PR

51.
LOCAL MARKETS
COUNTRY TRADE ASSOCIATION NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
BIGGEST PREDICTED
AREAS OF GROWTH
BIGGEST PR PRACTICE
AREAS BY REVENUE
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
SWITZERLAND ASSOCIATION OF PR
AGENCIES IN SWITZERLAND
(BPRA)
27 65% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS
UNITED KINGDOM PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION (PRCA)
350 75% MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS
TURKEY COMMUNICATIONS
CONSULTANCY COMPANIES
ASSOCIATION - IDA
22 60% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM;
MEDIA HOSTILITY TO PR
UNITED STATES COUNCIL OF PUBLIC
RELATIONS FIRMS (CPRF)
110 75% CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
STAFF RECRUITMENT; STAFF
RETENTION; CLIENTS TOO
FOCUSED ON SHORT-TERM
Continued
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.
METHODOLOGY
WORLD PR REPORT 2013 51

52.
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