CIPR State of the Profession 2018

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S TAT E O F T H E
P R O F E S S I O N
2018
#StateOfPR
cipr.co.uk

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INTRODUCTION
For almost a decade, the CIPR’s State of the Profession has delivered industry-
leading data on the trends, issues and challenges impacting public relations.
From skills and salaries to diversity and gender pay, the research has benchmarked
standards and spotlighted stories that have guided industry efforts to improve practice.
Thousands of PR professionals have had their say on the PR industry each year since the
survey’s inception in 2009, but tens of thousands more work in public relations beyond
the CIPR’s networks. The CIPR wanted to conduct a research study that truly represented
the entire profession.
This perspective inspired a unique approach to the 2018 study.
For the first time, this year’s research combines State of the Profession insight with
data from a separate Office of National Statistics (ONS) study into the public relations
population. The intention was to create a higher level of assurance for the findings of the
research by doing a wider desk-based analysis of the PR population based on the ONS
Annual Population Survey.
Validated against the ONS data, this year’s State of the Profession is the most powerful,
statistically robust and authoritative exploration of public relations practice to date.
STATE OF THE PROFESSION 2018

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METHODOLOGY
In 2017 the CIPR chose to work with Chalkstream Ltd, an agency with a research
specialism led by a Chartered PR Practitioner, to deliver the project.
The initial output was an analysis of the UK’s PR population, giving an overall figure and
providing a range of demographic information. This was tested and extended to cover
the period 2013-2017.
To set State of the Profession in context, the CIPR commissioned an analysis of the UK PR
population as a whole. This was carried out through an analysis of data collected through
the Annual Population Survey (APS) of UK residents.
Around 320,000 people take part in the APS each year, giving it the largest coverage
of any UK household survey and allowing for the generation of statistics for small
geographical areas.
The APS is a representative survey and produces the most robust data available to help
any organisation understand the population of a given profession. The APS data is,
according to the ONS, the most reliable source for occupation and industry breakdown
in the UK. To test the robustness of the methodology and to understand data trends,
data from APS 2013/14, 2014/15, 2015/16 and 2016/17 was analysed.
The data from population research was used to created weighted samples and test
the State of the Profession sample to see how representative it is of the PR population.
State of the Profession went into the field in November 2017, closing on 17 December
with 1,752 respondents. Invitations to complete the survey were sent via email by the
CIPR to its members and non-members who were signed up to the Institute’s mailing list.
Invitation links were also shared on social media.
Of the 1,752 responses, 179 respondents did not work in public relations and 369
respondents failed to complete the survey in its entirety although the responses provided
in these cases allowed for confident interpretation and presentation of the data.
The results reflected through this study related to the UK PR population as a whole,
as analysed further in the appendix. The State of the Profession survey sampled this
population and followed a different methodology. The two sets of results are distinct
but provide a strong basis for comparison. The APS data allowed us to analyse how
representative the sample in State of the Profession is of the UK’s PR population and
provided a basis to set the analysis in a wider context.
METHODOLOGY

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EXECUTIVE SUMMARY
The use of new research on the population of UK PR practitioners ensures the results
of this year’s State of the Profession are representative of the wider PR industry.
The findings:
1. GROWTH AND SALARIES
Public relations is a growing profession. There are 71,000 PR practitioners in the UK.
The workforce has grown by 22% (from 58,000) over the past four years. The vast
majority of agencies, consultancies and departments are growing or maintaining
their size in 2017/18.
Chartered Practitioners, as a group, have the highest average income. As in 2017,
in-house professionals in the private sector earn more than public sector in-house
professionals, agency, consultancy or independent practitioners.
PR professionals working outside the UK as well as those in London, the South East
and the Channel Islands have the highest average annual income; those in Northern
Ireland and East Midlands have the lowest.
Overall, average salaries for full-time workers grew by £1,123 from £50,447 in 2017
to £51,570 in 2018, but the results showed significant variations according to gender,
age and location.
2. ACHIEVING RECOGNITION AS A STRATEGIC MANAGEMENT DISCIPLINE
Senior representation for the PR function matters to practitioners; respondents
consider that under-representation of public relations practitioners at board level is
the biggest challenge facing the industry, as they did last year. Practitioners need
to break away from tactical communications and assert wider influence over the
organisation they work in or for if PR is to thrive as a strategic management discipline.
Although practitioners influence communications strategy and communication
budgets, organisations are systematically undervaluing their PR functions –
only 1 in 10 senior respondents indicated they were a member of an executive board.
Nine out of 10 (88%) recruiters value strategic thinking as one of the most significant
attributes in senior practitioners. Senior practitioners rate it as strength (45%),
and strategic planning is one of the most commonly undertaken activities at this
level (66%). However, senior practitioners need to build their business acumen to
break through beyond PR.
EXECUTIVE
SUMMARY

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Public relations faces a longer term challenge to establish new sources of value
to counter the risks posed by new technology. At all levels, practitioners are
overwhelmingly engaged in tactical delivery. The most commonly undertaken
activity in PR is copywriting and editing – the third most common is media relations.
Elements of these activities, as well as social media relations, are at risk
of automation. Delivering PR campaigns is the second most common activity.
Senior practitioners are strategic planners but are more commonly occupied
in copywriting and campaigns. While recruiters value strategic thinking and
practitioners identified it as a strength, there is a gap between this perceived value
and the reality of a senior role in PR.
3. PR FAILING TO BRIDGE THE DIVERSITY GAP
PR has a “Diversity Gap” – our population research suggests that in 2017, 96%
of the population of public relations was ethnically white, up from 90% in 2013.
We should be cautious about placing too much emphasis on diversity data for a
single year, due to the limitations of the methodology. The average over recent years
(of 93% white ethnicity) is probably more robust.
Thus, even on a generous interpretation of the data, the ‘Diversity Gap’ exists
between the PR population and the wider UK population, which is generally
identified as 87% white.
The ‘Diversity Gap’ also relates to the change in attitudes within the profession.
State of the Profession data shows practitioners are increasingly likely to believe that
ethnic diversity contributes to improved PR practice. This rose from 59% to 65%
between 2016 and 2017. Attitudes may be evolving, but recruitment practices are
failing to drive real change.
PR must take this issue more seriously. According to the January 2016 School
Census, in primary schools 31.4% of pupils are of minority ethnic origin. The UK
population is changing and PR is standing still.
The sector needs to break down barriers to diversity in employment. The cost of
failing to do this will become increasingly evident as society diversifies and PR is
increasingly isolated and out of touch.
EXECUTIVE
SUMMARY

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4. DECLINING FEMALE EMPLOYMENT, GENDER PAY AND PR’S GLASS CEILING
FOR WOMEN
Our survey data suggests that the proportion of men and women in the profession
remains stable at 63% women; interestingly however, ONS data suggests there is
a steady change in the gender balance in public relations. This ONS data indicates
women make up 56% of the PR practitioner population which has declined year on
year since 2013 (when they made up 63% of the workforce). If women are leaving, or
being put off from working in PR, it may be in part due to the following reasons:
The gap between the female and male salaries in PR has fallen slightly, to an average
of £11,156 in 2018. However, this masks the annual cost of being a woman in PR.
According to the regression analysis, which strips out other factors that influence
earnings such as seniority, prevalence of part-time work or years in practice, this has
risen from £5,784 to £6,725.
It is also more difficult for women to reach the most senior, better paid roles in public
relations. The average gap between male and female earnings rises to over £18,000
for practitioners who have worked in PR for between 17 and 21 years.
5. MENTAL HEALTH ISSUES ARE ON THE RISE
Around one in six (16%) of PR practitioners stated that they have a mental health
condition. This figure has more than doubled in the last year – only 6% of professionals
reported mental health conditions in 2016/17. This rapid increase could be attributed
in part to greater awareness of mental health in society, but also points to a challenge
for employers in the sector.
EXECUTIVE
SUMMARY

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CONTENTS
THE PROFESSION 8
• RECRUITMENT 9
• CHALLENGES FACING THE INDUSTRY 10
EMPLOYMENT DEMOGRAPHICS 11
• AGE 12
• GENDER 12
• EDUCATION 12
• WORKPLACE REGION 13
• ORGANISATION TYPE 14
• YEARS IN PR 16
• SENIORITY 16
SALARY 17
• BY AGE 18
• BY LOCATION 18
• BY ROLE 18
• BY EXPERIENCE 19
• BY PROFESSIONAL ACHIEVEMENT 19
• BY GENDER 19
• GENDER PAY GAP BY EXPERIENCE 19
SKILLS, ATTRIBUTES AND KNOWLEDGE 20
• ACTIVITIES UNDERTAKEN 21
• SENIOR PRACTITIONERS 22
– Perceived strongest skills/competencies 22
– Skills most valued by recruiters 22
– Top perceived strongest attributes 23
– Attributes most valued by recruiters 23
– Strongest areas of professional knowledge 23
– Specialist knowledge most valued
by recruiters 23
• NON MANAGERS 24
– Perceived strongest skills/competencies 24
– Skills most valued by recruiters 24
– Top perceived strongest attributes 24
– Attributes most valued by recruiters 24
– Strongest areas of professional knowledge 25
– Specialist knowledge most valued
by recruiters 25
• RESPONSIBILITIES 26
– Senior responsibilities 26
– In-house responsibilities 26
– Consultancy/agency responsibilities 27
– Independent practioner responsibilities 27
– Professional standards 27
DIVERSITY AND INCLUSION 28
• ETHNICITY 29
• SEXUAL ORIENTATION 29
• RELIGION 29
• WELLBEING 30
• DIVERSITY ATTITUDES 30
HOW RESULTS REFLECT THE INDUSTRY 31
APPENDIX 32
LIMITATIONS OF THE METHODOLOGY 33
ABOUT CHALKSTREAM AND CIPR 34
CONTENTS

T H E
P R O F E S S I O N
01

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The APS data highlights a growth in the population working in PR. Over
the last four years this has seen a rise from 58,000 to 71,000 people
working in PR.
This growth is reflected in the survey findings from State of the Profession
which shows that agencies, consultancies and in house teams largely identify
their workforce as ‘growing’ or ‘stable’. This trend suggests a continuation in
growth of the workforce as well as recognition of the importance of strategic
PR. However, the main challenge facing the industry is recognised as ‘under-
representation of public relations practitioners at board level’ for the second
year in a row.
Other challenges include adapting to trends in media and technology –
matters set to impact the workforce and required skills now and in the future.
RECRUITMENT
Agency/consultancy
Growing
Stable
Reducing in size
I don’t know
RECRUITMENT
PR department
Growing
Stable
Reducing in size
I don’t know
THE
PROFESSION01
37%
59%
3% 1%
2%
31%
53%
14%

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THE
PROFESSION01
CHALLENGES FACING THE INDUSTRY
Ranking Industry Challenge
1. Under-representation of public relations practitioners at board level
2. Changing social and digital landscape
3. Unethical public relations practice
4. An expanding skill set required of professionals
5. Not being seen as a professional discipline
6. Convergence with other marketing disciplines
7. Emergence of fake news
8. Lack of diversity amongst PR professionals
9. Lack of analytical skills
10. A lack of collective self-belief and confidence
11. Automation

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E M P L O Y M E N T
D E M O G R A P H I C S
02

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EMPLOYMENT
DEMOGRAPHICS02
AGE
Age range
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Over 64
GENDER
Male
Female
Other 0%
Prefer not to say 0%
This section explores the make up the PR population by age, gender, region and education.
This examines the split between in-house and agency practitioners as well as their role, level of seniority,
and years of experience.
6%3%
29%
29%
24%
10%
36%
63%
EDUCATION LEVEL
Undergraduate degree 74%
Masters degree 32%
Doctorate/PhD 2%
Another university 12%
qualification
No higher education 9%
qualification

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EMPLOYMENT
DEMOGRAPHICS02
WORKPLACE REGION
Region %
Channel Islands 1%
East of England 5%
East Midlands 4%
London 27%
North East 4%
Northern Ireland 3%
North West 8%
Scotland 7%
South East 10%
South West 8%
Wales 4%
West Midlands 5%
Yorkshire and the
Humber
3%
Outside of the UK 10%

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EMPLOYMENT
DEMOGRAPHICS02
ORGANISATION TYPE BY AGE
ORGANISATION TYPE
Response
I work in-house in the private sector
I work in-house in the public sector
I work in-house for a
not-for-profit organisation/NGO
I work in a consultancy/agency
I am an independent practitioner
12%
16%
27%
22%
23%
In-house
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Over 64
Consultancy
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Over 64
Indep. Prac.
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Over 64
24%
37%
12%8%
17%
2%
33%
32%
7%
1% 3%
24%
30%
6%
34%
23%
7%

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EMPLOYMENT
DEMOGRAPHICS02
ORGANISATION TYPE BY LOCATION
In-house
London
Midlands and E. England
North England
South (incl C.I.)
Northern Ireland
Scotland
Wales
International
Consultancy
London
North England
South (incl C.I.)
Northern Ireland
Scotland
Wales
International
Indep. Prac.
London
North England
South (incl C.I.)
Northern Ireland
Scotland
Wales
International
27%
15%19%
7%
10%
15%
4%
3%
31%
9%
15%
20%
13%
5%
4%
3%
14%11%
16%
17%
2%
2%
5%
32%

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EMPLOYMENT
DEMOGRAPHICS02
YEARS IN PR
0-4
5-8
9-12
13-16
17-20
21+
12%
13%
17%
21%
18%
19%
SENIORITY
Role
Assistant/Executive
Officer
Manager
Head of Communications/
Associate Director
Director/Partner/
Managing Director
Other
Intern/Trainee 0%
21%
17% 34%
17%
6% 5%
SENIORITY BY GENDER
Male
Role
Non-manager
(i.e. Intern, Assistant,
Executive, Officer)
Manager
Associate Director
Director/Partner/
Managing Director
Other
17%
19%
33%
26%
5%
Female
Role
Non-manager
Manager
Associate Director
Director/Partner/
Managing Director
Other
5%
24%
35%
18%
18%

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S A L A R Y
03

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SALARY03
SALARY BY AGE
Age range
16 to 24
25 to 34
35 to 44
45 to 54
55 to 64
Over 65
Average income
£24,223
£38,794
£51,840
£67,425
£73,613
£65,778
SALARY BY ROLE
Role
Intern/trainee
Assistant/executive
Officer
Manager
Associate Director
Director/Partner/
Managing Director
Average income
£21,667
£23,844
£31,232
£43,498
£63,139
£79,244
SALARY BY LOCATION
Location
Channel Islands
East of England
East Midlands
London
North East
Northern Ireland
North West
Scotland
South East
South West
Wales
West Midlands
Yorks Humber
Outside of the UK
Average income
£51,462
£41,296
£38,390
£60,228
£39,907
£37,596
£49,880
£43,904
£51,304
£49,311
£41,247
£44,778
£42,645
£69,290

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SALARY BY GENDER
Gender Average income
Male £58,276
Female £47,706
Difference £10,570
GENDER PAY GAP BY EXPERIENCE
Years Worked
in PR
Difference between male
and female salaries
0-4 £2,298
5-8 £4,034
9-12 £6,121
13-16 £12,649
17-20 £18,713
21+ £11,436
SALARY BY PROFESSIONAL ACHIEVEMENT
Status
Professional qualification
in public relations
Chartered Practitioner
No professional
qualification/Not Chartered
Average income
£50,027
£66,526
£49,360
SALARY BY EXPERIENCE
Years in PR
0 to 4
5 to 8
9 to 12
13 to 16
17 to 20
21+
Average income
£31,201
£41,537
£51,458
£55,773
£65,872
£76,522

SALARY03
A regression analysis of the gender pay gap, which considers variables
that influence salary such as prevalence of part-time work, years in PR
and seniority, revealed that men are paid an average of £6,725 more
than women in public relations.

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S K I L L S ,
AT T R I B U T E S
A N D
K N O W L E D G E
04

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SKILLS, ATTRIBUTES
AND KNOWLEDGE04
Survey respondents were asked to indicate how they spent their time by identifying specific work
activities. The results reveal the evolving skillset required of public relations professionals.
Segmenting these responses by respondents’ seniority reveals powerful insights into how workflow is
distributed amongst PR professionals.
Meanwhile respondents with responsibilities for recruiting staff were asked which skills, attributes
and specialist knowledge they value most. This exercise evidenced the prevalence of skills gaps in
public relations. The options were developed using the Global Alliance’s ‘Global Body of Knowledge’
framework. This section also identifies where PR is positioned within organisations in relation to its
influence and authority over strategy and budgets.
PUBLIC RELATIONS ACTIVITIES MOST
COMMONLY UNDERTAKEN IN CURRENT JOB
Activity %
Copywriting and editing 73%
PR programmes/campaigns 68%
Media relations 65%
Strategic planning 57%
Social media relations 54%
Crisis, issues management 52%
Community and stakeholder relations 49%
Internal/employee communication 48%
Events, conferences 44%
Management of people, resources 38%
Research, evaluation, measurement 36%
Marketing 33%
Project, account, client management 29%
Public affairs 25%
Defining mission/values, corporate governance 24%
Technical/digital (exc social media) 19%
Financial, investor relations 6%
Respondents were asked to reveal how they spent their time. This year’s
study combines the tasks/competencies respondents said they spend most
and some of their time on to reveal the most common areas of practice.

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SKILLS, ATTRIBUTES
AND KNOWLEDGE04
SENIOR ROLES
Activity %
PR programmes/campaigns 69%
NON-MANAGER ROLES
Activity %
Media relations 67%
SENIOR PRACTITIONERS
TOP 3 PERCEIVED STRONGEST SKILLS/
COMPETENCIES
Activity %
Media relations 46%
SKILLS MOST VALUED BY RECRUITERS
Activity %
Management of people, resources 65%
Crisis, issues management 57%

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SKILLS, ATTRIBUTES
AND KNOWLEDGE04
TOP 3 PERCEIVED STRONGEST ATTRIBUTES
Activity %
Strategic thinking 62%
Problem solving 43%
Writing ability 38%
ATTRIBUTES MOST VALUED BY RECRUITERS
Activity %
Strategic thinking 88%
Problem solving 45%
Emotional intelligence 37%
TOP 3 PERCEIVED STRONGEST AREAS
OF PROFESSIONAL KNOWLEDGE
Activity %
Research, planning, implementation, evaluation 55%
Crisis communications management 47%
Media and social channels, use of technology 44%
SPECIALIST KNOWLEDGE MOST VALUED
BY RECRUITERS
Activity %
Business acumen 62%
Crisis communications management 57%

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SKILLS, ATTRIBUTES
AND KNOWLEDGE04
NON-MANAGERS
TOP 3 PERCEIVED STRONGEST SKILLS/
COMPETENCIES
Activity %
Media relations 50%
SKILLS MOST VALUED BY RECRUITERS
Activity %
Media relations 53%
TOP 3 PERCEIVED STRONGEST ATTRIBUTES
Activity %
Attention to detail 42%
Writing ability 49%
Creativity 38%
ATTRIBUTES MOST VALUED BY RECRUITERS
Activity %
Attention to detail 63%
Writing ability 54%
Creativity 41%

P25
SKILLS, ATTRIBUTES
AND KNOWLEDGE04
TOP 3 PERCEIVED STRONGEST AREAS
OF PROFESSIONAL KNOWLEDGE
Activity %
Communication models and theories 25%
SPECIALIST KNOWLEDGE MOST VALUED
BY RECRUITERS
Activity %
Business acumen 34%

P26
SKILLS, ATTRIBUTES
AND KNOWLEDGE04
SENIOR RESPONSIBILITIES
Board level responsibility
I am directly answerable to one
or more Boards of Directors
I am a non-executive member
of a Board of Directors
I am an executive member
of a Board of Directors
None of the above
43%
47%
11% 5%
IN-HOUSE RESPONSIBILITIES
The marketing
budget
29%
38%
34%
The public relations
budget
50%
36%
14%
Other budgets in
the organisation
17%
37%
46%
The communication
strategy
63%
34%
2%
The organisation’s
business strategy
3%
60%
37%
In-house
I am responsible
for
I influence but
I am not
responsible for
I do not
influence

P27
SKILLS, ATTRIBUTES
AND KNOWLEDGE04
CONSULTANCY/AGENCY RESPONSIBILITIES
I am
responsible for
I influence
but I am not
responsible for
I do not
influence
Consultancy/agency % % %
The organisation’s budget 39% 37% 24%
Client marketing budgets 25% 50% 25%
Client public relations budgets 38% 50% 11%
Client communication strategies 60% 37% 2%
The organisation’s
business strategy
37% 47% 16%
Client business strategies 24% 55% 21%
INDEPENDENT PRACTITIONER RESPONSIBILITIES
I am
responsible for
I influence
but I am not
responsible for
I do not
influence
Independent % % %
Client marketing budgets 24% 52% 25%
Client public relations budgets 30% 56% 15%
Client communication strategies 59% 41% 1%
Client business strategies 15% 67% 18%
PROFESSIONAL STANDARDS
How do you judge the professional standards
of public relations practitioners? %
Satisfying clients/employers 63%
Membership of a professional body 60%
Commitment to industry codes of practice 56%
Industry training and qualifications 50%
Active participation in CPD or similar scheme 36%
Chartered Status 29%

P28
D I V E R S I T Y
A N D
I N C L U S I O N
05

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DIVERSITY
AND INCLUSION05
This section explores the progression of diversity in PR. Data from the APS suggests that despite the shift
in attitudes towards greater diversity within the workforce, the diversity gap has increased.
ETHNICITY
2013/14
%
2014/15
%
2015/16
%
2016/17
%
Average
White 91% 92% 93% 96% 93%
Mixed/Multiple ethnic groups 4% 1% 1% 1% 2%
Indian 1% 2% 1% 1% 1%
Black/African/Caribbean/Black British NA 1% 2% NA 2%
Other ethnic group 1% NA 1% NA 1%
Suppressed data/NA 2% 4% 3% 2% 3%
From ONS data - please see ‘Limitations of Methodology’ for further details.
SEXUAL ORIENTATION
Heterosexual
Gay
Prefer not to say
Bi-sexual
Lesbian
5%
2%1%
85%
7%
RELIGION
No religion
Christian
Buddhist
Hindu
Jewish
Muslim
Sikh 0%
Any other religion
Prefer not to say
50%
37%
2%
1%
7%

P30
DIVERSITY
AND INCLUSION05
DIVERSITY ATTITUDES
“I believe public relations campaigns are more effective
if practised by teams that are…
%
Agree
%
Neutral
%
Disagree
Don’t
know
ethnically diverse” 65% 27% 6% 2%
socially diverse” 78% 17% 4% 1%
of all ages” 77% 18% 4% 1%
representative of the audience(s) they are
communicating with”
67% 23% 9% 1%
culturally diverse” 74% 20% 5% 1%
made up of a proportionate number of men and women” 57% 31% 11% 1%
made up of a proportionate number of people with and
without disabilities”
43% 41% 13% 3%
Mental health condition
Yes
No
Prefer not to say
WELLBEING
Physical disability or long-term
physical health condition
Yes
No
Prefer not to say
6%1%
93%
4%
16%
80%

P31

HOW RESULTS REFLECT THE INDUSTRY
By analysing data from the Office for National Statistics’ Annual Population Survey (APS),
Chalkstream was able to determine the number of practitioners, as well as a range of
demographic features, including:
• Gender
• Age
• Type of employment
• Sector
• Industrial sector
• Workplace location
• Ethnicity
• Employment length
• (Recent) education and training history
The methodology was tested by applying it to the results of the APS for the previous
three years and by comparing results against the national census of 2011.
The results were then used to create a sample frame in order to weight the study to
reflect the population as defined by the APS data. This allows assessment of the extent
to which the results of the State of the Profession Survey 2018 are representative of the
industry beyond CIPR members. Only complete returns to the SOTP 2017/18 survey
were used to facilitate comparison.
The weighted responses are consistent with those of the broader set of respondents,
showing that the State of the Profession is a reliable barometer of the industry.

P32

APPENDIX
For this study, the APS was used to identify those who classify themselves as working in
public relations. All Standard Occupational Codes (SOC) used in the APS were reviewed
in detail.
Two codes were identified that covered those working in PR:
2472 – public relations professionals
1134 – advertising and public relations directors
Advertising directors were then separated out from PR directors in the 1134 SOC data. From
the remaining respondents, the social survey unit at the Office for National Statistics built up
a detailed picture of the population.
Please note that for reporting purposes the graphs and tables with percentages have been
rounded up or down accordingly and, in some cases, might not add up to 100%.

P33

LIMITATIONS OF THE METHODOLOGY
1. While the APS is considered a reliable source for occupation and industry breakdown,
by filtering respondents so specifically the study is based on the responses of around
400 individuals in total. Those 400 are theoretically representative of the UK PR
population because the broader sample of 300,000+ is representative of the whole
UK population. This theory is here tested by applying the methodology to different
sets of APS results in order to see whether the results are broadly similar, or represent
a trend, each time the data produced by the different surveys is analysed. While the
trends are clear, the methodology seems least robust where there is a wide range
of possible responses to a question in the APS (such as in relation to ethnicity or
workplace region).
2. The level of filtering involved in this study results in ‘cell suppression’ – where data
is hidden either to mitigate against data users being able to infer what should be
private information from public sets of data, or because sample sizes are too small to
provide reliable estimates.
3. The data under analysis does not provide information on the proportion of the PR
population that works in-house and what proportion works in an agency setting.
4. As a result of the methodology applied, the following will not be included in the
population under study here:
a. Public relations professionals working as public relations directors in the
advertising industry (due to the approach applied at #1).
b. Individuals working in a public relations role but classifying themselves as having a
different occupation (as, say, a journalist).
c. Heads of public relations agencies who classify themselves as managing directors
in an occupational capacity (as opposed to public relations directors).
Data for some variables cannot be analysed at all due to a lack of responses.
For example, typically only around 10% of APS respondents answer questions
about their income.

P34

ABOUT CHALKSTREAM
Chalkstream specialises in in-depth, intelligent reputation and market research for
education and membership body/trade association clients.
Our work involves secondary and primary research exploring attitudes, awareness and
behaviours among diverse groups. We turn expert research design, first-class fieldwork
and powerful analysis into clear, straightforward, practical recommendations that drive
intelligent decision-making.
Current and former clients include NATO, City Guilds Group, Association of Colleges,
National Union of Students, Association of School and College Leaders, ZSL, University of
Sussex, the UK Government.
chalkstreamltd.co.uk
ABOUT CIPR
The CIPR is by far the biggest member organisation for PR practitioners outside of North
America. By the size of turnover and number of individually registered members, we are
the leading representative body for the PR profession and industry in Europe.
The CIPR advances professionalism in public relations by making its members accountable
to their employers and the public through a code of conduct and searchable public
register, setting standards through training, qualifications, awards and the production of
best practice and skills guidance, facilitating Continuing Professional Development (CPD),
and awarding Chartered Public Relations Practitioner status (Chart.PR).
cipr.co.uk

P35
Chartered Institute of Public Relations
52-53 Russell Square
London WC1B 4HP
+44 (0)20 7631 6900
#StateOfPR
cipr.co.uk

CIPR State of the Profession 2018

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