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CIPR State of the Profession 2022

The 2022 CIPR State of the Profession report reveals significant movement within the public relations industry, with many practitioners changing jobs for career progression rather than due to redundancy, although recruitment challenges persist due to a skills shortage. The report highlights a growing business environment in PR, yet struggles in attracting talent, especially in agencies and consultancies, which report the highest vacancies but face difficulties in recruitment. Additionally, the study addresses ongoing issues such as the gender pay gap, mental health concerns among practitioners, and the demand for better work-life balance.

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State of the Profession 2022 Public relations: A growing industry, standing still
2 CIPR State of the Profession Report #StateofPR Introduction For over a decade the Chartered Institute of Public Relations (CIPR) has conducted industry-wide research exploring issues and challenges facing the public relations profession. We use this data to report on trends and provide industry- leading insights on topics including where practitioners work, what they do, how much they earn, and much more. This year’s study provides a focus on how the industry is adapting to life beyond the pandemic and what this has meant to those working in the profession.
3 CIPR State of the Profession Report #StateofPR Contents Methodology 4 Executive Summary 6 Practitioner demography 9 Employment 12 Organisation 15 Changing jobs 19 Views of current job 30 Relationship with employer 38 Recruitment 42 Vacancies 48 Income 56 PR Activities 61 Reputation of PR 65 Working conditions 68 Challenges 75 About us 78
4 CIPR State of the Profession Report #StateofPR Methodology
CIPR State of the Profession Report 5 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Methodology The Chartered Institute of Public Relations (CIPR) commissioned Chalkstream to deliver research support in the form of this ‘PR: Your Future’ study, the latest in the CIPR’s State of the Profession series, which Chalkstream has managed since 2018. Accordingly, Chalkstream delivered an online survey of CIPR membership and non-members, designed by Chalkstream alongside the CIPR. The survey included incentivisation via a prize draw to win an Amazon voucher worth £100. Invitations to complete the survey were communicated to non-members and members by the CIPR. The survey was launched on 2 February 2022 and closed on 12 March 2022. Responses Responses Number % Complete 771 87% Partial 112 13% Disqualified 3 >1% Total 886 100% While the number of practitioners responding to the survey is lower than in previous years, the respondent population broadly represents the population under study in terms of gender, age and ethnicity with a good spread of respondents across roles and organisation types. Analysis of results at different stages of recruitment suggests that, as in previous years, after around 500 responses the general results do not change significantly.
6 CIPR State of the Profession Report #StateofPR Executive Summary
CIPR State of the Profession Report 7 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Executive Summary The ‘great movement’ These results in this report do not illustrate a ‘great resignation’, but they do suggest a considerable amount of movement within the public relations industry. Practitioners appear to be more likely to have moved jobs in the past six months than the six months preceding, with ambition rather than redundancy being the common impetus for movement. Younger practitioners in officer or manager roles are most likely to have moved. Movement looks set to continue, with a third of practitioners saying they are likely to look for a new job in the next sixth months and two- thirds of practitioners confident they would get a new job if they tried. Confidence about getting a new job decreases with age reflects concerns about negative attitudes towards older candidates in PR recruitment. A growing industry, standing still Recruitment responses suggest that, in general, business is booming for public relations. Across all organisation types, teams are more likely to be growing than reducing in size. But those responsible for recruiting are struggling to find or attract the right talent pointing to low numbers of skilled applicants as well as fierce competition for existing talent. It is clear from these results that agencies and consultancies are suffering from the most acute skills shortages and many are struggling to fill existing vacancies. There has been very little change in what practitioners spend most of their time doing over the last four years with copywriting and editing still the most commonly undertaken activity. Over a third of practitioners cite the limited potential for promotion as what they dislike most about their role. The skills shortage is in the top four significant challenges facing the industry with all organisation types saying they are using new recruitment methods or channels to fill vacancies. Those in a recruitment role have a limited understanding of the dynamics of movement in the sector. They recognise, correctly, the importance of career progression but they do not appear to understand that poor work-life balance or demotivation as a result of feeling undervalued are among the most common reasons colleagues leave their posts. Those in more senior roles are more likely to take an active part in recruitment. Ethnic minority respondents are typically less likely to occupy a senior role than white respondents. The omission of ethnic minority and, to a lesser extent, female, practitioners from recruitment activities may partly explain the industry’s substantial diversity issues. Working hours and mental health The most immediate impact of the struggle to recruit is the pressure it puts on existing employees. The growth in reputation management experienced during the pandemic has continued and, with it, an increased workload that means over half of practitioners say they are working more hours than they are paid. It is therefore perhaps no surprise that for the second year running, the biggest challenge facing the profession is identified as the mental health of practitioners.
CIPR State of the Profession Report 8 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Although most practitioners point to a degree a flexibility in their role, long working hours are common and are seen as the third biggest challenge facing the industry. In 2021 in-house public sector practitioners were markedly more likely to have experienced an increase in working hours that other groups but here it is consultancy/agency practitioners and those working in-house in the private sector. Younger practitioners are most likely to want more flexibility in their job and that suggests there is room for improvement in the employment conditions of those in junior roles. Gender pay This study demonstrates that gender inequality in public relations persists. Although there are more women than men in the industry, the discrepancy between gender and seniority seen in previous studies remains. Male practitioners disproportionately occupy those head of communications, assistant director, director, partner, founder and managing director roles, even if we account for the fact that males are on average slightly older than females. Females are more than twice as likely to be working part-time than males and are less likely to have returned to the office compared to men. Whichever way you measure it, the gender pay gap has increased after shrinking between 2018 and 2020. Wages have risen on average since 2020 but not at a level that outstrips inflation. The agency and consultancy boom Agencies and consultancies, in particular, are experiencing significant growth with nearly three-quarters of those in recruiting positions saying their business is in the process of hiring. There are more vacancies in these roles than in any other organisation type compared to six months ago. However, those recruiting in agencies and consultancies are far more likely to say they are struggling to recruit compared to other organisations. Those working for agencies and consultancies are far less likely to be considering a move in the next six months compared to those employed in other organisation types. Those working in agencies and consultancies are, on average, paid more than practitioners in any other organisation type but report the biggest increase in working hours in the last six months. Public sector woes Compared to those working in other organisation types, practitioners working in the public sector are more likely to say their relationship with their employer has deteriorated as a result of the pandemic. It is therefore not surprising that nearly one in three public sector practitioners say they are looking to move jobs in the next six months. Over half say they want more flexibility in their role. However, those responsible for recruiting in the public sector are less likely to say they are struggling to recruit when compared to other organisation types. Executive Summary
9 CIPR State of the Profession Report #StateofPR Practitioner demography
CIPR State of the Profession Report 10 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Practitioner demography Age Age group % 16 to 24 2% 25 to 34 23% 35 to 44 32% 45 to 54 29% 55 to 64 13% 65 to 74 1% Gender Gender % Male 32% Female 67% Other/Prefer not to say 1%
CIPR State of the Profession Report 11 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Ethnicity Ethnic group % White 89% Mixed/Multiple ethnic groups 3% Asian/Asian British 3% Black/African/Caribbean/ Black British 4% Other ethnic group 1% Practitioner demography
12 CIPR State of the Profession Report #StateofPR Employment
CIPR State of the Profession Report 13 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Employment Seniority Role % Intern / Trainee / Assistant / Executive 4% Officer 11% Manager 36% Head of Communications / Associate Director 21% Director/ Partner / Founder / Managing Director 24% Other 4% Seniority by gender Role Male Female Intern / Trainee / Asst / Exec 4% 4% Officer 8% 13% Manager 32% 38% Head of Comms / AD 26% 19% Director/ Partner / Founder / MD 27% 22% Male Female
CIPR State of the Profession Report 14 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Mode of work Response % Full time 87% Part time 13% Mode of work by gender Response Male Female Full time 94% 84% Part time 6% 16% Employment Male Female
15 CIPR State of the Profession Report #StateofPR Organisation
CIPR State of the Profession Report 16 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Organisation Organisation type Response % I work in-house in the private sector 22% I work in-house in the public sector 33% I work in-house for a not-for-profit organisation / NGO 14% I work in a consultancy / agency 18% I am an independent practitioner 13% Region Region % Channel Islands 1% East of England 7% East Midlands 3% London 23% North East 3% Northern Ireland 3% North West 7% Scotland 9% South East 12% South West 7% Wales 6% West Midlands 6% Yorkshire and the Humber 4% Outside of the UK 9% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
CIPR State of the Profession Report 17 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream In-house organisation sectors Sector % Local, central government (exc social work) 19% Health (public and private) 18% Charity/voluntary 12% Education 12% Financial, insurance services 11% Scientific research, development 8% Construction 7% Membership body, trade association 6% Transport and storage 5% Engineering 5% None of the above 5% Computing/technology 5% Utilities 5% Manufacturing (inc auto, aerospace and pharma) 4% Defence 4% Law, accountancy, management consultancy 3% Organisation Sector % Agriculture, forestry, fishing 2% Arts, culture, entertainment 2% Property management, servicing 2% Real estate - selling, letting 2% Social work 2% Media, publishing 2% Hotels, catering, food services 2% Mining and quarrying 2% Telecommunications 2% Advertising, market research 1% Wholesale and retail trade 1% FMCG 1% Architecture 1% Automotive 1% Rental and leasing (not property) 1% Sport 1%
CIPR State of the Profession Report 18 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Consultancy/agency client sectors Response % Charity/voluntary 29% Health (public and private) 27% Computing/technology 26% Construction 25% Education 24% Financial, insurance services 23% Manufacturing (inc auto, aerospace and pharma) 21% Engineering 20% Local, central government (exc social work) 19% Membership body, trade association 17% Arts, culture, entertainment 16% Transport and storage 13% Law, accountancy, management consultancy 13% Utilities 13% FMCG 10% Automotive 10% Scientific research, development 10% Organisation Response % Media, publishing 9% Property management, servicing 9% Telecommunications 9% Hotels, catering, food services 9% Real estate - selling, letting 9% Sport 7% Agriculture, forestry, fishing 7% Wholesale and retail trade 6% Architecture 6% Mining and quarrying 5% Travel agency 5% None of the above 5% Advertising, market research 4% Fashion/beauty 4% Defence 4% Social work 3% Veterinary services 1%
19 CIPR State of the Profession Report #StateofPR Changing jobs
CIPR State of the Profession Report 20 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Changed jobs in last six months Response % Yes 17% No 82% Don’t know/Not applicable 1% Changed jobs in last six months by age group 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 25% 24% 17% 16% 7% 0% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 21 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Changed jobs in last six months by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 25% 15% 16% 12% 16% Changed jobs in last six months by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 10% 20% 22% 14% 11% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 22 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Why change jobs – Top 5 reasons Rank Reason 1 Growth / Career progression 2 New challenge 3 Better pay 4 Promotion 5 Contract ended / left agency work Likelihood of looking for a new job in the next six months Response % Very likely 18% Somewhat likely 17% Neutral 14% Somewhat unlikely 14% Very unlikely 35% Don’t know 1%
CIPR State of the Profession Report 23 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Likely to look for a new job in the next six months by age group 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 42% 43% 39% 35% 20% Likely to look for a new job in the next six months by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 16% 29% 20% 7% 8% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 24 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Likely to look for a new job in the next six months by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 50% 43% 39% 43% 17% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 25 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency Response Strongly disagree Disagree Neutral Agree Strongly agree Don’t know I am confident I would get a new job if I tried 2% 5% 17% 38% 38% 1% I would only leave my current job with another job in hand 4% 5% 7% 18% 66% 1% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
CIPR State of the Profession Report 26 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by age group Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 I am confident I would get a new job if I tried 100% 88% 78% 67% 53% 50% I would only leave my current job with another job in hand 100% 91% 86% 79% 75% 67% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
CIPR State of the Profession Report 27 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by gender Response Male Female I am confident I would get a new job if I tried 72% 77% I would only leave my current job with another job in hand 86% 84% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
CIPR State of the Profession Report 28 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency I am confident I would get a new job if I tried 78% 69% 76% 83% I would only leave my current job with another job in hand 83% 89% 88% 74% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
CIPR State of the Profession Report 29 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD I am confident I would get a new job if I tried 74% 66% 76% 80% 75% I would only leave my current job with another job in hand 96% 87% 89% 84% 67% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
30 CIPR State of the Profession Report #StateofPR Views of current job
CIPR State of the Profession Report 31 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Current job issues Response Strongly disagree Disagree Neutral Agree Strongly agree Don’t know I want more flexibility in my current job 8% 28% 35% 21% 8% 1% I am working more hours than I am paid for 5% 22% 18% 27% 29% 0% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
CIPR State of the Profession Report 32 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By age Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 I want more flexibility in my current job 55% 35% 32% 25% 9% 17% I am working more hours than I am paid for 46% 55% 59% 57% 54% 33% By gender Response Male Female I want more flexibility in my current job 30% 28% I am working more hours than I am paid for 53% 58% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for I want more flexibility in my current job I am working more hours than I am paid for
CIPR State of the Profession Report 33 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency I want more flexibility in my current job 27% 31% 26% 27% I am working more hours than I am paid for 52% 57% 63% 53% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
CIPR State of the Profession Report 34 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD I want more flexibility in my current job 54% 31% 28% 33% 17% I am working more hours than I am paid for 65% 45% 53% 71% 52% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
CIPR State of the Profession Report 35 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Like about current job – in-house and consultancy/agency Response % Good team / colleague relationships 72% Flexible schedule 55% Meaningful work 55% Good / adequate pay 55% Job security 44% Good location / ease of travel 44% Variety of work 43% Clear / good organisational purpose / ethics 41% I feel valued 37% I have a sense of belonging 36% Safe environment 36% Manageable workload / work-life balance 34% Good management 30% Autonomy / freedom in choosing work 28% Good communication / feel listened to 28% Response % Good professional development / training opportunities 26% Good client relationships 21% Potential for promotion / advancement 20% Good technology / access to technology 18% Specialist nature of work 18% I like working for someone else 16% Something else 4% There is nothing I like about it 1% Don’t know 1%
CIPR State of the Profession Report 36 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Like about current job – independent practitioners Response % I like working for myself 90% Flexible schedule 83% Good client relationships 73% Meaningful work 69% Autonomy / freedom in choosing work 64% Variety of work 62% Manageable workload / work-life balance 59% Good / adequate income 54% Good location / ease of travel 53% Specialist nature of the work 43% Earning potential 34% Something else 6% Dislike about current job – independent practitioners Response % Loneliness / isolation 43% Variable / unpredictable income 41% Unpredictable nature / volume of work 41% Volume of administrative tasks 35% Lack of benefits 34% Chasing payment (specifically) for work 25% Poor workload / work-life balance 18% There is nothing I dislike about it 14% Something else 7% Poor / inadequate income 4% Lack of meaning to work 3% Too much variety in work 2% Inflexible schedule 1% Poor location 1% Don’t know 1%
CIPR State of the Profession Report 37 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Dislike about current job – in-house and consultancy/agency Response % Limited or no potential for promotion / advancement 37% Unmanageable workload / poor work-life balance 31% I feel undervalued 27% Poor management 25% Limited professional development/training opportunities 20% Poor / inadequate pay 17% Loneliness / isolation 17% Unclear or poor organisational purpose/ethics 16% There is nothing I dislike about it 13% Poor technology / access to technology 12% Poor communication / feel ignored 11% Limited or no sense of belonging 9% Lack of meaning to work 9% Something else 8% Job insecurity 7% Poor team / colleague relationships 7% Response % Inflexible schedule 6% Poor location / travel difficulties 5% Too much variety of work 4% I dislike working for someone else 4% Poor client relationships 3% Don’t know 2% Unsafe environment 1%
38 CIPR State of the Profession Report #StateofPR Relationship with employer
CIPR State of the Profession Report 39 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic Response % Yes it has improved 18% Yes it has deteriorated 11% No it has stayed roughly the same 45% Don’t know/Not applicable 26% Relationship with employer changed as a result of the pandemic by age group Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 Yes it has improved 9% 19% 18% 19% 19% 17% Yes it has deteriorated 0% 11% 13% 10% 6% 0% 0 20% 40% 60% 80% 100% 25 to 34 16 to 24 35 to 44 45 to 54 55 to 64 65 to 74
CIPR State of the Profession Report 40 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic by gender Response Male Female Yes it has improved 18% 18% Yes it has deteriorated 9% 12% Relationship with employer changed as a result of the pandemic by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Yes it has improved 21% 17% 22% 16% Yes it has deteriorated 9% 15% 8% 6% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% Yes it has improved Yes it has deteriorated Yes it has improved Yes it has deteriorated
CIPR State of the Profession Report 41 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD Yes it has improved 15% 21% 17% 23% 15% Yes it has deteriorated 7% 12% 13% 13% 4% How has relationship with employer improved – top 5 reasons Rank Reason 1 Flexible hours / working 2 Feel more valued / trusted 3 Improved communication / team interaction 4 Home working 5 Comms is valued higher How has relationship with employer deteriorated – top 5 reasons Rank Reason 1 Feel isolated 2 Less team contact / affected relationships 3 Poor management 4 Feel less valued 5 Expected to work longer hours 0 20% 40% 60% 80% 100% Yes it has improved Yes it has deteriorated
42 CIPR State of the Profession Report #StateofPR Recruitment
CIPR State of the Profession Report 43 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Recruitment Active role in recruitment Response % Yes 52% No 46% Don’t know 2% Active role in recruitment by age 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 0% 37% 62% 59% 54% 50% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 44 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Active role in recruitment by gender Male Female 58% 50% Active role – White vs Other ethnic groups White All other ethnic groups 55% 26% Active role in recruitment by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 41% 52% 49% 69% Recruitment 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 45 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Active role in recruitment by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 4% 13% 44% 75% 85% Recruitment 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 46 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Recruitment status Consultancy/agency recruitment status Response % Growing 73% Stable 22% Reducing in size 5% Department recruitment status Response % Growing 31% Stable 58% Reducing in size 9% Don’t know 2%
CIPR State of the Profession Report 47 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Department growing by organisation type In-house private sector In-house public sector In-house NFP / NGO 46% 26% 23% Recruitment status 0 20% 40% 60% 80% 100%
48 CIPR State of the Profession Report #StateofPR Vacancies
CIPR State of the Profession Report 49 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Consultancies/agencies currently experiencing vacancies Response % Yes 63% No 36% Don’t know 1% Departments currently experiencing vacancies Response % Yes 54% No 45% Don’t know 0%
CIPR State of the Profession Report 50 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Departments currently experiencing vacancies by organisation type In-house private sector In-house public sector In-house NFP / NGO 63% 52% 48% Average vacancies by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1.8 0.8 1.3 2 More vacancies than six months ago Response % Yes 41% No 53% Don’t know 6% 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 51 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies More vacancies than six months ago by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 46% 24% 43% 70% Reasons why colleagues left in the past 12 months – top 5 Rank Reason 1 Career progression / promotion 2 Better pay 3 New jobs / opportunities available 4 Relocation 5 Remote working opportunity 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 52 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Struggling to recruit Response % Strongly disagree 4% Disagree 17% Neutral 23% Agree 35% Strongly Agree 18% Don’t know 3% Struggling to recruit by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 59% 42% 49% 78% Vacancies 0 20% 40% 60% 80% 100%
CIPR State of the Profession Report 53 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Reasons why struggling to recruit – top 5 Rank Reason 1 Low number of applicants with the required skills 2 Competition from other employers 3 Low number of applicants generally 4 Pay insufficient to match competitors 5 Low number of applicants with the required attitude, motivation or personality Why struggling to recruit by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1 Competition from other employers Low number of applicants with the required skills Low number of applicants with the required skills Low number of applicants with the required skills 2 Pay insufficient to match competitors Competition from other employers Competition from other employers Competition from other employers 3 Low number of applicants with the required skills Pay insufficient to match competitors Pay insufficient to match competitors Low number of applicants generally 4 Low number of applicants generally Low number of applicants generally Low number of applicants generally Low number of applicants with the required attitude, motivation or personality 5 Low number of applicants with the required attitude, motivation or personality Low number of applicants with the required attitude, motivation or personality Low number of applicants with the required attitude, motivation or personality Not enough people interested in doing this type of job Missing applicant skills – top 5 Rank Reason 1 General PR experience 2 Written skills 3 Digital / social media 4 Interest / knowledge in/of the sector 5 General communication skills
CIPR State of the Profession Report 54 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Likely impact of vacancies Response % Increase workload for other staff 84% Difficulties meeting business objectives 47% Difficulties meeting quality standards 39% Outsource work 31% Delays developing new products or services 27% Difficulties introducing new working practices 24% Withdraw from offering certain products or services altogether 12% Difficulties introducing technological change 11% Lose business to competitors 10% Increased operating costs 6% No impact 4% Don’t know 4% Something else 2% What organisation is doing to fill vacancies Response % Using new recruitment methods or channels 38% Increasing advertising / recruitment spend 30% Bringing in contractors to do the work, or contracting it out 28% Redefining existing jobs 25% Increasing salaries 21% Nothing 19% Increasing the training given to your existing workforce 14% Being prepared to offer training to less well qualified recruits 14% Increasing / expanding trainee programmes 10% Don’t know 7% Something else 6% Recruiting workers who are non-UK nationals 4%
CIPR State of the Profession Report 55 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies What organisation is doing to fill vacancies by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1 Using new recruitment methods or channels Using new recruitment methods or channels Using new recruitment methods or channels Using new recruitment methods or channels 2 Redefining existing jobs Nothing Nothing Increasing advertising / recruitment spend 3 Increasing advertising / recruitment spend Bringing in contractors to do the work, or contracting it out Increasing advertising / recruitment spend Increasing salaries 4 Bringing in contractors to do the work, or contracting it out Increasing advertising / recruitment spend Redefining existing jobs Bringing in contractors to do the work, or contracting it out 5 Increasing salaries Redefining existing jobs Bringing in contractors to do the work, or contracting it out Increasing the training given to your existing workforce
56 CIPR State of the Profession Report #StateofPR Income
CIPR State of the Profession Report 57 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full time practitioners Practitioner type Average income All £56,340 Intern / Trainee / Assistant / Executive £28,754 Officer £34,444 Manager £48,399 Head of Communications / Associate Director £64,860 Director/ Partner / Founder / Managing Director £76,581 Male £63,498 Female £52,274 16 to 24 £30,012 25 to 34 £42,364 35 to 44 £59,776 45 to 54 £64,889 55 to 64 £61,224 65 to 74 £70,400 In-house public sector £54,324 In-house not-for-profit organisation / NGO £48,575 Consultancy / agency £60,810 Independent practitioner £60,773 Average income – full-time practitioners by region Practitioner type Average income Channel Islands £73,389 Outside of the UK £68,966 London £64,116 West Midlands £61,210 North West £60,855 South East £57,584 North East £52,582 South West £51,446 East of England £50,758 Yorkshire and the Humber £46,927 East Midlands £45,306 Scotland £45,301 Wales £43,219 Northern Ireland £40,729
CIPR State of the Profession Report 58 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full-time practitioners 2018 to 2022 2018 2020 2022 £51,570 £52,136 £56,340 Average income – full-time practitioners by organisation type 2018 to 2022 Organisation type 2018 2020 2022 In-house public sector £45,651 49,205 54324 In-house private sector £57,682 63,505 59435 In-house not-for-profit organisation / NGO £43,300 45,879 48575 Consultancy / agency £55,850 50,092 60810 Independent practitioner £57,117 56,453 60773 £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 2018 2020 2022
CIPR State of the Profession Report 59 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full-time practitioners by seniority 2018 to 2022 Seniority 2018 2020 2022 Intern / Trainee / Assistant / Executive 22,756 25,342 28,754 Officer 31,232 31,351 34,444 Manager 43,498 46,247 48,399 Head of Communications / Associate Director 63,139 60,707 64,860 Director/ Partner / Founder / Managing Director 79,244 78,016 76,581 Receives a bonus Response % Yes 14% No 86% 0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 £80,000 2018 2020 2022
CIPR State of the Profession Report 60 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Gender pay gap following regression analysis taking account of gender, age and seniority 2020 2022 £5,334 £7,074 0 £2,000 £4,000 £6,000 £8,000 £10,000
61 CIPR State of the Profession Report #StateofPR PR Activities
CIPR State of the Profession Report 62 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR Activities PR activities commonly undertaken in role Activity % Copywriting and editing 82% PR programmes/campaigns 69% Strategic planning 68% Media relations 64% Community and stakeholder relations 54% Internal/employee communication 54% Crisis, issues management 54% Social media relations 51% Management of people, resources 44% Research, evaluation, measurement 43% Events, conferences 40% Marketing 37% Project, account, client management 31% Defining mission/values, corporate governance 31% Public affairs 27% Technical/digital (exc social media) 20% Activity % Influencer relations 19% Financial, investor relations 6% Something else 5%
CIPR State of the Profession Report 63 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR activities 2018 to 2022 - top 5 Rank 2018 2019 2020 2022 1 Copywriting and editing Copywriting and editing Copywriting and editing Copywriting and editing 2 PR programmes/campaigns Media relations PR programmes / campaigns PR programmes/campaigns 3 Media relations PR programmes/campaigns Strategic planning Strategic planning 4 Strategic planning Crisis, issues management Media relations Media relations 5 Social media relations Strategic planning Crisis, issues management Community and stakeholder relations PR Activities
CIPR State of the Profession Report 64 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR activities by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 1 Copywriting and editing Copywriting and editing Copywriting and editing PR programmes/ campaigns Copywriting and editing 2 Strategic planning Internal/ employee communication PR programmes/ campaigns Copywriting and editing Strategic planning 3 Internal/ employee communication Community and stakeholder relations Strategic planning Media relations PR programmes/ campaigns 4 PR programmes/ campaigns Strategic planning Media relations Strategic planning Media relations 5 Crisis, issues management PR programmes/ campaigns Community and stakeholder relations Project, account, client management Social media relations PR activities by seniority - top 5 Rank Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 1 Copywriting and editing Copywriting and editing Copywriting and editing Copywriting and editing Strategic planning 2 Social media relations PR programmes/ campaigns PR programmes/ campaigns Strategic planning PR programmes/ campaigns 3 PR programmes/ campaigns Media relations Strategic planning Crisis, issues management Copywriting and editing 4 Media relations Social media relations Media relations PR programmes/ campaigns Media relations 5 Community and stakeholder relations Internal/ employee communication Internal /employee communication Management of people, resources Community and stakeholder relations PR Activities
65 CIPR State of the Profession Report #StateofPR Reputation of PR
CIPR State of the Profession Report 66 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Reputation of PR Reputation of PR in the organisation over the past six months: in-house respondents Response % Decreased significantly 1% Decreased somewhat 7% Stayed about the same 35% Increased somewhat 37% Increased significantly 14% Don’t know 6% Reputation of PR in the organisation over the past six months by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Decreased 7% 10% 5% Stayed about the same 31% 34% 45% Increased 56% 50% 46% 0 20 40 60 80 100 In-house private sector In-house public sector In-house NFP / NGO
CIPR State of the Profession Report 67 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Reputation of PR among consultancy/agency clients Response % Decreased significantly 1% Decreased somewhat 5% Stayed about the same 40% Increased somewhat 35% Increased significantly 11% Don’t know 9% Reputation of PR
68 CIPR State of the Profession Report #StateofPR Working conditions
CIPR State of the Profession Report 69 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working conditions In the past six months, working hours have… Response % Decreased significantly 2% Decreased somewhat 7% Stayed about the same 43% Increased somewhat 30% Increased significantly 18% Don’t know 1% Working hours by gender Response Male Female Decreased 9% 8% Stayed about the same 47% 40% Increased 43% 51% Male Female
CIPR State of the Profession Report 70 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working hours by organisational type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner Decreased 7% 6% 8% 5% 23% Stayed about the same 43% 45% 46% 42% 34% Increased 50% 48% 46% 50% 42% Working conditions 0 20% 40% 60% 80% 100% In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner
CIPR State of the Profession Report 71 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working hours by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD Decreased 4% 5% 6% 8% 13% Stayed about the same 41% 51% 46% 39% 36% Increased 48% 44% 47% 52% 50% Working conditions 0 20% 40% 60% 80% 100% Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD
CIPR State of the Profession Report 72 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work Response % For the majority of the week, I work from home 63% For the majority of the week, I work in my organisation’s office 14% I am splitting my time between home and my organisation’s office 23% Something else/Not applicable 1% Place of work by gender Response Male Female For the majority of the week, I work from home 58% 66% For the majority of the week, I work in my organisation’s office 19% 12% I am splitting my time between home and my organisation’s office 22% 23% Something else/Not applicable 1% 0% Male Female Working conditions
CIPR State of the Profession Report 73 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency For the majority of the week, I work from home 59% 66% 72% 54% For the majority of the week, I work in my organisation’s office 16% 14% 8% 17% I am splitting my time between home and my organisation’s office 25% 19% 19% 29% Working conditions 0 20% 40% 60% 80% 100% In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency
CIPR State of the Profession Report 74 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD For the majority of the week, I work from home 39% 74% 69% 56% 55% For the majority of the week, I work in my organisation’s office 31% 10% 11% 16% 17% I am splitting my time between home and my organisation’s office 31% 16% 20% 27% 28% Working conditions 0 20% 40% 60% 80% 100% Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD
75 CIPR State of the Profession Report #StateofPR Challenges
CIPR State of the Profession Report 76 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Challenges Main challenges facing PR over the next 12 months Response % Mental health problems among practitioners 46% Fake news / disinformation 37% Longer working hours among practitioners 29% Labour / skills shortage 27% Under-representation of practitioners at board level 26% Loss of personal interaction between practitioners and broader workforce 26% Not being seen as a professional discipline 25% Lack of diversity among PR practitioners 24% Dominance of digital channels 24% Loss of personal interaction between practitioners 20% Stakeholders / publics working remotely (generally) 19% An expanding skill set required of individual practitioners / loss of specialisation 19% Convergence with other disciplines 17% Recession / Job losses 17% Automation / Artificial Intelligence 13% Unethical practice 11% Response % Lack of analytical skills 10% A lack of collective self-belief and confidence 8% PR practitioner productivity issues 8% Broader workforce productivity issues 7% Something else 3% Don’t know 2% None of the above 0%
CIPR State of the Profession Report 77 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Challenges Main challenges facing PR 2017 to 2022 – top 5 Rank 2017 2018 2019 2020 2021 2022 1 Under- representation of public relations practitioners at board level Changing social and digital landscape Changing social and digital landscape Under- representation of public relations practitioners at board level Mental health problems among practitioners Mental health problems among practitioners 2 Poor reputation of PR in wider society Under- representation of public relations practitioners at board level Under- representation of public relations practitioners at board level Not being seen as a professional discipline Recession / Job losses Fake news / disinformation 3 Changing social and digital landscape Not being seen as a professional discipline Not being seen as a professional discipline Changing social and digital landscape Dominance of digital channels Longer working hours among practitioners 4 An expanding skill set required of professionals An expanding skill set required of professionals An expanding skill set required of professionals Unethical public relations practice Fake news / disinformation Labour / skills shortage 5 Convergence with other marketing disciplines Convergence with other disciplines Convergence with other disciplines An expanding skill set required of professionals Loss of personal interaction between practitioners and broader workforce Under- representation of practitioners at board level
78 CIPR State of the Profession Report #StateofPR About us
CIPR State of the Profession Report 79 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream About the Chartered Institute of Public Relations Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world’s only Royal Chartered professional body for public relations practitioners in the UK and overseas with nearly 10,000 members. 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 State of the Profession Report 80 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream 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, Institute of Chartered Accountants in England and Wales, Chartered Insurance Institute, Learning and Work Institute, Association of Colleges, National Union of Students, Association of School and College Leaders, ZSL, the UK Government.
Chartered Institute of Public Relations +44 (0)20 7631 6900 @CIPR_Global cipr.co.uk

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CIPR State of the Profession 2022

  • 1.
    State of the Profession 2022 Publicrelations: A growing industry, standing still
  • 2.
    2 CIPR State ofthe Profession Report #StateofPR Introduction For over a decade the Chartered Institute of Public Relations (CIPR) has conducted industry-wide research exploring issues and challenges facing the public relations profession. We use this data to report on trends and provide industry- leading insights on topics including where practitioners work, what they do, how much they earn, and much more. This year’s study provides a focus on how the industry is adapting to life beyond the pandemic and what this has meant to those working in the profession.
  • 3.
    3 CIPR State ofthe Profession Report #StateofPR Contents Methodology 4 Executive Summary 6 Practitioner demography 9 Employment 12 Organisation 15 Changing jobs 19 Views of current job 30 Relationship with employer 38 Recruitment 42 Vacancies 48 Income 56 PR Activities 61 Reputation of PR 65 Working conditions 68 Challenges 75 About us 78
  • 4.
    4 CIPR State ofthe Profession Report #StateofPR Methodology
  • 5.
    CIPR State ofthe Profession Report 5 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Methodology The Chartered Institute of Public Relations (CIPR) commissioned Chalkstream to deliver research support in the form of this ‘PR: Your Future’ study, the latest in the CIPR’s State of the Profession series, which Chalkstream has managed since 2018. Accordingly, Chalkstream delivered an online survey of CIPR membership and non-members, designed by Chalkstream alongside the CIPR. The survey included incentivisation via a prize draw to win an Amazon voucher worth £100. Invitations to complete the survey were communicated to non-members and members by the CIPR. The survey was launched on 2 February 2022 and closed on 12 March 2022. Responses Responses Number % Complete 771 87% Partial 112 13% Disqualified 3 >1% Total 886 100% While the number of practitioners responding to the survey is lower than in previous years, the respondent population broadly represents the population under study in terms of gender, age and ethnicity with a good spread of respondents across roles and organisation types. Analysis of results at different stages of recruitment suggests that, as in previous years, after around 500 responses the general results do not change significantly.
  • 6.
    6 CIPR State ofthe Profession Report #StateofPR Executive Summary
  • 7.
    CIPR State ofthe Profession Report 7 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Executive Summary The ‘great movement’ These results in this report do not illustrate a ‘great resignation’, but they do suggest a considerable amount of movement within the public relations industry. Practitioners appear to be more likely to have moved jobs in the past six months than the six months preceding, with ambition rather than redundancy being the common impetus for movement. Younger practitioners in officer or manager roles are most likely to have moved. Movement looks set to continue, with a third of practitioners saying they are likely to look for a new job in the next sixth months and two- thirds of practitioners confident they would get a new job if they tried. Confidence about getting a new job decreases with age reflects concerns about negative attitudes towards older candidates in PR recruitment. A growing industry, standing still Recruitment responses suggest that, in general, business is booming for public relations. Across all organisation types, teams are more likely to be growing than reducing in size. But those responsible for recruiting are struggling to find or attract the right talent pointing to low numbers of skilled applicants as well as fierce competition for existing talent. It is clear from these results that agencies and consultancies are suffering from the most acute skills shortages and many are struggling to fill existing vacancies. There has been very little change in what practitioners spend most of their time doing over the last four years with copywriting and editing still the most commonly undertaken activity. Over a third of practitioners cite the limited potential for promotion as what they dislike most about their role. The skills shortage is in the top four significant challenges facing the industry with all organisation types saying they are using new recruitment methods or channels to fill vacancies. Those in a recruitment role have a limited understanding of the dynamics of movement in the sector. They recognise, correctly, the importance of career progression but they do not appear to understand that poor work-life balance or demotivation as a result of feeling undervalued are among the most common reasons colleagues leave their posts. Those in more senior roles are more likely to take an active part in recruitment. Ethnic minority respondents are typically less likely to occupy a senior role than white respondents. The omission of ethnic minority and, to a lesser extent, female, practitioners from recruitment activities may partly explain the industry’s substantial diversity issues. Working hours and mental health The most immediate impact of the struggle to recruit is the pressure it puts on existing employees. The growth in reputation management experienced during the pandemic has continued and, with it, an increased workload that means over half of practitioners say they are working more hours than they are paid. It is therefore perhaps no surprise that for the second year running, the biggest challenge facing the profession is identified as the mental health of practitioners.
  • 8.
    CIPR State ofthe Profession Report 8 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Although most practitioners point to a degree a flexibility in their role, long working hours are common and are seen as the third biggest challenge facing the industry. In 2021 in-house public sector practitioners were markedly more likely to have experienced an increase in working hours that other groups but here it is consultancy/agency practitioners and those working in-house in the private sector. Younger practitioners are most likely to want more flexibility in their job and that suggests there is room for improvement in the employment conditions of those in junior roles. Gender pay This study demonstrates that gender inequality in public relations persists. Although there are more women than men in the industry, the discrepancy between gender and seniority seen in previous studies remains. Male practitioners disproportionately occupy those head of communications, assistant director, director, partner, founder and managing director roles, even if we account for the fact that males are on average slightly older than females. Females are more than twice as likely to be working part-time than males and are less likely to have returned to the office compared to men. Whichever way you measure it, the gender pay gap has increased after shrinking between 2018 and 2020. Wages have risen on average since 2020 but not at a level that outstrips inflation. The agency and consultancy boom Agencies and consultancies, in particular, are experiencing significant growth with nearly three-quarters of those in recruiting positions saying their business is in the process of hiring. There are more vacancies in these roles than in any other organisation type compared to six months ago. However, those recruiting in agencies and consultancies are far more likely to say they are struggling to recruit compared to other organisations. Those working for agencies and consultancies are far less likely to be considering a move in the next six months compared to those employed in other organisation types. Those working in agencies and consultancies are, on average, paid more than practitioners in any other organisation type but report the biggest increase in working hours in the last six months. Public sector woes Compared to those working in other organisation types, practitioners working in the public sector are more likely to say their relationship with their employer has deteriorated as a result of the pandemic. It is therefore not surprising that nearly one in three public sector practitioners say they are looking to move jobs in the next six months. Over half say they want more flexibility in their role. However, those responsible for recruiting in the public sector are less likely to say they are struggling to recruit when compared to other organisation types. Executive Summary
  • 9.
    9 CIPR State ofthe Profession Report #StateofPR Practitioner demography
  • 10.
    CIPR State ofthe Profession Report 10 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Practitioner demography Age Age group % 16 to 24 2% 25 to 34 23% 35 to 44 32% 45 to 54 29% 55 to 64 13% 65 to 74 1% Gender Gender % Male 32% Female 67% Other/Prefer not to say 1%
  • 11.
    CIPR State ofthe Profession Report 11 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Ethnicity Ethnic group % White 89% Mixed/Multiple ethnic groups 3% Asian/Asian British 3% Black/African/Caribbean/ Black British 4% Other ethnic group 1% Practitioner demography
  • 12.
    12 CIPR State ofthe Profession Report #StateofPR Employment
  • 13.
    CIPR State ofthe Profession Report 13 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Employment Seniority Role % Intern / Trainee / Assistant / Executive 4% Officer 11% Manager 36% Head of Communications / Associate Director 21% Director/ Partner / Founder / Managing Director 24% Other 4% Seniority by gender Role Male Female Intern / Trainee / Asst / Exec 4% 4% Officer 8% 13% Manager 32% 38% Head of Comms / AD 26% 19% Director/ Partner / Founder / MD 27% 22% Male Female
  • 14.
    CIPR State ofthe Profession Report 14 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Mode of work Response % Full time 87% Part time 13% Mode of work by gender Response Male Female Full time 94% 84% Part time 6% 16% Employment Male Female
  • 15.
    15 CIPR State ofthe Profession Report #StateofPR Organisation
  • 16.
    CIPR State ofthe Profession Report 16 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Organisation Organisation type Response % I work in-house in the private sector 22% I work in-house in the public sector 33% I work in-house for a not-for-profit organisation / NGO 14% I work in a consultancy / agency 18% I am an independent practitioner 13% Region Region % Channel Islands 1% East of England 7% East Midlands 3% London 23% North East 3% Northern Ireland 3% North West 7% Scotland 9% South East 12% South West 7% Wales 6% West Midlands 6% Yorkshire and the Humber 4% Outside of the UK 9% 0 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • 17.
    CIPR State ofthe Profession Report 17 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream In-house organisation sectors Sector % Local, central government (exc social work) 19% Health (public and private) 18% Charity/voluntary 12% Education 12% Financial, insurance services 11% Scientific research, development 8% Construction 7% Membership body, trade association 6% Transport and storage 5% Engineering 5% None of the above 5% Computing/technology 5% Utilities 5% Manufacturing (inc auto, aerospace and pharma) 4% Defence 4% Law, accountancy, management consultancy 3% Organisation Sector % Agriculture, forestry, fishing 2% Arts, culture, entertainment 2% Property management, servicing 2% Real estate - selling, letting 2% Social work 2% Media, publishing 2% Hotels, catering, food services 2% Mining and quarrying 2% Telecommunications 2% Advertising, market research 1% Wholesale and retail trade 1% FMCG 1% Architecture 1% Automotive 1% Rental and leasing (not property) 1% Sport 1%
  • 18.
    CIPR State ofthe Profession Report 18 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Consultancy/agency client sectors Response % Charity/voluntary 29% Health (public and private) 27% Computing/technology 26% Construction 25% Education 24% Financial, insurance services 23% Manufacturing (inc auto, aerospace and pharma) 21% Engineering 20% Local, central government (exc social work) 19% Membership body, trade association 17% Arts, culture, entertainment 16% Transport and storage 13% Law, accountancy, management consultancy 13% Utilities 13% FMCG 10% Automotive 10% Scientific research, development 10% Organisation Response % Media, publishing 9% Property management, servicing 9% Telecommunications 9% Hotels, catering, food services 9% Real estate - selling, letting 9% Sport 7% Agriculture, forestry, fishing 7% Wholesale and retail trade 6% Architecture 6% Mining and quarrying 5% Travel agency 5% None of the above 5% Advertising, market research 4% Fashion/beauty 4% Defence 4% Social work 3% Veterinary services 1%
  • 19.
    19 CIPR State ofthe Profession Report #StateofPR Changing jobs
  • 20.
    CIPR State ofthe Profession Report 20 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Changed jobs in last six months Response % Yes 17% No 82% Don’t know/Not applicable 1% Changed jobs in last six months by age group 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 25% 24% 17% 16% 7% 0% 0 20% 40% 60% 80% 100%
  • 21.
    CIPR State ofthe Profession Report 21 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Changed jobs in last six months by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 25% 15% 16% 12% 16% Changed jobs in last six months by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 10% 20% 22% 14% 11% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
  • 22.
    CIPR State ofthe Profession Report 22 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Why change jobs – Top 5 reasons Rank Reason 1 Growth / Career progression 2 New challenge 3 Better pay 4 Promotion 5 Contract ended / left agency work Likelihood of looking for a new job in the next six months Response % Very likely 18% Somewhat likely 17% Neutral 14% Somewhat unlikely 14% Very unlikely 35% Don’t know 1%
  • 23.
    CIPR State ofthe Profession Report 23 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Likely to look for a new job in the next six months by age group 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 42% 43% 39% 35% 20% Likely to look for a new job in the next six months by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 16% 29% 20% 7% 8% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
  • 24.
    CIPR State ofthe Profession Report 24 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Likely to look for a new job in the next six months by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 50% 43% 39% 43% 17% 0 20% 40% 60% 80% 100%
  • 25.
    CIPR State ofthe Profession Report 25 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency Response Strongly disagree Disagree Neutral Agree Strongly agree Don’t know I am confident I would get a new job if I tried 2% 5% 17% 38% 38% 1% I would only leave my current job with another job in hand 4% 5% 7% 18% 66% 1% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
  • 26.
    CIPR State ofthe Profession Report 26 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by age group Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 I am confident I would get a new job if I tried 100% 88% 78% 67% 53% 50% I would only leave my current job with another job in hand 100% 91% 86% 79% 75% 67% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
  • 27.
    CIPR State ofthe Profession Report 27 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by gender Response Male Female I am confident I would get a new job if I tried 72% 77% I would only leave my current job with another job in hand 86% 84% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
  • 28.
    CIPR State ofthe Profession Report 28 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency I am confident I would get a new job if I tried 78% 69% 76% 83% I would only leave my current job with another job in hand 83% 89% 88% 74% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
  • 29.
    CIPR State ofthe Profession Report 29 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Changing jobs Moving jobs: in-house and consultancy/agency by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD I am confident I would get a new job if I tried 74% 66% 76% 80% 75% I would only leave my current job with another job in hand 96% 87% 89% 84% 67% 0 20% 40% 60% 80% 100% I am confident I would get a new job if I tried I would only leave my current job with another job in hand
  • 30.
    30 CIPR State ofthe Profession Report #StateofPR Views of current job
  • 31.
    CIPR State ofthe Profession Report 31 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Current job issues Response Strongly disagree Disagree Neutral Agree Strongly agree Don’t know I want more flexibility in my current job 8% 28% 35% 21% 8% 1% I am working more hours than I am paid for 5% 22% 18% 27% 29% 0% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
  • 32.
    CIPR State ofthe Profession Report 32 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By age Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 I want more flexibility in my current job 55% 35% 32% 25% 9% 17% I am working more hours than I am paid for 46% 55% 59% 57% 54% 33% By gender Response Male Female I want more flexibility in my current job 30% 28% I am working more hours than I am paid for 53% 58% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for I want more flexibility in my current job I am working more hours than I am paid for
  • 33.
    CIPR State ofthe Profession Report 33 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency I want more flexibility in my current job 27% 31% 26% 27% I am working more hours than I am paid for 52% 57% 63% 53% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
  • 34.
    CIPR State ofthe Profession Report 34 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job By seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD I want more flexibility in my current job 54% 31% 28% 33% 17% I am working more hours than I am paid for 65% 45% 53% 71% 52% 0 20% 40% 60% 80% 100% I want more flexibility in my current job I am working more hours than I am paid for
  • 35.
    CIPR State ofthe Profession Report 35 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Like about current job – in-house and consultancy/agency Response % Good team / colleague relationships 72% Flexible schedule 55% Meaningful work 55% Good / adequate pay 55% Job security 44% Good location / ease of travel 44% Variety of work 43% Clear / good organisational purpose / ethics 41% I feel valued 37% I have a sense of belonging 36% Safe environment 36% Manageable workload / work-life balance 34% Good management 30% Autonomy / freedom in choosing work 28% Good communication / feel listened to 28% Response % Good professional development / training opportunities 26% Good client relationships 21% Potential for promotion / advancement 20% Good technology / access to technology 18% Specialist nature of work 18% I like working for someone else 16% Something else 4% There is nothing I like about it 1% Don’t know 1%
  • 36.
    CIPR State ofthe Profession Report 36 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Like about current job – independent practitioners Response % I like working for myself 90% Flexible schedule 83% Good client relationships 73% Meaningful work 69% Autonomy / freedom in choosing work 64% Variety of work 62% Manageable workload / work-life balance 59% Good / adequate income 54% Good location / ease of travel 53% Specialist nature of the work 43% Earning potential 34% Something else 6% Dislike about current job – independent practitioners Response % Loneliness / isolation 43% Variable / unpredictable income 41% Unpredictable nature / volume of work 41% Volume of administrative tasks 35% Lack of benefits 34% Chasing payment (specifically) for work 25% Poor workload / work-life balance 18% There is nothing I dislike about it 14% Something else 7% Poor / inadequate income 4% Lack of meaning to work 3% Too much variety in work 2% Inflexible schedule 1% Poor location 1% Don’t know 1%
  • 37.
    CIPR State ofthe Profession Report 37 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Views of current job Dislike about current job – in-house and consultancy/agency Response % Limited or no potential for promotion / advancement 37% Unmanageable workload / poor work-life balance 31% I feel undervalued 27% Poor management 25% Limited professional development/training opportunities 20% Poor / inadequate pay 17% Loneliness / isolation 17% Unclear or poor organisational purpose/ethics 16% There is nothing I dislike about it 13% Poor technology / access to technology 12% Poor communication / feel ignored 11% Limited or no sense of belonging 9% Lack of meaning to work 9% Something else 8% Job insecurity 7% Poor team / colleague relationships 7% Response % Inflexible schedule 6% Poor location / travel difficulties 5% Too much variety of work 4% I dislike working for someone else 4% Poor client relationships 3% Don’t know 2% Unsafe environment 1%
  • 38.
    38 CIPR State ofthe Profession Report #StateofPR Relationship with employer
  • 39.
    CIPR State ofthe Profession Report 39 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic Response % Yes it has improved 18% Yes it has deteriorated 11% No it has stayed roughly the same 45% Don’t know/Not applicable 26% Relationship with employer changed as a result of the pandemic by age group Response 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 Yes it has improved 9% 19% 18% 19% 19% 17% Yes it has deteriorated 0% 11% 13% 10% 6% 0% 0 20% 40% 60% 80% 100% 25 to 34 16 to 24 35 to 44 45 to 54 55 to 64 65 to 74
  • 40.
    CIPR State ofthe Profession Report 40 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic by gender Response Male Female Yes it has improved 18% 18% Yes it has deteriorated 9% 12% Relationship with employer changed as a result of the pandemic by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Yes it has improved 21% 17% 22% 16% Yes it has deteriorated 9% 15% 8% 6% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% Yes it has improved Yes it has deteriorated Yes it has improved Yes it has deteriorated
  • 41.
    CIPR State ofthe Profession Report 41 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Relationship with employer Relationship with employer changed as a result of the pandemic by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD Yes it has improved 15% 21% 17% 23% 15% Yes it has deteriorated 7% 12% 13% 13% 4% How has relationship with employer improved – top 5 reasons Rank Reason 1 Flexible hours / working 2 Feel more valued / trusted 3 Improved communication / team interaction 4 Home working 5 Comms is valued higher How has relationship with employer deteriorated – top 5 reasons Rank Reason 1 Feel isolated 2 Less team contact / affected relationships 3 Poor management 4 Feel less valued 5 Expected to work longer hours 0 20% 40% 60% 80% 100% Yes it has improved Yes it has deteriorated
  • 42.
    42 CIPR State ofthe Profession Report #StateofPR Recruitment
  • 43.
    CIPR State ofthe Profession Report 43 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Recruitment Active role in recruitment Response % Yes 52% No 46% Don’t know 2% Active role in recruitment by age 16 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 0% 37% 62% 59% 54% 50% 0 20% 40% 60% 80% 100%
  • 44.
    CIPR State ofthe Profession Report 44 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Active role in recruitment by gender Male Female 58% 50% Active role – White vs Other ethnic groups White All other ethnic groups 55% 26% Active role in recruitment by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 41% 52% 49% 69% Recruitment 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100% 0 20% 40% 60% 80% 100%
  • 45.
    CIPR State ofthe Profession Report 45 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Active role in recruitment by seniority Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 4% 13% 44% 75% 85% Recruitment 0 20% 40% 60% 80% 100%
  • 46.
    CIPR State ofthe Profession Report 46 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Recruitment status Consultancy/agency recruitment status Response % Growing 73% Stable 22% Reducing in size 5% Department recruitment status Response % Growing 31% Stable 58% Reducing in size 9% Don’t know 2%
  • 47.
    CIPR State ofthe Profession Report 47 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Department growing by organisation type In-house private sector In-house public sector In-house NFP / NGO 46% 26% 23% Recruitment status 0 20% 40% 60% 80% 100%
  • 48.
    48 CIPR State ofthe Profession Report #StateofPR Vacancies
  • 49.
    CIPR State ofthe Profession Report 49 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Consultancies/agencies currently experiencing vacancies Response % Yes 63% No 36% Don’t know 1% Departments currently experiencing vacancies Response % Yes 54% No 45% Don’t know 0%
  • 50.
    CIPR State ofthe Profession Report 50 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Departments currently experiencing vacancies by organisation type In-house private sector In-house public sector In-house NFP / NGO 63% 52% 48% Average vacancies by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1.8 0.8 1.3 2 More vacancies than six months ago Response % Yes 41% No 53% Don’t know 6% 0 20% 40% 60% 80% 100%
  • 51.
    CIPR State ofthe Profession Report 51 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies More vacancies than six months ago by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 46% 24% 43% 70% Reasons why colleagues left in the past 12 months – top 5 Rank Reason 1 Career progression / promotion 2 Better pay 3 New jobs / opportunities available 4 Relocation 5 Remote working opportunity 0 20% 40% 60% 80% 100%
  • 52.
    CIPR State ofthe Profession Report 52 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Struggling to recruit Response % Strongly disagree 4% Disagree 17% Neutral 23% Agree 35% Strongly Agree 18% Don’t know 3% Struggling to recruit by organisation type In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 59% 42% 49% 78% Vacancies 0 20% 40% 60% 80% 100%
  • 53.
    CIPR State ofthe Profession Report 53 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Reasons why struggling to recruit – top 5 Rank Reason 1 Low number of applicants with the required skills 2 Competition from other employers 3 Low number of applicants generally 4 Pay insufficient to match competitors 5 Low number of applicants with the required attitude, motivation or personality Why struggling to recruit by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1 Competition from other employers Low number of applicants with the required skills Low number of applicants with the required skills Low number of applicants with the required skills 2 Pay insufficient to match competitors Competition from other employers Competition from other employers Competition from other employers 3 Low number of applicants with the required skills Pay insufficient to match competitors Pay insufficient to match competitors Low number of applicants generally 4 Low number of applicants generally Low number of applicants generally Low number of applicants generally Low number of applicants with the required attitude, motivation or personality 5 Low number of applicants with the required attitude, motivation or personality Low number of applicants with the required attitude, motivation or personality Low number of applicants with the required attitude, motivation or personality Not enough people interested in doing this type of job Missing applicant skills – top 5 Rank Reason 1 General PR experience 2 Written skills 3 Digital / social media 4 Interest / knowledge in/of the sector 5 General communication skills
  • 54.
    CIPR State ofthe Profession Report 54 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies Likely impact of vacancies Response % Increase workload for other staff 84% Difficulties meeting business objectives 47% Difficulties meeting quality standards 39% Outsource work 31% Delays developing new products or services 27% Difficulties introducing new working practices 24% Withdraw from offering certain products or services altogether 12% Difficulties introducing technological change 11% Lose business to competitors 10% Increased operating costs 6% No impact 4% Don’t know 4% Something else 2% What organisation is doing to fill vacancies Response % Using new recruitment methods or channels 38% Increasing advertising / recruitment spend 30% Bringing in contractors to do the work, or contracting it out 28% Redefining existing jobs 25% Increasing salaries 21% Nothing 19% Increasing the training given to your existing workforce 14% Being prepared to offer training to less well qualified recruits 14% Increasing / expanding trainee programmes 10% Don’t know 7% Something else 6% Recruiting workers who are non-UK nationals 4%
  • 55.
    CIPR State ofthe Profession Report 55 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Vacancies What organisation is doing to fill vacancies by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency 1 Using new recruitment methods or channels Using new recruitment methods or channels Using new recruitment methods or channels Using new recruitment methods or channels 2 Redefining existing jobs Nothing Nothing Increasing advertising / recruitment spend 3 Increasing advertising / recruitment spend Bringing in contractors to do the work, or contracting it out Increasing advertising / recruitment spend Increasing salaries 4 Bringing in contractors to do the work, or contracting it out Increasing advertising / recruitment spend Redefining existing jobs Bringing in contractors to do the work, or contracting it out 5 Increasing salaries Redefining existing jobs Bringing in contractors to do the work, or contracting it out Increasing the training given to your existing workforce
  • 56.
    56 CIPR State ofthe Profession Report #StateofPR Income
  • 57.
    CIPR State ofthe Profession Report 57 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full time practitioners Practitioner type Average income All £56,340 Intern / Trainee / Assistant / Executive £28,754 Officer £34,444 Manager £48,399 Head of Communications / Associate Director £64,860 Director/ Partner / Founder / Managing Director £76,581 Male £63,498 Female £52,274 16 to 24 £30,012 25 to 34 £42,364 35 to 44 £59,776 45 to 54 £64,889 55 to 64 £61,224 65 to 74 £70,400 In-house public sector £54,324 In-house not-for-profit organisation / NGO £48,575 Consultancy / agency £60,810 Independent practitioner £60,773 Average income – full-time practitioners by region Practitioner type Average income Channel Islands £73,389 Outside of the UK £68,966 London £64,116 West Midlands £61,210 North West £60,855 South East £57,584 North East £52,582 South West £51,446 East of England £50,758 Yorkshire and the Humber £46,927 East Midlands £45,306 Scotland £45,301 Wales £43,219 Northern Ireland £40,729
  • 58.
    CIPR State ofthe Profession Report 58 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full-time practitioners 2018 to 2022 2018 2020 2022 £51,570 £52,136 £56,340 Average income – full-time practitioners by organisation type 2018 to 2022 Organisation type 2018 2020 2022 In-house public sector £45,651 49,205 54324 In-house private sector £57,682 63,505 59435 In-house not-for-profit organisation / NGO £43,300 45,879 48575 Consultancy / agency £55,850 50,092 60810 Independent practitioner £57,117 56,453 60773 £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 2018 2020 2022
  • 59.
    CIPR State ofthe Profession Report 59 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Average income – full-time practitioners by seniority 2018 to 2022 Seniority 2018 2020 2022 Intern / Trainee / Assistant / Executive 22,756 25,342 28,754 Officer 31,232 31,351 34,444 Manager 43,498 46,247 48,399 Head of Communications / Associate Director 63,139 60,707 64,860 Director/ Partner / Founder / Managing Director 79,244 78,016 76,581 Receives a bonus Response % Yes 14% No 86% 0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 £70,000 £80,000 2018 2020 2022
  • 60.
    CIPR State ofthe Profession Report 60 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Income Gender pay gap following regression analysis taking account of gender, age and seniority 2020 2022 £5,334 £7,074 0 £2,000 £4,000 £6,000 £8,000 £10,000
  • 61.
    61 CIPR State ofthe Profession Report #StateofPR PR Activities
  • 62.
    CIPR State ofthe Profession Report 62 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR Activities PR activities commonly undertaken in role Activity % Copywriting and editing 82% PR programmes/campaigns 69% Strategic planning 68% Media relations 64% Community and stakeholder relations 54% Internal/employee communication 54% Crisis, issues management 54% Social media relations 51% Management of people, resources 44% Research, evaluation, measurement 43% Events, conferences 40% Marketing 37% Project, account, client management 31% Defining mission/values, corporate governance 31% Public affairs 27% Technical/digital (exc social media) 20% Activity % Influencer relations 19% Financial, investor relations 6% Something else 5%
  • 63.
    CIPR State ofthe Profession Report 63 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR activities 2018 to 2022 - top 5 Rank 2018 2019 2020 2022 1 Copywriting and editing Copywriting and editing Copywriting and editing Copywriting and editing 2 PR programmes/campaigns Media relations PR programmes / campaigns PR programmes/campaigns 3 Media relations PR programmes/campaigns Strategic planning Strategic planning 4 Strategic planning Crisis, issues management Media relations Media relations 5 Social media relations Strategic planning Crisis, issues management Community and stakeholder relations PR Activities
  • 64.
    CIPR State ofthe Profession Report 64 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream PR activities by organisation type - top 5 Rank In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner 1 Copywriting and editing Copywriting and editing Copywriting and editing PR programmes/ campaigns Copywriting and editing 2 Strategic planning Internal/ employee communication PR programmes/ campaigns Copywriting and editing Strategic planning 3 Internal/ employee communication Community and stakeholder relations Strategic planning Media relations PR programmes/ campaigns 4 PR programmes/ campaigns Strategic planning Media relations Strategic planning Media relations 5 Crisis, issues management PR programmes/ campaigns Community and stakeholder relations Project, account, client management Social media relations PR activities by seniority - top 5 Rank Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD 1 Copywriting and editing Copywriting and editing Copywriting and editing Copywriting and editing Strategic planning 2 Social media relations PR programmes/ campaigns PR programmes/ campaigns Strategic planning PR programmes/ campaigns 3 PR programmes/ campaigns Media relations Strategic planning Crisis, issues management Copywriting and editing 4 Media relations Social media relations Media relations PR programmes/ campaigns Media relations 5 Community and stakeholder relations Internal/ employee communication Internal /employee communication Management of people, resources Community and stakeholder relations PR Activities
  • 65.
    65 CIPR State ofthe Profession Report #StateofPR Reputation of PR
  • 66.
    CIPR State ofthe Profession Report 66 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Reputation of PR Reputation of PR in the organisation over the past six months: in-house respondents Response % Decreased significantly 1% Decreased somewhat 7% Stayed about the same 35% Increased somewhat 37% Increased significantly 14% Don’t know 6% Reputation of PR in the organisation over the past six months by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Decreased 7% 10% 5% Stayed about the same 31% 34% 45% Increased 56% 50% 46% 0 20 40 60 80 100 In-house private sector In-house public sector In-house NFP / NGO
  • 67.
    CIPR State ofthe Profession Report 67 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Reputation of PR among consultancy/agency clients Response % Decreased significantly 1% Decreased somewhat 5% Stayed about the same 40% Increased somewhat 35% Increased significantly 11% Don’t know 9% Reputation of PR
  • 68.
    68 CIPR State ofthe Profession Report #StateofPR Working conditions
  • 69.
    CIPR State ofthe Profession Report 69 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working conditions In the past six months, working hours have… Response % Decreased significantly 2% Decreased somewhat 7% Stayed about the same 43% Increased somewhat 30% Increased significantly 18% Don’t know 1% Working hours by gender Response Male Female Decreased 9% 8% Stayed about the same 47% 40% Increased 43% 51% Male Female
  • 70.
    CIPR State ofthe Profession Report 70 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working hours by organisational type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner Decreased 7% 6% 8% 5% 23% Stayed about the same 43% 45% 46% 42% 34% Increased 50% 48% 46% 50% 42% Working conditions 0 20% 40% 60% 80% 100% In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency Independent practitioner
  • 71.
    CIPR State ofthe Profession Report 71 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Working hours by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD Decreased 4% 5% 6% 8% 13% Stayed about the same 41% 51% 46% 39% 36% Increased 48% 44% 47% 52% 50% Working conditions 0 20% 40% 60% 80% 100% Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD
  • 72.
    CIPR State ofthe Profession Report 72 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work Response % For the majority of the week, I work from home 63% For the majority of the week, I work in my organisation’s office 14% I am splitting my time between home and my organisation’s office 23% Something else/Not applicable 1% Place of work by gender Response Male Female For the majority of the week, I work from home 58% 66% For the majority of the week, I work in my organisation’s office 19% 12% I am splitting my time between home and my organisation’s office 22% 23% Something else/Not applicable 1% 0% Male Female Working conditions
  • 73.
    CIPR State ofthe Profession Report 73 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work by organisation type Response In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency For the majority of the week, I work from home 59% 66% 72% 54% For the majority of the week, I work in my organisation’s office 16% 14% 8% 17% I am splitting my time between home and my organisation’s office 25% 19% 19% 29% Working conditions 0 20% 40% 60% 80% 100% In-house private sector In-house public sector In-house NFP / NGO Consultancy / agency
  • 74.
    CIPR State ofthe Profession Report 74 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Place of work by seniority Response Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director/ Partner / Founder / MD For the majority of the week, I work from home 39% 74% 69% 56% 55% For the majority of the week, I work in my organisation’s office 31% 10% 11% 16% 17% I am splitting my time between home and my organisation’s office 31% 16% 20% 27% 28% Working conditions 0 20% 40% 60% 80% 100% Intern / Trainee / Asst / Exec Officer Manager Head of Comms / AD Director / Partner / Founder / MD
  • 75.
    75 CIPR State ofthe Profession Report #StateofPR Challenges
  • 76.
    CIPR State ofthe Profession Report 76 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Challenges Main challenges facing PR over the next 12 months Response % Mental health problems among practitioners 46% Fake news / disinformation 37% Longer working hours among practitioners 29% Labour / skills shortage 27% Under-representation of practitioners at board level 26% Loss of personal interaction between practitioners and broader workforce 26% Not being seen as a professional discipline 25% Lack of diversity among PR practitioners 24% Dominance of digital channels 24% Loss of personal interaction between practitioners 20% Stakeholders / publics working remotely (generally) 19% An expanding skill set required of individual practitioners / loss of specialisation 19% Convergence with other disciplines 17% Recession / Job losses 17% Automation / Artificial Intelligence 13% Unethical practice 11% Response % Lack of analytical skills 10% A lack of collective self-belief and confidence 8% PR practitioner productivity issues 8% Broader workforce productivity issues 7% Something else 3% Don’t know 2% None of the above 0%
  • 77.
    CIPR State ofthe Profession Report 77 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream Challenges Main challenges facing PR 2017 to 2022 – top 5 Rank 2017 2018 2019 2020 2021 2022 1 Under- representation of public relations practitioners at board level Changing social and digital landscape Changing social and digital landscape Under- representation of public relations practitioners at board level Mental health problems among practitioners Mental health problems among practitioners 2 Poor reputation of PR in wider society Under- representation of public relations practitioners at board level Under- representation of public relations practitioners at board level Not being seen as a professional discipline Recession / Job losses Fake news / disinformation 3 Changing social and digital landscape Not being seen as a professional discipline Not being seen as a professional discipline Changing social and digital landscape Dominance of digital channels Longer working hours among practitioners 4 An expanding skill set required of professionals An expanding skill set required of professionals An expanding skill set required of professionals Unethical public relations practice Fake news / disinformation Labour / skills shortage 5 Convergence with other marketing disciplines Convergence with other disciplines Convergence with other disciplines An expanding skill set required of professionals Loss of personal interaction between practitioners and broader workforce Under- representation of practitioners at board level
  • 78.
    78 CIPR State ofthe Profession Report #StateofPR About us
  • 79.
    CIPR State ofthe Profession Report 79 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream About the Chartered Institute of Public Relations Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the world’s only Royal Chartered professional body for public relations practitioners in the UK and overseas with nearly 10,000 members. 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).
  • 80.
    CIPR State ofthe Profession Report 80 #StateofPR Methodology Executive Summary Practitioner demography Employment Organisation Changing jobs Views of current job Relationship with employer Recruitment Vacancies Income PR Activities Reputation of PR Working conditions Challenges About CIPR About Chalkstream 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, Institute of Chartered Accountants in England and Wales, Chartered Insurance Institute, Learning and Work Institute, Association of Colleges, National Union of Students, Association of School and College Leaders, ZSL, the UK Government.
  • 81.
    Chartered Institute ofPublic Relations +44 (0)20 7631 6900 @CIPR_Global cipr.co.uk