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Agencies See Rise in Project Work as Budgets, Planning Shrink

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PR Council
PR Council

In our Q4 2016 quick survey of our agency members, we look at fake news, measurement programs, project-based vs. AOR client relationships, and compare the end of 2016 to the end of 2015.

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NOT CONCERNED CONCERNED 62% 33% CONCERNED/VERY CONCERNED NOT CONCERNED21% 77% PRCOUNCIL.NET BASED ON INPUT FROM AMERICA'S LEADING FIRMS Q4 2016 QUICK SURVEY FAKE NEWS PROJECT-BASED VS. AOR RELATIONSHIPS BUDGET CONSTRAINTS CLIENTS FAVORING SHORT-TERM PLANNING INCREASED COMPETITION Agencies have either experienced no change (43%) or an increase (48%) in the percentage of clients who prefer project-based over AOR relationships. RESPONDENTS ATTRIBUTE THIS CHANGE TO: 2016 VS. 2015 When asked to compare 2015 EOY headcount and revenue to 2016 EOY, the majority of respondents said headcount had increased and revenue was higher. SOCIAL MEDIA / DISTRIBUTION 54% CONTENT CREATION 21% EARNED MEDIA 15% Lack of adequate budget dedicated to measurement Clients not able to express a clear/ measurable objective Clients do not prioritize measurement Lack of available talent to oversee measurement programs How concerned do your clients appear to be about the fake news trend? Respondents say that fake news is not going to be a short-term issue and it weakens the credibility of our traditional media outlets (68%). However 62% of respondents feel that the PR industry should have a leading voice on fake news. WHAT PRESENTS THE GREATEST CHALLENGE TO YOUR FIRM'S MEASUREMENT PROGRAMS? CLIENT PROGRAMS MOST IMPACTED BY FAKE NEWS How concerned are you about the fake news trend?

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Agencies See Rise in Project Work as Budgets, Planning Shrink

  • 1. NOT CONCERNED CONCERNED 62% 33% CONCERNED/VERY CONCERNED NOT CONCERNED21% 77% PRCOUNCIL.NET BASED ON INPUT FROM AMERICA'S LEADING FIRMS Q4 2016 QUICK SURVEY FAKE NEWS PROJECT-BASED VS. AOR RELATIONSHIPS BUDGET CONSTRAINTS CLIENTS FAVORING SHORT-TERM PLANNING INCREASED COMPETITION Agencies have either experienced no change (43%) or an increase (48%) in the percentage of clients who prefer project-based over AOR relationships. RESPONDENTS ATTRIBUTE THIS CHANGE TO: 2016 VS. 2015 When asked to compare 2015 EOY headcount and revenue to 2016 EOY, the majority of respondents said headcount had increased and revenue was higher. SOCIAL MEDIA / DISTRIBUTION 54% CONTENT CREATION 21% EARNED MEDIA 15% Lack of adequate budget dedicated to measurement Clients not able to express a clear/ measurable objective Clients do not prioritize measurement Lack of available talent to oversee measurement programs How concerned do your clients appear to be about the fake news trend? Respondents say that fake news is not going to be a short-term issue and it weakens the credibility of our traditional media outlets (68%). However 62% of respondents feel that the PR industry should have a leading voice on fake news. WHAT PRESENTS THE GREATEST CHALLENGE TO YOUR FIRM'S MEASUREMENT PROGRAMS? CLIENT PROGRAMS MOST IMPACTED BY FAKE NEWS How concerned are you about the fake news trend?