The document discusses the results of a survey of 800 PR agency principals and in-house leaders on the future of the global PR industry. Some key findings include: - The PR industry is projected to grow from $14 billion to $19.3 billion by 2020, with agencies growing 33% and in-house teams growing 13%. - Content, technology, and reputation are seen as the main drivers of industry growth, with content and social media named as particularly important. - Adopting new technologies, increasing demand for content, and expanding communication channels are areas where respondents see opportunities and challenges for the industry. Retaining and recruiting the right talent is also a major challenge.

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The Future of Global PR
1. Content
2. Technology
3. Influence
4. Talent

2. @arunsudhaman
@holmesreport
1. Content
2. Technology
3. Influence
4. Talent
http://bit.ly/hrgcr16
800 respondents — agency principals + in-house leaders

3. @arunsudhaman
@holmesreport
Projected overall PR industry growth
from $14 billion to $19.3 billion by 2020
Industry is growing
Five-year growth forecast
After 5% growth in 2015
Agency +33% In-House +13%

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@holmesreport
Content + Tech + Reputation driving growth
Content 81% Social Media
75%
Brand Reputation 70%

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@holmesreport

6. @arunsudhaman
@holmesreport

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@holmesreport
Adoption of new
technologies
3.8 / 4.1
Increasing demand for
content
3.9 / 4.0
Expansion of
communication channels
3.6 / 3.8
Technology
Business models are
adapting

8. @arunsudhaman
@holmesreport

9. @arunsudhaman
@holmesreport

10. @arunsudhaman
@holmesreport

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@holmesreport

12. Retaining the
right talent
4.1/5
Recruiting the
right talent
4.0/5
Lack of
relevant talent
3.4/5
Availability of
competent management
3.4/5
Growth challenges “There is a plentiful supply of
intelligent, well-educated, talent in my
market”
Agency 35% agree
In-House 51% agree
@arunsudhaman
@holmesreport
Source: GCR16

13. Intellectual
curiosity
4.2 / 4.6
Critical thinking
4.3 / 4.5
Creativity
4.1 / 4.4
Diverse talent required
In-house
Agency
@arunsudhaman
@holmesreport
Source: GCR16

14. @arunsudhaman
@holmesreport
New skills needed
Writing and verbal communications are
more valued than analytics, research and
SEO
Source: GCR16

15. @arunsudhaman
@holmesreport
But we are hiring the same people
Source: GCR16

16. @arunsudhaman
@holmesreport