SlideShare a Scribd company logo
THE STATE OF THE
GLOBAL PR INDUSTRY
@ICCOpr
ANDRAS SZTANISZLAV
Board member – ICCO
VP – Hungarian PR Assocation
@stunnyslove
INTERNATIONAL COMMUNICATIONS
CONSULTANCY ORGANISATION (ICCO)
49 countries
2,500+ PR firms
Regional chapters
Professional standards
Knowledge sharing
World PR Report
§ Optimistic	about	the	future
§ Increase	of	profitability
§ Corporate	reputations	in	taken	seriously
§ Advertisement	spending	to	PR	driven	solutions
§ PR	firms	to	provide	non-traditional	PR	services
Bright and getting brighter
Francis Ingham, ICCO
key findings
Practice	area	of	growth:
§ digital	comms
§ reputation
§ marcomms
§ public	affairs
Challenges:	
§ profitability	
§ economical	status	
§ talent
●
●
●
●
●
●
●
●
●
●
“Talent
driven
future”
“Regeneration
game”
Embrace	
change	than	
to	fear	it
Upskilling
local talent
key findings
TOP25 agency ranking
What’s The
Big Picture?
THE INDUSTRY IS OPTIMISTIC
THE INDUSTRY IS PROFITABLE
What’s
Growing?
#WorldPRReport
AREA OF GROWTH
#WorldPRReport
SECTOR GROWTH NEXT YEAR
What’s Driving
Growth?
TOP25 agency ranking
MARKETING SPEND IS MOVING
#WorldPRReport
PR SERVICES
Challenges
TOP CHALLENGES
#WorldPReport
WHY?
WHAT WE DO IN
HUNGARY
- provide data to international studies – analyse results
- state of the profession questionnaire (broad industry report)
- industry talks
- #snaPRshot report (by PersonaR)
WHAT WE DO AT
ICCO
- annual “ICCO census”
- House of PR
- Global PR summit
- Global Awards
@ICCOpr

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