3. WORLD
PR
REPORT
2013
CONTENTS
04 Foreword
Rob Flaherty
Paul Holmes
David Gallagher and Francis Ingham
07 Global Rankings
19 Global Overview
19 Trends and Attitudes
27 Opportunities and Challenges
49 Regions and Markets
00 Appendix
Produced by the Holmes Report
and ICCO.
The Holmes Report
Paul A. Holmes — CEO
Arun Sudhaman — Partner Managing Editor
Greg Drury — Partner President, US Operations
Aarti Shah — Senior Editor
ICCO
David Gallagher — President
Francis Ingham — Executive Director
Anastasia Demidova — General Manager
Report Design —
christhedesignerlimited@gmail.com
The Holmes Report
The Holmes Group is dedicated to proving and
improving the value of public relations, by providing
insight, knowledge and recognition to public relations
professionals. The Holmes Group was founded in
2000 by Paul Holmes (pholmes@holmesreport.com),
Editor-in-Chief and CEO, who has more than two
decades of experience writing about and evaluating
the public relations business and consulting with both
public relations firms and their clients. The Holmes
Group delivers against its mission by providing the most
sophisticated reporting and analysis on public relations
trends and issues.
www.holmesreport.com
ICCO
The International Communications Consultancy
Organisation (ICCO) is the voice of public relations
consultancies around the world. The ICCO membership
comprises national trade associations in 28 countries
across the globe in Europe, Africa, Asia, the Americas
and Australia. Collectively, these associations represent
over 1,700 PR firms.
www.iccopr.com
4. WORLD PR REPORT
FOREWORD 1
Rob Flaherty
Senior Partner, CEO, Ketchum
FOREWORD
This year’s World PR Report shows that, more than
ever in the past decade, there are significant regional
differences in agency leader optimism, client attitudes
and new technique adoption rates in communications.
“ here are surprises
T
and anomalies
here that are worth
considering as you
plan your agency
and communications
strategies in the
year ahead...”
While all global research studies, including this one, offer the reader a summary of the findings
on a worldwide basis, the most useful way to examine these results is on a region-by-region
and country-by-country basis. And it’s clear from that country-level view that attitudes
strongly correlate to both the state of the economy and the pace of evolution to new social
and digital ways of communicating.
In Europe, where governments have used austerity to right their financial ship, and where there has
been a slower climb out of the recession, optimism is down and so is confidence that CEOs are
committed to corporate reputation. In the U.K. and the U.S., where economic stimulus spurred a
faster recovery, optimism and confidence is recovering sooner.
This pattern plays out in the willingness of clients to turn to their PR firm for non-traditional
services, including new digital and social services. North America, the U.K. and Australia are
seeing more of this willingness than Western Europe. Asia also trails in client willingness to try new
services, even though their economy is growing at rates two to three times higher than those in
Europe. But that can be attributed to the evolution of the PR discipline in those countries. From my
recent experiences in Asia, I believe that the region is catching up quickly when it comes to use
of digital and social services. Use of Sina Weibo, Renren and other platforms is exploding in Asia,
which will bring about a leap-frog effect in use of social PR campaigns.
A standout in the Report is Latin America, which scored highest in overall optimism as well as client
willingness to turn to their PR firm for non-traditional services. It’s further evidence that this is the
decade for PR firm networks to continue to invest in that region.
As you examine the findings in the study, I encourage you to avoid what the research professionals
call “confirmation bias”: the tendency to sort all of this data in ways that only confirm your existing
beliefs. There are surprises and anomalies here that are worth considering as you plan your agency
and communications strategies in the year ahead.
Lastly, everything in this report gives me cause for optimism. Imagine the acceleration of our
businesses when Europe finally comes out of this prolonged recession. Imagine the opportunity
as more and more clients realize that their PR firm is an ideal place to turn for campaigns that
start with the consumer and are more about sharing ideas than the traditional approach of
pushing brand messages. We have a lot of work to do, but also a lot to look forward to.
Rob Flaherty
Senior Partner, CEO, Ketchum
4
WORLD PR REPORT 2013
5. WORLD PR REPORT
FOREWORD 2
Paul Holmes
Editor-in-Chief, The Holmes Report
FOREWORD
“ he results of our
T
survey suggest
that the industry
is enjoying only
partial success...”
The growth of the public relations industry (around
8 percent globally last year) continues to outpace
the growth of the global economy, but it is difficult to
look at the numbers and the results of the survey that
accompanied our Holmes Report/ICCO 250 ranking
project this year and not be slightly concerned that
the business is not taking full advantage of the
opportunities presented by a changing
media environment.
While overall industry growth is respectable, it is notable that for the third consecutive year the
independent and midsized firms in our survey significantly outperformed the giant, publicly-held
multinational agencies. And while firms in North America are enjoying robust good health, growth
in Asia continues apace, and the UK has largely rebounded from a difficult 2011, the rest of Europe
continues to face a daunting environment.
It is true that firms remain broadly optimistic about future growth, but global optimism levels
declined slightly over the past 12 months, as did concerns about competition from other disciplines.
There were also small decreases in the number of agency principals agreeing that CEOs are taking
corporate reputation and social responsibility more seriously, and that marketers are spending more
on PR relative to other disciplines.
That last finding is particularly troubling, particularly when coupled with concerns that PR
firms (especially those outside North America) are not meeting clients’ digital needs as
effectively as they might.
The digital and social media revolution—with its emphasis on transparency, authenticity, credibility
and dialogue, all traditional PR strengths—presents an unprecedented opportunity for public
relations to take market share from other communications disciplines, and to play a leading
strategic role in corporate reputation and brand-building.
The results of our survey suggest that the industry is enjoying only partial success in this regard,
whether because PR firms have been slow to develop the necessary capabilities or because
they have been unable to convince clients that PR can deliver a broad range of strategic services
beyond traditional media relations.
If there is one take away from this research, it is that those firms without the requisite digital and
social skills need to develop them—and quickly. And those firms that do have those skills need
to do a much better job of explaining to clients that PR agencies can take on a broader and more
strategic role than in the past.
Paul Holmes
Editor-in-Chief, The Holmes Report
WORLD PR REPORT 2013
5
6. WORLD PR REPORT
FOREWORD 3
David Gallagher
ICCO President
CEO EMEA, Ketchum
Francis Ingham
ICCO Chief
Executive
FOREWORD
“ e need to
W
recruit the very
best talent,
regardless of
background...”
This Holmes Report/ICCO publication reveals many
things—there is much data here to be studied and
acted upon. But every nuance contained is secondary
to this one salient fact—PR is a global success story.
A dynamic and powerful industry, growing around the
world, increasing its relevance and importance as it
does. Nobody should be complacent, but that should
not stop us from congratulating ourselves on being
part of such an industry.
Across the globe, PR is growing. Growing amounts of revenue. Growing numbers of people.
Even in those parts of the world most badly affected by the downturn of the past five years,
growth is apparent. Often it’s growth that has to be worked for—hard. But it is growth
nonetheless, and at levels which would be the envy of many, indeed most, industries.
And even where optimism levels have dipped slightly, ours is still an overwhelmingly positive
industry, confident in its value and assured of its future.
So what are the challenges?
ICCO would highlight three. And speaking with our members across all continents and in
28 countries, they are common.
Talent. We need to recruit the very best talent, regardless of background. Employers want
enthusiastic, intelligent people, unafraid of hard work, and committed to a career in public
relations. But in order to attract the very best, we need to reward them appropriately, and we
need to appeal to those who might previously have thought PR wasn’t the industry for them.
Evaluation. If we cannot prove the value of what we do, we will never command the fees
that we should. The evaluation issue has held our industry back for far too long. This
summer, in conjunction with AMEC and the UK PRCA, ICCO launched the definitive guide to
measurement and evaluation. It needs to become as embedded in how agencies work as the
invoicing process is. Because evaluation will define our future.
Finally, client attitude to reputation. We need to help clients understand the financial value of
their reputation. To appreciate that if the first time their PR adviser enters the room is when the
crisis has broken, they have already squandered a great deal of cash.
In all of those areas, we will work with the industry to provide practical, deliverable answers to
deeply-ingrained problems. But the fact that we can be better than we are must not detract from
this undeniable fact—PR is on the march across the world, and ICCO members are in its vanguard.
David Gallagher
ICCO President CEO EMEA, Ketchum
Francis Ingham
ICCO Chief Executive
6
WORLD PR REPORT 2013
7. GLOBAL RANKINGS
EXECUTIVE SUMMARY
GLOBAL PR INDUSTRY
UP 8% IN 2012
• ublicly-owned MNC firms
P
up six percent
• ndependent PR firms up
I
8.6 percent
• R agency industry worth
P
almost $11bn, employs more
than 75,000 people
The global public relations industry continued to
grow by around eight percent last year—the third
consecutive year at approximately the same level—
with independent firms continuing to outperform the
large, holding company-owned agencies.
The independent firms submitting to our annual survey—conducted this year in conjunction
with ICCO, the International Communications Consultancy Organisation—grew by about 8.6
percent on average. The five largest holding companies (WPP, Omnicom, Interpublic, Publicis
and Havas) grew by an average of six percent.
That meant overall industry growth for the year of just under 7.9 percent. That’s around the
same level as the overall industry growth in 2011 (7.9 percent) and in 2010 (8.1 percent).
It is also notable that the numbers for the publicly-traded firms included a number of
acquisitions: organic growth for those agencies was just 3.3 percent.
As a result of those changes, the market share of globally reported revenue—slightly more
than $9.5 billion—held by the five giant holding companies, which was around 50 percent
two years ago, has now declined to around 45 percent. The share of the overall global
PR industry revenue—now estimated by The Holmes Report/ICCO at close to $11 billion
based on the vast number of smaller firms that do not provide revenue figures—is now well
under 40 percent.
“These numbers have to cast serious doubt on the idea that the clients believe bigger is
better, and on the notion that the PR industry is consolidating,” says Paul Holmes, editor-inchief of The Holmes Report/ICCO. “The reality is that the growth of the industry around the
world is currently being driven by independents, most of them smaller or medium sized firms.”
One worrying trend, however, saw a decline in revenue per capita for those firms reporting
both fee income and headcount to an average of around $142,000, compared to $151,000
last year. Based on its research, the Holmes Report/ICCO estimates that the global PR agency
industry employs more than 75,000 people, up from 66,000 last year.
“This decline could be a result of greater participation by firms in developing markets, where
revenues per head tend to be lower,” says Holmes. “But it could also be that firms are
responding to increasing price pressure by over-servicing.”
WORLD PR REPORT 2013
7
8. GLOBAL RANKINGS
TOP 10
TOP 10:
EDELMAN WIDENS GAP
AT TOP OF THE TABLE
• delman grows 8.2 percent
E
to $666m
• ouble-digit growth at
D
Ketchum and MSLGroup
• ndependents continue to
I
outperform holding groups
2012
2011
AGENCY
HQ
2012 [$]
GROWTH [%]
1
1
EDELMAN
USA
665,600,000
8.2
2
2
WEBER SHANDWICK
USA
628,350,000
6.5
3
3
FLEISHMANHILLARD
USA
546,000,000
5.0
4
4
MSLGROUP
FRANCE
526,000,000
11.0
5
5
BURSON MARSTELLER
USA
454,500,000
1.0
6
7
KETCHUM
USA
440,000,000
14.0
7
6
HILL+KNOWLTON STRATEGIES
USA
390,000,000
0.0
8
8
OGILVY PUBLIC RELATIONS
USA
297,000,000
6.1
9
9
HAVAS PR
FRANCE
224,000,000
7.7
10
11
BRUNSWICK
UK
210,000,000
5.0
Edelman has widened its lead as the largest PR firm in the world, a position the
independent PR agency has now held for the past three years. The agency reported
growth of 8.2 percent in 2012 to $666m, while the Holmes Report/ICCO estimates
that its closest rival Weber Shandwick increased fee income by around 6.5 percent.
Like many of the top 10 firms, Edelman’s growth slowed in 2012. Only two top ten agencies—
Ketchum and MSLGroup—recorded double digit growth. Ketchum’s increase was enough for
the Omnicom-owned agency to pass Hill+Knowlton Strategies and reach the number six spot
on our list.
The only other change in the top 10, meanwhile, saw FTI Consulting drop out at the expense
of keen rival Brunswick.
Fee income for nine of the top 10 firms is estimated by The Holmes Report/ICCO based on
published sources (including holding company revenues) and our own knowledge of the
industry, with the majority of large holding companies continuing to use the Sarbanes-Oxley
financial disclosure rules as an excuse not to publish numbers of individual businesses.
Independent firms, meanwhile, continue to outperform the holding companies in terms of
growth, with Edelman only the most prominent example. Overall, independent firms submitting
information to the Holmes Report/ICCO 250 experienced growth of better than eight percent,
compared to average growth of around three percent for the public relations operations of
major holding companies.
Outside the top 10, impressive growth at GolinHarris saw it climb one spot to 12th. Among
independents, China’s Blue Focus was the biggest gainer—its 39 percent growth to $87.8
million was enough to lift it from 24th to 19th. Brazil’s FSB also impressed, growing 14 percent
to more than $71m. US-based W2O, meanwhile, entered the top 25 for the first time after
better than 30 percent growth.
8
WORLD PR REPORT 2013
9. GLOBAL RANKINGS
TOP 250
Revenue numbers for many agencies include subsidiaries—including research, advertising, and specialist PR firms—many of which operate under separate
brands but nevertheless report into the listed PR agency. For full methodology please visit globalpragencies.com/methodology. For firms that submitted
numbers in pounds sterling or euros, conversions were made using exchange rates as of 12/31/2012. In some cases, where last year’s submitted numbers were
used for comparison purposes, growth numbers may be lower because of exchange rate fluctuations than they would have been in constant currency terms.
2012
2011
AGENCY
HEADQUARTERS
FEE INCOME 2012 ($)
FEE INCOME 2011 ($)
GROWTH (%)
STAFF
1
1
EDELMAN
USA
665,600,000
614,900,000
8.2
5,021
2
2
WEBER SHANDWICK
USA
628,350,000
590,000,000
6.5
N/A
3
3
FLEISHMANHILLARD
USA
546,000,000
520,000,000
5.0
N/A
4
4
MSLGROUP
FRANCE
526,000,000
474,000,000
11.0
N/A
5
5
BURSON MARSTELLER
USA
454,500,000
450,000,000
1.0
N/A
6
7
KETCHUM
USA
440,000,000
386,000,000
14.0
N/A
7
6
HILL+KNOWLTON STRATEGIES
USA
390,000,000
390,000,000
0.0
N/A
8
8
OGILVY PUBLIC RELATIONS
USA
297,000,000
280,000,000
6.1
N/A
9
9
HAVAS PR1
FRANCE
224,000,000
208,000,000
7.7
N/A
10
11
BRUNSWICK
UK
210,000,000
200,000,000
5.0
N/A
11
10
FTI CONSULTING
USA
186,700,000
200,900,000
-7.1
N/A
12
13
GOLINHARRIS
USA
175,000,000
150,000,000
16.7
735
13
12
COHN WOLFE
USA
159,000,000
150,000,000
6.0
N/A
14
15
MEDIA CONSULTA INTERNATIONAL
GERMANY
143,070,435
126,259,560
13.3
614
15
14
GRAYLING
UK
132,912,000
144,000,000
-7.7
N/A
16
16
APCO WORLDWIDE
USA
121,800,000
120,701,000
1.0
606
17
17
WAGGENER EDSTROM WORLDWIDE, INC.
USA
118,462,000
115,832,000
2.3
N/A
18
18
PORTER NOVELLI
USA
116,000,000
115,000,000
0.9
N/A
19
24
BLUEFOCUS PR GROUP
CHINA
87,771,000
63,200,000
38.9
1,140
20
20
PUBLIC SYSTEME HOPSCOTCH2
FRANCE
77,395,950
75,022,650
3.2
545
21
21
CHANDLER CHICCO COMPANIES
USA
76,000,000
72,800,000
4.4
N/A
22
25
FSB COMUNICAÇÕES
BRAZIL
71,006,375
62,161,382
14.2
584
23
22
RLM FINSBURY
US/UK
70,000,000
70,000,000
0.0
N/A
24
23
KREAB GAVIN ANDERSON
UK/SWEDEN
66,600,000
66,000,000
0.9
N/A
25
30
W2O GROUP
USA
62,005,000
47,577,000
30.3
305
26
29
RES PUBLICA (NATIONAL PR)
CANADA
60,000,000
49,800,000
20.5
400
27
19
RUDER FINN, INC.
USA
56,148,000
57,663,000
-2.6
485
28
28
TEXT100 CORPORATION
USA
50,890,670
50,240,310
1.3
476
29
26
BELL POTTINGER PRIVATE3
UK
47,313,690
51,227,550
-7.6
222
30
38
COLLEGE HILL
UK
47,263,287
38,808,750
21.8
316
31
35
FISCHERAPPELT
GERMANY
46,345,275
41,928,300
10.5
305
32
36
HERING SCHUPPENER
GERMANY
46,279,350
42,192,000
9.7
161
33
33
FREUD COMMUNICATIONS
UK
45,413,013
41,980,000
8.2
240
34
32
CDN COMUNICAÇÃO CORPORATIVA
BRAZIL
44,000,000
42,000,000
4.8
363
35
39
MWW
USA
42,875,000
38,626,000
11.0
207
36
37
DENTSU PUBLIC RELATIONS INC.
JAPAN
42,000,000
40,000,000
5.0
223
37
34
CITIGATE DEWE ROGERSON
UK
39,810,486
41,599,254
-4.3
N/A
38
27
PRAP JAPAN, INC.
JAPAN
36,229,000
50,788,000
-28.7
116
39
40
LEWIS PR
UK
35,819,000
34,948,000
2.5
260
40
42
MARINA MAHER COMMUNICATIONS
USA
35,000,000
31,500,000
11.1
N/A
41
N/A
DEVRIES PR
USA
35,000,000
N/A
N/A
N/A
42
46
DKC PUBLIC RELATIONS
USA
32,896,560
27,413,800
20.0
154
43
51
FINN PARTNERS
USA
32,293,000
23,783,000
35.8
233
44
45
MHP COMMUNICATIONS
UK
29,601,135
28,674,372
3.2
155
45
43
QORVIS COMMUNICATIONS
USA
29,500,000
29,500,000
0.0
102
46
44
CITIZEN RELATIONS
USA
28,500,000
27,000,000
5.6
N/A
47
48
BITE COMMUNICATIONS
USA
26,895,639
25,614,894
N/A
N/A
48
N/A
GOOD RELATIONS GROUP
UK
26,087,566
N/A
N/A
174
49
47
BARABINO PARTNERS
ITALY
26,000,000
N/A
N/A
N/A
50
49
HOTWIRE PUBLIC RELATIONS
UK
25,626,802
24,659,306
3.9
168
TABLE NOTES
1: Havas PR was Euro RSCG Worldwide
2: Publc Systeme Hopscotch was Hopscotch
3: ell Pottinger Private and Good Relations Group are new entities formed after the
B
MBO of parts of Bell Pottinger Group’s business from Chime Communications in July
2012. Both entries include a calculation by each firm of their full-year PR fee income.
WORLD PR REPORT 2013
9
10. GLOBAL RANKINGS
TOP 250
Continued
2012
2011
AGENCY
HEADQUARTERS
FEE INCOME 2012 ($)
FEE INCOME 2011 ($)
GROWTH (%)
STAFF
51
52
LLORENTE CUENCA
SPAIN
25,183,350
23,996,700
4.9
298
52
63
ALLISON+PARTNERS
USA
25,000,000
19,400,000
28.9
130
53
50
AGT COMMUNICATIONS GROUP
RUSSIA
24,808,978
23,786,744
4.3
N/A
54
84
ZENO GROUP
USA
24,412,282
14,047,832
73.8
77
55
N/A
RACEPOINT GROUP
USA
24,000,000
20,000,000
20.0
150
56
67
CONE
USA
24,000,000
N/A
10.0
110
57
56
PRIME PR
SWEDEN
23,733,000
21,398,600
10.9
N/A
58
56
BLUE RUBICON
UK
23,412,960
20,180,550
16.0
N/A
59
54
FISHBURN HEDGES
UK
22,762,600
21,732,900
4.7
127
60
96
WE ARE SOCIAL
UK
22,750,085
13,172,754
72.7
300
61
57
FOUR COMMUNICATIONS GROUP PLC
UK
22,712,569
22,158,781
2.5
146
62
62
THE RED CONSULTANCY
UK
22,564,240
19,589,105
15.2
N/A
63
55
OLIVER SCHROTT KOMMUNIKATION
GERMANY
21,908,196
21,834,360
0.3
135
64
65
CROS
RUSSIA
21,550,000
20,000,000
7.7
133
65
53
PROFESSIONAL PUBLIC RELATIONS PTY LTD
AUSTRALIA
20,488,112
21,269,599
-3.7
125
66
59
STRATEGIC PUBLIC RELATIONS GROUP
HONG KONG
20,320,000
20,190,000
0.6
280
67
74
INTEREL
BELGIUM
20,173,050
16,717,110
20.7
N/A
68
86
GEELMUYDEN.KIESE GROUP
NORWAY
20,161,160
15,933,820
26.5
100
69
69
TONIC HEALTH
UK
20,053,878
18,230,798
10.0
N/A
70
70
COYNE PR
USA
20,027,000
N/A
N/A
110
71
64
TAYLOR
USA
19,800,000
19,100,000
3.7
95
72
N/A
MOSTRA
BELGIUM
19,777,500
21,096,000
-6.3
140
73
81
GIBBS SOELL, INC.
USA
19,734,980
14,700,000
34.0
119
74
66
THE OUTCAST AGENCY
USA
19,240,000
18,500,000
4.0
N/A
75
58
COONEY/WATERS GROUP
USA
18,961,000
20,433,000
-7.2
65
76
75
MIKHAILOV PARTNERS
RUSSIA
18,870,372
20,117,673
-6.2
86
77
80
ATOMIC
USA
18,700,000
16,100,000
16.1
117
78
N/A
ACTION GLOBAL COMMUNICATIONS
CYPRUS
18,000,000
14,000,000
28.6
300
79
89
ROWLAND
AUSTRALIA
17,943,977
13,081,112
37.2
92
80
88
FRENCH/WEST/VAUGHAN
USA
17,186,330
13,325,710
29.0
84
81
72
PRAIN
SOUTH KOREA
17,000,000
17,794,000
-4.5
130
82
71
PADILLA SPEER BEARDSLEY INC.
USA
16,875,860
17,834,808
-5.4
113
83
76
AB ONE
GERMANY
16,744,950
16,349,400
2.4
101
84
78
INFORPRESS
SPAIN
16,540,583
15,401,124
7.4
188
85
79
PEPPERCOM
USA
16,172,652
15,120,681
7.0
81
86
77
FARNER CONSULTING
SWITZERLAND
16,100,000
17,100,000
-5.8
60
87
83
MAITLAND
UK
15,446,050
13,971,150
10.6
45
88
87
ADFACTORS PR PRIVATE LIMITED
INDIA
15,400,000
13,390,000
15.0
380
89
95
PROSEK PARTNERS4
USA
15,000,000
12,600,000
19.0
58
90
97
ERGO KOMMUNIKATION
GERMANY
14,899,050
12,921,300
15.3
110
91
110
OLSON PR
USA
14,750,000
14,000,000
5.4
75
92
N/A
PR ONE
SOUTH KOREA
14,746,544
11,520,737
28.0
130
93
103
HUNTER PUBLIC RELATIONS
USA
14,554,310
12,031,691
21.0
82
94
109
MITCHELL COMMUNICATIONS GROUP LLC
,
USA
14,335,377
10,157,005
41.1
76
95
123
ACHTUNG!
GERMANY
14,305,725
10,257,930
39.5
100
96
85
M BOOTH
USA
14,240,195
13,892,873
2.5
N/A
97
93
SHIFT COMMUNICATIONS INC.
USA
14,225,795
12,673,822
12.2
100
98
94
5W PUBLIC RELATIONS
USA
14,188,564
12,656,123
12.1
92
99
102
FAKTOR 3
GERMANY
13,976,100
12,262,050
14.0
134
100
108
HABERLEIN MAURER
GERMANY
13,976,100
11,533,510
21.2
N/A
TABLE NOTES
4: Prosek Partners was CJP
10
WORLD PR REPORT 2013
11. GLOBAL RANKINGS
TOP 250
Continued
2012
2011
AGENCY
HEADQUARTERS
FEE INCOME 2012 ($)
FEE INCOME 2011 ($)
GROWTH (%)
STAFF
101
115
BRANDS2LIFE
UK
13,169,790
11,543,890
14.1
97
102
100
RF BINDER
USA
13,136,803
12,450,000
5.5
75
103
106
CRT/TANAKA
USA
13,009,202
11,572,544
12.4
74
104
98
MAKOVSKY COMPANY
USA
13,000,000
12,500,000
4.0
51
105
101
FRANK PR
UK
12,901,144
12,804,831
0.8
74
106
90
LANSONS COMMUNICATIONS
UK
12,605,912
13,091,356
-3.7
79
107
107
FORMULA
USA
12,518,123
11,565,878
8.2
N/A
108
119
FAHLGREN MORTINE
USA
12,397,732
10,532,642
17.7
69
109
113
AMI COMMUNICATIONS
CZECH REPUBLIC
12,262,050
11,339,100
8.1
117
110
105
JESCHENDKO MEDIAAGENTUR
GERMANY
12,182,940
12,182,940
0.0
N/A
111
121
JACKSON SPALDING
USA
12,095,500
10,465,757
15.6
82
112
112
IMRE
USA
12,000,000
11,000,000
9.1
81
113
125
DAVIES
USA
11,955,649
9,963,041
20.0
34
114
N/A
V+O COMMUNICATION
GREECE
11,688,773
10,310,553
13.4
95
115
127
NELSON BOSTOCK GROUP LIMITED
UK
11,533,842
10,214,720
12.9
76
116
N/A
124 COMMUNICATIONS CONSULTING
THAILAND
11,450,000
11,450,000
0.0
38
117
125
FIRST HOUSE
NORWAY
11,284,427
8,708,239
29.6
234
118
120
SPARKPR
USA
11,280,339
10,531,890
7.1
N/A
119
111
WELLCOM
FRANCE
11,207,250
9,888,750
13.3
90 1
20
122
TRACCS
SAUDI ARABIA
10,870,000
10,180,000
6.8
188
121
N/A
IRIS WORLDWIDE
UK
10,858,856
4,288,326
153.2
N/A
122
124
KAPLOW
USA
10,850,000
10,024,000
8.2
59
123
99
LEVICK STRATEGIC COMMUNICATIONS, LLC
USA
10,793,299
12,459,523
-13.4
49
124
126
RASKY BAERLEIN
USA
10,689,403
N/A
N/A
N/A
125
133
TVC GROUP
UK
10,568,350
8,779,860
20.4
N/A
126
128
THE BIG PARTNERSHIP
UK
10,484,714
10,025,316
4.6
91
127
220
FORTUNE PR
INDONESIA
10,055,460
3,365,011
198.8
100
128
148
STANTON COMMUNICATIONS, INC.
USA
9,866,776
11,341,000
-13.0
31
129
118
WIDMEYER COMMUNICATIONS
USA
9,839,514
9,086,689
8.3
30
130
132
CAKE
UK
9,755,400
8,537,925
14.3
N/A
131
N/A
POWERSCOURT
UK
9,607,443
7,906,752
21.5
27
132
146
LAUNCHSQUAD
USA
9,387,224
7,456,140
25.9
85
133
117
APPROACH
BRAZIL
9,300,000
8,200,000
13.4
135
134
140
TBWA/CORPORATE
FRANCE
9,229,500
7,775,400
18.7
150
135
152
DIPLOMAT COMMUNICATIONS
SWEDEN
9,229,500
6,994,051
32.0
35
136
134
3 MONKEYS COMMUNICATIONS LIMITED
UK
9,058,038
8,713,588
4.0
56
137
139
KIRCHOFF CONSULT
GERMANY
8,702,100
7,911,000
10.0
110
138
129
THE HOFFMAN AGENCY
USA
8,650,000
9,150,000
-5.5
87
139
143
SENATESHJ
NEW ZEALAND
8,635,117
7,536,325
14.6
37
140
130
RED DOOR COMMUNICATIONS
UK
8,581,500
9,026,997
-4.9
45
141
156
HANOVER
UK
8,555,486
7,484,018
14.3
41
142
187
KWITTKEN + COMPANY WORLDWIDE
USA
8,500,000
5,000,000
70.0
40
143
142
KPR ASSOCIATES, INC.
SOUTH KOREA
8,444,500
7,544,560
11.9
96
144
141
JEFFREYGROUP
USA
8,400,330
7,649,868
9.8
104
145
154
LIFT CONSULTING
PORTUGAL
8,247,365
6,885,243
19.8
78
146
144
OCTOPUS
UK
8,179,903
7,859,601
4.1
N/A
147
149
AGENCE ELAN
FRANCE
8,042,850
7,127,450
12.8
N/A
148
138
HORN GROUP
USA
8,000,000
7,900,000
1.3
25
149
136
AIRFOIL GROUP
USA
7,867,069
8,127,627
-3.2
52
150
159
EULOGY
UK
7,788,061
N/A
N/A
N/A
WORLD PR REPORT 2013
11
12. GLOBAL RANKINGS
TOP 250
Continued
2012
2011
AGENCY
HEADQUARTERS
FEE INCOME 2012 ($)
FEE INCOME 2011 ($)
GROWTH (%)
STAFF
151
175
PEGASUS
UK
7,596,205
5,710,161
33.0
44
152
151
CP/COMPARTNER
GERMANY
7,515,450
6,997,860
7.4
78
153
147
KOMM.PASSION
GERMANY
7,251,750
7,212,195
0.5
58
154
173
MATTER COMMUNICATIONS
USA
7,000,000
5,750,000
21.7
58
155
157
EMG
THE NETHERLANDS
6,988,050
6,724,350
3.9
48
156
209
MARCO DE COMUNICACION
SPAIN
6,922,125
3,955,500
75.0
45
157
N/A
MAX BORGES AGENCY
USA
6,910,743
N/A
N/A
36
158
158
PRO-VISION COMMUNICATIONS
RUSSIA
6,819,040
6,690,821
1.9
70
159
162
IMAGEM CORPORATIVA
BRAZIL
6,732,343
6,205,683
8.5
86
160
186
PUBLIC COMMUNICATIONS INC.
USA
6,546,731
4,788,597
36.7
50
161
178
MCG MEDICAL CONSULTING GROUP
GERMANY
6,473,835
5,313,190
21.8
36
162
160
FINK FUCHS PUBLIC RELATIONS
GERMANY
6,460,650
6,592,500
-2.0
64
163
N/A
MISCHIEF
UK
6,394,665
5,350,837
19.5
65
164
170
SHINE COMMUNICATIONS
UK
6,342,636
6,225,571
1.9
55
165
168
LOU HAMMOND ASSOCIATES
USA
6,318,272
5,952,850
6.1
40
166
N/A
LAMBERT, EDWARDS ASSOCIATES
USA
6,026,000
5,306,000
13.6
36
167
185
TALK PR
UK
6,023,960
5,002,894
20.4
42
168
163
PAN COMMUNICATIONS
USA
6,002,000
6,113,000
-1.8
39
169
167
BLISS INTEGRATED COMMUNICATIONS
USA
5,698,000
5,965,000
-4.5
33
170
192
CLARION COMMUNICATIONS
UK
5,690,650
4,657,050
22.2
32
171
166
MCNEELY PIGOTT FOX PUBLIC RELATIONS
USA
5,640,530
5,989,743
-5.8
46
172
165
CONSOLIDATED PR
UK
5,630,492
6,388,161
-11.9
43
173
177
RBB PUBLIC RELATIONS, LLC
USA
5,603,460
5,400,000
3.8
31
174
N/A
DODGE COMMUNICATIONS
USA
5,510,756
N/A
N/A
42
175
N/A
JP KOM
GERMANY
5,500,000
N/A
N/A
38
176
N/A
NEWGATE COMMUNICATIONS
UK
5,463,024
1,260,073
333.5
N/A
177
189
JPA HEALTH COMMUNICATIONS5
USA
5,307,391
4,746,484
11.8
26
178
172
SPECTRUM SCIENCE COMMUNICATIONS
USA
5,225,000
5,100,000
2.5
25
179
191
JUST: HEALTH
UK
5,123,211
4,677,231
9.5
26
180
174
FRESHWATER
UK
5,115,081
5,701,782
-10.3
44
181
N/A
N2N COMMUNICATIONS
AUSTRALIA
5,100,000
4,200,000
21.4
32
182
200
SALT
UK
5,015,902
4,710,232
6.5
32
183
196
SINGER ASSOCIATES
USA
4,907,595
N/A
N/A
12
184
195
LINHART PR
USA
4,899,244
4,599,067
6.5
28
185
188
HAAS HEALTH PARTNER
GERMANY
4,878,450
4,825,710
1.1
37
186
215
FOODMINDS
USA
4,859,213
3,515,753
38.2
17
187
193
REVIVEHEALTH
USA
4,850,000
4,650,000
4.3
20
188
190
SPEED COMMUNICATIONS
UK
4,803,546
4,939,881
-2.8
39
189
202
360 PUBLIC RELATIONS
USA
4,752,383
4,184,545
13.6
33
190
198
KALTWASSER KOMMUNIKATION
GERMANY
4,733,415
4,431,978
6.8
32
191
203
BRANDZEICHEN
GERMANY
4,641,120
4,271,940
8.6
35
192
206
COOPERKATZ COMPANY, INC.
USA
4,622,315
4,060,058
13.8
28
193
210
INTEGRAL PR SERVICES PVT LIMITED
INDIA
4,600,000
3,910,000
17.6
77
194
197
CERRELL ASSOCIATES
US
4,505,793
4,467,123
0.9
21
195
176
PUBLICASITY
UK
4,445,211
4,285,872
3.7
34
196
205
PRETTY GREEN
UK
4,435,455
4,115,280
7.8
36
197
199
L C WILLIAMS ASSOCIATES
USA
4,404,394
4,387,355
0.4
26
198
183
INTERMARKET COMMUNICATIONS
USA
4,312,805
4,837,425
-10.8
18
199
241
TANGERINE PR
UK
4,294,002
2,939,627
46.1
N/A
200
207
CIRKLE
UK
4,254,980
4,228,966
0.6
28
TABLE NOTES
5: JPA was Jones Public Affairs
12
WORLD PR REPORT 2013
13. GLOBAL RANKINGS
TOP 250
Continued
2012
2011
AGENCY
HEADQUARTERS
FEE INCOME 2012 ($)
FEE INCOME 2011 ($)
GROWTH (%)
STAFF
201
N/A
CREATIVE CREST
INDIA
4,200,000
3,500,000
20.0
65
202
214
STANDING PARTNERSHIP
USA
4,100,532
3,568,886
14.9
29
203
235
BORDERS + GRATEHOUSE
USA
4,093,335
2,982,627
37.2
23
204
N/A
BLICK STAFF
USA
3,993,860
N/A
N/A
15
205
221
CAMBRE ASSOCIATES
BELGIUM
3,972,641
3,408,323
16.6
25
206
204
LANE
USA
3,968,034
4,144,944
-4.3
26
207
N/A
THE FRAUSE GROUP
USA
3,963,000
3,682,075
7.6
22
208
223
GROUNDFLOOR MEDIA
USA
3,874,878
3,305,110
17.2
20
209
213
HBI INTERNATIONAL
GERMANY
3,810,465
3,559,950
7.0
22
210
212
OPEN ROAD
UK
3,658,275
3,593,239
1.8
20
211
N/A
BERKELEY PR INTERNATIONAL
UK
3,633,887
2,879,469
26.2
35
212
N/A
TRIGGER OSLO
NORWAY
3,559,950
N/A
N/A
N/A
213
225
CRUX KOMMUNIKASJON
NORWAY
3,500,000
3,700,000
-5.4
10
214
233
CCGROUP
UK
3,485,021
3,159,647
10.3
23
215
N/A
TEAMSPIRIT PUBLIC RELATIONS
UK
3,450,160
2,876,217
20.0
20
216
244
WHYTE CORPORATE AFFAIRS
BELGIUM
3,446,559
2,706,933
27.3
18
217
219
DUKAS PUBLIC RELATIONS
USA
3,438,000
3,389,000
1.4
16
218
232
STORYMAKER
GERMANY
3,335,805
3,072,105
8.6
30
219
237
THE SKILLS GROUP
AUSTRIA
3,296,250
2,966,625
11.1
19
220
218
SCHNEIDER ASSOCIATES
USA
3,280,000
3,830,000
-14.4
18
221
N/A
MORRIS + KING
USA
3,181,416
N/A
N/A
23
222
240
FOCUS PR
UK
3,151,890
2,910,252
8.3
27
223
238
JOHNSON KING
UK
3,136,647
3,007,071
4.3
25
224
243
THREEPIPE COMMUNICATIONS LIMITED
UK
3,132,048
2,696,303
16.2
28
225
231
INC
ITALY
3,032,550
3,060,239
-0.9
24
226
N/A
FUNDAMENTO COMUNICAÇÃO CORPORATIVA
BRAZIL
2,950,000
2,310,000
27.7
50
227
229
SCHWARTZ PUBLIC RELATIONS
GERMANY
2,900,700
2,900,700
0.0
16
228
N/A
REPUTATION PARTNERS
USA
2,900,000
2,400,000
20.8
13
229
N/A
W COMMUNICATIONS
UK
2,895,728
1,821,008
59.0
25
230
N/A
TREVELINO/KELLER
USA
2,888,624
N/A
N/A
16
231
211
MCS HEALTHCARE PUBLIC RELATIONS
USA
2,877,962
3,771,495
-23.7
17
232
N/A
EON STAKEHOLDER RELATIONS
PHILIPPINES
2,740,000
2,200,000
24.5
65
233
N/A
SEESAME COMMUNICATION EXPERTS
SLOVAKIA
2,647,548
2,452,410
8.0
25
234
N/A
UNITY
UK
2,624,390
N/A
11.0
21
235
N/A
ATMOSPHERE COMMUNICATIONS
SOUTH AFRICA
2,490,000
2,440,000
2.0
32
236
247
CHAMELEON PR
UK
2,460,453
2,660,650
-7.5
17
237
N/A
AVIAN MEDIA
INDIA
2,400,000
2,100,000
14.3
100
238
N/A
RED LORRY YELLOW LORRY
UK
2,375,440
1,788,490
32.8
22
239
N/A
KOHNSTAMM COMMUNICATIONS
USA
2,345,479
N/A
N/A
16
240
N/A
ENERGI PR
CANADA
2,292,129
N/A
N/A
15
241
N/A
FJ COMMUNICATIONS
SPAIN
2,200,000
1,900,000
15.8
21
242
N/A
BARRETT DIXON BELL
UK
2,128,766
2,141,310
-0.6
16
243
236
O’MALLEY HANSEN COMMUNICATIONS
USA
1,980,000
2,951,200
-32.9
14
244
N/A
FLORENCE GILLIER ASSOCIES
FRANCE
1,950,062
2,015,987
-3.3
14
245
N/A
PR PARTNER
RUSSIA
1,900,000
1,500,000
26.7
26
246
N/A
BABEL PUBLIC RELATIONS
UK
1,813,992
1,160,288
56.3
12
247
N/A
NEOPUBLIC PORTER NOVELLI
SLOVAKIA
1,807,664
1,714,050
5.5
25
248
N/A
LAGRANT COMMUNICATIONS
USA
1,700,000
1,800,000
-5.6
15
249
N/A
24/7PR
POLAND
1,606,745
1,211,907
32.6
31
250
N/A
TRYLON SMR
USA
1,605,194
N/A
N/A
6
WORLD PR REPORT 2013
13
14. GLOBAL RANKINGS
GROWTH
FAST MOVERS:
ASIA-PACIFIC PR FIRMS
LEAD INDUSTRY GROWTH
AGENCY [GLOBAL]
HQ
GROWTH [%]
FEE INCOME 2012
NEWGATE COMMUNICATIONS
UK
333.5
5,463,024
FORTUNE PR
INDONESIA
198.8
10,055,460
IRIS WORLDWIDE
UK
153.2
10,858,856
MARCO DE COMUNICACION
SPAIN
75.0
6,922,125
ZENO GROUP
USA
73.8
24,412,282
WE ARE SOCIAL
UK
72.7
22,750,085
KWITTKEN + COMPANY WORLDWIDE
USA
70.0
8,500,000
W COMMUNICATIONS
UK
59.0
2,895,728
TANGERINE PR
UK
46.1
4,294,002
MITCHELL COMMUNICATIONS GROUP LLC
,
USA
41.1
14,335,377
The Asia-Pacific region and other emerging public relations markets led the way
when it came to growth in 2012, but that doesn’t mean that firms in other parts of
the world—including the most sluggish economies in Europe—were incapable of
impressive performance despite the prevailing economic headwinds.
Our list of the top 10 firms includes Fortune PR from Indonesia—surely one of the international
PR markets that is primed for growth over the next few years—alongside Marco de
Communicacion of Spain, a market that is clearly struggling. But the global top 10 list is
dominated by firms from the most mature PR markets in the world, with five from the UK
(even if the fastest growing is essentially a start-up) and three from the US. It is notable,
however, that many of the firms on the US and UK lists are those that have made a significant
investment in digital and social media.
Just as interesting, there are plenty of larger agencies on our top 10 lists from each region: the
UK top 10 includes College Hill, a firm with more than $47 million in fees; our US list includes
W2O, with $62 million in fees, and three firms with more than $14 million (Mitchell, French/
West/Vaughan and Finn Partners); while the number three firm on the Asia-Pacific list is Blue
Focus, now closing in on $90 million.
What these numbers show is that well-managed public relations firms can grow in almost any
environment or market condition. Even in difficult market conditions, there are many firms
reporting 20 percent growth or better. Firms in mature markets are still capable of robust
double-digit growth, as are mature firms with tens of millions of dollars in fee income.
Overall, firms headquartered in the Asia-Pacific region grew by an average of 13.6 percent,
slightly faster than firms from the US (11.8 percent) and other emerging markets—a list that
includes Latin American, Middle Eastern and African firms—where the growth was 10.4 percent.
Firms from the UK grew an average of 9.8 percent; firms from Western Europe were up 8.2
percent; and firms from Eastern Europe saw their fees increase by just 3.2 percent.
14
WORLD PR REPORT 2013
15. GLOBAL RANKINGS
GROWTH
Continued
“What these
numbers show is
that well-managed
public relations
firms can grow
in almost any
environment or
market condition...”
AGENCY [US]
GROWTH [%]
FEE INCOME 2012
KWITTKEN CO.
70.0
8,500,000
MITCHELL COMMUNICATIONS
41.0
14,335,377
FOOD MINDS
38.0
4,859,213
BORDERS + GRATEHOUSE
37.0
4,093,335
PUBLIC COMMUNICATIONS, INC.
37.0
6,546,731
FINN PARTNERS
36.0
32,393,000
W2O GROUP
30.0
62,005,000
FRENCH/WEST/VAUGHAN
29.0
17,186,330
ALLISON PARTNERS
29.0
25,000,000
LAUNCHSQUAD
26.0
9,387,224
AGENCY [UK]
GROWTH [%]
FEE INCOME 2012
NEWGATE COMMUNICATIONS
335.0
5,463,024
IRIS WORLDWIDE
153.0
10,858,856
W COMMUNICATIONS
59.0
2,895,728
BABEL PUBLIC RELATIONS
56.0
1,813,992
TANGERINE PR
46.1
4,294,002
PEGASUS
33.0
7,596,205
RED LORRY YELLOW LORRY
33.0
2,375,440
BERKELEY PR
26.0
3,633,887
COLLEGE HILL
22.0
47,263,287
POWERSCOURT
21.0
9,607,443
AGENCY [EUROPE]
GROWTH [%]
FEE INCOME 2012
SPAIN
75.0
6,922,125
PRAM CONSULTING
CZECH REP
.
50.0
1,813,992
ACHTUNG!
GERMANY
39.0
14,305,725
24/7 PR
POLAND
33.0
1,606,745
DIPLOMAT COMMUNICATIONS
SWEDEN
32.0
9,229,500
FIRST HOUSE
NORWAY
30.0
11,284,427
ACTION GLOBAL COMMUNICATIONS
CYPRUS
29.0
18,000,000
WHYTE CORPORATE AFFAIRS
BELGIUM
27.0
3,446,559
PR PARTNER
RUSSIA
27.0
1,900,000
GEELMUYDEN KIESE
NORWAY
26.0
20,161,160
AGENCY [ASIA-PACIFIC]
HQ
GROWTH [%]
FEE INCOME 2012
FORTUNE PR
INDONESIA
199.0
10,055,460
SPARK COMMUNICATIONS
THAILAND
50.0
1,500,000
BLUE FOCUS
CHINA
39.0
87,771,000
ROWLAND
AUSTRALIA
37.0
17,943,977
PR ONE
KOREA
28.0
14,746,544
REPUTATION PTY
AUSTRALIA
25.0
1,500,000
EON STAKEHOLDER RELATIONS
PHILIPPINES
24.0
2,740,000
N2N COMMUNICATIONS
AUSTRALIA
21.0
5,100,000
CREATIVE CREST
INDIA
20.0
4,200,000
INTEGRAL PR
WORLD PR REPORT 2013
HQ
MARCO DE COMUNICACION
INDIA
18.0
4,600,000
15
16. GLOBAL RANKINGS
NETWORKS
HOLDING GROUPS/
NETWORKS
GROUP
GROWTH [%]
PR REVENUE 2012
WPP
4.2
1,491,000,000
OMNICOM GROUP
4.9
1,290,000,000
INTERPUBLIC GROUP1
8.0
1,206,000,000
PUBLICIS GROUPE
11.0
526,000,000
PROI3 421,000,000
WORLDCOM3 343,000,000
HUNTSWORTH GROUP
-0.3
281,000,000
HAVAS PR
7.7
224,000,000
NEXT 152 149,000,000
PRGN3 110,000,000
1
Interpublic Group’s PR fee income is estimated based on revenues provided by its CMG division.
Next 15 reports to a different schedule to all of the other groups on this table.
This figure represents a calculation of its fee income for calendar year 2012.
2
3
16
PROI, Worldcom and PRGN are networks of independently-owned PR firms.
WORLD PR REPORT 2013
17. GLOBAL RANKINGS
METHODOLOGY
“ ne critical decision we
O
made when the ranking
project began was to define
public relations broadly. This
decision was grounded in
the philosophical approach
of The Holmes Report/
ICCO, which believes that
public relations includes
all of the activities in which
an organization engages
in order to strengthen its
relationship with any public
or stakeholder group.”
Thus, public relations fee income includes not only fees derived from traditional PR
activities (media relations, community relations, employee communications, investor
relations, public affairs) but also fees (but only fees) related to activities such as
research, design, advertising and social media relations—as long as those activities
were carried out by a firm whose primary activity is public relations.
We have always considered advertising, for example, to be a perfectly legitimate tool of public
relations management. Indeed, many in-house public relations departments have responsibility for
substantial advertising budgets, particularly when the advertising is designed to meet corporate or
public affairs objectives rather than marketing or sales objectives. It would therefore be illogical to
exclude fees related to advertising from a broad and inclusive ranking.
So the precise wording on the rankings form provided to participating agencies was as
follows: “The Holmes Report/ICCO defines public relations broadly as any activity designed
to help corporations and other institutions build mutually-beneficial relationships with their key
stakeholders, including but not limited to customers, employees, shareholders, legislators and
regulators, communities, and the media.” “ The primary business of a public relations firm for the
purposes of this document should involve either strategic, media-neutral counsel or earned media,
but a public relations firm may engage in a wide range of activities including but not limited to media
relations, sponsorship, advertising, corporate identity, web design, and research. However, firms
may include only the fees for this work, not payments related to media buys, production, etc.”
“The Holmes Report/ICCO reserves the right to make its own judgment about whether a firm
qualifies as a public relations firm for the purposes of these rankings, and to exclude firms it
considers not properly qualified.” This is a broader definition than the one used by many other
organizations providing local market rankings of public relations firms, which means that several
of the firms providing numbers to The Holmes Report/ICCO will receive credit for income
not included in other rankings. The numbers for Edelman, for example, include fees from its
StrategyOne research division and its Blue advertising unit, adding $7 million to the more tightly
defined fee income reported to O’Dwyer’s newsletter. There were several obstacles to complete
accuracy, the most obvious of which is the decision of the largest publicly-traded holding
companies to interpret the Sarbanes-Oxley regulations in the United States in such a way that they
preclude the release of information about specific operating units.
In truth, there is nothing in Sarbanes-Oxley that prevents the release of information. Indeed, some
publicly-traded communications companies do continue to provide information about individual
public relations brands. For the very largest companies, such as WPP Omnicom, and Interpublic,
,
the issue appears to be one of cost—the expense associated with ensuring the accuracy of
published numbers—rather than legal prohibition. Needless to say, none of the Sarbanes-Oxley
restricted holding companies or their PR firms co-operated in the creation of this ranking, and so
The Holmes Report/ICCO was compelled to rely on several sources to compile a ranking that it
believes to be broadly accurate. Among the information sources on which we drew:
• ublicly-available information (including the last official ranking to pre-date Sarbanes-Oxley, for
P
2001 fee income, and some information available from the firms themselves related to headcount);
• nformation that has entered the public domain despite the best efforts of the companies
I
(specifically, information from former employees relating to headcount in specific offices,
supplemented in some cases by directories of agency employees, as well as widely known
revenue-per-employee targets); and
• he judgment of The Holmes Report/ICCO, which covers the field in both the U.S. and
T
Europe and can draw on information about clients moves, office openings and new hires to
form a broad picture of the industry.
Another obstacle involved data from firms in emerging markets, where definitions of public relations
are sometimes imprecise and where firms were not always willing or able to secure verification from
a trusted third party (equivalent to a certified public accountant in America). In several instances,
The Holmes Report/ICCO made its own efforts to verify the broad accuracy of information provided,
and where it could do so with confidence, the firms involved are included in this report.
WORLD PR REPORT 2013
17
18. PRCA
TRAINING
2013
PR Law,
Standards
Ethics
Building Effective
Persuading
Influencing Skills
Level: Intermediate
Location: London
Fundraising
Sponsorship
Level: Beginner | Intermediate
Location: London
Budget
Management
Advanced
Public Affairs
Level: Beginner | Intermediate
Location: London
Level: Advanced
Location: London
Spokesperson
Training
Project
Management
Level: Advanced
Location: London
Level: Beginner
Location: London
Developing
an Internal
Communications
Strategy
Level: Intermediate
Location: Online webinar
Training sessions run every three months!
To find the next date which suits you, log on to
www.prca.org.uk/pr-training-calendar
Full day: PRCA Members £305 | Non Members £370
Half day: PRCA Members £170 | Non Members £215
Online webinars: Members £95 | Non Members £120
All prices are subject to VAT
MAKE THE RIGHT CHOICE
The professional body representing PR consultancies, in-house communications teams, freelancers and individuals
Level: Beginner | Intermediate
Location: Online webinar
19. GLOBAL OVERVIEW
TRENDS ATTITUDES
TRENDS ATTITUDES
“ he industry is
T
going to need to
convince clients
that it has the
necessary expertise,
or it is going to lose
market share to
other disciplines...”
Public relations agency leaders from around the world are slightly less optimistic
about the future of the industry than they were 12 months ago, with slightly fewer
respondents agreeing that CEOs are taking corporate reputation more seriously,
that companies understand the need to balance the interests of shareholders
with those of other stakeholders, and that marketers are spending more on public
relations relative to other discipines.
The research—conducted by The Holmes Report/ICCO and the International Communications
Consultancies Organisation among more than 300 PR agency principals as part of the
Holmes Report/ICCO 250 global ranking process—also found a widening gap between
agency principals in Western Europe, where overall optimism declined sharply for the second
consecutive year, and other developed markets.
Globally, optimism levels were down from 7.7 (on a scale of one to 10) last year to 7.5 this
year. But in Western Europe, there was a decline from 7.15 last year (and 7.6 the year before)
to just 6.7. That’s in stark contrast to US, for example, where optimism increased slightly from
8.06 to 8.08; the UK, where optimism rebounded from a low of 6.7 to a more robust 7.3; or
Latin America, where optimism is highest at 8.17.
There were equally significant regional differences on some of the other questions in the
survey. For example, when asked whether they agreed that corporate CEOs were taking
reputation more seriously, North Americans agreed strongly (8.19 on a scale of one to 10),
as did those in Australia (8.54) and Latin America (8.17).
But in Western Europe (7.2) and Asia (7.1), there was less confidence that CEOs were
committed to corporate reputation, and in some emerging markets there are even greater
concerns: Eastern Europe (6.6), Africa (6.2), and the Middle East (6.1).
Overall, PR agency principals in Western Europe have more in common with their peers in
emerging markets than they do with those in other developed markets such as the US and the UK.
So when agency leaders were asked whether companies were taking corporate responsibility
more seriously, there was a significant gap between North America (7.36) and Western Europe
(6.46). And when we asked whether “marketers in this market are spending more money on
public relations relative to other marketing disciplines,” agency leaders in Western Europe
(5.36) saw considerably less reason for optimism than in North America (6.25).
One possible reason is that firms in the Anglo-Saxon markets are competing more
successfully for new revenue streams.
Asked whether clients were willing to turn to PR firms for non-traditional services, there was
broad agreement in North America (7.57), the UK (7.55), and Australia (7.45), compared to
Western Europe (6.87), Asia (6.43) or the Middle East and Africa (6.33)—although the highest
level of optimism came in Latin America (7.92).
Asked whether PR agencies were successfully addressing clients’ digital needs, there were
similar differences between North America (7.32) and to a less extent the UK (6.78) on the one
hand, and on the other Western Europe (6.1) and Asia (5.8).
What is not clear from the survey is whether firms in Western Europe and Asia are not
developing their digital capabilities quickly enough to meet client needs, or whether clients in
those regions simply don’t think of PR for their digital needs. Either way, the industry is going
to need to convince clients that it has the necessary expertise, or it is going to lose market
share to other disciplines.
Perhaps the only area where North American firms are less optimistic than their counterparts
in other regions is on the question of talent. The principals of North American agencies were
significantly less likely to agree that they could find a supply of “intelligent, well-educated
talent” (6.22) than their peers in Western Europe (6.52)—although the supply of talent remains
of greatest concern to firms in Africa (4.8).
WORLD PR REPORT 2013
19
20. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
OPTIMISM:
I am optimistic about the growth
of the public relations market here
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
GLOBAL
7.5
7.7
NA
8.08
8.06
LAT
8.2
UK
7.3
7.1
W EU
6.7
7.2
E EU
HIGH
LATIN AMERICA
8.2
7.3
7.9
AUST
7.5
ASIA
7.9
8.3
M EA
WESTERN EUROPE
LOW
7.4
AFR
7.4
6.7
OUT OF 10
PROFITABILITY:
I expect an increase in agency
profitability this year
0
2
4
6
8
GLOBAL
NA
7.7
7.5
W EU
6.6
E EU
8.04
6.9
AUST
6.8
ASIA
7.4
M EA
WESTERN EUROPE
LOW
7.8
AFR
7.5
6.6
OUT OF 10
20
10
8.04
UK
NA
8
7.4
LAT
HIGH
10
0
2
4
6
WORLD PR REPORT 2013
21. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
INTERNATIONAL BUSINESS:
The proportion of our income derived from
international business is increasing
GLOBAL
6.1
NA
5.4
LAT
7.6
UK
7.4
W EU
6.4
E EU
HIGH
LATIN AMERICA
AUSTRALIA
7.6
5.9
AUST
7.6
ASIA
6.6
M EA
NA
LOW
7.2
AFR
6.8
5.4
OUT OF 10
CORPORATE REPUTATION:
Corporate CEOs in this market take
corporate reputation seriously
0
2
4
6
GLOBAL
8
10
7.5
7.8
NA
8.2
8.3
LAT
8.2
UK
8
7.8
W EU
7.2
7.3
E EU
HIGH
AUSTRALIA
8.5
6.6
7.4
AUST
8.5
ASIA
7.2
8.3
M EA
MIDDLE EAST
LOW
6.1
AFR
6.2
6.1
OUT OF 10
WORLD PR REPORT 2013
0
2
4
6
8
10
21
22. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
SOCIAL RESPONSIBILITY:
Companies in this market are paying more
attention to corporate social responsibility
GLOBAL
6.9
7
NA
7.4
7.3
LAT
7.7
UK
6.7
6.7
W EU
6.5
7
E EU
HIGH
LATIN AMERICA
7.7
5.8
6
AUST
7.5
ASIA
6.8
7.1
M EA
MIDDLE EAST
LOW
5.7
AFR
6.4
5.7
OUT OF 10
SHAREHOLDER INTERESTS:
Companies understand the need to
balance shareholder interests with those
of other stakeholders
0
2
4
6
8
GLOBAL
10
8
10
6.9
6.9
NA
7.4
7.4
LAT
7.5
UK
6.8
6.8
W EU
6.7
6.6
E EU
HIGH
LATIN AMERICA
AUSTRALIA
7.5
AFRICA
LOW
6.5
AUST
7.5
ASIA
6.6
M EA
6.1
AFR
5.7
5.7
OUT OF 10
22
5.9
0
2
4
6
WORLD PR REPORT 2013
23. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
MARKETING SPEND:
Marketers are spending more money
on public relations relative to other
marketing disciplines
GLOBAL
5.6
6.1
NA
6.3
LAT
6.6
UK
5.8
6.8
W EU
5.4
5.4
E EU
HIGH
LATIN AMERICA
6.6
4.8
4.1
AUST
5.8
ASIA
5.1
5.9
M EA
AFRICA
LOW
5.2
AFR
4.7
4.7
OUT OF 10
NON-TRADITIONAL SERVICES:
Clients in this market are willing to
turn to public relations firms to provide
non-traditional services
0
2
4
6
8
GLOBAL
10
8
10
7
7.2
NA
7.6
7.8
LAT
7.9
UK
7.6
7.6
W EU
6.8
6.9
E EU
HIGH
LATIN AMERICA
7.9
6.8
6.6
AUST
7.5
ASIA
6.4
6.6
M EA
MIDDLE EAST
AFRICA
LOW
6.3
AFR
6.3
6.3
OUT OF 10
WORLD PR REPORT 2013
0
2
4
6
23
24. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
DIGITAL:
PR agencies in this market are successfully
addressing client digital needs
GLOBAL
6.6
NA
7.2
LAT
6.6
UK
6.8
W EU
6.1
E EU
HIGH
NORTH AMERICA
7.2
6.9
AUST
6.8
ASIA
5.8
M EA
AFRICA
LOW
5.6
AFR
5.2
5.2
OUT OF 10
INFORMATION PROCESS:
The media in this market respect the
role public relations people play in the
information process
0
2
4
6
8
NA
10
8
10
7.1
7.2
LAT
7.2
UK
6.8
7.3
W EU
6.3
6.5
E EU
HIGH
LATIN AMERICA
7.2
6.2
5.9
AUST
7.1
ASIA
6.2
6.4
M EA
MIDDLE EAST
LOW
AFR
6.1
5.7
OUT OF 10
24
5.7
0
2
4
6
WORLD PR REPORT 2013
25. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
INTEGRITY AND IMPARTIALITY:
The media here operate with integrity
and impartiality
NA
6.8
7.1
LAT
7.7
UK
6.6
6.8
W EU
6.3
6.5
E EU
HIGH
LATIN AMERICA
7.7
5.2
4.9
AUST
7.2
ASIA
6.1
6.3
M EA
EASTERN EUROPE
LOW
5.3
AFR
6.2
5.2
OUT OF 10
TALENT:
There is a plentiful supply of intelligent,
well-educated talent in this market
0
2
4
6
GLOBAL
8
10
8
10
6.1
NA
6.2
7.1
LAT
5.8
UK
5.9
5.4
W EU
6.5
6.3
E EU
HIGH
WESTERN EUROPE
6.5
5.9
5.4
AUST
5.8
ASIA
5
5.3
M EA
AFRICA
LOW
5
AFR
4.8
4.8
OUT OF 10
WORLD PR REPORT 2013
0
2
4
6
25
26. 2013
2012
GLOBAL OVERVIEW
TRENDS ATTITUDES
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
LEADERSHIP:
The public relations industry in this
marketplace has strong, respected leadership
GLOBAL
6.5
6.7
NA
7.1
7.7
LAT
7.6
UK
6.7
6.1
W EU
6.1
6.1
E EU
HIGH
LATIN AMERICA
7.6
6.2
5.5
AUST
7.1
ASIA
6.1
6.4
M EA
MIDDLE EAST
LOW
AFR
5.4
5.1
OUT OF 10
26
5.1
0
2
4
6
8
10
WORLD PR REPORT 2013
27. HIGH
LOW
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
GLOBAL INVESTMENT PLANS
“Social media
scored highly
across most
regions...”
PR agency principals have identified digital communication and senior-level counsel as
the key areas where they are seeking to increase investment this year. Agency heads
ranked social media community management as the top focus for increased investment
(62.9%), well ahead of senior counsel (34.5%) and digital build/production (34.2%).
At the other end of the scale, somewhat surprisingly, research ranked last, garnering just 14.8
percent. The commoditisation of media relations is reflected in its low score (17.8%), while only
24.8% selected insight and planning. Social media scored highly across most regions, led by Latin
America (75%), North America (61.4%), the UK (66.7%) and Western Europe (65.3%). Significantly,
though, digital build and production scored much lower in Latin America (16.7%), compared to
North America (47.7%), Australia (36.4%), Eastern Europe (35.7%) and the UK (35.6%).
Investing in senior counsel, meanwhile, is particularly popular in emerging markets, such as
Latin America (50%) and the Middle east (41.9%), along with Australia (45.5%) and Western
Europe (42.9%).
A regional analysis reveals significant divergence in investment plans, with more mature
markets demonstrating a similar approach. In North America, for example, social media and
digital build/production rank highest, followed by measurement/analytics (42%), multimedia
content creation (38.6%) and creativity (33%). The UK follows a broadly similar pattern,
sharing the same top three, followed by insight/planning (35.6%), professional development
(33.3%) and creativity (28.9%).
In emerging PR markets, professional development and management tend to rank higher as
key investment areas, along with developing senior counsel capabilities.
INVESTMENT:
In which of the following areas do
you expect to increase your investment
this year?
62.9
SOCIAL MEDIA COMMUNITY MANAGEMENT
%
SENIOR COUNSEL
34.5%
DIGITAL BUILD AND PRODUCTION
34.2%
INSIGHT AND PLANNING
24.8%
MEDIA RELATIONS
17.1%
RESEARCH
14.5%
WORLD PR REPORT 2013
27
28. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
SOCIAL MEDIA COMMUNITY
MANAGEMENT
NA
61.4%
LAT
75%
UK
66.7%
W EU
65.3%
E EU
HIGH
LATIN AMERICA
75
%
59.5%
AUST
54.5%
ASIA
56.8%
M EA
AFR
AFRICA
LOW
58.3%
44.4%
44.4%
0%
DIGITAL BUILD AND PRODUCTION
10%
20%
NA
LOW
AUST
50%
60%
70%
80%
36.4%
ASIA
34.1%
8.3%
AFR
33.3%
8.3%
0%
28
80%
35.7%
M EA
MIDDLE EAST
70%
25.5%
E EU
%
60%
35.6%
W EU
47.7
50%
16.7%
UK
NORTH AMERICA
40%
47.7%
LAT
HIGH
30%
10%
20%
30%
40%
WORLD PR REPORT 2013
29. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
MULTIMEDIA CONTENT CREATION
NA
38.6%
LAT
58.3%
UK
44.4%
W EU
33.7%
E EU
HIGH
LATIN AMERICA
58.3
%
14.3%
AUST
27.3%
ASIA
29.5%
M EA
EASTERN EUROPE
LOW
16.7%
AFR
44.4%
14.3%
0%
INSIGHT AND PLANNING
10%
NA
20%
LOW
80%
40%
50%
60%
70%
80%
21.4%
AUST
36.4%
ASIA
31.8%
M EA
NORTH AMERICA
70%
22.4%
E EU
%
60%
28.9%
W EU
36.4
50%
25%
UK
AUSTRALIA
40%
20.5%
LAT
HIGH
30%
25%
AFR
33.3%
20.5%
0%
WORLD PR REPORT 2013
10%
20%
30%
29
30. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
PROFESSIONAL DEVELOPMENT
NA
23.9%
LAT
25%
UK
13.3%
W EU
21.4%
E EU
HIGH
ASIA
34.1
%
28.6%
AUST
9.1%
ASIA
34.1%
M EA
AUSTRALIA
LOW
33.3%
AFR
33.3%
9.1%
0%
CREATIVITY
10%
20%
NA
LOW
AUST
40%
50%
60%
70%
80%
27.3%
ASIA
15.9%
16.7%
AFR
22.2%
15.9%
0%
30
80%
21.4%
M EA
ASIA
70%
25.5%
E EU
%
60%
26.7%
W EU
33
50%
16.7%
UK
NORTH AMERICA
40%
33%
LAT
HIGH
30%
10%
20%
30%
WORLD PR REPORT 2013
31. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
MEDIA RELATIONS
NA
LAT
9.1%
0%
UK
6.7%
W EU
23.5%
E EU
HIGH
MIDDLE EAST
50
%
16.7%
AUST
18.2%
ASIA
13.6%
M EA
LATIN AMERICA
LOW
50%
AFR
33.3%
0%
0%
RESEARCH
NA
10%
20%
30%
11.9%
AUST
18.2%
ASIA
20.5%
M EA
EASTERN EUROPE
LOW
80%
12.2%
E EU
%
70%
20%
W EU
25
60%
25%
UK
LATIN AMERICA
50%
15.9%
LAT
HIGH
40%
16.7%
AFR
22.2%
11.9%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
31
32. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
MEASUREMENT AND ANALYTICS
NA
42%
LAT
58.3%
UK
35.6%
W EU
36.7%
E EU
HIGH
LATIN AMERICA
58.3
%
14.3%
AUST
45.5%
ASIA
31.8%
M EA
MIDDLE EAST
LOW
0%
AFR
44.4%
0%
0%
SENIOR COUNSEL
10%
20%
NA
30%
40%
LOW
AUST
80%
45.5%
ASIA
31.8%
41.7%
AFR
22.2%
22.2%
0%
32
70%
33.3%
M EA
AFRICA
60%
42.9%
E EU
%
80%
33.3%
W EU
50
70%
50%
UK
LATIN AMERICA
60%
33%
LAT
HIGH
50%
10%
20%
30%
40%
50%
WORLD PR REPORT 2013
33. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
OPPORTUNITIES
CHALLENGES
GLOBAL INVESTMENT
PLANS
Continued
MANAGEMENT AND BUSINESS
DEVELOPMENT
NA
28.4%
LAT
25%
UK
24.4%
W EU
24.5%
E EU
HIGH
EASTERN EUROPE
40.5
%
40.5%
AUST
36.4%
ASIA
34.1%
M EA
UNITED KINGDOM
LOW
25%
AFR
33.3%
24.4%
0%
GLOBAL CHALLENGES:
What is the greatest challenge facing
the PR industry?
10%
20%
30%
40%
50%
60%
70%
80%
37
.3
37
.1
ECONOMIC CONDITIONS
%
STAFF RECRUITMENT
%
DIGITAL AND NEW TECHNOLOGIES
25.2%
WORLD PR REPORT 2013
33
34. CHALLENGES
GREATEST GLOBAL
CHALLENGES
GREATEST GLOBAL CHALLENGES
“Competition
appears to be
getting tougher
in general...”
Five years after the collapse of Lehman Brothers triggered a global economic
crisis, the sluggish recovery continues to be the biggest concern for public
relations agency managers around the world, according to a survey conducted by
The Holmes Report/ICCO and the International Communications Consultancies
Organisation in conjunction with our Holmes Report/ICCO 250 global rankings.
Almost four out of 10 (37.6 percent) agency principals from around the world cited “overall
economic conditions” as one of the most significant challenges facing PR firms in their
market, slightly more than the number worried about staff recruitment (36.9 percent), which
was ranked as the greatest challenge last year.
And a new issue emerged as a serious concern this year, with the ability to master digital and
other new technologies cited by more than a quarter (25.2 percent) of respondents as one of
the biggest challenges to firms in their market.
We included a technology-focused question after hearing from PR agency principals that
many of them see digital and social media as a challenge rather than an opportunity. It’s clear
that many agency leaders are concerned that firms in their market are not adapting quickly
enough to the new digital environment, and may lose out to competitors in other disciplines.
That notion is borne out by an increase in the number of PR agency principals expressing
concern over competition from other marketing disciplines. That was an issue cited by 22.9
percent of respondents this year, up from 20.6 percent last year.
Indeed, competition appears to be getting tougher in general. This year, 18.2 percent cited
competition from other PR firms as one of the toughest challenges facing the business, up
from 15.5 percent last year. And 6.1 percent cited competition from other professional service
firms, up from 5.2 percent in 2012.
One area where PR firms will clearly need to step up their game if they are to meet this
competition head-on is in the whole area of measurement and evaluation. This year, 17.5
percent of respondents agreed that the inability to effectively measure the impact of PR was
one of the biggest challenges, compared to just 11.3 percent last year.
It looks as though agency principals are beginning to take more seriously the link between
effective measurement and their continued success in an increasingly competitive
environment. The ability to make a connection between PR results and improved business
or brand performance is becoming more critical than ever.
Another critical challenge for the industry as a whole is client education. More than one in
four (21 percent) suggested that client understanding of PR was a significant obstacle to
growth, and an ever greater number (24.5 percent) worried that clients were too focused
on the short-term.
34
WORLD PR REPORT 2013
35. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
ECONOMIC CONDITIONS
NA
28.6%
LAT
16.7%
UK
51.1%
W EU
45.5%
E EU
HIGH
UNITED KINGDOM
51.1
%
31%
AUST
27.3%
ASIA
27.3%
M EA
LATIN AMERICA
LOW
41.7%
AFR
33.3%
16.7%
0%
DIGITAL AND NEW TECHNOLOGIES
10%
20%
30%
NA
40%
27.3%
E EU
%
23.8%
AUST
18.2%
ASIA
18.2%
M EA
AFRICA
LOW
AFR
80%
28.9%
W EU
33
70%
33%
UK
LATIN AMERICA
60%
29.7%
LAT
HIGH
50%
8.3%
0%
0%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
35
36. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
STAFF RECRUITMENT
NA
46.2%
LAT
58.3%
UK
48.9%
W EU
23.2%
E EU
HIGH
LATIN AMERICA
58.3
%
28.6%
AUST
45.5%
ASIA
50%
M EA
WESTERN EUROPE
LOW
33.3%
AFR
55.6%
23.2%
0%
COMPETITION FROM OTHER
MARKETING DISCIPLINES
10%
20%
NA
30%
40%
21.2%
E EU
%
4.8%
AUST
36.4%
ASIA
22.7%
M EA
EASTERN EUROPE
LOW
8.3%
AFR
22.2%
4.8%
0%
36
80%
28.9%
W EU
36.4
70%
16.7%
UK
AUSTRALIA
60%
25.3%
LAT
HIGH
50%
10%
20%
30%
40%
50%
WORLD PR REPORT 2013
37. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
FINANCIAL PRESSURE TO MEET
PROFIT TARGETS
NA
13.2%
LAT
33.3%
UK
24.4%
W EU
32.3%
E EU
HIGH
LATIN AMERICA
AFRICA
33.3
%
28.6%
AUST
18.2%
ASIA
13.6%
M EA
AFR
MIDDLE EAST
LOW
8.3%
33.3%
8.3%
0%
CLIENTS UNWILLING TO
COMMIT FUNDS
10%
20%
NA
30%
25%
UK
26.7%
W EU
32.3%
E EU
AFRICA
44.4
%
23.8%
AUST
36.4%
ASIA
25%
M EA
EASTERN EUROPE
LOW
50%
27.5%
LAT
HIGH
40%
25%
AFR
44.4%
23.8%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
37
38. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
CHALLENGES
GREATEST GLOBAL
CHALLENGES
Continued
LACK OF CLIENT UNDERSTANDING
NA
18.7%
LAT
8.3%
UK
15.6%
W EU
13.1%
E EU
HIGH
EASTERN EUROPE
MIDDLE EAST
33.3
%
33.3%
AUST
18.2%
ASIA
20.5%
M EA
LATIN AMERICA
LOW
33.3%
AFR
22.2%
8.3%
0%
INABILITY TO EFFECTIVELY MEASURE
IMPACT OF PR
10%
20%
NA
15.6%
W EU
16.2%
E EU
18.2
%
16.7%
AUST
9.1%
ASIA
18.2%
M EA
LATIN AMERICA
LOW
16.7%
AFR
11.1%
8.3%
0%
38
50%
8.3%
UK
ASIA
40%
15.4%
LAT
HIGH
30%
5%
10%
15%
20%
25%
30%
WORLD PR REPORT 2013
39. NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
GROWTH
GLOBAL PRACTICE
AREA GROWTH
“The results
demonstrate a
general uniformity
among regions...”
Digital remains the biggest driver of the global public relations industry, according
to the World PR Report. 75.3 percent of respondents said that they experienced
most growth in digital and online communications last year, followed by corporate
reputation (49.7%) and marketing communications (46.4%).
Digital, furthermore, came top in every region except two — the Middle East and Africa, where
corporate reputation proved to be a very significant driver of practice area growth. Indeed,
the results demonstrate a general uniformity among regions, with digital, corporate reputation
and marketing communications scoring much further ahead than employee communications
(except in Western Europe), investor relations (except in the commodity-rich regions of
Australia and Africa), and social responsibility.
In between, public affairs remained an important source of growth in Australia (45.5%), Asia
(45.5%), the Middle East (33.3%) and Western Europe (31.6%).
In terms of industry sectors, consumer products, technology and healthcare were key
drivers of PR agency growth, improving in nearly every region when compared to 2012.
Unsurprisingly, the public sector fared much worse, while non-profit and financial/professional
services (except in Australia) also performed poorly.
IN WHICH PRACTICE AREA DID
YOU EXPERIENCE MOST GROWTH
LAST YEAR?
75.3
DIGITAL ONLINE COMMUNICATIONS
%
49.7
CORPORATE REPUTATION
%
MARKETING COMMUNICATIONS
46.4%
WORLD PR REPORT 2013
39
40. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
IN WHICH INDUSTRY SECTOR DID
YOU EXPERIENCE MOST GROWTH
LAST YEAR?
49.5
CONSUMER PRODUCTS
%
42.7
TECHNOLOGY
%
HEALTHCARE
39.4%
CORPORATE REPUTATION
NA
51.7%
45.5%
LAT
58.3%
41.7%
UK
52.3%
47.7%
W EU
60.2%
55.1%
E EU
HIGH
MIDDLE EAST
91.7
%
51.2%
55%
AUST
72.7%
45.5%
ASIA
50%
52.3%
M EA
91.7%
66.7%
AFR
55.6%
ASIA
LOW
66.7%
50%
0%
40
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
WORLD PR REPORT 2013
41. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
MARKETING COMMUNICATIONS
NA
49.4%
55.7%
LAT
25%
16.7%
UK
50%
40.9%
W EU
39.8%
35.7%
E EU
HIGH
31.7%
32.5%
AUST
ASIA
52.3
%
45.5%
36.4%
ASIA
52.3%
63.6%
M EA
33.3%
58.3%
AFR
33.3%
LATIN AMERICA
LOW
22.2%
25%
0%
PUBLIC AFFAIRS
10%
20%
NA
30%
40%
50%
60%
70%
80%
90%
100%
70%
80%
90%
100%
28.1%
17%
LAT
41.7%
50%
UK
22.7%
18.2%
W EU
29.6%
31.6%
E EU
HIGH
31.7%
27.5%
AUST
AUSTRALIA
63.6
%
63.6%
45.5%
ASIA
43.2%
45.5%
M EA
33.3%
33.3%
AFR
33.3%
UNITED KINGDOM
LOW
11.1%
22.7%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
60%
41
42. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
INVESTOR RELATIONS
NA
14.6%
12.5%
LAT
16.7%
16.7%
UK
6.8%
9.1%
W EU
8.2%
8.2%
E EU
HIGH
EASTERN EUROPE
24.4
%
24.4%
15%
AUST
18.2%
27.3%
ASIA
11.4%
9.1%
M EA
8.3%
8.3%
AFR
22.2%
UNITED KINGDOM
LOW
55.6%
6.8%
0%
EMPLOYEE COMMUNICATIONS
10%
NA
20%
30%
40%
50%
60%
9%
4.5%
LAT
33.3%
25%
UK
13.6%
9.1%
W EU
23.5%
17.3%
E EU
HIGH
22%
10%
AUST
AFRICA
55.6
%
9.1%
9.1%
ASIA
M EA
AFR
15.9%
6.8%
0%
0%
55.6%
MIDDLE EAST
LOW
11.1%
0%
0%
42
10%
20%
30%
40%
50%
60%
WORLD PR REPORT 2013
43. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
SOCIAL RESPONSIBILITY
NA
20.2%
13.6%
LAT
16.7%
16.7%
UK
22.7%
9.1%
W EU
23.5%
10.2%
E EU
HIGH
19.5%
22.5%
AUST
AFRICA
44.4
%
18.2%
0%
ASIA
34.1%
22.7%
M EA
41.7%
25%
AFR
44.4%
LATIN AMERICA
LOW
22.2%
16.7%
0%
DIGITAL ONLINE
10%
20%
30%
40%
NA
50%
79.8%
72.7%
LAT
100%
100%
UK
86.4%
86.4%
W EU
76.5%
71.4%
E EU
HIGH
LATIN AMERICA
100
%
80.5%
77.5%
AUST
72.7%
72.7%
ASIA
81.8%
65.9%
M EA
58.3%
58.3%
AFR
66.7%
MIDDLE EAST
LOW
66.7%
58.3%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
43
44. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
WORD OF MOUTH
NA
12.4%
13.6%
LAT
8.3%
8.3%
UK
13.6%
13.6%
W EU
15.3%
17.3%
E EU
HIGH
EASTERN EUROPE
19.5
19.5%
20%
AUST
9.1%
9.1%
%
ASIA
9.1%
9.1%
M EA
16.7%
8.3%
AFR
0%
AFRICA
LOW
11.1%
0%
0%
CONSUMER PRODUCTS
5%
10%
15%
NA
20%
25%
30%
52.9%
46%
LAT
83.3%
75%
UK
54.5%
44.4%
W EU
44.9%
52%
E EU
HIGH
LATIN AMERICA
83.3
%
53.8%
48.7%
AUST
54.5%
18.2%
ASIA
45.5%
52.3%
M EA
33.3%
66.7%
AFR
66.7%
MIDDLE EAST
LOW
44.4%
33.3%
0%
44
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
WORLD PR REPORT 2013
45. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
FOOD AND BEVERAGE
NA
24.1%
24.1%
LAT
25%
25%
UK
31.8%
31.1%
W EU
26.5%
22.4%
E EU
HIGH
30.8%
38.5%
AUST
MIDDLE EAST
41.7
9.1%
9.1%
%
ASIA
27.3%
31.8%
M EA
41.7%
25%
AFR
33.3%
AUSTRALIA
LOW
44.4%
9.1%
0%
INDUSTRIAL
10%
20%
NA
30%
40%
50%
40%
50%
20.7%
16.1%
LAT
33.3%
33.3%
UK
18.2%
17.8%
W EU
33.7%
32.7%
E EU
HIGH
EASTERN EUROPE
35.9
%
35.9%
35.9%
AUST
18.2%
27.3%
ASIA
27.3%
31.8%
M EA
33.3%
25%
AFR
11.1%
AFRICA
LOW
22.2%
11.1%
0%
WORLD PR REPORT 2013
10%
20%
30%
45
46. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
TECHNOLOGY
NA
63.2%
48.3%
LAT
50%
66.7%
UK
59.1%
46.7%
W EU
54.1%
39.8%
E EU
HIGH
61.5%
48.7%
AUST
MIDDLE EAST
66.7
%
45.5%
45.5%
ASIA
50%
38.6%
M EA
66.7%
41.7%
AFR
44.4%
AFRICA
LOW
33.3%
44.4%
0%
HEALTHCARE
10%
20%
30%
40%
50%
NA
60%
70%
80%
90%
100%
70%
80%
90%
100%
60.9%
40.2%
LAT
50%
50%
UK
38.6%
26.7%
W EU
54.1%
43.9%
E EU
HIGH
46.2%
35.9%
AUST
ASIA
65.9
%
45.5%
45.5%
ASIA
65.9%
47.7%
M EA
33.3%
25%
AFR
56.6%
MIDDLE EAST
LOW
55.6%
33.3%
0%
46
10%
20%
30%
40%
50%
60%
WORLD PR REPORT 2013
47. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
FINANCIAL/PROFESSIONAL SERVICES
NA
27.6%
23%
LAT
33.3%
8.3%
UK
29.5%
22.2%
W EU
26.5%
20.4%
E EU
HIGH
35.9%
28.2%
AUST
AUSTRALIA
45.5
%
45.5%
54.5%
ASIA
20.5%
27.3%
M EA
41.7%
25%
AFR
44.4%
ASIA
LOW
33.3%
20.5%
0%
PUBLIC SECTOR
NA
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
10.3%
8%
LAT
25%
16.7%
UK
13.6%
13.3%
W EU
14.3%
14.3%
E EU
HIGH
MIDDLE EAST
41.7
20.5%
15.4%
AUST
18.2%
9.1%
ASIA
29.5%
%
22.7%
M EA
41.7%
16.7%
AFR
NORTH AMERICA
LOW
22.2%
0%
10.3%
0%
WORLD PR REPORT 2013
10%
20%
30%
40%
50%
47
48. 2013
2012
GROWTH
GLOBAL PRACTICE
AREA GROWTH
NA:
NORTH AMERICA
LAT:
LATIN AMERICA
UK:
UNITED KINGDOM
W EU:
WESTERN EUROPE
E EU:
EASTERN EUROPE
AUST: AUSTRALIA
ASIA: ASIA-PACIFIC
M EA:
MIDDLE EAST
AFR: AFRICA
Continued
NON-PROFIT
NA
LAT
UK
5.7%
12.6%
0%
0%
0%
6.7%
W EU
4.1%
7.1%
E EU
HIGH
MIDDLE EAST
8.3
AUST
2.6%
7.7%
0%
0%
ASIA
4.5%
%
LATIN AMERICA
UNITED KINGDOM
AUSTRALIA
AFRICA
LOW
6.8%
M EA
AFR
8.3%
25%
0%
0%
0%
0%
48
5%
10%
15%
20%
25%
30%
WORLD PR REPORT 2013
49. LOCAL MARKETS
COUNTRY
TRADE ASSOCIATION
NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
AUSTRALIA
REGISTERED
CONSULTANCIES GROUP
(RCG) OF THE PUBLIC
RELATIONS INSTITUTE OF
AUSTRALIA
112
40%
AUSTRIA
PRVA AND PR QUALITY
AUSTRIA
73
90%
BELGIUM
BELGIAN PUBLIC
RELATIONS CONSULTANTS
ASSOCIATION (BPRCA)
28
BRAZIL
BRAZILIAN ASSOCIATION
OF COMMUNICATIONS
AGENCIES (ABRACOM)
BULGARIA
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
BIGGEST PREDICTED
AREAS OF GROWTH
STAFF RECRUITMENT;
CLIENTS MOVING PR INHOUSE; LACK OF CLIENT
UNDERSTANDING OF PR
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
INDUSTRIAL/
MANUFACTURING,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS; SHORT-TERM
CLIENT FOCUS
CORPORATE REPUTATION,
SOCIAL RESPONSIBILITY,
DIGITAL/ONLINE
COMMUNICATIONS
70%
CONSUMER PRODUCTS,
INDUSTRIAL/
MANUFACTURING
GENERAL ECONOMIC
CONDITIONS; CLIENTS
UNWILLING TO COMMIT
SUFFICIENT FUNDS;
CLIENTS TOO FOCUSED
ON SHORT-TERM
CORPORATE REPUTATION;
DIGITAL/ONLINE
COMMUNICATIONS
385
45%
CONSUMER PRODUCTS,
TECHNOLOGY, PUBLIC
SECTOR
STAFF RECRUITMENT;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; ECONOMIC
CONDITIONS GENERALLY
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT
RELATIONS; EMPLOYEE
COMMUNICATIONS
BULGARIAN ASSOCIATION
OF PR AGENCIES (BAPRA)
18
75%
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES, PUBLIC
SECTOR
CLIENTS TOO FOCUSED ON
SHORT-TERM; GENERAL
ECONOMIC CONDITIONS;
MEDIA CORRUPTION
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CROATIA
CROATIAN ASSOCIATION
OF COMMUNICATION
AGENCIES (HRVATSKA
UDRUGA KOMUNIKACIJSKIH
AGENCIJA - HUKA)
13
70%
CORPORATE, DIGITAL,
HEALTHCARE
CLIENTS MOVING PR
IN-HOUSE; FINANCIAL
PRESSURE TO MEET PROFIT/
MARGIN TARGETS; GENERAL
ECONOMIC CONDITIONS
PUBLIC AFFAIRS/
GOVERNMENT
RELATIONS; EMPLOYEE
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
CZECH REPUBLIC
ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(APRA)
22
75%
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
FINANCIAL AND
PROFESSSIONAL
SERVICES
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; LACK OF CLIENT
UNDERSTANDING OF PR
MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
DENMARK
PUBLIC RELATIONS
BRANCHEN
28
80%
HEALTHCARE,
TECHNOLOGY
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM
MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
FINLAND
THE FINNISH ASSOCIATION
OF MARKETING
COMMUNICATION
AGENCIES MTL
98
30%
FOOD AND
BEVERAGE,HEALTHCARE,
TECHNOLOGY
CLIENTS TOO FOCUSED ON
SHORT-TERM; GENERAL
ECONOMIC CONDITIONS;
INABILITY TO EFFECTIVELY
MEASURE IMPACT OF PR
CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
FRANCE
SYNTEC CONSEIL EN
RELATIONS PUBLICS
40
60%
FOOD AND BEVERAGE,
TECHNOLOGY, PUBLIC
SECTOR
CLIENTS MOVING PR INHOUSE; GENERAL ECONOMIC
CONDITIONS; CLIENTS TOO
FOCUSED ON SHORT-TERM
CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
GERMANY
ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(GPRA)
30
40%
CORPORATE
COMMUNICATION
CONSULTING SOCIAL
MEDIA MANAGEMENT,
CHANGE PROCESSES,
INTEGRATED APPROACH
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
CLIENTS UNWILLING TO
COMMIT SUFFICIENT FUNDS
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
GREECE
HELLENIC ASSOCIATION
OF COMMUNICATIONS
AGENCIES (EDEE)
16
70%
FOOD AND BEVERAGE,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
PROFESSIONAL
DEVELOPMENT; GENERAL
ECONOMIC CONDITIONS;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS
CORPORATE REPUTATION:
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
49
BIGGEST PR PRACTICE
AREAS BY REVENUE
WORLD PR REPORT 2013
50. LOCAL MARKETS
Continued
COUNTRY
TRADE ASSOCIATION
NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
INDIA
PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION OF INDIA
(PRCAI)
16
75%
IRELAND
PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION (IRELAND)
30
ITALY
ASSOREL
NORWAY
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
BIGGEST PREDICTED
AREAS OF GROWTH
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
INDUSTRIAL/
MANUFACTURING
STAFF RETENTION; GENERAL
ECONOMIC CONDITIONS;
LACK OF CLIENT
UNDERSTANDING OF PR
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS; SOCIAL
RESPONSIBILITY
80%
FOOD AND BEVERAGE,
HEALTHCARE, NOT-FORPROFIT
COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
GENERAL ECONOMIC
CONDITIONS; CLIENTS
MOVING PR IN-HOUSE
MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
45
35%
FOOD AND BEVERAGE,
HEALTHCARE
STAFF RECRUITMENT;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS
DIGITAL/ONLINE
COMMUNICATIONS;
STAKEHOLDER
MANAGEMENT
KOMM
19
80%
PUBLIC SECTOR
COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
MEDIA HOSTILITY TO PR
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS
POLAND
POLISH PUBLIC
RELATIONS CONSULTANCY
ASSOCIATION (PPRCA)
40
60%
INDUSTRIAL/
MANUFACTURING,
HEALTHCARE, PUBLIC
SECTOR
COMPETITION FROM
OTHER PROFESSIONAL
SERVICE FIRMS; ECONOMIC
CONDITIONS GENERALLY;
CLIENTS TOO FOCUSED ON
SHORT-TERM
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
PORTUGAL
PORTUGUESE
ASSOCIATION OF
COMMUNICATIONS AND
PUBLIC RELATIONS
CONSULTANCIES (APECOM)
23
80%
INDUSTRIAL/
MANUFACTURING,
HEALTHCARE, FINANCIAL
PROFESSIONAL
DEVELOPMENT; COMPETITION
FOR CLIENTS FROM OTHER
PR FIRMS; GENERAL
ECONOMIC CONDITIONS
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
SOCIAL RESPONSIBILITY
RUSSIA
THE RUSSIAN
COMMUNICATIONS
CONSULTANCIES
ASSOCIATION (AKOS)
30
60%
CONSUMER PRODUCTS,
INDUSTRIAL/
MANUFACTURING,
TECHNOLOGY
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; CLIENTS UNWILLING
TO COMMIT SUFFICIENT
FUNDS
CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
SLOVAKIA
ASSOCIATION OF PR
AGENCIES IN SLOVAK
REPUBLIC (APRSR)
12
70%
CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
HEALTHCARE
STAFF RECRUITMENT; PR
MANAGED AT JUNIOR LEVEL
BY CLIENTS; GENERAL
ECONOMIC CONDITIONS
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
SLOVENIA
CHAMBER OF PUBLIC
RELATIONS ZOJ
9
40%
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
LACK OF CLIENT
UNDERSTANDING OF PR;
GENERAL ECONOMIC
CONDITIONS; CLIENTS TOO
FOCUSED ON SHORT-TERM
CORPORATE REPUTATION;
SOCIAL RESPONSIBILITY;
DIGITAL/ONLINE
COMMUNICATIONS
SOUTH AFRICA
PUBLIC RELATIONS
CONSULTANCY CHAPTER
FORMED BY PRISA
43
10%
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
STAFF RECRUITMENT;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS
CORPORATE
REPUTATION; EMPLOYEE
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
SPAIN
ASSOCIATION OF
PUBLIC RELATIONS
AND COMMUNICATIONS
CONSULTANCIES (ADECEC)
22
50%
CONSUMER PRODUCTS,
PUBLIC SECTOR
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS; CLIENTS
UNWILLING TO COMMIT
SUFFICIENT FUNDS
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
SWEDEN
THE ASSOCIATION OF
PUBLIC RELATIONS
CONSULTANCIES IN
SWEDEN, PRECIS
36
75%
FOOD AND BEVERAGE,
FINANCIAL AND
PROFESSSIONAL
SERVICES, PUBLIC
SECTOR
STAFF RECRUITMENT;
COMPETITION FROM OTHER
PROFESSIONAL SERVICE
FIRMS; LACK OF CLIENT
UNDERSTANDING OF PR
CORPORATE REPUTATION;
PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS
WORLD PR REPORT 2013
BIGGEST PR PRACTICE
AREAS BY REVENUE
50
51. LOCAL MARKETS
Continued
COUNTRY
TRADE ASSOCIATION
NUMBER OF
MEMBER FIRMS
ESTIMATED % OF
TOTAL MARKET
SWITZERLAND
ASSOCIATION OF PR
AGENCIES IN SWITZERLAND
(BPRA)
27
65%
TURKEY
COMMUNICATIONS
CONSULTANCY COMPANIES
ASSOCIATION - IDA
22
UNITED KINGDOM
PUBLIC RELATIONS
CONSULTANTS
ASSOCIATION (PRCA)
UNITED STATES
COUNCIL OF PUBLIC
RELATIONS FIRMS (CPRF)
METHODOLOGY
51
BIGGEST PR PRACTICE
AREAS BY REVENUE
BIGGEST CHALLENGE
AREAS FOR PR FIRMS
BIGGEST PREDICTED
AREAS OF GROWTH
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS
60%
CONSUMER PRODUCTS,
TECHNOLOGY, FINANCIAL
AND PROFESSSIONAL
SERVICES
FINANCIAL PRESSURE TO
MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM;
MEDIA HOSTILITY TO PR
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
350
75%
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
COMPETITION FOR CLIENTS
FROM OTHER PR FIRMS;
COMPETITION FROM OTHER
MARKETING DISCIPLINES;
GENERAL ECONOMIC
CONDITIONS
MARKETING
COMMUNICATIONS; PUBLIC
AFFAIRS/GOVERNMENT
RELATIONS; DIGITAL/ONLINE
COMMUNICATIONS
110
75%
CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY
STAFF RECRUITMENT; STAFF
RETENTION; CLIENTS TOO
FOCUSED ON SHORT-TERM
CORPORATE
REPUTATION; MARKETING
COMMUNICATIONS; DIGITAL/
ONLINE COMMUNICATIONS
The World Report survey polled more than 500 PR agency heads from around the world via
an online survey. In addition, the survey was circulated among ICCO member bodies. Results
from these organizations were weighted according to size and combined with the online
survey findings to generate the final report. Fieldwork took place in the first half of 2013.
WORLD PR REPORT 2013
52. The Holmes Group
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The Holmes Group
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United Kingdom
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Consultancy Organisation
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