World PR Report

WORLD
PR
REPORT
2013

Produced by the Holmes Report and
the International Communications
Consultancy Organisation

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

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

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


5

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


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.”


7

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


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.


9

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


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


11

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


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


13

GLOBAL RANKINGS
GROWTH

FAST MOVERS:
ASIA-PACIFIC PR FIRMS
LEAD INDUSTRY GROWTH

AGENCY [GLOBAL]

HQ

GROWTH [%]

FEE INCOME 2012


UK

333.5

5,463,024

FORTUNE PR

INDONESIA

198.8

10,055,460

IRIS WORLDWIDE

UK

153.2

10,858,856


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


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


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


HQ


INDIA

18.0

4,600,000

15

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.


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.


17

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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).


19

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


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


0

2

4

6

8

10

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

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


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


0

2

4

6

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

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


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


0

2

4

6

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

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


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%

27

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%


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%


10%

20%

30%

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

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%


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%


10%

20%

30%

40%

50%

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

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%


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%

33

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


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%


10%

20%

30%

40%

50%

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

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%


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%


10%

20%

30%

40%

50%

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

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%


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%

39

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%


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%


10%

20%

30%

40%

50%

60%

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

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%


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%


10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

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

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%


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%


10%

20%

30%

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

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%


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%


10%

20%

30%

40%

50%

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

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%


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

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

PUBLIC AFFAIRS/
GOVERNMENT
RELATIONS; EMPLOYEE
COMMUNICATIONS

BULGARIAN ASSOCIATION
OF PR AGENCIES (BAPRA)

18

75%

AND PROFESSSIONAL
SERVICES, PUBLIC
SECTOR

CLIENTS TOO FOCUSED ON
SHORT-TERM; GENERAL
ECONOMIC CONDITIONS;
MEDIA CORRUPTION

CORPORATE

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

CZECH REPUBLIC

ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(APRA)

22

75%

CONSUMER PRODUCTS,
FOOD AND BEVERAGE,
FINANCIAL AND
PROFESSSIONAL
SERVICES

STAFF RECRUITMENT;
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

MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM

MARKETING
AFFAIRS/GOVERNMENT
COMMUNICATIONS

FINLAND

THE FINNISH ASSOCIATION
OF MARKETING
COMMUNICATION
AGENCIES MTL

98

30%

FOOD AND
BEVERAGE,HEALTHCARE,
TECHNOLOGY

SHORT-TERM; GENERAL
INABILITY TO EFFECTIVELY
MEASURE IMPACT OF PR

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

DIGITAL/ONLINE
COMMUNICATIONS

GERMANY

ASSOCIATION OF PUBLIC
RELATIONS AGENCIES
(GPRA)

30

40%

CORPORATE
COMMUNICATION
CONSULTING SOCIAL
MEDIA MANAGEMENT,
CHANGE PROCESSES,
INTEGRATED APPROACH

CLIENTS UNWILLING TO
COMMIT SUFFICIENT FUNDS

PUBLIC AFFAIRS/
GOVERNMENT RELATIONS;
DIGITAL/ONLINE
COMMUNICATIONS

GREECE

HELLENIC ASSOCIATION
OF COMMUNICATIONS
AGENCIES (EDEE)

16

70%

FOOD AND BEVERAGE,
AND PROFESSSIONAL
SERVICES

PROFESSIONAL
DEVELOPMENT; GENERAL
MEET PROFIT/MARGIN
TARGETS

CORPORATE REPUTATION:
PUBLIC AFFAIRS/
DIGITAL/ONLINE
COMMUNICATIONS

49

BIGGEST PR PRACTICE
AREAS BY REVENUE


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
LACK OF CLIENT
UNDERSTANDING OF PR

PUBLIC AFFAIRS/
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

45

35%

FOOD AND BEVERAGE,
HEALTHCARE

STAFF RECRUITMENT;
MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS

DIGITAL/ONLINE
COMMUNICATIONS;
STAKEHOLDER
MANAGEMENT

KOMM

19

80%

PUBLIC SECTOR

MEDIA HOSTILITY TO PR

CORPORATE
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;
SHORT-TERM

PUBLIC AFFAIRS/
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

PUBLIC AFFAIRS/
SOCIAL RESPONSIBILITY

RUSSIA

THE RUSSIAN
COMMUNICATIONS
CONSULTANCIES
ASSOCIATION (AKOS)

30

60%

CONSUMER PRODUCTS,
INDUSTRIAL/
MANUFACTURING,
TECHNOLOGY

STAFF RECRUITMENT;
FIRMS; CLIENTS UNWILLING
TO COMMIT SUFFICIENT
FUNDS

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

PUBLIC AFFAIRS/
DIGITAL/ONLINE
COMMUNICATIONS

SLOVENIA

CHAMBER OF PUBLIC
RELATIONS ZOJ

9

40%

CONSUMER PRODUCTS,
AND PROFESSSIONAL
SERVICES

LACK OF CLIENT
UNDERSTANDING OF PR;
GENERAL ECONOMIC
CONDITIONS; CLIENTS TOO

DIGITAL/ONLINE
COMMUNICATIONS

SOUTH AFRICA

PUBLIC RELATIONS
CONSULTANCY CHAPTER
FORMED BY PRISA

43

10%

CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY

STAFF RECRUITMENT;
GENERAL ECONOMIC
CONDITIONS

CORPORATE
REPUTATION; EMPLOYEE

SPAIN

ASSOCIATION OF
PUBLIC RELATIONS
AND COMMUNICATIONS
CONSULTANCIES (ADECEC)

22

50%

CONSUMER PRODUCTS,
PUBLIC SECTOR

GENERAL ECONOMIC
CONDITIONS; CLIENTS
UNWILLING TO COMMIT
SUFFICIENT FUNDS

PUBLIC AFFAIRS/
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;
FIRMS; LACK OF CLIENT
UNDERSTANDING OF PR

PUBLIC AFFAIRS/
DIGITAL/ONLINE
COMMUNICATIONS


BIGGEST PR PRACTICE
AREAS BY REVENUE

50

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,
AND PROFESSSIONAL
SERVICES

MEET PROFIT/MARGIN
TARGETS; GENERAL
ECONOMIC CONDITIONS

CORPORATE
AFFAIRS/GOVERNMENT
RELATIONS

60%

CONSUMER PRODUCTS,
AND PROFESSSIONAL
SERVICES

MEET PROFIT/MARGIN
TARGETS; CLIENTS TOO
FOCUSED ON SHORT-TERM;
MEDIA HOSTILITY TO PR

CORPORATE

350

75%

CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY

GENERAL ECONOMIC
CONDITIONS

MARKETING
AFFAIRS/GOVERNMENT
COMMUNICATIONS

110

75%

CONSUMER PRODUCTS,
HEALTHCARE,
TECHNOLOGY

STAFF RECRUITMENT; STAFF
RETENTION; CLIENTS TOO

CORPORATE

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.


The Holmes Group
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The Holmes Group
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United Kingdom

International Communications
Consultancy Organisation
Willow House
Willow Place
London, SW1P 1JH
United Kingdom
T: +44 (0) 207 233 6026
W: www.iccopr.com

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