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World PR Report 2013

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PRovoke Media
PRovoke Media

The World PR Report 2013, produced by the Holmes Report and ICCO, is a definitive report on the trends and issues facing the global PR industry, based on a survey of global agency heads. The report also includes research on the size and growth of the global PR industry, and a ranking of the world's 250-biggest PR firms.

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WORLD PR REPORT 2013 Produced by the Holmes Report and the International Communications Consultancy Organisation
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CONTENTS 04 Foreword Rob Flaherty Paul Holmes David Gallagher and Francis Ingham 07 Global Rankings 19 Global Research 19 Trends and Attitudes 27 Opportunities and Challenges 39 Growth 49 Local Markets 51 Methodology 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 — Chief Executive 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 2013
WORLD PR REPORT 20134 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. WORLD PR REPORT FOREWORD 1 “There are surprises and anomalies here that are worth considering as you plan your agency and communications strategies in the year ahead...” Rob Flaherty Senior Partner, CEO, Ketchum 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
WORLD PR REPORT FOREWORD 2 “The results of our survey suggest that the industry is enjoying only partial success...” FOREWORD 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. WORLD PR REPORT 2013 5 Paul Holmes Editor-in-Chief, The Holmes Report 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 FOREWORD 3 “We need to recruit the very best talent, regardless of background...” FOREWORD 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. David Gallagher ICCO President CEO EMEA, Ketchum Francis Ingham ICCO Chief Executive WORLD PR REPORT 20136 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
GLOBAL PR INDUSTRY UP 8% IN 2012 • Publicly-owned MNC firms up six percent • Independent PR firms up 8.6 percent • PR agency industry worth 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. GLOBAL RANKINGS EXECUTIVE SUMMARY WORLD PR REPORT 2013 7 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-in-chief 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.”
GLOBAL RANKINGS TOP 10 TOP 10: EDELMAN WIDENS GAP AT TOP OF THE TABLE • Edelman grows 8.2 percent to $666m • Double-digit growth at Ketchum and MSLGroup • Independents continue to outperform holding groups 2012 2011 AGENCY HQ 2012 [$] 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 WORLD PR REPORT 20138 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 $71m. US-based W2O, meanwhile, entered the top 25 for the first time after better than 30 percent growth.
GLOBAL RANKINGS TOP 250 Revenue numbers for many agencies include subsidiaries—including research, advertising, and specialist PR firms—many of which operate under separate brands but nevertheless report into the listed PR agency. For full methodology please visit globalpragencies.com/methodology. For firms that submitted numbers in pounds sterling or euros, conversions were made using exchange rates as of 12/31/2012. In some cases, where last year’s submitted numbers were used for comparison purposes, growth numbers may be lower because of exchange rate fluctuations than they would have been in constant currency terms. 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) 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 WORLD PR REPORT 2013 9 TABLE NOTES 1: Havas PR was Euro RSCG Worldwide 2: Publc Systeme Hopscotch was Hopscotch 3: Bell Pottinger Private and Good Relations Group are new entities formed after the 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.
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 WORLD PR REPORT 201310 TABLE NOTES 4: Prosek Partners was CJP
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
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 WORLD PR REPORT 201312 TABLE NOTES 5: JPA was Jones Public Affairs
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
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 WORLD PR REPORT 201314 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.
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] HQ GROWTH [%] FEE INCOME 2012 MARCO DE COMUNICACION 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 INDIA 18.0 4,600,000 WORLD PR REPORT 2013 15
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 GLOBAL RANKINGS NETWORKS HOLDING GROUPS/ NETWORKS TABLE NOTES 1: Interpublic Group’s PR fee income is estimated based on revenues provided by its CMG division. 2: 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. 3: PROI, Worldcom and PRGN are networks of independently-owned PR firms. WORLD PR REPORT 201316
WORLD PR REPORT 2013 17 “One critical decision we 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: • Publicly-available information (including the last official ranking to pre-date Sarbanes-Oxley, for 2001 fee income, and some information available from the firms themselves related to headcount); • Information that has entered the public domain despite the best efforts of the companies (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 • The judgment of The Holmes Report/ICCO, which covers the field in both the U.S. and 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. GLOBAL RANKINGS METHODOLOGY
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WORLD PR REPORT 2013 19 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. GLOBAL OVERVIEW TRENDS ATTITUDES TRENDS ATTITUDES “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...” 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 201320 GLOBAL OVERVIEW TRENDS ATTITUDES OPTIMISM: I am optimistic about the growth of the public relations market here PROFITABILITY: I expect an increase in agency profitability this year 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA 7.5 8.08 6.7 7.9 8.2 7.3 7.3 7.2 7.4 7.5 7.4 7.7 8.06 7.1 7.9 8.3 LATIN AMERICA 8.2 WESTERN EUROPE 6.7 HIGH LOW 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.4 8.04 6.6 7.4 7.7 7.5 6.9 7.8 6.8 7.5 NORTH AMERICA 8.04 WESTERN EUROPE 6.6 HIGH LOW
WORLD PR REPORT 2013 21 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA GLOBAL OVERVIEW TRENDS ATTITUDES Continued INTERNATIONAL BUSINESS: The proportion of our income derived from international business is increasing 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.1 5.4 6.4 6.6 7.6 7.4 5.9 7.2 7.6 6.8 LATIN AMERICA AUSTRALIA 7.6 NORTH AMERICA 5.4 HIGH LOW CORPORATE REPUTATION: Corporate CEOs in this market take corporate reputation seriously AUSTRALIA 8.5 MIDDLE EAST 6.1 HIGH LOW 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.5 8.2 7.2 7.3 7.4 7.8 8.3 7.2 8.2 8 6.6 6.1 8.5 6.2 7.8 8.3
WORLD PR REPORT 201322 SOCIAL RESPONSIBILITY: Companies in this market are paying more attention to corporate social responsibility 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.9 7.4 6.5 6.8 7.7 6.7 5.8 6 7.1 5.7 7.5 6.4 LATIN AMERICA 7.7 MIDDLE EAST 5.7 HIGH LOW 6.7 7.3 7 7 SHAREHOLDER INTERESTS: Companies understand the need to balance shareholder interests with those of other stakeholders 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.9 6.9 7.4 7.4 6.7 6.6 6.6 6.5 7.5 6.8 6.8 5.9 6.1 7.5 5.7 LATIN AMERICA AUSTRALIA 7.5 AFRICA 5.7 HIGH LOW GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 23 GLOBAL OVERVIEW TRENDS ATTITUDES Continued MARKETING SPEND: Marketers are spending more money on public relations relative to other marketing disciplines 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 5.6 6.3 5.4 5.4 5.1 6.6 5.8 4.8 4.1 5.2 5.8 4.7 LATIN AMERICA 6.6 AFRICA 4.7 HIGH LOW 6.1 6.8 5.9 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 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7 7.6 6.8 6.4 6.6 6.6 7.9 7.6 7.6 7.8 7.2 6.8 6.9 6.3 7.5 6.3 LATIN AMERICA 7.9 MIDDLE EAST AFRICA 6.3 HIGH LOW 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201324 DIGITAL: PR agencies in this market are successfully addressing client digital needs 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.6 7.2 6.1 5.8 6.6 6.8 6.9 5.6 6.8 5.2 NORTH AMERICA 7.2 AFRICA 5.2 HIGH LOW INFORMATION PROCESS: The media in this market respect the role public relations people play in the information process 0 2 4 6 8 10 NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.1 7.2 6.2 5.7 5.9 6.8 6.3 6.5 6.4 7.1 6.1 6.2 HIGH LOW LATIN AMERICA 7.2 MIDDLE EAST 5.7 7.3 7.2 GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 25 GLOBAL OVERVIEW TRENDS ATTITUDES Continued INTEGRITY AND IMPARTIALITY: The media here operate with integrity and impartiality 0 2 4 6 8 10 NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.8 7.7 5.2 4.9 5.3 6.6 6.5 6.3 6.3 7.2 7.1 6.2 6.1 HIGH LOW LATIN AMERICA 7.7 EASTERN EUROPE 5.2 6.8 TALENT: There is a plentiful supply of intelligent, well-educated talent in this market 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.1 6.2 6.5 6.3 5 5.8 5.9 5.9 5 5.8 4.8 WESTERN EUROPE 6.5 AFRICA 4.8 HIGH LOW 5.4 5.4 5.3 7.1 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201326 LEADERSHIP: The public relations industry in this marketplace has strong, respected leadership HIGH LOW LATIN AMERICA 7.6 MIDDLE EAST 5.1 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.5 7.1 6.1 6.1 7.6 7.7 6.7 6.7 6.2 6.4 5.1 7.1 5.4 5.5 6.1 6.1 GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 27 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%). GLOBAL INVESTMENT PLANS “Social media scored highly across most regions...” OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS INVESTMENT: In which of the following areas do you expect to increase your investment this year? 62.9% 34.2% 34.5% SOCIAL MEDIA COMMUNITY MANAGEMENT SENIOR COUNSEL DIGITAL BUILD AND PRODUCTION 14.5% RESEARCH 17.1% MEDIA RELATIONS 24.8% INSIGHT AND PLANNING HIGH LOW 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.
WORLD PR REPORT 201328 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS SOCIAL MEDIA COMMUNITY MANAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 61.4% 75% 59.5% 58.3% 66.7% 65.3% 54.5% 44.4% 56.8% Continued LATIN AMERICA 75% AFRICA 44.4% HIGH LOW DIGITAL BUILD AND PRODUCTION 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 47.7% 16.7% 35.7% 8.3% 35.6% 25.5% 36.4% 33.3% 34.1% NORTH AMERICA 47.7% MIDDLE EAST 8.3% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
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 M EA: MIDDLE EAST AFR: AFRICA MULTIMEDIA CONTENT CREATION 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 38.6% 58.3% 14.3% 16.7% 44.4% 33.7% 27.3% 44.4% 29.5% LATIN AMERICA 58.3% EASTERN EUROPE 14.3% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued INSIGHT AND PLANNING 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.5% 25% 21.4% 25% 28.9% 22.4% 36.4% 33.3% 31.8% AUSTRALIA 36.4% NORTH AMERICA 20.5% HIGH LOW
WORLD PR REPORT 201330 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued PROFESSIONAL DEVELOPMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 23.9% 25% 28.6% 33.3% 13.3% 21.4% 9.1% 33.3% 34.1% ASIA 34.1% AUSTRALIA 9.1% HIGH LOW CREATIVITY 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 33% 16.7% 21.4% 16.7% 26.7% 25.5% 27.3% 22.2% 15.9% NORTH AMERICA 33% ASIA 15.9% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 31 MEDIA RELATIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 9.1% 0% 16.7% 50% 6.7% 23.5% 18.2% 33.3% 13.6% MIDDLE EAST 50% LATIN AMERICA 0% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued RESEARCH 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 15.9% 25% 11.9% 16.7% 20% 12.2% 18.2% 22.2% 20.5% LATIN AMERICA 25% EASTERN EUROPE 11.9% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201332 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued MEASUREMENT AND ANALYTICS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 42% 58.3% 14.3% 0% 35.6% 36.7% 45.5% 44.4% 31.8% LATIN AMERICA 58.3% MIDDLE EAST 0% HIGH LOW SENIOR COUNSEL 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 33% 50% 33.3% 41.7% 33.3% 42.9% 45.5% 22.2% 31.8% LATIN AMERICA 50% AFRICA 22.2% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 33 MANAGEMENT AND BUSINESS DEVELOPMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.4% 25% 40.5% 25% 24.4% 24.5% 36.4% 33.3% 34.1% EASTERN EUROPE 40.5% UNITED KINGDOM 24.4% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued GLOBAL CHALLENGES: What is the greatest challenge facing the PR industry? 37.3% 25.2% 37.1% ECONOMIC CONDITIONS STAFF RECRUITMENT DIGITAL AND NEW TECHNOLOGIES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201334 CHALLENGES GREATEST GLOBAL CHALLENGES 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.“Competition appears to be getting tougher in general...” GREATEST GLOBAL CHALLENGES 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.
WORLD PR REPORT 2013 35 ECONOMIC CONDITIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.6% 16.7% 31% 41.7% 51.1% 45.5% 27.3% 33.3% 27.3% UNITED KINGDOM 51.1% LATIN AMERICA 16.7% HIGH LOW CHALLENGES GREATEST GLOBAL CHALLENGES Continued DIGITAL AND NEW TECHNOLOGIES 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 29.7% 33% 23.8% 8.3% 28.9% 27.3% 18.2% 0% 18.2% LATIN AMERICA 33% AFRICA 0% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201336 STAFF RECRUITMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 46.2% 58.3% 28.6% 33.3% 48.9% 23.2% 45.5% 55.6% 50% LATIN AMERICA 58.3% WESTERN EUROPE 23.2% HIGH LOW CHALLENGES GREATEST GLOBAL CHALLENGES Continued COMPETITION FROM OTHER MARKETING DISCIPLINES 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 25.3% 16.7% 4.8% 8.3% 28.9% 21.2% 36.4% 22.2% 22.7% AUSTRALIA 36.4% EASTERN EUROPE 4.8% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 37 FINANCIAL PRESSURE TO MEET PROFIT TARGETS 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 13.2% 33.3% 28.6% 8.3% 24.4% 32.3% 18.2% 13.6% LATIN AMERICA AFRICA 33.3% MIDDLE EAST 8.3% HIGH LOW 33.3% CHALLENGES GREATEST GLOBAL CHALLENGES Continued CLIENTS UNWILLING TO COMMIT FUNDS 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 27.5% 25% 23.8% 25% 26.7% 32.3% 36.4% 25% AFRICA 44.4% EASTERN EUROPE 23.8% HIGH LOW 44.4% NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 201338 LACK OF CLIENT UNDERSTANDING 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 18.7% 8.3% 15.6% 13.1% 18.2% 22.2% 20.5% EASTERN EUROPE MIDDLE EAST 33.3% LATIN AMERICA 8.3% HIGH LOW 33.3% 33.3% CHALLENGES GREATEST GLOBAL CHALLENGES Continued INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 15.4% 8.3% 16.7% 16.7% 15.6% 16.2% 9.1% 11.1% 18.2% ASIA 18.2% LATIN AMERICA 8.3% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
WORLD PR REPORT 2013 39 GROWTH GLOBAL PRACTICE AREA GROWTH IN WHICH PRACTICE AREA DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 75.3% 46.4% 49.7% DIGITAL ONLINE COMMUNICATIONS CORPORATE REPUTATION MARKETING COMMUNICATIONS 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%). “The results demonstrate a general uniformity among regions...” NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA 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.
WORLD PR REPORT 201340 CORPORATE REPUTATION 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 51.7% 58.3% 51.2% 91.7% 52.3% 60.2% 72.7% 55.6% 50% 41.7% 45.5% 47.7% 55.1% 55% 45.5% 66.7% 52.3% 66.7% GROWTH GLOBAL PRACTICE AREA GROWTH 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA Continued IN WHICH INDUSTRY SECTOR DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 49.5% 39.4% 42.7% CONSUMER PRODUCTS TECHNOLOGY HEALTHCARE MIDDLE EAST 91.7% ASIA 50% HIGH LOW
WORLD PR REPORT 2013 41 GROWTH GLOBAL PRACTICE AREA GROWTH Continued PUBLIC AFFAIRS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.1% 41.7% 31.7% 33.3% 22.7% 29.6% 63.6% 33.3% 43.2% 50% 17% 18.2% 31.6% 27.5% 45.5% 33.3% 45.5% 11.1% MARKETING COMMUNICATIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 49.4% 25% 31.7% 33.3% 50% 39.8% 45.5% 33.3% 52.3% 16.7% 55.7% 40.9% 35.7% 32.5% 36.4% 58.3% 63.6% 22.2% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA AUSTRALIA 63.6% UNITED KINGDOM 22.7% HIGH LOW ASIA 52.3% LATIN AMERICA 25% HIGH LOW
WORLD PR REPORT 201342 Continued INVESTOR RELATIONS 0% 10% 20% 30% 40% 50% 60% NA LAT UK W EU E EU AUST ASIA M EA AFR 14.6% 16.7% 24.4% 8.3% 6.8% 8.2% 18.2% 22.2% 11.4% 16.7% 12.5% 9.1% 8.2% 15% 27.3% 8.3% 9.1% 55.6% GROWTH GLOBAL PRACTICE AREA GROWTH EMPLOYEE COMMUNICATIONS 0% 10% 20% 30% 40% 50% 60% NA LAT UK W EU E EU AUST ASIA M EA AFR 9% 33.3% 22% 0% 13.6% 23.5% 55.6% 15.9% 25% 4.5% 9.1% 17.3% 10% 0% 6.8% 11.1% 9.1% 9.1% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA AFRICA 55.6% MIDDLE EAST 0% HIGH LOW EASTERN EUROPE 24.4% UNITED KINGDOM 6.8% HIGH LOW
WORLD PR REPORT 2013 43 SOCIAL RESPONSIBILITY 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.2% 16.7% 19.5% 41.7% 22.7% 23.5% 18.2% 44.4% 34.1% 16.7% 13.6% 9.1% 10.2% 22.5% 0% 25% 22.7% 22.2% GROWTH GLOBAL PRACTICE AREA GROWTH Continued DIGITAL ONLINE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 79.8% 100% 80.5% 58.3% 86.4% 76.5% 72.7% 66.7% 81.8% 100% 72.7% 86.4% 71.4% 77.5% 72.7% 58.3% 65.9% 66.7% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA LATIN AMERICA 100% MIDDLE EAST 58.3% HIGH LOW AFRICA 44.4% LATIN AMERICA 16.7% HIGH LOW
WORLD PR REPORT 201344 WORD OF MOUTH 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 12.4% 8.3% 19.5% 16.7% 13.6% 15.3% 9.1% 9.1% 0% 8.3% 13.6% 13.6% 17.3% 20% 9.1% 9.1% 8.3% 11.1% GROWTH GLOBAL PRACTICE AREA GROWTH Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA CONSUMER PRODUCTS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 52.9% 83.3% 53.8% 33.3% 54.5% 44.9% 54.5% 66.7% 45.5% 75% 46% 44.4% 52% 48.7% 18.2% 66.7% 52.3% 44.4% LATIN AMERICA 83.3% MIDDLE EAST 33.3% HIGH LOW EASTERN EUROPE 19.5% AFRICA 0% HIGH LOW
WORLD PR REPORT 2013 45 GROWTH GLOBAL PRACTICE AREA GROWTH Continued FOOD AND BEVERAGE 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 24.1% 25% 30.8% 41.7% 31.8% 26.5% 9.1% 33.3% 27.3% 25% 24.1% 31.1% 22.4% 38.5% 9.1% 25% 31.8% 44.4% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA INDUSTRIAL 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.7% 33.3% 35.9% 33.3% 18.2% 33.7% 18.2% 11.1% 27.3% 33.3% 16.1% 17.8% 32.7% 35.9% 27.3% 25% 31.8% 22.2% EASTERN EUROPE 35.9% AFRICA 11.1% HIGH LOW MIDDLE EAST 41.7% AUSTRALIA 9.1% HIGH LOW
WORLD PR REPORT 201346 GROWTH GLOBAL PRACTICE AREA GROWTH Continued TECHNOLOGY 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 63.2% 50% 61.5% 66.7% 59.1% 54.1% 45.5% 44.4% 50% 66.7% 48.3% 46.7% 39.8% 48.7% 45.5% 41.7% 38.6% 33.3% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA HEALTHCARE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 60.9% 50% 46.2% 33.3% 38.6% 54.1% 45.5% 56.6% 65.9% 50% 40.2% 26.7% 43.9% 35.9% 45.5% 25% 47.7% 55.6% ASIA 65.9% MIDDLE EAST 33.3% HIGH LOW MIDDLE EAST 66.7% AFRICA 44.4% HIGH LOW
WORLD PR REPORT 2013 47 GROWTH GLOBAL PRACTICE AREA GROWTH Continued FINANCIAL/PROFESSIONAL SERVICES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 27.6% 33.3% 35.9% 41.7% 29.5% 26.5% 45.5% 44.4% 20.5% 8.3% 23% 22.2% 20.4% 28.2% 54.5% 25% 27.3% 33.3% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA PUBLIC SECTOR 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 10.3% 25% 20.5% 41.7% 13.6% 14.3% 18.2% 22.2% 29.5% 16.7% 8% 13.3% 14.3% 15.4% 9.1% 16.7% 22.7% 0% MIDDLE EAST 41.7% NORTH AMERICA 10.3% HIGH LOW AUSTRALIA 45.5% ASIA 20.5% HIGH LOW
WORLD PR REPORT 201348 NON-PROFIT 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 5.7% 0% 2.6% 8.3% 0% 4.1% 0% 0% 4.5% 0% 12.6% 6.7% 7.1% 7.7% 0% 25% 6.8% 0% GROWTH GLOBAL PRACTICE AREA GROWTH Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA MIDDLE EAST 8.3% LATIN AMERICA UNITED KINGDOM AUSTRALIA AFRICA 0% HIGH LOW
LOCAL MARKETS COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS AUSTRALIA REGISTERED CONSULTANCIES GROUP (RCG) OF THE PUBLIC RELATIONS INSTITUTE OF AUSTRALIA 112 40% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS STAFF RECRUITMENT; CLIENTS MOVING PR IN- HOUSE; LACK OF CLIENT UNDERSTANDING OF PR BELGIUM BELGIAN PUBLIC RELATIONS CONSULTANTS ASSOCIATION (BPRCA) 28 70% CORPORATE REPUTATION; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS; CLIENTS TOO FOCUSED ON SHORT-TERM BULGARIA BULGARIAN ASSOCIATION OF PR AGENCIES (BAPRA) 18 75% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; MEDIA CORRUPTION CZECH REPUBLIC ASSOCIATION OF PUBLIC RELATIONS AGENCIES (APRA) 22 75% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR FINLAND THE FINNISH ASSOCIATION OF MARKETING COMMUNICATION AGENCIES MTL 98 30% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE,HEALTHCARE, TECHNOLOGY CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR GERMANY ASSOCIATION OF PUBLIC RELATIONS AGENCIES (GPRA) 30 40% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CORPORATE COMMUNICATION CONSULTING SOCIAL MEDIA MANAGEMENT, CHANGE PROCESSES, INTEGRATED APPROACH COMPETITION FROM OTHER MARKETING DISCIPLINES; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS AUSTRIA PRVA AND PR QUALITY AUSTRIA 73 90% CORPORATE REPUTATION, SOCIAL RESPONSIBILITY, DIGITAL/ONLINE COMMUNICATIONS INDUSTRIAL/ MANUFACTURING, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; SHORT-TERM CLIENT FOCUS BRAZIL BRAZILIAN ASSOCIATION OF COMMUNICATIONS AGENCIES (ABRACOM) 385 45% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, PUBLIC SECTOR STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; ECONOMIC CONDITIONS GENERALLY CROATIA CROATIAN ASSOCIATION OF COMMUNICATION AGENCIES (HRVATSKA UDRUGA KOMUNIKACIJSKIH AGENCIJA - HUKA) 13 70% PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CORPORATE, DIGITAL, HEALTHCARE CLIENTS MOVING PR IN-HOUSE; FINANCIAL PRESSURE TO MEET PROFIT/ MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS DENMARK PUBLIC RELATIONS BRANCHEN 28 80% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS HEALTHCARE, TECHNOLOGY COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM FRANCE SYNTEC CONSEIL EN RELATIONS PUBLICS 40 60% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, TECHNOLOGY, PUBLIC SECTOR CLIENTS MOVING PR IN- HOUSE; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM GREECE HELLENIC ASSOCIATION OF COMMUNICATIONS AGENCIES (EDEE) 16 70% CORPORATE REPUTATION: PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES PROFESSIONAL DEVELOPMENT; GENERAL ECONOMIC CONDITIONS; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS WORLD PR REPORT 2013 49
WORLD PR REPORT 201350 LOCAL MARKETS Continued COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS INDIA PUBLIC RELATIONS CONSULTANTS ASSOCIATION OF INDIA (PRCAI) 16 75% PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS; SOCIAL RESPONSIBILITY CONSUMER PRODUCTS, FOOD AND BEVERAGE, INDUSTRIAL/ MANUFACTURING STAFF RETENTION; GENERAL ECONOMIC CONDITIONS; LACK OF CLIENT UNDERSTANDING OF PR ITALY ASSOREL 45 35% DIGITAL/ONLINE COMMUNICATIONS; STAKEHOLDER MANAGEMENT FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS POLAND POLISH PUBLIC RELATIONS CONSULTANCY ASSOCIATION (PPRCA) 40 60% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS INDUSTRIAL/ MANUFACTURING, HEALTHCARE, PUBLIC SECTOR COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; ECONOMIC CONDITIONS GENERALLY; CLIENTS TOO FOCUSED ON SHORT-TERM RUSSIA THE RUSSIAN COMMUNICATIONS CONSULTANCIES ASSOCIATION (AKOS) 30 60% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS SLOVENIA CHAMBER OF PUBLIC RELATIONS ZOJ 9 40% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES LACK OF CLIENT UNDERSTANDING OF PR; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM SPAIN ASSOCIATION OF PUBLIC RELATIONS AND COMMUNICATIONS CONSULTANCIES (ADECEC) 22 50% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, PUBLIC SECTOR COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS IRELAND PUBLIC RELATIONS CONSULTANTS ASSOCIATION (IRELAND) 30 80% MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS FOOD AND BEVERAGE, HEALTHCARE, NOT-FOR- PROFIT COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS; CLIENTS MOVING PR IN-HOUSE NORWAY KOMM 19 80% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS PUBLIC SECTOR COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; MEDIA HOSTILITY TO PR PORTUGAL PORTUGUESE ASSOCIATION OF COMMUNICATIONS AND PUBLIC RELATIONS CONSULTANCIES (APECOM) 23 80% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; SOCIAL RESPONSIBILITY INDUSTRIAL/ MANUFACTURING, HEALTHCARE, FINANCIAL PROFESSIONAL DEVELOPMENT; COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS SLOVAKIA ASSOCIATION OF PR AGENCIES IN SLOVAK REPUBLIC (APRSR) 12 70% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; PR MANAGED AT JUNIOR LEVEL BY CLIENTS; GENERAL ECONOMIC CONDITIONS SOUTH AFRICA PUBLIC RELATIONS CONSULTANCY CHAPTER FORMED BY PRISA 43 10% CORPORATE REPUTATION; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS SWEDEN THE ASSOCIATION OF PUBLIC RELATIONS CONSULTANCIES IN SWEDEN, PRECIS 36 75% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR
LOCAL MARKETS COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS SWITZERLAND ASSOCIATION OF PR AGENCIES IN SWITZERLAND (BPRA) 27 65% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS UNITED KINGDOM PUBLIC RELATIONS CONSULTANTS ASSOCIATION (PRCA) 350 75% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS TURKEY COMMUNICATIONS CONSULTANCY COMPANIES ASSOCIATION - IDA 22 60% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM; MEDIA HOSTILITY TO PR UNITED STATES COUNCIL OF PUBLIC RELATIONS FIRMS (CPRF) 110 75% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; STAFF RETENTION; CLIENTS TOO FOCUSED ON SHORT-TERM Continued 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. METHODOLOGY WORLD PR REPORT 2013 51
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World PR Report 2013

  • 1. WORLD PR REPORT 2013 Produced by the Holmes Report and the International Communications Consultancy Organisation
  • 3. CONTENTS 04 Foreword Rob Flaherty Paul Holmes David Gallagher and Francis Ingham 07 Global Rankings 19 Global Research 19 Trends and Attitudes 27 Opportunities and Challenges 39 Growth 49 Local Markets 51 Methodology 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 — Chief Executive 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 2013
  • 4. WORLD PR REPORT 20134 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. WORLD PR REPORT FOREWORD 1 “There are surprises and anomalies here that are worth considering as you plan your agency and communications strategies in the year ahead...” Rob Flaherty Senior Partner, CEO, Ketchum 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
  • 5. WORLD PR REPORT FOREWORD 2 “The results of our survey suggest that the industry is enjoying only partial success...” FOREWORD 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. WORLD PR REPORT 2013 5 Paul Holmes Editor-in-Chief, The Holmes Report 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
  • 6. WORLD PR REPORT FOREWORD 3 “We need to recruit the very best talent, regardless of background...” FOREWORD 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. David Gallagher ICCO President CEO EMEA, Ketchum Francis Ingham ICCO Chief Executive WORLD PR REPORT 20136 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
  • 7. GLOBAL PR INDUSTRY UP 8% IN 2012 • Publicly-owned MNC firms up six percent • Independent PR firms up 8.6 percent • PR agency industry worth 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. GLOBAL RANKINGS EXECUTIVE SUMMARY WORLD PR REPORT 2013 7 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-in-chief 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.”
  • 8. GLOBAL RANKINGS TOP 10 TOP 10: EDELMAN WIDENS GAP AT TOP OF THE TABLE • Edelman grows 8.2 percent to $666m • Double-digit growth at Ketchum and MSLGroup • Independents continue to outperform holding groups 2012 2011 AGENCY HQ 2012 [$] 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 WORLD PR REPORT 20138 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 $71m. US-based W2O, meanwhile, entered the top 25 for the first time after better than 30 percent growth.
  • 9. GLOBAL RANKINGS TOP 250 Revenue numbers for many agencies include subsidiaries—including research, advertising, and specialist PR firms—many of which operate under separate brands but nevertheless report into the listed PR agency. For full methodology please visit globalpragencies.com/methodology. For firms that submitted numbers in pounds sterling or euros, conversions were made using exchange rates as of 12/31/2012. In some cases, where last year’s submitted numbers were used for comparison purposes, growth numbers may be lower because of exchange rate fluctuations than they would have been in constant currency terms. 2012 2011 AGENCY HEADQUARTERS FEE INCOME 2012 ($) 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 WORLD PR REPORT 2013 9 TABLE NOTES 1: Havas PR was Euro RSCG Worldwide 2: Publc Systeme Hopscotch was Hopscotch 3: Bell Pottinger Private and Good Relations Group are new entities formed after the 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.
  • 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 WORLD PR REPORT 201310 TABLE NOTES 4: Prosek Partners was CJP
  • 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 WORLD PR REPORT 201312 TABLE NOTES 5: JPA was Jones Public Affairs
  • 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 WORLD PR REPORT 201314 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.
  • 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] HQ GROWTH [%] FEE INCOME 2012 MARCO DE COMUNICACION 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 INDIA 18.0 4,600,000 WORLD PR REPORT 2013 15
  • 16. 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 GLOBAL RANKINGS NETWORKS HOLDING GROUPS/ NETWORKS TABLE NOTES 1: Interpublic Group’s PR fee income is estimated based on revenues provided by its CMG division. 2: 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. 3: PROI, Worldcom and PRGN are networks of independently-owned PR firms. WORLD PR REPORT 201316
  • 17. WORLD PR REPORT 2013 17 “One critical decision we 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: • Publicly-available information (including the last official ranking to pre-date Sarbanes-Oxley, for 2001 fee income, and some information available from the firms themselves related to headcount); • Information that has entered the public domain despite the best efforts of the companies (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 • The judgment of The Holmes Report/ICCO, which covers the field in both the U.S. and 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. GLOBAL RANKINGS METHODOLOGY
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  • 19. WORLD PR REPORT 2013 19 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. GLOBAL OVERVIEW TRENDS ATTITUDES TRENDS ATTITUDES “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...” 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).
  • 20. WORLD PR REPORT 201320 GLOBAL OVERVIEW TRENDS ATTITUDES OPTIMISM: I am optimistic about the growth of the public relations market here PROFITABILITY: I expect an increase in agency profitability this year 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA 7.5 8.08 6.7 7.9 8.2 7.3 7.3 7.2 7.4 7.5 7.4 7.7 8.06 7.1 7.9 8.3 LATIN AMERICA 8.2 WESTERN EUROPE 6.7 HIGH LOW 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.4 8.04 6.6 7.4 7.7 7.5 6.9 7.8 6.8 7.5 NORTH AMERICA 8.04 WESTERN EUROPE 6.6 HIGH LOW
  • 21. WORLD PR REPORT 2013 21 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA GLOBAL OVERVIEW TRENDS ATTITUDES Continued INTERNATIONAL BUSINESS: The proportion of our income derived from international business is increasing 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.1 5.4 6.4 6.6 7.6 7.4 5.9 7.2 7.6 6.8 LATIN AMERICA AUSTRALIA 7.6 NORTH AMERICA 5.4 HIGH LOW CORPORATE REPUTATION: Corporate CEOs in this market take corporate reputation seriously AUSTRALIA 8.5 MIDDLE EAST 6.1 HIGH LOW 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.5 8.2 7.2 7.3 7.4 7.8 8.3 7.2 8.2 8 6.6 6.1 8.5 6.2 7.8 8.3
  • 22. WORLD PR REPORT 201322 SOCIAL RESPONSIBILITY: Companies in this market are paying more attention to corporate social responsibility 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.9 7.4 6.5 6.8 7.7 6.7 5.8 6 7.1 5.7 7.5 6.4 LATIN AMERICA 7.7 MIDDLE EAST 5.7 HIGH LOW 6.7 7.3 7 7 SHAREHOLDER INTERESTS: Companies understand the need to balance shareholder interests with those of other stakeholders 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.9 6.9 7.4 7.4 6.7 6.6 6.6 6.5 7.5 6.8 6.8 5.9 6.1 7.5 5.7 LATIN AMERICA AUSTRALIA 7.5 AFRICA 5.7 HIGH LOW GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 23. WORLD PR REPORT 2013 23 GLOBAL OVERVIEW TRENDS ATTITUDES Continued MARKETING SPEND: Marketers are spending more money on public relations relative to other marketing disciplines 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 5.6 6.3 5.4 5.4 5.1 6.6 5.8 4.8 4.1 5.2 5.8 4.7 LATIN AMERICA 6.6 AFRICA 4.7 HIGH LOW 6.1 6.8 5.9 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 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7 7.6 6.8 6.4 6.6 6.6 7.9 7.6 7.6 7.8 7.2 6.8 6.9 6.3 7.5 6.3 LATIN AMERICA 7.9 MIDDLE EAST AFRICA 6.3 HIGH LOW 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 24. WORLD PR REPORT 201324 DIGITAL: PR agencies in this market are successfully addressing client digital needs 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.6 7.2 6.1 5.8 6.6 6.8 6.9 5.6 6.8 5.2 NORTH AMERICA 7.2 AFRICA 5.2 HIGH LOW INFORMATION PROCESS: The media in this market respect the role public relations people play in the information process 0 2 4 6 8 10 NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 7.1 7.2 6.2 5.7 5.9 6.8 6.3 6.5 6.4 7.1 6.1 6.2 HIGH LOW LATIN AMERICA 7.2 MIDDLE EAST 5.7 7.3 7.2 GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 25. WORLD PR REPORT 2013 25 GLOBAL OVERVIEW TRENDS ATTITUDES Continued INTEGRITY AND IMPARTIALITY: The media here operate with integrity and impartiality 0 2 4 6 8 10 NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.8 7.7 5.2 4.9 5.3 6.6 6.5 6.3 6.3 7.2 7.1 6.2 6.1 HIGH LOW LATIN AMERICA 7.7 EASTERN EUROPE 5.2 6.8 TALENT: There is a plentiful supply of intelligent, well-educated talent in this market 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.1 6.2 6.5 6.3 5 5.8 5.9 5.9 5 5.8 4.8 WESTERN EUROPE 6.5 AFRICA 4.8 HIGH LOW 5.4 5.4 5.3 7.1 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 26. WORLD PR REPORT 201326 LEADERSHIP: The public relations industry in this marketplace has strong, respected leadership HIGH LOW LATIN AMERICA 7.6 MIDDLE EAST 5.1 0 2 4 6 8 10 GLOBAL NA LAT UK W EU E EU AUST ASIA M EA AFR OUT OF 10 6.5 7.1 6.1 6.1 7.6 7.7 6.7 6.7 6.2 6.4 5.1 7.1 5.4 5.5 6.1 6.1 GLOBAL OVERVIEW TRENDS ATTITUDES Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 27. WORLD PR REPORT 2013 27 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%). GLOBAL INVESTMENT PLANS “Social media scored highly across most regions...” OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS INVESTMENT: In which of the following areas do you expect to increase your investment this year? 62.9% 34.2% 34.5% SOCIAL MEDIA COMMUNITY MANAGEMENT SENIOR COUNSEL DIGITAL BUILD AND PRODUCTION 14.5% RESEARCH 17.1% MEDIA RELATIONS 24.8% INSIGHT AND PLANNING HIGH LOW 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.
  • 28. WORLD PR REPORT 201328 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS SOCIAL MEDIA COMMUNITY MANAGEMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 61.4% 75% 59.5% 58.3% 66.7% 65.3% 54.5% 44.4% 56.8% Continued LATIN AMERICA 75% AFRICA 44.4% HIGH LOW DIGITAL BUILD AND PRODUCTION 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 47.7% 16.7% 35.7% 8.3% 35.6% 25.5% 36.4% 33.3% 34.1% NORTH AMERICA 47.7% MIDDLE EAST 8.3% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 29. 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 M EA: MIDDLE EAST AFR: AFRICA MULTIMEDIA CONTENT CREATION 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 38.6% 58.3% 14.3% 16.7% 44.4% 33.7% 27.3% 44.4% 29.5% LATIN AMERICA 58.3% EASTERN EUROPE 14.3% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued INSIGHT AND PLANNING 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.5% 25% 21.4% 25% 28.9% 22.4% 36.4% 33.3% 31.8% AUSTRALIA 36.4% NORTH AMERICA 20.5% HIGH LOW
  • 30. WORLD PR REPORT 201330 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued PROFESSIONAL DEVELOPMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 23.9% 25% 28.6% 33.3% 13.3% 21.4% 9.1% 33.3% 34.1% ASIA 34.1% AUSTRALIA 9.1% HIGH LOW CREATIVITY 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 33% 16.7% 21.4% 16.7% 26.7% 25.5% 27.3% 22.2% 15.9% NORTH AMERICA 33% ASIA 15.9% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 31. WORLD PR REPORT 2013 31 MEDIA RELATIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 9.1% 0% 16.7% 50% 6.7% 23.5% 18.2% 33.3% 13.6% MIDDLE EAST 50% LATIN AMERICA 0% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued RESEARCH 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 15.9% 25% 11.9% 16.7% 20% 12.2% 18.2% 22.2% 20.5% LATIN AMERICA 25% EASTERN EUROPE 11.9% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 32. WORLD PR REPORT 201332 OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued MEASUREMENT AND ANALYTICS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 42% 58.3% 14.3% 0% 35.6% 36.7% 45.5% 44.4% 31.8% LATIN AMERICA 58.3% MIDDLE EAST 0% HIGH LOW SENIOR COUNSEL 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 33% 50% 33.3% 41.7% 33.3% 42.9% 45.5% 22.2% 31.8% LATIN AMERICA 50% AFRICA 22.2% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 33. WORLD PR REPORT 2013 33 MANAGEMENT AND BUSINESS DEVELOPMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.4% 25% 40.5% 25% 24.4% 24.5% 36.4% 33.3% 34.1% EASTERN EUROPE 40.5% UNITED KINGDOM 24.4% HIGH LOW OPPORTUNITIES CHALLENGES GLOBAL INVESTMENT PLANS Continued GLOBAL CHALLENGES: What is the greatest challenge facing the PR industry? 37.3% 25.2% 37.1% ECONOMIC CONDITIONS STAFF RECRUITMENT DIGITAL AND NEW TECHNOLOGIES NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 34. WORLD PR REPORT 201334 CHALLENGES GREATEST GLOBAL CHALLENGES 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.“Competition appears to be getting tougher in general...” GREATEST GLOBAL CHALLENGES 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.
  • 35. WORLD PR REPORT 2013 35 ECONOMIC CONDITIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.6% 16.7% 31% 41.7% 51.1% 45.5% 27.3% 33.3% 27.3% UNITED KINGDOM 51.1% LATIN AMERICA 16.7% HIGH LOW CHALLENGES GREATEST GLOBAL CHALLENGES Continued DIGITAL AND NEW TECHNOLOGIES 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 29.7% 33% 23.8% 8.3% 28.9% 27.3% 18.2% 0% 18.2% LATIN AMERICA 33% AFRICA 0% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 36. WORLD PR REPORT 201336 STAFF RECRUITMENT 0% 10% 20% 30% 40% 50% 60% 70% 80% NA LAT UK W EU E EU AUST ASIA M EA AFR 46.2% 58.3% 28.6% 33.3% 48.9% 23.2% 45.5% 55.6% 50% LATIN AMERICA 58.3% WESTERN EUROPE 23.2% HIGH LOW CHALLENGES GREATEST GLOBAL CHALLENGES Continued COMPETITION FROM OTHER MARKETING DISCIPLINES 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 25.3% 16.7% 4.8% 8.3% 28.9% 21.2% 36.4% 22.2% 22.7% AUSTRALIA 36.4% EASTERN EUROPE 4.8% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 37. WORLD PR REPORT 2013 37 FINANCIAL PRESSURE TO MEET PROFIT TARGETS 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 13.2% 33.3% 28.6% 8.3% 24.4% 32.3% 18.2% 13.6% LATIN AMERICA AFRICA 33.3% MIDDLE EAST 8.3% HIGH LOW 33.3% CHALLENGES GREATEST GLOBAL CHALLENGES Continued CLIENTS UNWILLING TO COMMIT FUNDS 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 27.5% 25% 23.8% 25% 26.7% 32.3% 36.4% 25% AFRICA 44.4% EASTERN EUROPE 23.8% HIGH LOW 44.4% NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 38. WORLD PR REPORT 201338 LACK OF CLIENT UNDERSTANDING 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 18.7% 8.3% 15.6% 13.1% 18.2% 22.2% 20.5% EASTERN EUROPE MIDDLE EAST 33.3% LATIN AMERICA 8.3% HIGH LOW 33.3% 33.3% CHALLENGES GREATEST GLOBAL CHALLENGES Continued INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 15.4% 8.3% 16.7% 16.7% 15.6% 16.2% 9.1% 11.1% 18.2% ASIA 18.2% LATIN AMERICA 8.3% HIGH LOW NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA
  • 39. WORLD PR REPORT 2013 39 GROWTH GLOBAL PRACTICE AREA GROWTH IN WHICH PRACTICE AREA DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 75.3% 46.4% 49.7% DIGITAL ONLINE COMMUNICATIONS CORPORATE REPUTATION MARKETING COMMUNICATIONS 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%). “The results demonstrate a general uniformity among regions...” NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA 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.
  • 40. WORLD PR REPORT 201340 CORPORATE REPUTATION 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 51.7% 58.3% 51.2% 91.7% 52.3% 60.2% 72.7% 55.6% 50% 41.7% 45.5% 47.7% 55.1% 55% 45.5% 66.7% 52.3% 66.7% GROWTH GLOBAL PRACTICE AREA GROWTH 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA Continued IN WHICH INDUSTRY SECTOR DID YOU EXPERIENCE MOST GROWTH LAST YEAR? 49.5% 39.4% 42.7% CONSUMER PRODUCTS TECHNOLOGY HEALTHCARE MIDDLE EAST 91.7% ASIA 50% HIGH LOW
  • 41. WORLD PR REPORT 2013 41 GROWTH GLOBAL PRACTICE AREA GROWTH Continued PUBLIC AFFAIRS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 28.1% 41.7% 31.7% 33.3% 22.7% 29.6% 63.6% 33.3% 43.2% 50% 17% 18.2% 31.6% 27.5% 45.5% 33.3% 45.5% 11.1% MARKETING COMMUNICATIONS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 49.4% 25% 31.7% 33.3% 50% 39.8% 45.5% 33.3% 52.3% 16.7% 55.7% 40.9% 35.7% 32.5% 36.4% 58.3% 63.6% 22.2% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA AUSTRALIA 63.6% UNITED KINGDOM 22.7% HIGH LOW ASIA 52.3% LATIN AMERICA 25% HIGH LOW
  • 42. WORLD PR REPORT 201342 Continued INVESTOR RELATIONS 0% 10% 20% 30% 40% 50% 60% NA LAT UK W EU E EU AUST ASIA M EA AFR 14.6% 16.7% 24.4% 8.3% 6.8% 8.2% 18.2% 22.2% 11.4% 16.7% 12.5% 9.1% 8.2% 15% 27.3% 8.3% 9.1% 55.6% GROWTH GLOBAL PRACTICE AREA GROWTH EMPLOYEE COMMUNICATIONS 0% 10% 20% 30% 40% 50% 60% NA LAT UK W EU E EU AUST ASIA M EA AFR 9% 33.3% 22% 0% 13.6% 23.5% 55.6% 15.9% 25% 4.5% 9.1% 17.3% 10% 0% 6.8% 11.1% 9.1% 9.1% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA AFRICA 55.6% MIDDLE EAST 0% HIGH LOW EASTERN EUROPE 24.4% UNITED KINGDOM 6.8% HIGH LOW
  • 43. WORLD PR REPORT 2013 43 SOCIAL RESPONSIBILITY 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.2% 16.7% 19.5% 41.7% 22.7% 23.5% 18.2% 44.4% 34.1% 16.7% 13.6% 9.1% 10.2% 22.5% 0% 25% 22.7% 22.2% GROWTH GLOBAL PRACTICE AREA GROWTH Continued DIGITAL ONLINE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 79.8% 100% 80.5% 58.3% 86.4% 76.5% 72.7% 66.7% 81.8% 100% 72.7% 86.4% 71.4% 77.5% 72.7% 58.3% 65.9% 66.7% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA LATIN AMERICA 100% MIDDLE EAST 58.3% HIGH LOW AFRICA 44.4% LATIN AMERICA 16.7% HIGH LOW
  • 44. WORLD PR REPORT 201344 WORD OF MOUTH 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 12.4% 8.3% 19.5% 16.7% 13.6% 15.3% 9.1% 9.1% 0% 8.3% 13.6% 13.6% 17.3% 20% 9.1% 9.1% 8.3% 11.1% GROWTH GLOBAL PRACTICE AREA GROWTH Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA CONSUMER PRODUCTS 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 52.9% 83.3% 53.8% 33.3% 54.5% 44.9% 54.5% 66.7% 45.5% 75% 46% 44.4% 52% 48.7% 18.2% 66.7% 52.3% 44.4% LATIN AMERICA 83.3% MIDDLE EAST 33.3% HIGH LOW EASTERN EUROPE 19.5% AFRICA 0% HIGH LOW
  • 45. WORLD PR REPORT 2013 45 GROWTH GLOBAL PRACTICE AREA GROWTH Continued FOOD AND BEVERAGE 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 24.1% 25% 30.8% 41.7% 31.8% 26.5% 9.1% 33.3% 27.3% 25% 24.1% 31.1% 22.4% 38.5% 9.1% 25% 31.8% 44.4% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA INDUSTRIAL 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 20.7% 33.3% 35.9% 33.3% 18.2% 33.7% 18.2% 11.1% 27.3% 33.3% 16.1% 17.8% 32.7% 35.9% 27.3% 25% 31.8% 22.2% EASTERN EUROPE 35.9% AFRICA 11.1% HIGH LOW MIDDLE EAST 41.7% AUSTRALIA 9.1% HIGH LOW
  • 46. WORLD PR REPORT 201346 GROWTH GLOBAL PRACTICE AREA GROWTH Continued TECHNOLOGY 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 63.2% 50% 61.5% 66.7% 59.1% 54.1% 45.5% 44.4% 50% 66.7% 48.3% 46.7% 39.8% 48.7% 45.5% 41.7% 38.6% 33.3% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA HEALTHCARE 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 60.9% 50% 46.2% 33.3% 38.6% 54.1% 45.5% 56.6% 65.9% 50% 40.2% 26.7% 43.9% 35.9% 45.5% 25% 47.7% 55.6% ASIA 65.9% MIDDLE EAST 33.3% HIGH LOW MIDDLE EAST 66.7% AFRICA 44.4% HIGH LOW
  • 47. WORLD PR REPORT 2013 47 GROWTH GLOBAL PRACTICE AREA GROWTH Continued FINANCIAL/PROFESSIONAL SERVICES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% NA LAT UK W EU E EU AUST ASIA M EA AFR 27.6% 33.3% 35.9% 41.7% 29.5% 26.5% 45.5% 44.4% 20.5% 8.3% 23% 22.2% 20.4% 28.2% 54.5% 25% 27.3% 33.3% 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA PUBLIC SECTOR 0% 10% 20% 30% 40% 50% NA LAT UK W EU E EU AUST ASIA M EA AFR 10.3% 25% 20.5% 41.7% 13.6% 14.3% 18.2% 22.2% 29.5% 16.7% 8% 13.3% 14.3% 15.4% 9.1% 16.7% 22.7% 0% MIDDLE EAST 41.7% NORTH AMERICA 10.3% HIGH LOW AUSTRALIA 45.5% ASIA 20.5% HIGH LOW
  • 48. WORLD PR REPORT 201348 NON-PROFIT 0% 5% 10% 15% 20% 25% 30% NA LAT UK W EU E EU AUST ASIA M EA AFR 5.7% 0% 2.6% 8.3% 0% 4.1% 0% 0% 4.5% 0% 12.6% 6.7% 7.1% 7.7% 0% 25% 6.8% 0% GROWTH GLOBAL PRACTICE AREA GROWTH Continued 2013 2012 NA: NORTH AMERICA LAT: LATIN AMERICA UK: UNITED KINGDOM W EU: WESTERN EUROPE E EU: EASTERN EUROPE AUST: AUSTRALIA ASIA: ASIA M EA: MIDDLE EAST AFR: AFRICA MIDDLE EAST 8.3% LATIN AMERICA UNITED KINGDOM AUSTRALIA AFRICA 0% HIGH LOW
  • 49. LOCAL MARKETS COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS AUSTRALIA REGISTERED CONSULTANCIES GROUP (RCG) OF THE PUBLIC RELATIONS INSTITUTE OF AUSTRALIA 112 40% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS STAFF RECRUITMENT; CLIENTS MOVING PR IN- HOUSE; LACK OF CLIENT UNDERSTANDING OF PR BELGIUM BELGIAN PUBLIC RELATIONS CONSULTANTS ASSOCIATION (BPRCA) 28 70% CORPORATE REPUTATION; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS; CLIENTS TOO FOCUSED ON SHORT-TERM BULGARIA BULGARIAN ASSOCIATION OF PR AGENCIES (BAPRA) 18 75% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; MEDIA CORRUPTION CZECH REPUBLIC ASSOCIATION OF PUBLIC RELATIONS AGENCIES (APRA) 22 75% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR FINLAND THE FINNISH ASSOCIATION OF MARKETING COMMUNICATION AGENCIES MTL 98 30% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE,HEALTHCARE, TECHNOLOGY CLIENTS TOO FOCUSED ON SHORT-TERM; GENERAL ECONOMIC CONDITIONS; INABILITY TO EFFECTIVELY MEASURE IMPACT OF PR GERMANY ASSOCIATION OF PUBLIC RELATIONS AGENCIES (GPRA) 30 40% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CORPORATE COMMUNICATION CONSULTING SOCIAL MEDIA MANAGEMENT, CHANGE PROCESSES, INTEGRATED APPROACH COMPETITION FROM OTHER MARKETING DISCIPLINES; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS AUSTRIA PRVA AND PR QUALITY AUSTRIA 73 90% CORPORATE REPUTATION, SOCIAL RESPONSIBILITY, DIGITAL/ONLINE COMMUNICATIONS INDUSTRIAL/ MANUFACTURING, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; SHORT-TERM CLIENT FOCUS BRAZIL BRAZILIAN ASSOCIATION OF COMMUNICATIONS AGENCIES (ABRACOM) 385 45% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, PUBLIC SECTOR STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; ECONOMIC CONDITIONS GENERALLY CROATIA CROATIAN ASSOCIATION OF COMMUNICATION AGENCIES (HRVATSKA UDRUGA KOMUNIKACIJSKIH AGENCIJA - HUKA) 13 70% PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CORPORATE, DIGITAL, HEALTHCARE CLIENTS MOVING PR IN-HOUSE; FINANCIAL PRESSURE TO MEET PROFIT/ MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS DENMARK PUBLIC RELATIONS BRANCHEN 28 80% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS HEALTHCARE, TECHNOLOGY COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM FRANCE SYNTEC CONSEIL EN RELATIONS PUBLICS 40 60% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, TECHNOLOGY, PUBLIC SECTOR CLIENTS MOVING PR IN- HOUSE; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM GREECE HELLENIC ASSOCIATION OF COMMUNICATIONS AGENCIES (EDEE) 16 70% CORPORATE REPUTATION: PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES PROFESSIONAL DEVELOPMENT; GENERAL ECONOMIC CONDITIONS; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS WORLD PR REPORT 2013 49
  • 50. WORLD PR REPORT 201350 LOCAL MARKETS Continued COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS INDIA PUBLIC RELATIONS CONSULTANTS ASSOCIATION OF INDIA (PRCAI) 16 75% PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS; SOCIAL RESPONSIBILITY CONSUMER PRODUCTS, FOOD AND BEVERAGE, INDUSTRIAL/ MANUFACTURING STAFF RETENTION; GENERAL ECONOMIC CONDITIONS; LACK OF CLIENT UNDERSTANDING OF PR ITALY ASSOREL 45 35% DIGITAL/ONLINE COMMUNICATIONS; STAKEHOLDER MANAGEMENT FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS POLAND POLISH PUBLIC RELATIONS CONSULTANCY ASSOCIATION (PPRCA) 40 60% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS INDUSTRIAL/ MANUFACTURING, HEALTHCARE, PUBLIC SECTOR COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; ECONOMIC CONDITIONS GENERALLY; CLIENTS TOO FOCUSED ON SHORT-TERM RUSSIA THE RUSSIAN COMMUNICATIONS CONSULTANCIES ASSOCIATION (AKOS) 30 60% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, INDUSTRIAL/ MANUFACTURING, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS SLOVENIA CHAMBER OF PUBLIC RELATIONS ZOJ 9 40% CORPORATE REPUTATION; SOCIAL RESPONSIBILITY; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES LACK OF CLIENT UNDERSTANDING OF PR; GENERAL ECONOMIC CONDITIONS; CLIENTS TOO FOCUSED ON SHORT-TERM SPAIN ASSOCIATION OF PUBLIC RELATIONS AND COMMUNICATIONS CONSULTANCIES (ADECEC) 22 50% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, PUBLIC SECTOR COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS; CLIENTS UNWILLING TO COMMIT SUFFICIENT FUNDS IRELAND PUBLIC RELATIONS CONSULTANTS ASSOCIATION (IRELAND) 30 80% MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS FOOD AND BEVERAGE, HEALTHCARE, NOT-FOR- PROFIT COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS; CLIENTS MOVING PR IN-HOUSE NORWAY KOMM 19 80% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS PUBLIC SECTOR COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; MEDIA HOSTILITY TO PR PORTUGAL PORTUGUESE ASSOCIATION OF COMMUNICATIONS AND PUBLIC RELATIONS CONSULTANCIES (APECOM) 23 80% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; SOCIAL RESPONSIBILITY INDUSTRIAL/ MANUFACTURING, HEALTHCARE, FINANCIAL PROFESSIONAL DEVELOPMENT; COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; GENERAL ECONOMIC CONDITIONS SLOVAKIA ASSOCIATION OF PR AGENCIES IN SLOVAK REPUBLIC (APRSR) 12 70% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, FOOD AND BEVERAGE, HEALTHCARE STAFF RECRUITMENT; PR MANAGED AT JUNIOR LEVEL BY CLIENTS; GENERAL ECONOMIC CONDITIONS SOUTH AFRICA PUBLIC RELATIONS CONSULTANCY CHAPTER FORMED BY PRISA 43 10% CORPORATE REPUTATION; EMPLOYEE COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS SWEDEN THE ASSOCIATION OF PUBLIC RELATIONS CONSULTANCIES IN SWEDEN, PRECIS 36 75% CORPORATE REPUTATION; PUBLIC AFFAIRS/ GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS FOOD AND BEVERAGE, FINANCIAL AND PROFESSSIONAL SERVICES, PUBLIC SECTOR STAFF RECRUITMENT; COMPETITION FROM OTHER PROFESSIONAL SERVICE FIRMS; LACK OF CLIENT UNDERSTANDING OF PR
  • 51. LOCAL MARKETS COUNTRY TRADE ASSOCIATION NUMBER OF MEMBER FIRMS ESTIMATED % OF TOTAL MARKET BIGGEST PREDICTED AREAS OF GROWTH BIGGEST PR PRACTICE AREAS BY REVENUE BIGGEST CHALLENGE AREAS FOR PR FIRMS SWITZERLAND ASSOCIATION OF PR AGENCIES IN SWITZERLAND (BPRA) 27 65% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES COMPETITION FROM OTHER MARKETING DISCIPLINES; FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; GENERAL ECONOMIC CONDITIONS UNITED KINGDOM PUBLIC RELATIONS CONSULTANTS ASSOCIATION (PRCA) 350 75% MARKETING COMMUNICATIONS; PUBLIC AFFAIRS/GOVERNMENT RELATIONS; DIGITAL/ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY COMPETITION FOR CLIENTS FROM OTHER PR FIRMS; COMPETITION FROM OTHER MARKETING DISCIPLINES; GENERAL ECONOMIC CONDITIONS TURKEY COMMUNICATIONS CONSULTANCY COMPANIES ASSOCIATION - IDA 22 60% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, TECHNOLOGY, FINANCIAL AND PROFESSSIONAL SERVICES FINANCIAL PRESSURE TO MEET PROFIT/MARGIN TARGETS; CLIENTS TOO FOCUSED ON SHORT-TERM; MEDIA HOSTILITY TO PR UNITED STATES COUNCIL OF PUBLIC RELATIONS FIRMS (CPRF) 110 75% CORPORATE REPUTATION; MARKETING COMMUNICATIONS; DIGITAL/ ONLINE COMMUNICATIONS CONSUMER PRODUCTS, HEALTHCARE, TECHNOLOGY STAFF RECRUITMENT; STAFF RETENTION; CLIENTS TOO FOCUSED ON SHORT-TERM Continued 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. METHODOLOGY WORLD PR REPORT 2013 51
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