PRCA benchmarking survey heralds fragile recovery PR industry

London, 15 April 2011 - The PRCA today announced the results of the 2011 benchmarking survey, the barometer of the UK PR consultancy market. While the industry remains cautious due to the current economic uncertainty, the financial performance during 2010 made for much happier reading than the results from 2009 with average income and profits both rising.

The PRCA Benchmarking survey is the most comprehensive analysis of the performance of the UK PR industry. The three sections of the survey completed by managing directors, finance directors and HR directors from PRCA member consultancies cover both historical and predicted trends for the industry looking at key performance areas including:

  • industry drivers and new business performance;
  • a range of financial KPIs from profit margins and income growth through to charge out rates by job role; and  
  • salaries, packages and benefits; churn, redundancies and recruitment; and staff development.

The survey, now in its 11th year, received a record response rate in 2011 with 124 agency managing directors and chief executives, 79 finance directors and 84 HR directors completing the section of the survey relevant to their area of expertise. The survey data covers the period 1 January to 31 December 2010, but also looks at data from the 2009 calendar year and industry expectations for 2011.

Esther Carder, partner at KingstonSmithW1, reflected on the financial performance of the industry in 2010 saying “We are certainly seeing recovery within the sector, the most promising being the medium sized agencies.  However, the margins at the large agencies still remain disappointing. While the economic climate remains tough, this year should see further improvement within the sector. However retention of key talent is likely to be an issue as the market picks up and people consider their career options.”

Sacha Deshmukh, chief executive at MHP, looked forward to 2011 “Sacha Deshmukh from MHP looking forward to 2011 said: "This year's survey points to the ever increasing focus on innovation, particularly in digital channels, that PR agencies believe will be critical to success. As a sector, those small agencies able to move with most nimbleness, and those very large agencies will a will, and the money, to invest in innovation seem to be enjoying the greatest reward. Looking forward I predict those trends will only become more exaggerated."

Members of the PRCA who complete each section of the survey receive that section free of charge. Non-members wishing to receive the results of the benchmarking can buy the summary presentation for £750 (free to members) or the detailed results for £10,000 until 15 May (normal price £14,000, members get a 50% discount). For further information, please contact Richard Ellis - richard.ellis@prca.org.uk or 020 7233 6026.

A recording of the summary of the presentation will be available in the members area of the PRCA website at the beginning of May.

 PRCA Benchmarking Results 2011 Industry Outlook

 - ENDS -

Media Enquiries: Please contact Richard Ellis - richard.ellis@prca.org.uk or 020 7233 6026 

ABOUT THE PRCA

Who we are: Founded in 1969, the PRCA is the professional body that represents UK PR consultancies, in-house communications teams and PR freelancers.  The PRCA promotes all aspects of public relations and internal communications work, helping teams and individuals maximise the value they deliver to clients and organisations.

What we do: The Association exists to raise standards in PR and communications, providing members with industry data, facilitating the sharing of communications best practice and creating networking opportunities.

How we do it and make a difference: All PRCA members are bound by a professional charter and codes of conduct, and benefit from exceptional training. The Association also works for the greater benefit of the industry, sharing best practice and lobbying on the industry's behalf e.g. fighting the NLA's digital licence.

Who we represent: The PRCA represents many of the major consultancies in the UK, and currently has more than 230 agency members from around the world including the majority of the top 100 UK consultancies. We also represent around 60 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.
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