PRCA Trends Barometer, 3rd quarter 2011, reveals uncertain outlook for PR industry

London, 10 October 2011 -  The PRCA today released the results of the Trends Barometer for the third quarter of 2011. The results provide a mixed picture for the industry.

Overall, PR leaders are content or optimistic for the future of their own consultancy, which is reflected in a slight improvement in over-servicing levels (net 25% decrease) and client budgets (net 6% increase) over the quarter.

However, PR consultants are far gloomier when it comes to their perception of the wider industry’s prospects. Respondents believe the economic future of the PR industry is likely to worsen.

The majority of respondents believe that staff numbers (63%), graduate recruitment (73%), and use of freelancers (53%) will stay the same. However, the net scores for staff numbers (net plus 9%) and use of freelancers (net plus 19%) indicate an overall rise in the number of professionals employed in the industry. The news is less good for graduates, with more consultancies expecting to recruit fewer university leavers (net minus 7%).

PRCA Chief Executive, Francis Ingham, said: “There is much to take heart from in the PRCA Q3 barometer. 63% of consultancies say that they are busy or very busy with new business. A third of consultancies are seeing over-servicing levels decrease, with less than one -in-ten seeing them increase. There is a net plus 14 point optimism for their own consultancy's prospects. And more consultancies expect to be hiring new staff than expect to lose them.

“These are results that would make many industries jealous.

“There is, though, a clear area of concern. When asked about their own consultancy's prospects, an encouraging picture emerges. When asked about other people's prospects, a discouraging and threatening one is clear.

“Optimism levels for the industry as a whole stand at minus 19 points; optimism for the industry's economic prospects at minus 16 points. That sense of 'we're ok, but I'm not sure about everybody else' is clear throughout the industry. From speaking with consultancies and in-house PRCA members alike, there is a palpable lack of confidence in the country's economic prospects, and that sense is affecting business decisions. The obvious danger is that we talk ourselves into a second round of recession.”

-ENDS-

Notes to Editors

For media enquiries please contact Tom Hawkins – tom.hawkins@prca.org.uk

A selection of the results is shown below. The complete results have been sent to those that completed the survey.

This survey was for sent to PR Agency heads and new business directors.

In-house communications directors can take the first ever In-house Benchmarking Survey 2011 by clicking here. The survey closes on 30th October.

 

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 250 agency members from around the world including the majority of the top 100 UK consultancies. We also represent around 70 in-house communications teams from multinationals, UK charities and leading UK public sector organisations.

 

FOR THE PERIOD 1 JULY TO 25 SEPTEMBER WHAT HAVE YOUR CLIENTS DONE WITH BUDGETS?

 

 

 

Increased significantly

  

3%

Increased marginally

  

23%

Stayed the same

  

54%

Decreased marginally

  

17%

Decreased Significantly

  

3%

 

  

100%
     

HOW WOULD YOU DESCRIBE THE LEVEL OF NEW BUSINESS BETWEEN 1 JULY AND 25 SEPTEMBER?

 

 

 

Very busy

  

6%

Busy

  

57%

Quiet

  

34%

Very Quiet

  

3%

 

 

100%
     

 

DURING THE LAST QUARTER WHAT HAPPENED TO YOUR OVER-SERVICING LEVELS?

 

 

 

Increased significantly

  

3%

Increased marginally

  

6%

Stayed the same

  

54%

Decreased marginally

  

33%

Decreased significantly

  

1%

Do not over-service

  

3%
   

100%
     

HAS THE LAST QUARTER MADE YOU FEEL MORE OR LESS OPTIMISTIC FOR YOUR CONSULTANCY?

 

 

 

More optimistic

  

37%

The same

  

40%

Less optimistic

  

23%
   

100%
     

HAS THE LAST QUARTER MADE YOU FEEL MORE OR LESS OPTIMISTIC FOR THE INDUSTRY?

 

 

 

More optimistic

  

14%

The same

  

53%

Less optimistic

  

33%

 

  

100%
     
     

WHAT WILL HAPPEN TO STAFF NUMBERS IN THE NEXT QUARTER?

  

 

 

 

Staff numbers will increase

  

23%

Staff numbers will stay the same

  

63%

Staff numbers will decrease

  

14%

 

  

100%
     

IN THE NEXT QUARTER WHAT WILL HAPPEN TO GRADUATE RECRUITMENT RELATIVE TO SAME PERIOD LAST YEAR?

 

 

 

Increase

  

10%

Decrease

  

17%

Stay the same

  

73%

 

  

100%
     

IN THE NEXT QUARTER WHAT WILL HAPPEN TO THE USE OF FREELANCERS RELATIVE TO THE PREVIOUS QUARTER?

 

 

 

Increase

  

33%

Decrease

  

14%

Stay the same

  

53%
   

100%
     

 

 -ENDS-

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