PR Leaders Positive About 2011 - But Concerned About UK Economy

London, 27 January 2011 - PR leaders enter 2011 significantly more optimistic about their prospects and those of the industry than 2010, the PRCA PR Leaders' Panel reveals today. They are, however, significantly less optimistic about the state of the wider UK economy, and optimism levels among in-house teams are lower on every level than among consultancies.

Polled over the past week, PR Leaders were asked to answer three questions relating to their optimism levels compared with this time last year. They rated themselves as 'a lot more optimistic/ a little more optimistic/ the same/ a little less optimistic/ a lot less optimistic'. Full results are in the graphs below.

Net optimism levels were:

Consultancy's/organisation's overall prospects: Consultancy +79; In-house +54
PR industry's overall prospects:                              Consultancy +53; In-house +20
UK's overall prospects:                                             Consultancy +21; In house -13

Francis Ingham, Chief Executive of the PRCA, commented:
“PR leaders have started the year with a strong sense of optimism about their own prospects. If 2010 was a year of survival, then they clearly have high hopes that 2011 will be a year of growth. That sense of optimism does not hold true for the country as a whole though, a feeling which this week's extremely disappointing economic news will serve only to reinforce.

There is also a clear optimism gap between in-house teams and consultancies. On every level, in-house leaders are significantly less optimistic than their consultancy colleagues - a gap that is most pronounced when asked about the UK's prospects. With the impact of the Government's fiscal retrenchment only just beginning to be seen, a great deal of uncertainty lies ahead.”

Mark Stringer, Founder of PrettyGreen, commented, "I think that the public sector cuts and the inevitable reporting of it in the media is denting our overall optimism in the economy, and potentially sapping the confidence of both the industry and consumer at large. I think, if we're not careful, too many negative public sector stories could severely affect our private sector recovery."

Recently-joined PRCA member, Mulberry Marketing Communications' CEO Chris Klopper said, “Already this year we have seen inbound new business enquiries reach levels not seen since the peak of the dotcom boom in 1999.  Existing clients also seem far more comfortable with their own resource levels and are beginning to move the planning horizon from just the next quarter to much further out.”

In-house member Nationwide's Stuart Williamson, Lead External Communications Manager, said “It has never been more important for organisations to place a strong focus on differentiating themselves from the competition, particularly in challenging environments like financial services. Those who successfully achieve this will stand to gain more both in terms of reputation and business performance. The Media Relations team at Nationwide is hard wired into the business, and the business recognises our role in helping Nationwide stand out from the crowd. I do not see this changing anytime soon.”

                                                                                                     -ENDS-

For further information, please contact Reda Haq on 020 7233 6026 / reda.haq@prca.org.uk

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 200 agency members from around the world including the majority of the top 100 UK consultancies. Having launched in-house membership in 2009 it also represents over 50 in-house teams including many of Europe's leading corporations and UK public sector organisations.

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