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PR Census: Looking to 2021 with optimism and confidence

Read the 2020 PRCA PR and Communications Census here.

The 2020 PRCA PR and Communications Census is −inevitably− different. Ordinarily, we publish the annual state of the market analysis much earlier in the year. And for the past decade, we have reported annual industry double digit growth, both in terms of headcount and in terms of revenue.

But not this year.

We completed the annual survey and economic analysis just around the time of lockdown. And we decided to hold off on publishing the numbers provided because we knew that the world, the country, and the industry was changing fast and fundamentally.

Instead, we delayed publication, and we surveyed the industry again on the key areas where change had been the most obvious.

So this PR Census contains two sets of numbers −one set from just before everyone’s life changed. And another, smaller set, examining key areas, and with data collated over the past two months.

What do these two sets of data tell us?

First, that industry’s growth had continued unabated before this crisis hit −a bigger, more profitable industry, more influential than the year before.

Second, that we have taken a hit over this period. There have been thousands of redundancies. There are perhaps 10% fewer people working in our industry, and its value has decreased considerably.

But at the time of writing this foreword, the industry I see has survived this moment of crisis, responding with agility, confidence, and strength.

Looking for the positives and past the stresses and the strains of this year, the trends that power us forward have been multiplied −the power and value of reputation has never been more apparent; the drift from advertising and toward PR never been more clear; our skill at digital story-telling never plainer.

And during this period too, the industry has pulled together, sharing advice and insight to help sometime competitors survive. I feel desperately sad for those whose companies and whose jobs have not survived this period. But looking forward, I see many reasons to say that 2021 will see those jobs and those companies return −because next year will be a year of growth once more.

There are of course many challenges −in particular, the challenge of giving everyone a fair chance of prospering within this fantastic industry of ours. And there is a new determination to do so.

Alongside that determination is also a clear and strong belief that we have weathered this storm together; have proved our worth; and that the years ahead will be our strongest yet.

And I for one look forward to 2021 with optimism and confidence.