According to the PR Census 2016, the leading duties of the industry are general media relations, media relations strategy planning, and digital and social media.
The senior members of the industry oversee communications strategy development and reputation management; while younger members handle general media relations and writing.
Technology and consumer services, media, and marketing continue to be the most prevalent sectors in which PR agencies work.
PR agencies are most likely to be made up of between 11-50 people. In-house teams are overwhelmingly made up of 2-5 people, regardless of organisational size.
Technology and health are the mostly hotly-tipped sectors to increase investment in PR in the coming years.
Digital, S.E.O., and online communications are seen as the tasks that have most increased in importance over the last two years, and also those that will increase most in the coming years.
Sales promotion, general media relations and writing articles, newsletters etc, are the roles thought to have most decreased in importance over the past two years.
This research is revealed by the PR Census 2016, the most comprehensive and authoritative analysis of the PR industry, developed by the PRCA in conjunction with PRWeek and global research house YouGov. To find out more and to order a copy of the report, go to Resources.