The 4A’s Client Public Relations Committee has released results from a recent survey designed to help agency leaders determine whether and how best to integrate public relations into their service offerings.
The survey was fielded September 2012 and largely mirrors similar research released by the 4A’s in 2004 and 2008. More than 100 agencies participated in the study.
Key findings from the 2012 survey include:
- Public relations is currently being offered by 67 percent of responding 4A’s agencies, down from 75 percent in 2008 and 77 percent in 2004.
- Among those agencies that are offering PR services, however, the number of staff dedicated to PR has doubled since 2008, and respondents cited a 37 percent increase in PR fees as a percentage of overall revenue over the past decade.
- 52 percent of respondents report that advertising is a more stable revenue source than public relations, but 54 percent say that PR is more profitable.
- Half of respondents cite the lack of or difficulty finding in-house talent as the primary reason for not providing PR services.
View complete results of the 4A’s Client Public Relations Committee Survey.