Good relations: Line between PR and advertising blurs, boosting industry revenue growth

IBISWorld’s Public Relations Services market research report is a comprehensive guide to market size and growth prospects. Our industry reports offer strategic industry analysis of the factors influencing companies, including new product developments, economic, lifestyle and demographic influences, distribution and supply chain factors and pricing issues. Full analysis accompanies our data forecasts to illustrate how the market responds to emerging industry trends.


Industry Analysis & Industry Trends

The Public Relations Services industry has performed well over the past five years, benefiting from mixed consumer sentiment and flat business profit growth. While marketing budgets tend to be one of the first items targeted in cost-cutting efforts, public relations (PR) services are often seen as being more focused and therefore better value than media advertising. As a result, spending on PR tends to be less volatile and holds up better when budgets are cut. Additionally, some aspects of PR, such as communication with stakeholders, can be crucial in a downturn to allay fears and manage crises. This, along with a longer term trend towards more below-the-line marketing methods, is expected to increase industry revenue at a strong annualised 5.3% over the five years through 2016-17...

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Industry Report - Industry Products Chapter

PR firms facilitate and manage communication between a client organisation and its stakeholders, consumers, other businesses and policymakers, to promote the client's image and interests.

Consumer PR services

This segment covers PR communications that target a client's potential customers in the general public. This includes PR activities by businesses that aim to build brand reputation and ultimately increase sales. It also includes non-profit businesses attracting support and donations from the public, as well as governments and political parties vying for public support and votes. This segment has declined as a portion of industry revenue over the past five years, due to increased use of in-house communications services and social media that bypasses PR firms.


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Industry Products

What is the Public Relations Services Industry?

Public relations agencies manage communication between an organisation and its public and stakeholders to promote favourable relationships and portray a desired image. This includes communication with the general public, employees, investors, customers, analysts, governments and other related parties. In contrast to advertising, PR campaigns aim for exposure through public interest and news items rather than paid advertisements to give their message third-party legitimacy.

Industry Products
Consumer PR services
Business-to-business communications services
Crisis communications services
Public affairs communications services
Financial PR services
Other PR services
Social media communications services
Industry Activities
Public relations services
Image promotion services
Lobbying services
Political consulting services
Issues management services
Crisis communications services

Table of Contents

About this Industry

Industry Definition
Main Activities
Similar Industries
Additional Resources

Industry at a Glance

Industry Performance

Executive Summary
Key External Drivers
Current Performance
Industry Outlook
Industry Life Cycle

Products & Markets

Supply Chain
Products & Services
Demand Determinants
Major Markets
International Trade
Business Locations

Competitive Landscape

Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Basis of Competition
Barriers to Entry
industry Globalisation

Major Companies

Operating Conditions

Capital Intensity
Technology & Systems
Revenue Volatility
Regulation & Policy
Industry Assistance

Key Statistics

Industry Data
Annual Change
Key Ratios

Jargon & Glossary

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