Picking up the pieces: Media fragmentation has boosted industry demand and revenue

The Public Relations Services industry has performed well over the past five years, benefiting from mixed consumer sentiment and business profit growth. While marketing budgets tend to be one of the first items targeted in cost-cutting, public relations (PR) services are often considered more focused and therefore better value than media advertising. As a result, spending on PR tends to be less volatile and is often retained 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 an annualised 3.7% over the five years through 2018-19...read more.

Industry Statistics & Market Size
Annual Growth 14-19
Forecast Growth 19-24

Industry Threats & Opportunities

  • Industry profit has steadily increased over the past five years due to strong demand
  • Activities such as viral video production have blurred the line between PR and advertising
  • Larger players are forecast to gain greater economies of scale through mergers and acquisitions
  • Industry Report - Industry Locations Chapter

    The industry's geographic spread largely reflects the relative sizes of the states and territories in terms of population and economic activity. Population and business numbers also influence the industry's geographic distribution. Further, large public relations agencies tend to be located close to major advertising agencies in the cities. This is because many advertising agencies own PR firms, as well as the close association required for integrated marketing and promotional campaigns.The industry is mainly concentrated in New South Wales, with an estimated 34.2% of enterprises and 33.9% of industry revenue in 2018-19, while Victoria accounts for an additional 25.9% of enterprises and 26.1% of industry revenue. Man...purchase to read more.

    Additional Insights for the Public Relations Services Industry

    IBISWorld has determined the most important Key Success Factors for the Public Relations Services are:

  • Highly trained workforce
  • Having a loyal customer base
  • Optimum capacity utilisation
  • IBISWorld analysts also discuss how external factors such as Demand from advertising agencies and Demand from internet publishing and broadcasting in the Public Relations Services industry impact industry performance..

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    What's in this report

    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

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Demand from advertising agencies
  • Demand from internet publishing and broadcasting
  • Total business profit
  • Consumer sentiment index
  • Demand from business process outsourcing in Australia

  • Current Performance
  • Revenue and profit growth
  • Media and PR trends
  • Other key factors
  • Chart: Revenue Growth

  • Industry Outlook
  • Revenue growth drivers
  • Structure and competition
  • New PR demands
  • Table: Public Relations Services Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Public Relations Services Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Mining
  • Finance
  • Professional Services
  • Advertising Agencies

  • Key Selling Industries
  • Advertising Agencies
  • Computer and Computer Peripheral Wholesaling

  • Products & Services
  • Consumer PR services
  • Public affairs communications services
  • Social media communications services
  • Financial PR services
  • Other PR services
  • Business-to-business communications services
  • Crisis communications services
  • Chart: Public Relations Services Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Commercial and business sector
  • Government sector
  • Non-profit sector
  • Other sectors
  • Chart: Major Market Segmentation for the Public Relations Services Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Public Relations Services

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Public Relations Services Industry

  • Industry Globalization
    WPP AUNZ LTD, Omnicom Media Group Australia Pty Ltd,
  • Table: WPP AUNZ LTD - financial performance
  • Table: Omnicom Media Group Australia Pty Ltd - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Public Relations Services Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Public Relations Services Industry
  • Industry Revenue (2010-2024)
  • Industry Gross Product (2010-2024)
  • Establishments (2010-2024)
  • Businesses (2010-2024)
  • Employment (2010-2024)
  • Wages (2010-2024)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
  • An artificial grassroots movement. In PR, this relates to communication by a PR agent on behalf of a client, often through social media, under the guise of an independent individual's opinion.
  • Below-The-Line Advertising
  • Promotional activities that reach consumers more directly, including direct mail, text messages and email.
  • Main Media
  • Incorporates advertising in the traditional media areas of TV, radio, newspapers and magazines.
  • New Media
  • Digital media that includes internet, website, smartphone and tablet media services and advertising.
  • What Our Customers Say

    Why buy this report?

    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.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Public Relations Services:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Public Relations Services market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Public Relations Services, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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