Improvise by Fred Cook
The PR industry is growing faster in agencies than in-house, with agencies experiencing 33% headcount growth compared to 13% for in-house teams. Content and social media are driving most of this growth. While both in-house teams and agencies anticipate needing to change to adapt, agencies expect to need more significant changes. Challenges facing both groups include attracting and retaining talent and adopting new technologies to keep up with expanding communication channels and growing demand for content. Creativity, critical thinking, and intellectual curiosity are seen as most critical for success. Relationships between PR teams and clients are also shifting, with fewer relying solely on single agencies and more using multiple providers or ad hoc assignments.
Improvise by Fred Cook
- 13. PR Needs More Balls
- 17. Agency 33% Faster in Agencies In-House 13% Headcount 26% Headcount 11%
- 20. Embrace Change
- 21. Business is Changing 27% Believe PR will describe what we do
- 22. Models Are Adapting 95% Anticipate Change
- 23. Reasons For Change In-House Agency Adoption of new technologies 3.8/4.1 Increasing demand for content 3.9/4.0 Expansion of communication channels 3.6/3.8
- 24. But Will It Be Enough? In-House Agency Slight to moderate change 71% 53%
- 27. Retaining the right talent 4.1 Talent is a Challenge Recruiting the right talent 4.0 Lack of relevant talent 3.4 Availability of competent management 3.4
- 28. Writing 89% Writing Most Important? Strategic Planning 84% Verbal Comm 80% Analytics 62% SEO 41%
- 29. Creativity is Critical In-House Agency Critical Thinking 4.3 / 4.5 Intellectual Curiosity 4.2 / 4.6 Creativity 4.1 / 4.4
- 32. Embrace Change Hire Different Own the Sandbox
- 33. Multiple Agencies 29% Relationships are Shifting Agency of Record 21% Ad Hoc Assignments 23%
- 34. Corp. Communications 33.7% CEO/President 27.3% Marketing 21.8% Brand Management 9.6% Relationships are Shifting
- 35. Same 55% Budgets Seem Static Slightly less reliant 12% Slightly more reliant 28%
- 37. Get Paid
- 38. Channels are Changing Earned 41% Owned 26% Shared 17% Paid 13% Earned 31% Owned 28% Shared 24% Paid 15% TODAY TOMORROW
- 39. Paid Will Multiply 37.5% 62.5% Paid In-House Agency By 2020
- 41. Ideas Drive Relationships Strategic Insight 3.7 Creativity 3.7 Arms & Legs 3.6 Global Reach 2.7