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Public Relations Services in Australia Industry Data and Analysis
Public relations (PR) services firms have maintained relatively stable performance over the past few years. While the industry benefited from stronger demand from key downstream markets in most years, a challenging economic environment in 2022-23 due to rising inflation pushed revenue lower. While marketing budgets are commonly targeted in cost-cutting measures, PR services are often considered more focused and therefore better value than media advertising. That's why spending on PR tends to be less volatile and is often retained when budgets are cut. Falling business travel budgets bolstered PR spending during the pandemic. Also, some aspects of PR, like stakeholder communication, can be crucial during a downturn to allay fears and manage crises. As a result of relatively stable yet subdued demand, industry revenue is expected to contract at an annualised 0.1% over the five years through 2025-26, to total $563.2 million.
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What's included in this industry analysis
IBISWorld's research coverage on the Public Relations Services industry in Australia includes market sizing, forecasting, data and analysis from 2016-2031. The most recent publication was released January 2026.
About this industry
What's this industry report about?
The Public Relations Services industry in Australia operates under the ANZSIC industry code M6962b. 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. Related terms covered in the Public Relations Services industry in Australia include astroturfing, below-the-line advertising, main media and new media.
What's included in this industry?
Products and services covered in Public Relations Services industry in Australia include Consumer PR services, Business-to-business communications services and Crisis communications services.
What companies are included in this industry?
Companies covered in the Public Relations Services industry in Australia include WPP AUNZ and Omnicom Media.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Public Relations Services industry in Australia.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Public Relations Services industry in Australia.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Public Relations Services industry in Australia.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Public Relations Services industry in Australia. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Public Relations Services industry in Australia. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Public Relations Services industry in Australia. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Public Relations Services industry in Australia. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Public Relations Services industry in Australia.
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Frequently Asked Questions
What is the market size of the Public Relations Services industry in Australia in 2026?
The market size of the Public Relations Services industry in Australia is $563.2m in 2026.
How many businesses are there in the Public Relations Services industry in Australia in 2026?
There are 498 businesses in the Public Relations Services industry in Australia, which has grown at a CAGR of 1.2 % between 2021 and 2026.
How may import tariffs affect the Public Relations Services industry in Australia?
The Public Relations Services industry in Australia is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Public Relations Services industry in Australia?
The Public Relations Services industry in Australia is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Public Relations Services industry in Australia grown or declined over the past 5 years?
The market size of the Public Relations Services industry in Australia has been declining at a CAGR of 0.1 % between 2021 and 2026.
What is the forecast growth of the Public Relations Services industry in Australia over the next 5 years?
Over the next five years, the Public Relations Services industry in Australia is expected to grow.
What are the biggest companies in the Public Relations Services industry in Australia?
The biggest companies operating in the Public Relations Services industry in Australia are WPP AUNZ and Omnicom Media
What does the Public Relations Services industry in Australia include?
Consumer PR services and Business-to-business communications services are part of the Public Relations Services industry in Australia.
Which companies have the highest market share in the Public Relations Services industry in Australia?
The company holding the most market share in the Public Relations Services industry in Australia is WPP AUNZ.
How competitive is the Public Relations Services industry in Australia?
The level of competition is high and increasing in the Public Relations Services industry in Australia.
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