Industry Statistics and Trends
Market size and recent performance (2015-2030)
Industry revenue has grown at a CAGR of 1.7 % over the past five years, to reach an estimated €1.8bn in 2025.
Trends and Insights
AI enables significant efficiency gains in the PR industry, making the acquisition of AI skills essential
- According to the ICCO World PR Report 2024-2025, the use of AI in PR agencies represents a turning point. 74% of PR professionals report that AI tools have been integrated into the daily workflow in their organisations. For 47% of industry experts, the ability to use AI confidently is the most important skill for the future. As many as 79% of industry representatives expect AI to have a significant impact on the PR industry, and around a third already describe AI as a game changer for the coming decades.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2025-2030)
Market size is projected to grow over the next five years.
Trends and Insights
Consolidation, digitalisation and AI present PR agencies with new challenges, but also offer opportunities for growth
- In an interview for the trade magazine W&V in November 2024, Larissa Pohl, President of the German Association of Communications Agencies, emphasised that agencies need to realign themselves in the face of economic uncertainty and the disruptive power of artificial intelligence. The effectiveness of communication and advertising measures in particular is coming into focus, as traditional services are increasingly being standardised and replaced by technological innovations. In the course of this transformation, the industry is showing signs of consolidation. The merger of Omnicom and the Interpublic Group was announced at the end of 2024. At the same time, there have been market exits and insolvencies, such as Instinctif Germany (insolvency proceedings opened in November 2024, complete withdrawal from Germany), Medical Relations (insolvency proceedings from 2 December 2024) and A&B One (insolvency application in self-administration at the beginning of 2025).
Biggest companies in the Public Relations & Communications Activities in Germany
| Company | Market Share (%)
2025 | Revenue (€m)
2025 |
|---|---|---|
FischerAppelt AG | 79.9 | |
Serviceplan Group SE & Co. KG | 78.4 | |
MC Group | 78.1 |
To view the market share and analysis for all 4 top companies in this industry, view purchase options.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Online PR, Press and media relations and Crisis communication. Online PR is the largest segment of the Public Relations & Communications Activities in Germany.
Trends and Insights
Online PR and the integration of multichannel strategies are becoming increasingly important in the PR industry
- Online PR has become the biggest revenue driver in the PR industry due to the digital transformation. It enables information to be disseminated quickly and is more cost-efficient than PR measures via print media. The use of social networks increases the reach.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
This sector covers the work of agencies that support companies and other organisations such as non-profit and public institutions with regard to various topics in the field of public relations (PR). This also includes support services in the area of lobbying. The activities of advertising agencies or market and opinion research companies, on the other hand, are not included in the industry definition.
What's included in this industry?
Products and services covered in the Public Relations & Communications Activities industry in Germany include Online PR, Press and media relations, Crisis communication, Event activities, Public Affairs, Internal communication and Corporate Publishing.Companies
Companies covered in the Public Relations & Communications Activities industry in Germany include FischerAppelt AG, Serviceplan Group SE & Co. KG and MC Group.Purchase this report to view all 4 major companies in this industry.
Related Terms
Related terms covered in the Public Relations & Communications Activities industry in Germany include corporate publishing, fake news, lobbyism, qr code, stakeholder and war for talents.Industry Code
WZ 70.21 - Public Relations & Communications Activities in Germany
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
The use of artificial intelligence is fundamentally changing the value chain of PR agencies by enabling considerable increases in efficiency, particularly in analysis, content...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2015-2024) and forecast (2025-2030)
- Employees, including historical (2015-2024) and forecast (2025-2030)
- Businesses, including historical (2015-2024) and forecast (2025-2030)
- Profit, including historical (2015-2025)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Due to the digital transformation, online PR is currently the biggest revenue driver in the industry. It enables information to be disseminated quickly and is more cost-effic...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2025
- Product innovation level
Charts
- Products & services segmentation in 2025
- Major market segmentation in 2025
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
North Rhine-Westphalia is a key location for the PR industry thanks to its population density, economic power and numerous large companies. Hesse, especially Frankfurt am Mai...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2025
Tables
- Number and share of establishments in each region in 2025
- Number and share of revenue each region accounts for in 2025
- Number and share of wages each region accounts for in 2025
- Number and share of employees in each region in 2025
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Competition within the PR industry is strong due to the large number of competitors and the relatively low barriers to market entry. PR consultancies compete in particular on...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2020-2025
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
There are no major players in the public relations consulting industry. There are many, mostly small companies operating in the industry, which is why the market is highly fr...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2021 through 2025
- Major companies in the industry, including market share, revenue, profit and profit margin in 2025
- Overview of FischerAppelt AG's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of Serviceplan Group SE & Co. KG's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of MC Group's performance by revenue, market share and profit margin from 2019 through 2025
- Overview of revenue, market share and profit margin trend for one additional company
Detailed analysis
- Description and key data for FischerAppelt AG, and factors influencing its performance in the industry
- Description and key data for Serviceplan Group SE & Co. KG, and factors influencing its performance in the industry
- Description and key data for MC Group, and factors influencing its performance in the industry
- Description, key data and performance trends for one additional company
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
The communication code developed by the German Council for Public Relations is a guideline for the behaviour and practices of PR consultants. Clear guidelines for ethical beh...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2015-2030)
- Assistance historical data and forecast (2015-2030)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
The profit margin of individual industry players can vary greatly. Factors such as company size, the range of services, specialisation and the primary target markets have a s...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Investment vs. share of economy
Data tables
- Cash Flow & Debt Service Ratios (2015-2030)
- Revenue per Employee (2015-2030)
- Revenue per Enterprise (2015-2030)
- Employees per Establishment (2015-2030)
- Employees per Enterprise (2015-2030)
- Average Wage (2015-2030)
- Wages/Revenue (2015-2030)
- Establishments per Enterprise (2015-2030)
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Public Relations & Communications Activities industry in Germany in 2025?
The market size of the Public Relations & Communications Activities industry in Germany is €1.8bn in 2025.
How many businesses are there in the Public Relations & Communications Activities industry in Germany in 2025?
There are 3,607 businesses in the Public Relations & Communications Activities industry in Germany, which has grown at a CAGR of 7.2 % between 2020 and 2025.
How may import tariffs affect the Public Relations & Communications Activities industry in Germany?
The Public Relations & Communications Activities industry in Germany 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 & Communications Activities industry in Germany?
The Public Relations & Communications Activities industry in Germany is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Public Relations & Communications Activities industry in Germany grown or declined over the past 5 years?
The market size of the Public Relations & Communications Activities industry in Germany has been growing at a CAGR of 1.7 % between 2020 and 2025.
What is the forecast growth of the Public Relations & Communications Activities industry in Germany over the next 5 years?
Over the next five years, the Public Relations & Communications Activities industry in Germany is expected to grow.
What are the biggest companies in the Public Relations & Communications Activities industry in Germany?
The biggest companies operating in the Public Relations & Communications Activities industry in Germany are FischerAppelt AG, Serviceplan Group SE & Co. KG and MC Group
What does the Public Relations & Communications Activities industry in Germany include?
Online PR and Press and media relations are part of the Public Relations & Communications Activities industry in Germany.
Which companies have the highest market share in the Public Relations & Communications Activities industry in Germany?
The company holding the most market share in the Public Relations & Communications Activities industry in Germany is FischerAppelt AG.
How competitive is the Public Relations & Communications Activities industry in Germany?
The level of competition is high and increasing in the Public Relations & Communications Activities industry in Germany.
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
