Good reputation: The industry will grow as traditional advertising loses its appeal

Revenue for the Global Public Relations (PR) Agencies industry largely depends on the incomes of businesses and consumers. Over the past five years, marketers have dedicated a greater proportion of their budgets to public relations in place of traditional advertising, as PR firms have effectively manipulated the power of digital media. Media fragmentation has made reaching a mass audience with traditional media, and downstream customers have increasingly turned to PR firms for targeted and social media-based campaigns. Additionally, burgeoning consumer markets throughout emerging countries have contributed to revenue growth in developing regions. Consequently, industry revenue increased over the five years to 2017...purchase to read more.

Industry Statistics & Market Size
Revenue
$42bn
Annual Growth 12-17
2.4%
Forecast Growth 17-22
Profit
Employment
280,274
Businesses
114,036

Industry Threats & Opportunities

  • The industry is providing clients with targeted campaigns to reach an increasingly fragmented consumer market
  • The amount of money that corporations have spent on PR services has increased
  • New industry entrants will likely specialize in social media space
  • Industry Report - Industry SWOT Analysis Chapter

    The Global Public Relations Agencies industry is in the mature stage of its life cycle. Industry value-added (IVA), a measure of the industry's contribution to the overall economy, is forecast to increase at an annualized rate of 2.2% in the 10 years to 2022. Comparatively, global GDP is forecast to grow at an annualized rate of 2.9% over the same period. This slow growth as compared with global GDP is mainly due to the industry's rapid adoption of social media and digital promotion, which have facilitated highly successful targeted campaigns at the high costs of training while they perfect their methods. Further supporting the idea that the industry is in the mature phase of its life cycle is the fact that industry services are rationalized and accepted by downstream markets. Whi...purchase to read more.

    Additional Insights for the Global Public Relations Agencies Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Global Public Relations Agencies Industry are

  • Having a good reputation
  • Ability to effectively communicate and negotiate
  • Degree of globalization in the firm
  • IBISWorld analysts also discuss how external factors such as Global advertising expenditure and Global per capita income in the Global Public Relations Agencies industry impact industry performance..

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    What's in this report

    What is the Global Public Relations Agencies Industry?

    Public relations agencies manage the communications between an organization and the public in order to promote favorable relationships and portray a desired image. This includes communication with the general public as well as with employees, investors, customers, analysts and other stakeholders. 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
  • Marketing communications
  • Business to business (B2B)
  • Public affairs
  • Corporate communications
  • Media relations and analysis
  • Event management
  • Industry Activities
  • Media relations
  • Issue/crisis management
  • Promotional events
  • Social media management
  • Public affairs
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Global advertising expenditure
  • Global per capita income
  • GDP of the BRIC nations
  • Global consumer spending
  • Global investor confidence

  • Current Performance
    Growing advertising spendingMedia fragmentation and the rise of digital mediaIndustry structureEmerging markets
  • Chart: Revenue Growth

  • Industry Outlook
    Online mediaEmerging economiesDownstream markets
  • Table: Global Public Relations Agencies Industry Revenue Outlook

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

  • Supply Chains
    Key Buying Industries
  • Global Mining
  • Global Pharmaceuticals & Medicine Manufacturing
  • Global Financial Intermediation
  • Global Advertising Agencies

  • Key Selling Industries
  • Global Commercial Real Estate
  • Global Internet Service Providers

  • Products & Services
  • Marketing communications
  • Corporate communications
  • Business to business (B2B)
  • Public affairs
  • Media relations and analysis
  • Other
  • Event management
  • Chart: Global Public Relations Agencies Industry Products and Services Segmentation

  • Demand Determinants
  • Advertising services
  • Economic development
  • Special events
  • Media landscape

  • Major Markets
  • Consumer products and retail
  • Travel and leisure
  • Food and Beverage
  • Technology and telecommunications
  • Automotive
  • Pharmaceuticals and healthcare
  • Finance and banking services
  • Other
  • Chart: Major Market Segmentation for the Global Public Relations Agencies Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Profit
  • Wages
  • Rent and Utilities
  • Other
  • Chart: Cost Structure Benchmarking – Sector vs Global Public Relations Agencies

  • Basis of Competition
  • Internal competition
  • External competition

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

  • Industry Globalization
    Omnicom Group Inc., The Interpublic Group of Companies Inc., WPP plc,
  • Table: Omnicom Group Inc. - financial performance
  • Table: The Interpublic Group of Companies Inc. - financial performance
  • Table: WPP plc - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Global Public Relations Agencies 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 Global Public Relations Agencies Industry
    Includes:
  • Industry Revenue (2008-2022)
  • Industry Gross Product (2008-2022)
  • Establishments (2008-2022)
  • Businesses (2008-2022)
  • Employment (2008-2022)
  • Wages (2008-2022)
  • Global advertising expenditure (2008-2022)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
    Astroturfing
  • An artificial grassroots movement: a publicity campaign created by a PR agent on behalf of a client under the guise of being an independently driven grassroots community group initiative.
  • Below-The-Line
  • Promotional activities that reach consumers directly, including direct mail, text messages and e-mail.
  • Blog
  • A type of website maintained by an individual with regular entries of commentary, descriptions of events, or other material.
  • Microblog
  • A very short blog, often 140 characters or less, as is the case with Twitter.
  • New Media
  • Digital media including internet and websites, cell phones and iPods.
  • Traditional Media
  • Incorporates advertising in the traditional media areas of TV, radio, newspapers and magazines.
  • Twitter
  • An internet social networking site that enables members to microblog (post very short messages) and have their updates broadcast to friends or constituents.
  • Viral Marketing
  • Refers to marketing techniques that use social networks and other technologies to increase brand awareness or achieve other objectives.
  • What Our Customers Say

    Why buy this report?

    The global economy presents its own set of opportunities and threats for businesses in a range of industries. IBISWorld’s Global Public Relations Agencies global market research report provides the latest industry statistics and industry trends, allowing you to identify the products and customers driving revenue growth and profitability. The industry report focuses on industry performance in key regions around the world and identifies the leading companies globally.

    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 Global Public Relations Agencies:
    • 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 Global Public Relations Agencies 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 Global Public Relations Agencies, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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