Australian PR firms more confident about the future
PR firms are looking forward to strong growth in the future, especially in Australia, according to recent findings from the Holmes Report – a regular study of the PR industry. In the study, firms in the country recorded some of the highest levels of positivity about the future, compared to other areas of the globe. In…
PR firms are looking forward to strong growth in the future, especially in Australia, according to recent findings from the Holmes Report – a regular study of the PR industry.
In the study, firms in the country recorded some of the highest levels of positivity about the future, compared to other areas of the globe. In the research, which polled PR agency principals on a 10-point scale, Australian firms recorded an optimism rating of 7.9, up from 7.5 in last year’s figures.
Australia also beat the global average, which reached only 7.7 in the most recent statistics. The country is also well ahead of Western and Eastern European firms, which recorded scores of only 7.3 and 6.9 respectively.
Since the last study, Australian companies have also seen growth in the amount of their marketing budget that is spent on marketing. This score has grown from 5.8 to 6.3 in the most recent figures.
While Australia has posted strong increases in a number of categories, not all areas reported growth. One area which saw a decrease was the issue of non-traditional services – offerings like digital services, corporate advertising and word-of-mouth promotion. In Australia, this measure went from 7.5 last year to only 6.9 in these most recent figures.
This puts Australian PR firms slightly behind the global average, which was 7 for this measure.
Paul Holmes, CEO of The Holmes Report, suggested that globally, there are good signs for the PR industry.
“Agency leaders were more optimistic all around the world as markets rebound and social media forces companies to engage with their stakeholders in a more meaningful way,” said Mr Holmes.
Finally, Australian firms recorded a strong showing in the talent measure, rising slightly to 5.9 points and suggesting that many firms are happy with the supply of public relations professionals.
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