25% consider Strategic communication and PR consultancy
the major services with opportunities of growth.
In 2022, the impact of COVID-19, the economic uncertainty related with the war in Ukraine and continued technology developments around the globe were the main issues addressed by the news and communications industries.
To have a global perception on the major communication trends, issues, business challenges and opportunities affecting the Public Relations industry, the International Public Relations Network (IPRN) conducted an internal survey among its 48 members. The survey was held online between the 1st and 10th February 2023.
“Optimism, staff training and retention, storytelling based on big data and creativity, digital communications, purpose-oriented businesses, and ESG communication are among the most highlighted issues to be addressed at the regional and global levels of the five continents. Thanks to our members, we have now a clearer overview of the PR challenges and opportunities ahead.”, stated Rodrigo Viana de Freitas, President, IPRN.
- IPRN PR agency members are optimistic regarding business perspectives in 2023, having 80% pointed out a business growth perspective, 17% a maintenance of the current outlook and only 3% considered it will be worse than 2022.
- To tackle the previous issues and other impacts on communication such as Artificial Intelligence, 25% consider Strategic communication and PR consultancy the major services with opportunities of growth, followed by 14% on social media and digital communications, 13% on issues & crisis management and change management, 11% on digital strategy.
- Respondents considered as the major industry sector opportunities energy and utilities 17%, technology 15%, and ex-aequo consumer goods, health and wellness, and travel and tourism, hospitality, aviation 9%.
- Among the main areas expected to invest in 2023 are: staff training & retention 16%, technology and media production 9%, creativity 7%, and measurement and analytics 6%
- As the biggest challenges for PR industry in 2023, 36% of the respondents agreed on the retention and attraction of talent, 26% on client confidence to invest due to uncertain economic outlook, and 17% on the impact of inflation and interest rates in consumer behavior.
- Among the biggest opportunities for the PR industry in 2023, respondents prioritized ESG – Environment, Social and Governance with 28%, integrated communication strategies 24%, and CEO profiling/thought leadership 19%.
The PR Business Survey was held online between the 1st and 10th February 2023. Respondent countries included Argentina, Brazil, Chile, China, Colombia, Germany, Hong Kong, India, Ireland, Italy, Portugal, South Africa, Spain, Switzerland, The Netherlands, United Kingdom, USA.