{"id":953,"date":"2023-05-30T08:43:38","date_gmt":"2023-05-30T08:43:38","guid":{"rendered":"https:\/\/www.sortlist.co.uk\/datahub\/reports\/state-of-public-relations-pr\/"},"modified":"2024-02-28T15:06:34","modified_gmt":"2024-02-28T15:06:34","slug":"state-of-public-relations-pr","status":"publish","type":"reports","link":"https:\/\/www.sortlist.co.uk\/datahub\/reports\/state-of-public-relations-pr\/","title":{"rendered":"The State of PR Report: Expertise Data on 40,758 Projects"},"content":{"rendered":"\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div id=\"section-635138146bdd7\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(246,248,254);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color\" style=\"font-size:32px\">In this Expertise Report:<\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"#section-demand\">Demand For Public Relations (PR) Services<\/a><\/li>\n\n\n\n<li><a href=\"#section-crisis\">The State of PR in the Economic Crisis<\/a><\/li>\n\n\n\n<li><a href=\"#section-searches\">Which Countries Are Investing in PR?<\/a><\/li>\n\n\n\n<li><a href=\"#section-germany\">Germany: Global Star for PR<\/a><\/li>\n\n\n\n<li><a href=\"#section-belgium\">Belgium: A Dual Challenge for PR Agencies<\/a><\/li>\n\n\n\n<li><a href=\"#section-distribution\">Pricing Case Study: One PR Project<\/a><\/li>\n\n\n\n<li><a href=\"#section-cost\">How Much Does PR Cost in 2023?<\/a><\/li>\n\n\n\n<li><a href=\"#section-specialising\">What Kind of Agency Specialises in PR?<\/a><\/li>\n<\/ul>\n\n\n\n<div style=\"height:40px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-6406fdcb45698\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Public relations is a vital aspect of any organisation, as it helps to build a positive image, manage reputation, and promote businesses&#8217; goals and objectives. As the business landscape evolves, the demand for <a href=\"https:\/\/www.sortlist.com\/public-relations\" target=\"_blank\" rel=\"noreferrer noopener\">public relations services<\/a> has changed. This State of PR report aims to analyse the current demand and budgets for public relations services as per the data from over 40,000 projects available at Sortlist.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-demand\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Demand For Public Relations (PR) Services<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>#8<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Most popular agency service on Sortlist.com (over 6.7k projects)<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:40px;font-style:normal;font-weight:400\"><strong>France &amp; Germany<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Most active countries requesting this expertise (1.8k projects combined)<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>15.5%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">of projects came from the Hospitals &amp; Healthcare industry<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>The first noticeable thing that the Sortlist data shows about demand for PR services that was already happening since 2019. It has remained steady after that, although it shows signs of a continued downturn in 2023.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"PR Demand % vs. Average  2019-Present\" aria-label=\"Column Chart\" id=\"datawrapper-chart-TNGR8\" src=\"https:\/\/datawrapper.dwcdn.net\/TNGR8\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"380\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-crisis\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">The State of PR in the Economic Crisis<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>The results when it comes to pure demend are contrasted to those of the <a href=\"https:\/\/www.linkedin.com\/pulse\/demand-pr-services-strong-survey-leeanne-bland\/?trk=articles_directory\" target=\"_blank\" rel=\"noreferrer noopener\">2021 Financial Services Marketing Executive Survey<\/a>, which highlighted that 40% of companies increased their public relations spend during 2021, with only 4% decreasing it.<\/p>\n\n\n\n<p>And that can be seen in the graph below - over the course of 2021 we can see a significant increase in all budgets. But PR as a service out-performs the overall average as the world comes out of a pandemic. <\/p>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><strong>Average budget peaked in January 2022 - with an average offered budget of \u20ac16,000 - 6% higher than the average<\/strong><\/p><\/blockquote><\/figure>\n\n\n\n<p> However as economic conditions worsen - we see a reversion to the mean - following almost identical path to the overall budgets of all expertises on Sortlist combined. This could be seen as a reflection of the less budget to spend on this expertise amidst the crisis.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Average  PR Budget Vs. Overall\" aria-label=\"Interactive line chart\" id=\"datawrapper-chart-YP1Ck\" src=\"https:\/\/datawrapper.dwcdn.net\/YP1Ck\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"400\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-searches\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">What Countries Are Investing in PR?<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>Belgium<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Highest rate of PR-related searches per company<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>17.7k<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Number of PR-related searches in the USA in 2022<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>\u20ac6.6k<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Average budget for a PR project in the USA<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>When looking at the number of searches of PR-related services in each market and comparing them to the average number of companies in each one, we can get a better idea of which countries are most investing in this expertise.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"# of Searches for PR Services\" aria-label=\"Table\" id=\"datawrapper-chart-UpmPr\" src=\"https:\/\/datawrapper.dwcdn.net\/UpmPr\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"403\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p><strong>Germany<\/strong> and the <strong>United States<\/strong> lead the way in terms of highest searches for PR services.<\/p>\n\n\n\n<p>Interestingly, <strong>Belgium<\/strong> beats both: relative to its number of companies, the country has the highest searches-per-company ratio.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Yearly Search Volume for PR-Related Keywords by Market Size\" aria-label=\"Interactive line chart\" id=\"datawrapper-chart-twhQu\" src=\"https:\/\/datawrapper.dwcdn.net\/twhQu\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"782\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-germany\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Germany: Global Star for PR<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>According to the <a href=\"https:\/\/www.gcpr.net\/regions\/germany\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">GlobalCom PR Network<\/a>, the landscape for <a href=\"https:\/\/www.sortlist.com\/i\/public-relations\/germany-de\" target=\"_blank\" rel=\"noreferrer noopener\">PR agencies in Germany<\/a> is dominated by independent firms with an industry specialisation.<\/p>\n\n\n\n<p>Furthermore, it states that, with 16 federal states and 8 urban agglomerations, Germany\u2019s structure is <strong>highly decentralised<\/strong>, which could be the reason that there are no fewer than three PR trade bodies: the German Public Relations Association (DPRG), the Federal Association of German Press Offices (BdKom), and the Association of German PR Agencies (GPRA).<\/p>\n\n\n\n<p>Also, Germany\u2019s diversified economic landscape means that there is no natural geographic focus for the PR industry. Agencies are headquartered in large cities such as Berlin, Cologne, Hamburg, Frankfurt, and Munich.<\/p>\n\n\n\n<p>The data at Sortlist also shows that PR is Germany's 5th most popular expertise.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-belgium\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Belgium: A Dual Challenge for PR Agencies<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Belgium poses as a peculiar market for PR agencies due to its multilingual nature. Some <a href=\"https:\/\/www.sortlist.com\/i\/public-relations\/belgium-be\" target=\"_blank\" rel=\"noreferrer noopener\">PR agencies in Belgium<\/a> seem to agree.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-pullquote\"><blockquote><p><em>\"... each press release, each invitation or other press document needs to be edited in at least Flemish and French. Also the general (media) culture in Flanders and Walloon can be quite different. When organising a press event where you want media from both parts of the country to be present you best look for a \u2018neutral\u2019 place, which is often the capital Brussels. Organising something in Flanders would result in the French speaking journalist to be absent and vice versa.\"<\/em><\/p><cite><a href=\"https:\/\/www.gcpr.net\/blog\/global-pr-perspectives-belgium-sweet-diversity-in-communications\/\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">Wilma Schippers<\/a>, consultant on Brussels-based agency PR-Consult<\/cite><\/blockquote><\/figure>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Statista offers an optimistic view on this expertise: <a href=\"https:\/\/www.statista.com\/forecasts\/389739\/public-relations-and-communication-activities-revenue-in-belgium\" target=\"_blank\" rel=\"noreferrer noopener nofollow\">they project<\/a> the revenue of public relations and communication activities in Belgium to amount to approximately <strong>2,364.65 million dollars<\/strong> by 2025.<\/p>\n\n\n\n<p>The data at Sortlist also shows that the average budget for a PR project in Belgium is <strong>\u20ac8,730.<\/strong><\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-cost\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">How Much Does PR Cost in 2023?<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>\u20ac41,357<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Average real price of a PR project<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>\u20ac1m<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Value of biggest PR projects on Sortlist<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>\u20ac2.1m<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Overall value of PR projects since 2019<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146bec6\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>To get an idea about how much PR costs in 2023, we looked at the average budgets of projects posted on Sortlist (over 10,000) and agency projects uploaded to their portfolios (3,000).<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Mean Price for PR Projects\" aria-label=\"Interactive line chart\" id=\"datawrapper-chart-BS3ls\" src=\"https:\/\/datawrapper.dwcdn.net\/BS3ls\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"400\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>We plotted the midpoint between the budgets that agencies assign for PR projects and the budgets that businesses have for them, so as to attain a \"meet-me-halfway\" approach.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-distribution\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">Pricing Case Study: One PR Project<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146bec6\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>If you look closer at the previous graph, you will notice a sharp spike in budget at the end of 2022, a sudden change that can skew the average budget for PR projects.<\/p>\n\n\n\n<p>This tends to happen when there are projects with a very high budget, projects like the one that <a href=\"https:\/\/www.sortlist.be\/fr\/agency\/h2f-kommunikations-agentur\" target=\"_blank\" rel=\"noreferrer noopener\">German communications agency H2F<\/a> worked on for the country's Ministry of Economy, Labor, and Health. It was part of a nationwide vaccination prevention campaign, targeting communication efforts to specific groups through a media mix.<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-embed aligncenter is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"MV impft\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/iryFoykZDLw?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<figure class=\"wp-block-gallery aligncenter has-nested-images columns-default is-cropped wp-block-gallery-1 is-layout-flex wp-block-gallery-is-layout-flex\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"763\" data-id=\"956\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.37-1024x763.png\" alt=\"\" class=\"wp-image-956\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.37-1024x763.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.37-300x224.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.37-768x572.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.37.png 1295w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"680\" data-id=\"955\" src=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.10-1024x680.png\" alt=\"\" class=\"wp-image-955\" srcset=\"https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.10-1024x680.png 1024w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.10-300x199.png 300w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.10-768x510.png 768w, https:\/\/cdn.blog.production.sortlist.cloud\/wp-content\/uploads\/sites\/22\/2024\/02\/Screenshot-2023-04-08-at-15.36.10.png 1344w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n<\/figure>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Typically, the majority of PR projects on Sortlist cost anywhere between <strong>10,000 and 40,000 euros<\/strong> (40th and 60th percentiles, respectively). However, H2F's work had a budget of 150,000 euros, <strong>10 times as much<\/strong> as the average.<\/p>\n\n\n\n<p>And this is why it can be useful to look at median prices to what kind of budget is most common. On the other hand, the mean (or simple average) can give us some interesting insights into the overall buoyancy (or otherwise) of a market.<\/p>\n\n\n\n<p>When looking at the mean - the variations between markets can give us even more insight into the most common prices of projects in different markets:<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe src='https:\/\/flo.uri.sh\/visualisation\/13401350\/embed' title='Interactive or visual content' class='flourish-embed-iframe' frameborder='0' scrolling='no' loading='lazy' style='width:100%;height:600px;' sandbox='allow-same-origin allow-forms allow-scripts allow-downloads allow-popups allow-popups-to-escape-sandbox allow-top-navigation-by-user-activation'><\/iframe><div style='width:100%!;margin-top:4px!important;text-align:right!important;'><a class='flourish-credit' href='https:\/\/public.flourish.studio\/visualisation\/13401350\/?utm_source=embed&#038;utm_campaign=visualisation\/13401350' target='_top' style='text-decoration:none!important' rel=\"noopener\"><img alt='Made with Flourish' src='https:\/\/public.flourish.studio\/resources\/made_with_flourish.svg' style='width:105px!important;height:16px!important;border:none!important;margin:0!important;'> <\/a><\/div>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-specialising\" class=\"gutenberg-block gutenberg--section\" style=\"background-color:rgb(251,250,249);\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading has-black-color has-text-color has-large-font-size\">What Kind of Agency Specialises in PR?<\/h2>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>28<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Avg. PR agency size across all markets<\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:45px;font-style:normal;font-weight:400\"><strong>Saudi Arabia<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">Country with the largest PR agency size (68 employees on average) <\/h4>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<h2 class=\"wp-block-heading has-text-align-center has-text-color\" style=\"color:#081f91;font-size:50px;font-style:normal;font-weight:400\"><strong>90%<\/strong><\/h2>\n\n\n\n<div style=\"height:10px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h4 class=\"wp-block-heading has-text-align-center has-text-color has-medium-font-size\" style=\"color:#081f91;font-style:normal;font-weight:400\">of PR agencies are also dedicated to digital strategy<\/h4>\n<\/div>\n<\/div>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>\n\n\n<div id=\"section-635138146be35\" class=\"gutenberg-block gutenberg--section\" style=\"background-image:url();\">\n        <div class=\"overlay\" style=\"background-color:\"><\/div> \n    <div class=\"gutenberg--section__wrapper wrapper\">\n        \n\n<p>The agencies at Sortlist can give us a very clear idea on the average agency size per expertise. In this case, it becomes clear that PR agencies are thriving in the <strong>USA<\/strong> and <strong>Saudi Arabia<\/strong>.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Average PR Agency Size by Country\" aria-label=\"Map\" id=\"datawrapper-chart-ug1hI\" src=\"https:\/\/datawrapper.dwcdn.net\/ug1hI\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"563\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>When taking a closer look at where expertises meet, and especially remembering the case of H2F, we see that most PR agencies also focus on <strong>digital strategy<\/strong> (90.16%), <strong>branding &amp; positioning<\/strong> (86.48%), and <strong>advertising<\/strong> (85.04%).<\/p>\n\n\n\n<div style=\"height:50px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<iframe title=\"Most Common Expertises Combined with PR\" aria-label=\"Table\" id=\"datawrapper-chart-uLu3w\" src=\"https:\/\/datawrapper.dwcdn.net\/uLu3w\/1\/\" scrolling=\"no\" frameborder=\"0\" loading='lazy' style=\"width: 0; min-width: 100% !important; border: none;\" height=\"837\" data-external=\"1\"><\/iframe><script type=\"text\/javascript\">!function(){\"use strict\";window.addEventListener(\"message\",(function(a){if(void 0!==a.data[\"datawrapper-height\"]){var e=document.querySelectorAll(\"iframe\");for(var t in a.data[\"datawrapper-height\"])for(var r=0;r<e.length;r++)if(e[r].contentWindow===a.source){var i=a.data[\"datawrapper-height\"][t]+\"px\";e[r].style.height=i}}}))}();\n<\/script>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<div style=\"height:25px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n    <\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>The majority of PR projects cost anywhere between 10,000 and 40,000 euros.<\/p>\n","protected":false},"author":102,"featured_media":954,"template":"","reports_categories":[2],"class_list":["post-953","reports","type-reports","status-publish","has-post-thumbnail","hentry","reports_categories-expertise-reports"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The State of PR Report: Expertise Data on 40,758 Projects<\/title>\n<meta name=\"description\" content=\"This State of PR report dives into demand, budgets and regional variations in the public relations industry, based on over 40,000 projects.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.sortlist.co.uk\/datahub\/reports\/state-of-public-relations-pr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The State of PR Report: Expertise Data on 40,758 Projects\" \/>\n<meta property=\"og:description\" content=\"This State of PR report dives into demand, budgets and regional variations in the public relations industry, based on over 40,000 projects.\" \/>\n<meta property=\"og:url\" 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