Swiss PR industry shows confidence for 2010
The results of the fall survey of public relations agencies point clearly to an emerging recovery in the Swiss PR market. Demand from the energy sector, the pharmaceutical/medtech/biotech industry, politics, and the public sector is showing encouraging trends. Agencies are already beginning to face difficulties in recruiting qualified staff.
The demand for PR services is a reliable early indicator for the upcoming development of the economy. This is according to a communiqué issued by the Swiss Association of Public Relations Agencies BPRA. In 2009, the PR sector is expected to bottom out. Only one in four agencies is reporting growth, while one in two agencies will probably have to accept a drop in turnover of between 5 and 30%. In the previous year, every second PR agency was still on course for growth. Nevertheless, two thirds of all agencies reported to the BPRA that they had managed to maintain or even significantly increase their profitability in 2009.
This may come as a surprise given the fact that one in four agencies reported an increase in wage costs, the BPRA continued. The reason given for this is that highly qualified PR consultancy services are increasingly in demand, while orders for the implementation of PR activities often fail to materialize. The order intake for 2010 gives cause for optimism. Online PR, corporate communications, marketing communications and public affairs are particularly in demand in 2010. However, change management communications, image management and internal communications are increasingly being designed and implemented by clients themselves, without the involvement of a PR agency. According to the BPRA, the energy industry, the pharmaceutical/medtech/biotech sector, politics and the public sector are expected to be the growth drivers of the PR agency industry in 2010.
This may come as a surprise given the fact that one in four agencies reported an increase in wage costs, the BPRA continued. The reason given for this is that highly qualified PR consultancy services are increasingly in demand, while orders for the implementation of PR activities often fail to materialize. The order intake for 2010 gives cause for optimism. Online PR, corporate communications, marketing communications and public affairs are particularly in demand in 2010. However, change management communications, image management and internal communications are increasingly being designed and implemented by clients themselves, without the involvement of a PR agency. According to the BPRA, the energy industry, the pharmaceutical/medtech/biotech sector, politics and the public sector are expected to be the growth drivers of the PR agency industry in 2010.
