PR agencies around the world getting confident about the future

The COVID-19 pandemic has had a significant impact on employment and business in the PR agency sector, especially in largest markets such as the United Kingdom, the United States or India.

However, a recent ICCO (International Communications Consultancy Organization) confidence survey, ICCO Confidence Tracker, says that PR agencies across the markets already believe in growth. This global survey has been conducted every two months during the COVID-19 period by the research company Question and Retain.

According to the latest results released in December, 75 percent of agency leaders and owners are confident or very confident in the success of their business in 2021. In October and August, the corresponding figure was 64 percent, so the sentiment is rising around the world. In the first survey in April 2020, only 38 percent were confident about their future.

The December survey was conducted from 8 to 10 December, when the first information on the introduction of vaccines was already published. Trust in the future was strengthened in particular by the launch of new projects and the release of previously cancelled communications budgets. Of the industries, the technology sector, the financial sector as well as climate and environmental projects increased PR fastest. In the survey, the heads of communications agencies around the world also emphasized the importance of accelerating digitalisation, supporting customers more and more with virtual and digital projects and online campaigns.

Announcing the results, ICCO’s CEO Francis Ingham said the communications and PR industry has proven to be one of the most sustainable in the world and has been able to adapt to unexpected changes very quickly. According to Ingham, the ICCO confidence survey has shown a steady rise since last spring’s bottom reading, and at the end of the year, rising confidence in the future predicts a good start to 2021.

Mailand Communications is a member of ICCO through Marketing Finland.

Alpo Räinä

Read more about the survey