PR Census 2016 - PRCA
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Clare Smith, Chair of PRCA Scotland group presented Scottish data from the recent PR Census 2016, covering pay, gender, work covered and more.
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PR Census 2016 - PRCA
- 2. YOUR LOGO CLARE SMITH MPRCA Chair SCOTLAND GROUP
- 3. YOUR LOGO THE BIG NUMBERS £12.9bn Value of UK PR industry - growth of 34% since 2013 when it reached £9.62bn 83,000 Employees in PR industry – growth from 62,000 in 2013
- 5. YOUR LOGO GENDER AND AGE 0% 10% 20% 30% 40% 50% 60% 70% Male Female 2016 2013 2011 64% Women in PR; in Scotland its 61% 28 Average age of the PR practitioner; in Scotland its 38
- 6. YOUR LOGO 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% White British Other White (European, American) Black/black British Asian/Asian British Other ethnicity Prefer not to say / no answer Ethnic origin ETHNIC ORIGIN AND NATIONALITY 0% 20% 40% 60% 80% 100% British Other EU country Other country outside EU Dual / Multiple Nationality Nationality 2016 2013 2011 National figures 91% 89% White; in Scotland: 96% British; in Scotland also 89%
- 7. YOUR LOGO 70% 75% 80% 85% 90% 95% 18-24 25-34 35-44 45-54 55-64 65+ White British per age group ETHNIC ORIGIN AND NATIONALITY But… the younger the PR individual, the less likely they are to be white British
- 8. YOUR LOGO DISABILITY Consider themselves to have a disability However, 78% suggested that there are no significant obstacles to their organisation employing disabled people 2% 78%
- 9. YOUR LOGO EDUCATION 0% 20% 40% 60% 80% A state school A private school Other Which type of school did you attend? Attended a state school across the UK; this rises to 76% in Scotland 0% 50% 100% PR agency In-house Freelancer State school Private school Privately-educated people are more likely to have jobs in agencies than in-house teams 66%
- 10. YOUR LOGO EDUCATION 0% 10% 20% 30% 40% 50% 60% 70% To what level are you educated? 45-54 year olds with Degrees 0% 50% 100% Ages educated to Degree level 18-24 25-34 35-44 45-54 55-64 65+ 91% 95% 82% Have a Degree 25-34 year olds with Degrees
- 12. YOUR LOGO IS PR A PROFESSION OR AN INDUSTRY? 0% 20% 40% 60% 80% 18-24 25-34 35-44 45-54 55-64 PR is a profession PR is an industry A profession across the UK; 62% in Scotland 51% 40% An industry across the UK; 30% in Scotland
- 13. YOUR LOGO WHICH EVALUATION METHODS DO YOU USE? Use Barcelona Principles 2.0; In Scotland, that figure is 41% 0% 5% 10% 15% 20% 25% 30% 35% AVEs Barcelona Principles 2.0 Other Don't know Do not use evaluation 23% 16% 19% Use AVEs; 7% in Scotland Other, e.g: ‘KPIs agreed with client’, ‘bespoke evaluations per client’ and ‘a mix of message penetration, behaviour change, claims data’
- 14. YOUR LOGO WHICH TASKS DO YOU FEEL HAVE INCREASED IN IMPORTANCE OVER THE PAST TWO YEARS? 0% 10% 20% 30% 40% 50% 60% 70% Digital Online communication S.E.O. PR agency In-house Freelancer/Independent consultant All
- 15. YOUR LOGO WHAT DO WE DO?
- 16. YOUR LOGO TOP DUTIES IN PR 73% 74% 74% 75% 75% 76% 76% 77% General media relations76% 75% 75% Media relations strategy planning Digital & social media
- 17. YOUR LOGO LEADING DUTIES BY AGE GROUP Communications strategy development 18-34 35-44 45+ General media relations Split: general media relations and communications strategy development
- 19. YOUR LOGO AVERAGE ANNUAL PR SALARY 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% £45,100 And in Scotland: £38,374
- 20. YOUR LOGO AVERAGE SALARY FOR MEN AND WOMEN £9,111 Pay disparity between men and women £0 £10,000 £20,000 £30,000 £40,000 £50,000 £60,000 Average annual salary Men Women
- 21. YOUR LOGO WORKING HOURS 0 10 20 30 40 50 Contracted hours Actually worked 0% 10% 20% 30% 40% 50% Everyday (agency) Two to three days a week (agency) Everyday (in-house) Two to three days a week (in- house) Working out of hours 35 45 Average contracted hours per week across UK and in Scotland Average hours per week actually worked across UK and in Scotland
- 22. YOUR LOGO FLEXIBLE WORKING 0% 5% 10% 15% 20% 25% 30% Flexitime (flexible start and finish) Flexitime (contracted number of hours per week) Work part-time Work from home at least one day a week 24% Work from home at least one day a week 30% In Scotland, those that have flexitime (flexible start and finish) are at:
Hinweis der Redaktion
- Ladies and gentlemen, welcome to the launch event of the PR Census 2013 - it’s great to see so many of you here today. It’s been three years since the last PR Census was launched – and quite a lot has happened in the PR industry in the meantime. Based on data supplied by over 1,800 respondents, combined with data from the PRCA and YouGov, the PR Census 2016 provides vital information about the size, composition and value of PR. It is the biggest and most thorough study of the UK PR industry since the last PR Census was published in 2013.
- The PR industry has grown to around 83,000 employees. This is an impressive level of growth since 2013 when it was 62,000 strong. The market sizing data was calculated by taking a combination of historical data from the previous PR Censuses published in 2011 and 2013, combined with PRCA benchmarking studies, and the Government’s ONS tables of industry sizing and growth.
- Lets take a look at just who we have making up the PR industry.
- The PR industry remains a predominantly female industry, and the 64% majority has remained almost entirely stable since 2011. The figures in Scotland are roughly the same at 61%. The average age of the PR practitioner is 28. The most prevalent age bands are 25-34, and 35-44. This has largely remained static since 2011. In Scotland, the average age of the PR person is 38. IS THIS OK??? Our audiences aren’t 64% women??
- The ethnic origin of the PR industry remains largely unchanged since 2011. White British continues to dominate the industry at 83%, with other white at 8%. Scotland’s number of white PR people is at 96%. The most recent ONS data is from the 2011 UK Census, which shows that white British PR people are 3% higher than national levels. In terms of nationality, British professionals remain at 89% across the UK and in Scotland, and the statistics have remained virtually identical for the last six years. The figures are roughly comparable with ONS figures of UK employment by nationality.
- Generationally, we can see that the younger the PR individual, the less likely they are to be white British. 79% of 18-24 year old practitioners are white British, rising to 94% of 65+ year olds. 88% of Chairmen, Chief Executives and MDs are white British, while 92% of Board Directors are, which is the highest percentage. There is no variation in ethnicity across agency, in-house, or freelance roles with all three at 83% white British.
- 2% of PR people consider themselves to have a disability. Disabled PR people are most likely to be male (3% to 1%), and most likely to be in the 45-54 age bracket (4% of that age bracket). They are most likely to be freelancers or independent consultants, with 6% of that section of the industry considering themselves disabled. This suggests that agencies and in-house teams are still not entirely set up for the disabled. However, 78% of all respondents suggested that there are no significant obstacles to their organisation employing disabled people in the PR and communications function.
- 66% of respondents attended a state school, compared to 27% who were educated privately. The state-educated percentage rises to 76% in Scotland. Privately educated people are more likely to have jobs in agencies than in-house teams. The state school-educated are more likely to be in in-house teams. There is little variation in educational background across age groups, nor is there across job titles.
- Undergraduate degrees remain the predominant form of education in the industry, with 91% having a degree. While the percentages of those having a degree who are 44 and under are around 90-95%, degrees are less predominant in those who are 45+, dropping down to the 80% area. Agency people are the least likely to have a Masters. And men are more likely to have a Masters (30% to 24%) or PhD (2% to 0%) than women.
- So that’s the make up of the industry – but what are their views? We asked the industry some key questions on industry topics.
- In Scotland, the split gives more emphasis to the professional – with 62%.
- SCOTLAND IS STREETS AHEAD
- Whilst all three of the tasks that have increased in importance over the last two years are the same as those from 2013 - digital, online communications and S.E.O. - the number of people choosing them has decreased dramatically. There has been over a 50% drop in the overall figures from 2013 to 2016 for online communication and over a 30% drop in both digital and S.E.O. Clearly, the digital revolution in PR is levelling out.
- Let’s take a look at what PR people do…
- General media relations, media relations strategy planning, and digital and social media are the top three duties across the PR industry at 76%, 75% and 75%, respectively. This is despite the fact that general media relations was seen as one of the roles that has decreased most in importance. US – media releases are all but extinct, its about short sharp MEDIA ALERTS Compared to the 2013 Census, things have not changed dramatically, however online communication has dropped from 74% to 69% this year. Digital and social media have become more important this year, leaping from 60% to 75%.
- When looking at the breakdown of duties and roles by age, it is unsurprising to see that 80% of PR professionals between the ages 35-64 are more involved in communications strategy development as they tend to occupy senior roles such as the role of Managing Director, Board Director and Associate Director. In contrast, only 56% of 18-24 year olds cited strategy development as a main duty. 78% of senior PR practitioners cite reputation management as a main role, compared to 44% of account executives. By contrast, 80% of PR professionals between the ages 18-34 are involved in general media relations, and 76% of them are involved in writing articles or newsletters.
- And what do we get paid?
- SPLIT FOR AGENCY/in house / freelancer in the booklet
- There is a significant pay gap between men and women who responded to the PR Census 2016, with men earning an average of £51,260, and women earning an average of £42,149.
- PR professionals are contracted to work– on average– 35 hours a week. However, the average amount of time they are actually working is 45 hours a week. This is true across the UK and in Scotland. Agency Chairmen, Chief Executives and Managing Directors are working an average of 55 hours a week, as are Board Directors and Partners. Similarly, in-house Directors work 55 hours a week, compared to Heads of Unit, who work 45. In a similar vein, nearly half (45%) of the industry picks up emails or phone calls outside working hours every single day.
- ENCOURAGING!
- Any questions?