Providing adequate services in an increasingly digital world remains one of PR firms’ greatest goals and challenges, according to a survey of member agencies by global agency network International Public Relations Network.
The survey, which sought to provide insights regarding how PR agencies are adapting to new trends, found that nearly three quarters of respondents (74 percent) cited integrating digital communication as the single biggest challenge they currently face.
What’s the biggest change PR agencies can expect to see in the next five years?
The survey also discovered that more than half (58 percent) believe digitalization, including the use of new technologies and an increase in online media, is the biggest change they see shaping the future PR landscape.
Nearly all (95 percent) of the agencies polled said they now offer some form of digital service, be it through internal digital teams or via partner agencies. Three quarters (75 percent) of agencies said they currently have an in-house digital department.
Despite the increasingly digital landscape, however, half of respondents (50 percent) said they still plan to bolster their traditional PR toolkits within their agency, citing skills like media relations, press release writing, feature and opinion leader content and influencer relations.
The IPRN report, “The Changing Trend of PR Globally – An Agency Perspective,” surveyed executives at more than 40 IPRN member agencies worldwide. Research was conducted by UK-based IPRN member agency McOnie.