2009 CIPR Membership Survey The State of the PR profession
December 2009
Contents
Foreword
3
Methodology & Executive Summary
4
Sample profile & context
5
Ramifications of the financial crisis
9
The economic contribution of PR
12
Company Profile
19
Perks of the job
28
The personal profile of CIPR members
30
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Foreword Kevin Taylor FCIPR, President CIPR This survey is good news for the PR industry. Of course PR has been affected by the economic crisis but our members are largely reporting positive results, despite the recession, and that is testament to the underlying strength of the profession and the need eed for good communication. The survey also confirms that digital PR remains the industry’s hot growth area as communities increasingly gather online and organisations seek to determine the policies and engage in the debate. However, with every new growth area comes a need for new skills and developments in best practice, and the CIPR is determined to provide both leadership and training to help practitioner’s young and old develop and hone the skills required. The survey did bring some good news ffor or consultancies both in terms of business stability and client new growth. In the past year, some 33 per cent of consultants have retained more than 10 regular clients and some 60 per cent have added between two and five new clients. I would like to take this opportunity to thank Andrew Hawkins and all his team in ComRes for working on this with us and I hope that we can build on this in the future and to all the members that participated thank you for taking the time to do the survey. Andrew Hawkinss MCIPR Chief Executive ComRes We undertook this survey with some trepidation, expecting the recession to have left the PR sector in tatters. But, while it is certainly true that the recession is a theme which preoccupies many PR practitioners, there are plenty of reasons to be, if not cheerful, then reasonably optimistic. To sum up the overall theme, the recession has brought fears for most, redundancy for some and the prospect of more business for the lucky few. Overall, though, the industry looks to to be in pretty good shape as it emerges from economic ravages of the past 18 months. The worst recession in living memory has had a severe impact on some PR activities but others look to be emerging through the other side in quite good shape. The key to survival appears to be flexibility. ComRes are delighted to have conducted this study on behalf of the CIPR. Our particular thanks also go to all those who participated in this study – we are extremely grateful for your time and input.
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Methodology ComRes surveyed 2,292 CIPR members online between 13 July and 9 September 2009. The survey was conducted according to the Code of Conduct of the Market Research Society. Executive Summary As part of our role as the CIPR’s polling partner, partner this survey was conducted in order to focus and track the issues and trends which emerged during an earlier study looking at the state of the industry in 20051. While the earlier report focused mainly on PR consultancies, the latest report aims to bring all sectors of the PR industry into the forum for analysis. This report reflects the rapidly expanding orbit of PR influence and involvement which continues today. The effects of the recession and the areas of growth and decline within the sector are the the three major conclusions to emerge. Recessionary Success This continued success can be witnessed through the PR industry’s resilience in the face of the recessionary storm. An overwhelming percentage of CIPR members are not excessively worried about being ng made redundant. However, there is some concern: six in ten CIPR members disagree with the statement “my organisation may make some redundancies, but my role is safe”. Encouraging that sanguine mood, for consultancies at least, is the fact that the greatest percentage of practitioners have regular, as opposed to new, clients. Clearly, the significance attributed to solid contacts also helps to partially explain the maintenance of strong business throughout such trying times. Areas of Decline The private sector, despite having the highest salaries and the largest percentage of people benefitting from such perks as free medical insurance, will potentially be hit harder by the financial financial crisis than the public sector, with sponsorship experiencing the greatest reported decline. Areas of Growth The strongest growth is reported in the provision p of crisis management. Evidently, the current economic landscape means that now, more than ever, company performance is contingent on managing reputation. The demand emand for this service can perhaps be attributed to the increasingly central mantra of CSR. Personal & Company Profiles The greatest percentage of respondentss being in their late twenties or early thirties. The second largest percentage are almost double this age, perhaps underlining the importance of experience necessary to the growth and continued success of the industry. Despite the largest percentage of members working for companies employing 500 or more employees, the second largest percentage work for organisations comprising of 0-5 0 5 people. Clearly contacts and talent are of equal qual importance to company size, and this is a sector dominated numerically by smaller firms and entrepreneurs.
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CIPR : The Economic Significances of Public Relations: (Centre for Economics and Business Research ltd 2005)
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1 Sample profile & context Before the detail of the survey is addressed, this first section summarises the profile of CIPR members who took part in the survey. Respondents were asked to give detailed information on their professional role so that their responses could be placed against the sector in which they work and a comparison could be made with colleagues of both similar and differing sectors.
35 30 25 20 % 15 10 5 0
Fig.1.1: Which best describes your role? Base: All practitioners The highest percentage of participants (see Fig.1.1) work within the public sector (29%). This is followed by consultancies (27%), the private sector (20%), freelancers (14%), not for profit organisations (NFPs) (NFP and nongovernmental al organisations (NGOs) (10%). Practitioners were asked to go into further detail about the nature of their role within the industry so that the full profile of a CIPR member could be gauged. The table below summarises the percentage of practitioners at each particular level of responsibility and job type. Role/Level Trainee PR Executive Level PR Manager Level Director / Head of Communications Senior Management/Directors/MDs /Directors/MDs Other
Percentage of Respondents 0 9 13 15 24 39
Fig 1.2: Position within organisation Base: All practitioners
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The largest percentage of members are in senior positions, with Senior Management comprising almost one quarter (24%). In the private sector, PR Manager is the most common job title whereas in both the public sector and NFPs, Head of Communications is the most common title. Participants were then asked to give details on what PR functions they are involved in.
90 80 70 60 50 % 40 30 20 10 0
Fig.1.3: What type of PR functions are you involved in? Base: All practitioners indicates the majority of CIPR members are not isolated in the functions they Most strikingly, and as the chart indicates, carry out on a daily basis. Indeed, the majority of practitioners, both in-house in and in consultancies, conduct a range of PR tasks. The largest percentage of members (80%) are involved in media relations, relations with ith those working in consultancies being the most likely to be involved (88%). There here is little variation in levels of involvement between those working in the public, privatee or agency sector of the PR industry. The second most common function in which participants p are involved is strategic planning (70%) with communications strategy development following closely behind (67%). There is also significant involvement in reputation management (64%).
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The smallest proportions of members (7%) are involved in investor relations and financial PR. This is surprising as one would think that thee current climate would create a greater need for frequent market updates which in turn would stimulate financial PR and investor relations services. Participants were then asked how many hours per week they worked so that a comparison could be made between PR sectors and this could be placed in the wider context of the Working Time Directive.
45 40 35 30 %
25 20 15 10 5 0 0 to 24
24 to 32
32 to 40
40 to 48
More than 48
Fig.1.4a:: On average, how many hours per week do you work? Base: All practitioners In line with requirements of the Working Time Directive, the greatest percentage (40%) of CIPR members work between 40 and 48 hours a week.
7
60 50 Total
40
In-house house private sector In-house house public sector In-house NFP
% 30 20 10
Consultancy
0
Freelance 0 to 24 24 to 32 32 to 40 40 to 48
More than 48
Fig.1.4b: b: On average, how many hours per week do you work? Base: All practitioners, by sector Those working in consultancies are the group most likely to be working in excess of 48 hours per week (32%), although doubtless many of these will be business owners or senior consultancy staff. staff. Owing to the unpredictable and varying nature of their role, those working freelance report working the fewest number of hours per week (17%). However (14%) of freelancers reelancers work in excess of 48 hours per week, reflecting once more the potentially wide variations in their workload.
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2 Ramifications of the financial crisis With the current economic climate in mind, it is important to understand the impact of the economic environment on the different aspects of the PR industry. Members were asked to comment on a series of statements, all of which are detailed in Fig.2.1 below.
80 70 60 50 % 40 30 20 10 0
Agree Disagree
Fig.2.1: Potential effects of the recession Base: All practitioners Encouragingly, (73%) disagree with the statement “I am worried about being made redundant”, while a quarter (26%) agree they are worried. Those most likely to agree with the statement are those working within the private sector (34%). Nearly half of all participants report that their organisation is still recruiting for new staff (49%). (72% 72%) disagree with the statement that their organisation has implemented a recruitment freeze but will not be making any redundancies. The fact that this statement has two two possible meanings involving making redundancies and introducing a recruitment freeze, should be considered. This suggests that no faction of the PR sector can rule out redundancy. While members themselves are relatively optimistic about the prospectss for their own job security, there is clearly much concern about organisational down down-sizing: (60%) disagree with the statement “my organisation may make some redundancies, but my role is safe”.
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Members were then asked which areas of public relations they expect will experience the greatest growth and the greatest decline in the long term.. This aims to complete a portrait of the impact of the recession on the PR industry as a whole.
60 50 40 % 30 20 10 0
Fig.2.2: Areas of decline Base: All practitioners Looking to the wider impact of the recession, it seems that the activity which has experienced more decline than any other is sponsorship. Predictably, the sector hit the hardest in terms of sponsorship decline is the private sector, which has seen a (64%) decline – reflecting the much heavier private sector reliance on sponsorship. Activities that have experienced the least decline are reputation management and crisis management (2 (2%). Clearly, in such turbulent and potentially volatile and challenging times, these actives take on even greater importance.
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Participants were then asked to comment on areas of PR practice they are expecting growth in. 80 70 60 50 % 40 30 20 10 0
Fig.2.3: Areas of growth Base: All practitioners On a more positive note, and reflecting the resilient nature of the industry, there have been plenty of areas of continued growth in spite of the storm of the recession. The greatest greatest area of growth experienced across the board is in digital PR (71%) followed by reputation management (44%).
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3 The economic contribution of PR Public relations has become a multi-billion billion pound industry, industry entrenched in both business and political life. It is illuminating therefore to scrutinize the financial performance of The CIPR’s employer organisations and to see how this has shifted over a five year period. In order to do so, practitioners were asked what their organisations’ turnover was five years ago, two years ago, and in the last financial year. year The largest percentage of participants estimate their organisation to have a turnover of below £11 million. This has remained remarkably constant between five years ago (30%), two years ago (29%) 9%) and the last financial year (29%). 90 80 70
%
60
Total
50 40
In-house house private sector In-house house public sector
30
In-house NFP
20
Consultancy
10
Freelance
0 Below £1 to £10 to £50 to Over Don't £1 £10 £50 £100 £100 know million Fig.3.1a:: Turnover for the last financial year Base: All practitioners, by sector
12
90 80 70 60 50 % 40 30 20 10 0
Total In-house house private sector In-house house public sector In-house NFP Consultancy Below £1 to £10 to £50 to Over £1 £10 £50 £100 £100 million
Don't know
3.1b: Turnover 2 years ago Base: All practitioners, by sector 90 80 70
%
60
Total
50
In-house house private sector
40
In-house house public sector
30
In-house NFP
20
Consultancy
10 0
Freelance Below £1 to £10 to £50 to Over Don't £1 £10 £50 £100 £100 know million
3.1c: Turnover 5 years ago Base: All practitioners, by sector The he largest percentage of those generating turnover of more than £100 million came from the private sector. Within this sector, (47%) generated this level of income five years ago, (52%) two years ago and (55%) in the last financial year. This is surprising in view of the downturn, although ‘last financial year’ may be too early to take account of the full force of the recession. Either way, the respective gap between the financial buoyancy of the public and private sectors does not appear to be narrowing.
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Practitioners were also asked for information about their communications budgets. Surprisingly communications budgets across the sectors have remained ined constant despite the recession. Members working for consultancies reported that no changes in budgets had occured for the last five years under £50 thousand, while the public sector saw increases in budgets under £50 thousand and between £100 and £5 hundred thousand.
40 35 30 25 % 20
5 years ago
15
2 years ago
10
Last financial year
5
Today
0
Fig.3.2a: Communications budgets Base: Practitioners working for in-house house private sector
14
40 35 30 25 5 years ago
% 20 15
2 years ago
10 5
Last financial year
0
Today
Fig.3.2b: Communications budgets Base: Practitioners working for in-house house public sector
40 35 30 25 % 20 15 10 5 0
5 years ago 2 years ago Last financial year Today
Fig.3.2c: Communications budgets Base: Practitioners working for in-house house NFP
15
70 60 50 %
40 30
5 years ago
20
2 years ago
10
Last financial year Today
0
Fig.3.2d: Communications budgets Base: Practitioners working for consultancies
80 70 60 50 % 40
5 years ago
30 20
2 years ago
10
Last financial year
0
Today
Fig.3.2e: Communications budgets Base: Freelance practitioners
16
Once more reflecting the affluent nature and size of the private sector despite the recession, this sector is most likely to have a communications budget in excess of ÂŁ5 million (8% 5 years ago rising to 10% today). This sits in line with previous findings which suggest that the private sector is the most likely to have the biggest PR spend. Leading on from this, it is valuable to place the salaries of practitioners against the backdrop of company budgets.
%
20 18 16 14 12 10 8 6 4 2 0
Fig.3.3a: Salaries Base: All practitioners
17
The greatest percentage of practitioners (18%) earn between £40,001 £40 and £50,000.
60 50 Total
40
In-house house private sector %
30
In-house house public sector
20
In-house NFP
10
Consultancy Freelance
0
Fig.3.3b: Salary brackets Base: All practitioners, by sector Unsurprisingly perhaps, private sector salaries tend to be higher than for public sector, not for profit and freelancers, with consultants matching private sector figures overall. But the private/public blic sector split is not huge: (39%) of practitioners working in the private sector sect and (43%) of respondents working within consultancies earn in excess of £50,000 in comparison to (23%) of public sector practitioners, (16%) of those in NFPs and (33%) of freelancers.
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4 Company Profile In order to measure the key features of a typical PR employer,, practitioners were asked how many employees are employed by the organisation in which they work. In order to measure any shifts in company size over time, practitioners were asked to give estimates for the number of employees within their organisation five years ago, two years ago and in the last financial year.
45 40 35 30 25 % 20 5 years ago
15 10
2 years ago
5 0 0 to 6 to 11 to 16 to 21 to 26 to 101 251 More 5 10 15 20 25 100 to to than 250 500 500
Last financial year
Fig.4.1a:: Number of employees in the organisation Base: All practitioners Despite the financial crisis, there is an overwhelming trend of continuity. The largest percentage of practitioners work for organisations that employ more than 500 people (39% for 5 years ago, 2 years ago and the last financial year). In line with earlier findings, the second largest largest percentage work for organisations employing up to five people. The sector most likely to employ the largest number of people is the public sector. Public sector figures offer a stark contrast to consultancy figures, highlighting that there is a major variance between public and private sectors, and that numerically the majority of smaller consultancy players are extremely important to the industry industry. Practitioners were then asked to clarify how many employees within their company are are directly employed in PR related activities. The results highlight a clear clustering around PR teams of a similar (and small) size, notwithstanding the much larger distribution in size of organisations organisation of which they are a part. The same pattern is reflected lected when this is broken down by sector. Practitioners working freelance or for a consultancy are re grouped together as these practitioners will focus purely on PR. On the other hand, practitioners working in-house in will not, therefore these practitioners are grouped together.
19
100 90 80 70 60 %
50 40
Consultants
30
Freelancers
20 10 0 0 to 5 6 to 11 to 16 to 21 to 26 to 101 251 More to than 10 15 20 25 100 to 250 500 500 Fig.4.1b:: Number of employees employed in PR-related PR activities right now Base: Practitioners working as consultants or freelancers
70 60 50 40 % 30
In-house house private sector
20 In-house house public sector
10
In-house NFP
0
Fig.4.1c:: Number of employees employed in PR-related PR activities right now Base: Practitioners working in-house house
20
100 90 80 70 60 %
50 40
Consultants
30
Freelancers
20 10 0 0 to 5 6 to 11 to 16 to 21 to 26 to 101 251 More to than 10 15 20 25 100 to 250 500 500 Fig.4.1d:: Number of employees employed in PR-related PR activities last financial year Base: Practitioners working as consultants or freelancers
70 60 50 40 % 30
In-house house private sector
20 In-house house public sector
10
In-house NFP
0
Fig.4.1e:: Number of employees employed in PR-related PR activities last financial year Base: Practitioners working in-house house
21
100 90 80 70 60 %
50
Consultants
40
Freelancers
30 20 10 0 0 to 5 6 to 11 to 16 to 21 to 26 to 101 251 More to than 10 15 20 25 100 to 250 500 500 Fig.4.1f:: Number of employees employed in PR-related PR activities 2 years ago Base: Practitioners working as consultants or freelancers
80 70 60 50 % 40 30
In-house house private sector
20 In-house house public sector
10
In-house NFP
0
Fig.4.1g:: Number of employees employed in PR-related PR activities 2 years ago Base: Practitioners working in-house house
22
100 90 80 70 60 %
50 Consultants
40
Freelancers
30 20 10 0 0 to 5 6 to 11 to 16 to 21 to 26 to 101 251 More to than 10 15 20 25 100 to 250 500 500 Fig.4.1h:: Number of employees employed in PR-related PR activities 5 years ago Base: Practitioners working as consultants or freelancers
80 70 60 50 % 40 30 In-house house private sector
20
In-house house public sector
10
In-house NFP
0
Fig.4.1i:: Number of employees employed in PR-related activities 5 years ago Base: Practitioners working in-house house house within the private sector were then asked to disclose the sector in which their Practitioners operating in-house organisation operates most frequently.
23
35 30 25 %
20 15 10 5 0
Fig.4.2: In which sector does your organisation do most of its work? Base: Practitioners working in-house house private sector The largest percentage of PR practitioners who are employed in-house and within the private sector are in the financial services sector. This is not surprising: surprising: this sector is estimated to account for up to 25% of UK GDP. Other non manufacturing (2%), charity (3%) and consumer services (4%) are the least common sectors in which PR practitioners operate. It appears that the roles undertaken by in in-house PR practitioners ctitioners have not shifted since the 2005 survey which indicated that more than half of all employees in the profession that worked in-house in house worked in roles that include: information provision, internal communications, communications strategy development, corporate public relations, branding and marketing, issue management, crisis management, event planning, media relations and strategy planning. Leading on from this, practitioners working as part of a consultancy or agency were asked to detail the prime sectors in which their clients operate.
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%
40 35 30 25 20 15 10 5 0
Fig.4.3:: What is the prime sector in which your client’s operate? Base: Practitioners ractitioners working in consultancies Business services came out on top (37%). (37%) The health sector was second with (25%) of practitioners having clients in this area.
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Having established details of the sectors in which many clients are based, practitioners (within consultancies) were asked how many regular and how many new clients they have provided PR services for over tthe past year. 70 60 50 40
Regular
% 30
New
20 10 0 0 to 1
2 to 5
6 to 10
More than 10
Fig.4.4: In the past year (summer 08 – summer 09) how many regular/new clients have you provided PR services for? Base: Practitioners ractitioners working in consultancies Thirty-three percent of consultants have more than 10 regular clients in comparison to (9%) having more than 10 new clients. The geographical remit of clients was then examined as can be seen in Fig.2.6. This summarises where clients are located, broken down by different types of organisation. organis
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Fig.4.5: Where are your clients based? Base: Practitioners working in a Consultancy or Freelance London, although important, does not hold the monopoly on PR clientele (32%). More than half of all PR practitioners’ clients are based outside of London but within the UK (64%). Despite their flexibility, freelancers are the most likely to have a solid London client base, with almost half of all freelancers (47%) claiming this to be the case. Bearing in mind the key client locations, the travel patterns of practitioners were then examined. It is interesting to note that (57%) travel either monthly or weekly within the UK. Face-to-face Face contact is clearly viewed as a crucial communications tool, both in maintaining and forging business-generating business relationships. This UK focus is consistent with the 2005 CIPR survey, which indicated that (25%) of PR practitioners lived in London and, in 2005, many public relations professionals found that travel within the United Kingdom was an important part of their jobs.
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5 Perks of the job Following the significant amount of media spotlight falling onto the bonus culture which prevails through throughout many sectors, it is interesting to ask CIPR members in different sectors if they receive a bonus. Respondents were asked to give details of the availability a of benefits from their organisation. 80 70 60 50 % 40 30 20 10 0
Fig.5.1a: Provision of benefits Base: All practitioners The top three across the board are pension schemes (67%), CIPR membership (54%) and medical insurance (31%). The least common benefit is that of vision care insurance with only (6%) of practitioners stating that this is offered to them.
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120 100 Total
80
In-house house private sector %
60
In-house house public sector
40
In-house house NFP
20
Consultancy Freelance
0
Fig.5.1b: Provision of benefits Base: All practitioners, by sector Those employed in-house house by the private sector are the most likely to receive medical insurance (69%) with consultancies being the second most likely (40%). The sector most likely to receive a pension scheme is is, perhaps unsurprisingly, the public sector (96%).
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6 The personal profile of PR practitioners An invaluable insight into the industry can be gained through demographic profiling. Closer examination of CIPR membership reveals the following key findings. Practitioners were asked to give details of the ethnicity. The “Other” category includes practitioners who describe themselves as “Mixed”, “White and Black Caribbean”, Caribbean” “White and Black African”, “White and Asian”, “Asia “Asian or Asian British”, “Indian”, “Pakistani”, “Bangladeshi”, “Other Asian”, “Black or British”, “Black Caribbean”, “Black African”, “Black Other”, “Chinese” and “Other”.
100 90 80 70 60 %
50 40 30 20 10 0 White
Other
Fig.6.1: Ethnicity Base: All practitioners An overwhelming majority of practitioners are white (95%), this compares with (4%) of practitioners who state that they are from a different ethnic group. Secondly, members were asked to state their educational qualifications. An overwhelming majority of PR practitioners are highly qualified; with more than three quarters (76%) having a university degree. degree. This is a noticeably large percentage when compared to the educational profile of the population as a whole. This is substantiated by figures from the Department for Innovation, Universities and Skills which states that in i 2007, 30.8% of all adults had a qualification at degree level or higher. Within the PR industry, the most qualified group works in the public sector (81% of who have a degree) in contrast to the self governing freelance sector, ‘only’ (61%) of who have a university degree. These findings follow closely those of 2005, when (75%) stated that they had a degree compared with (76%) in the 2009 survey.
30
90 80 70 60 50 % 40 30 20 10 0
Professional institute qualification University degree
Fig.6.2: Practitioners who have a professional institute qualification and/or a university degree Base: All practitioners, by sector Fig. 6.2 highlights that members are notably more likely to possess a university degree than they are a professional institute qualification. Those practitioners working for in-house in house public sector companies (55%) are more likely to have a professional institute qualification. Although fewer freelancers (61%) possess a university degree when compared to other practition practitioners, the difference between practitioners in consultancies, onsultancies, in-house NFPs, in-house public sector and in-house house private sector companies, is marginal marginal.
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The sector was then analysed by gender. 80 70 60 50 % 40 30 20 10 0
Male Female
Fig.6.3: Gender breakdown of practitioners Base: All practitioners, by sector Sixty-five percent of PR practitioners are women. This This, again, is in line with the 2005 study which found almost two thirds of the industry to be comprised of women, in comparison to 46% for the UK workforce as a whole. These latest results reiterate the female dominated composition of the PR profession. It is also interesting to note that men are more likely to be working as freelancers or consultants than in in-house. ers was the next framework for analysis. The age grouping of practitioners 60 50 40 % 30 20 10 0
18 to 24 25 to 34 35 to 44 45 to 60 Over 60
Fig.6.3: Age range Base: All practitioners, by sector
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As can be seen from Fig 6.3,, there is a broad distribution of ages with approximately one third of practitioners aged 25-34, one third aged 35-44 44 and one third aged 45-54. The most common age is 25-34 34 (34%), (34%) the second greatest percentage of people are aged between 45 and 60 (31%), (31%) highlighting the complementary mentary element of experience, which is also a significant part of the PR sector. Analysis by sector reveals eveals that by far the greatest percentage (50%) of in-house in NFP members are aged between 25 and 34. Practitioners aged 45-60 45 significantly dominate the freelance sector, with (51% 51%) of freelancers within this age range. These results are consistent with the 2005 findings. Respondents were then asked to detail whic which languages they spoke fluently, other than English. 25 20 15 % 10 5 0 French
German
Italian
Spanish Chinese
Other
Fig.6.4: Which languages do you speak fluently? Base: All practitioners Almost one quarter of the industry (22%) are fluent in French. The percentage of those fluent in Spanish (6%), Chinese (1%) and German (8%) is also worth noting. Those most likely to be fluent in French are those within the freelance sector, perhaps indicating ating that an ability to have wide ranging language skills is more necessary for those reliant on themselves when it comes to generating business. Freelancers are also most likely to work outside the UK. Participants were then asked whether they would co consider nsider themselves to be disabled according to the 1995 Disability Discrimination Act. We then compared the results to the Government’s quotas set via the 2005 Disability Act.
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6 5 4 % 3 2 1 0
Fig.6.5: Are you termed as having a disability? Base: All practitioners The vast majority (97%) do not consider themselves as falling within the terms of the 1995 Disability Discrimination Act. The public sector has the highest percentage of those those considered disabled (5%). This (5%) figure highlights that the public sector is compliant with the 3% target set by the 2005 Disability Act for the employment of people with disabilities in Public Bodies. However, one should keep in mind the fact that this percentage remains small. Participants were then asked how long they have worked in public relations so that the average level of experience could be gauged.
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Fig.6.6: How long have you worked in PR? Base: All practitioners There is a spread of experience across the PR sector however, the largest percentage of this generally well welleducated cohort (38%) have 15 or more years’ years experience in public relations, with only (1%) of those interviewed with less than a year’s experience. It is also noticeable that a significant percentage of freelancers (72%) have fifteen or more years’ of experience.
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Where do you live? Practitioners were asked to give details of where they live. 25 20 %
15 10 5 0
Fig.6.7: Where do you live? Base: All practitioners
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This survey was conducted by ComRes CIPR’s polling partner part
53 Russell Square, London WC1B 4HP CIPR Public Relations Centre, 52-53 © Copyright November 2009, CIPR
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