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YOUR LOGO
PR CENSUS 2016
#PRCENSUS
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CLARE SMITH MPRCA
Chair SCOTLAND GROUP
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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
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DEMOGRAPHICS
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GENDER AND AGE
Male Female0%
10%
20%
30%
40%
50%
60%
70%
2016 2013 2011
64% Women in PR; in Scotland its 61%
28 Average age of the PR practitioner; in Scotland its 38
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0%
20%
40%
60%
80%
100%
Ethnic origin
ETHNIC ORIGIN AND NATIONALITY
0%20%40%60%80%
100%Nationality
2016 2013 2011 National figures
91%
89%
White; in Scotland: 96%
British; in Scotland also 89%
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18-24 25-34 35-44 45-54 55-64 65+70%
75%
80%
85%
90%
95%
White British per age group
ETHNIC ORIGIN AND NATIONALITY
But… the younger the PR individual, the less likely they are to be white British
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DISABILITY
Consider themselves to have a disability
However, 78% suggested that there are no significant obstacles to their organisation employing disabled people
2%78%
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EDUCATION
A state school A private school
Other0%
20%
40%
60%
80%
Which type of school did you at -tend?
Attended a state school across the UK; this rises to 76% in Scotland
PR agency In-house Freelancer0%
20%40%60%80%
100%
State school Private school
Privately-educated people are more likely to have jobs in agencies than in-house teams
66%
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EDUCATION
GCSE/O-Le
vel/C
SE
Vocati
onal
quali
ficati
ons
A-Leve
ls
Underg
radua
te Deg
ree
Master
s or e
quiva
lent
PhD or
equiv
alent
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 35-4445-54 55-64 65+
91%
95%
82%
Have a Degree
25-34 year olds with Degrees
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OPINIONS
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IS PR A PROFESSION OR AN INDUSTRY?
18-24 25-34 35-44 45-54 55-640%
20%
40%
60%
80%
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
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WHICH EVALUATION METHODS DO YOU USE?
Use Barcelona Principles 2.0; In Scotland, that figure is 41%
AVEs
Barcelo
na P
rincip
les 2.
0Othe
r
Don't k
now
Do not
use e
valua
tion
0%
5%
10%
15%
20%
25%
30%
35%
23%
16%19%
Use AVEs; 7% in ScotlandOther, e.g: ‘KPIs agreed with client’, ‘bespoke evaluations per client’ and ‘a mix of message penetration, behaviour change, claims data’
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WHICH TASKS DO YOU FEEL HAVE INCREASED IN IMPORTANCE OVER THE PAST TWO YEARS?
Digital Online communication S.E.O.0%
10%
20%
30%
40%
50%
60%
70%
PR agency In-houseFreelancer/Independent consultant All
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WHAT DO WE DO?
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TOP DUTIES IN PR
General media re
lations
Digital/s
ocial m
edia
Media re
lations s
trategy p
lanning
Communications s
trateg
y planning
Writing ar
ticles/n
ewsletters
73%
74%
75%
76%
77%
General media relations76%
75%75%
Media relations strategy planning
Digital & social media
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LEADING DUTIES BY AGE GROUP
Communications strategy development
18-3435-44
45+
General media relations
Split: general media relations and communications strategy development
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SALARIES
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AVERAGE ANNUAL PR SALARY
£19,999 or less
£20,000 to £24,999
£25,000 to £29,999
£30,000 to £34,999
£35,000 to £39,999
£40,000 to £49,999
£50,000 to £74,999
£75,000 or more
Don't know
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
£45,100And in Scotland: £38,374
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AVERAGE SALARY FOR MEN AND WOMEN
£9,111Pay disparity between men and women
Average annual salary£0
£10,000
£20,000
£30,000
£40,000
£50,000
£60,000
Men Women
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WORKING HOURS
Contracted hours
Actually worked0
1020304050
0%15%30%45%
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
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FLEXIBLE WORKING
0%
5%
10%
15%
20%
25%
30%24%Work from home at least one day a week
30%
In Scotland, those that have flexitime (flexible start and finish) are at:
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DISCUSS
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