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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