This is an overdue post on a collaborative effort led by industry collaborator Sarah Hall and Ketchum colleague Stephen Waddington called FuturePRoof, and organised by the UK PRCA and the industry's global trade body, ICCO.
Below is a link to one of the project's outputs, a white paper featuring views from a cross section of agency leaders (including me) on the eight drivers of change in our industry.
Give it a look and let us know what you think.
Progressive public relations agencies are rapidly modernising. They are embracing new skills in data, research and paid media, and are investing in creative teams.The public relations agency sector is strong. Profits are healthy in well-managed businesses, and the market overall is growing according to both the PRCA and ICCO.Innovation is everywhere in practice from freelancers through to the largest agencies. However one area in which there remains surprisingly little innovation is around billing models. The dominant structure continues to be fees charged on an hourly basis, albeit on retainer or project basis.These are the headline findings of this #FuturePRoof project on the future of the public relations agency, backed by ICCO and the PRCA.