Recovery expected in PR after hard year for sector

More than four out of 10 PR companies reduced their staffing levels last
year, but the industry expects to recover this year according to a survey

The study of more than 1,000 companies of all sizes reveals that despite
last year’s job cuts among PR companies, 56 per cent of respondents expect
employee numbers to increase over the next 12 months. Only five per cent of
firms expect to shed staff over the next year.

The research shows that nearly all companies try hard to retain staff. More
than 90 per cent of firms surveyed carry out regular staff appraisals, 84 per
cent use pay increases to retain key staff and 67 per cent organise team
building events and training.

The research also reveals that employees new to the industry typically stay
with their first company for two to three years before moving on.

More than 50 per cent of PR staff move on to further their career prospects,
31 per cent leave to move to larger organisations, 26 per cent are seeking a
bigger income and 27 per cent of staff leaving PR firms want to leave the
industry altogether.

Riva Elliott, marketing manager for PMA Training, which carried out the
study, said the majority of employees working in PR are educated to degree
level and 7 per cent possess a post graduate qualification.

Elliott said that despite the economic downturn, 60 per cent of firms
surveyed reported a turnover increase in the past 12 months and only 16 per
cent admitted to a drop.

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