World PR Report Survey Opens For Agency Leaders’ Views


The annual ICCO and PRovoke research by Opinium provides a definitive overview of the global public relations industry.

LONDON — The World PR Report survey 2020/2021 has launched, and is seeking contributions from agency heads around the world, including their experiences, predictions and opinions on the state of the industry in this most tumultuous of years.

Now in its seventh year, the annual study, conducted by Opinium Research for the International Communications Consultancy Organisation (ICCO) and PRovoke, covers areas such as growth, talent, skills, use of technology and ethics, broken down by geographic region.

The survey includes new questions this year to reflect the particular challenges of the pandemic, as well as the new focus on diversity and racial equity in the wake of the Black Lives Matter movement.

Last year's report – published in November, just ahead of the emergence of Covid-19 – found that public relations agency leaders from around the world were bullish about the future of their business, but were already more cautious in their optimism than in previous years.

The 2019-2020 World PR Report also highlighted the increasing importance of reputation and purpose, and the challenges of recruiting and retaining talent, around the world. The research aslo revealed that, a decade on from the launch of the Barcelona Principles, AVE was still “refusing to die”.

Click here to complete the survey, in advance of the closing date of September 11. All contributors can receive a copy of the report in advance of its publication at the end of the year, including the PRovoke Global Top 250 PR agency ranking of PR agencies.

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