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2011 ICCO Summit Unites PR Consultancy Directors from 30 Countries John Saunders and Paul Holmes
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International PR fees expected to grow in Q3 2011

12.05.2011

Social media delivery differs and  “tweeters” in the minority

Barcelona, 12 May 2011 – PR consultancy heads in 21 countries from Europe, Asia-Pacific and South America expect revenue growth from fees to continue in Q3 2011, according to the second quarterly Trends Barometer from ICCO.

71% of respondents predict continued fee growth, with an additional 26% expecting fee levels to remain stable. Only 3.5% of those surveyed expect fee revenue to shrink in Q3.

Social media service delivery

94% of consultancies surveyed offer social media services. Methods of delivering these services differ:

• 49% integrate social media with traditional PR, across practice areas
• 31% rely on a dedicated social media team within the consultancy
• 11% rely on external partners
• 9% use a combination of the approaches above

Who owns social media

The survey also identified widely differing client views on where to find social media expertise:

• A majority (54%) of consultancy heads believe clients have mixed views as to which communications discipline ‘owns’ social media
• 27% of respondents believe clients see social media communications as part of PR activity
• The remaining 19% feel that a majority of clients do not view such services as part of public relations

Twitter use among PR heads

When asked if they “tweet” regularly, 42% of respondents replied “yes”.  34% claim to have a personal Twitter account they do not monitor, and 24% do not use Twitter at all.

Methodology

The 2011 Q2 Trends Barometer survey was distributed to ICCO board representatives and national trade association board members in May 2011. Responses were received from 21 countries: Australia, Austria, Belgium, Brazil, Croatia, Czech Republic, Denmark, Finland, France, Germany, Greece, India, Norway, Portugal, Russia, Slovenia, Spain, Sweden Switzerland, Turkey and the UK.

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