PR agencies adopt multichannel services

NEW YORK: PR agencies are increasingly providing multichannel client services according to a survey of the Worldcom PR Group, which represents more than 100 independent firms across the world.

NEW YORK: PR agencies are increasingly providing multichannel client services according to a survey of the Worldcom PR Group, which represents more than 100 independent firms across the world.

According to the study, firms are moving beyond just offering media relations and 93% of respondents expected their workload to incorporate more social media, while 73% believed they would be offering their clients more interactive/web development. Stefan Pollack, chair of the Worldcom Americas Region and president of The Pollack PR Marketing Group, attributed the shift in focus to the world financial crisis, which has led to agencies extending their remit to keep clients and greater collaboration between the two parties.

He said: “This is the first recession I have seen where clients have struggled to keep PR firms on board and, as a result, services have extended and revenues increased in the process.”

The research also revealed that one in three agencies in the EMEA and APAC regions expected work from their home countries to decrease, indicating that the PR industry was following the globalization trend.

Pollack added: “These results represent an opportunity for global firms to acquire clients from beyond their home countries. PR is now on the world stage and independent firms need to find a way to attach themselves to global partnerships.”

The online survey was sent to 104 Worldcom firms earlier this year and received a 71% response rate.

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