Oskar Yasar: We are stronger after the storm

If there is one thing we are going to learn as an industry from this recession, it is that communications and PR should never be seen as a 'nice to have' rather than a business necessity.

Oskar Yasar
Oskar Yasar

Earlier this year, VMA Search urged companies to maintain their commitment to comms programmes if they wanted to survive the market downturn. On the back of our State of the Market Survey in January, which polled a significant number of comms directors and senior professionals from the PR agency arena, the outcome was not surprising - that PR and comms professionals were now firmly established at a senior level. Business leaders understand the importance of communications and how a strategic programme can positively affect the bottom line of a business.

Even the most negative commentators could not have predicted the extent of the fallout financially and politically for businesses and consumers. However, one industry that has come out of the turmoil fitter, more vibrant and kicking and screaming is the communications industry.

VMA Search initiated a follow-up State of the Market Survey, showing a significant uplift in business sentiment, not just from the in-house arena but also from agencies. Nearly 70 per cent of consultancies have seen an increase in business over the past three months and nearly 65 per cent of financial services companies register similar confidence.

A significant proportion of respondents, both in-house and from agencies, stressed their role had been seen to be more important during the economic downturn - a considerable achievement for our industry. In addition, nearly half of in-house respondents said they would be looking to hire more people, demonstrating the resurgent growth of the sector.

We have all fought through this perfect storm in our own way, but we have come out the other end stronger, fitter and more eager. We know that companies who do not have communications and PR as core to their central business strategy now do so at their peril.

- Oskar Yasar is MD of VMA Search, an executive search consultancy dedicated to corporate comms and PR

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.