Global PR spend proves resilient according to 2010 ICCO World Report

While the world's two largest PR markets dropped by an average of five per cent, other countries proved considerably more resilient in 2009, according to the 2010 ICCO World Report.

Resilient: global PR industry
Resilient: global PR industry

The latest edition of the report from the International Communications Consultancy Organisation (ICCO) reveals a resilient international industry, despite difficult economic conditions.

Brazil, for example, saw its PR market grow by 20 per cent. Norway and Ireland each recorded a nine per cent increase, while Portugal grew by eight per cent.

Other countries were harder hit. The UK and US each fell by five per cent in 2009, while Russia - a star performer in recent years - dropped by almost 15 per cent. France recorded a two per cent decrease.

A number of countries, included Germany, Italy and Switzerland, experienced a flat year in terms of PR revenue growth.

Fifteen countries, meanwhile, noted an overall increase in the proportion of client budgets dedicated to PR, at the expense of other marketing options.

This is expected to grow further in 2010, thanks to the impact of digital spending. Most countries expect a double-digit growth in digital comms revenues in 2010, even if the proportion of overall fee income from digital remains relatively small.

2010 revenue predictions are generally bullish, although the UK expects another five per cent drop. The US forecasts a ‘stable' year, while countries such as Brazil, Portugal, Sweden and Russia all expect double-digit growth.


The ICCO World Report collects data from 24 national trade associations across EMEA, Asia-Pacific and the Americas.


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