PROs in search of career satisfaction and flexibility are leaving staff jobs to freelance in ever increasing numbers, a new survey claims.
The rising number of freelances is 'easily' matching the ongoing trend for companies to downsize and out-source for specialist peripheral management-level workers, the poll - carried out by Leeds Business School - reveals.
Of the clients surveyed, 69 per cent were using more freelances than ever before.
PR consultants are considered to be 'knowledge workers' whose value has risen due to a continuing skills shortage.
'The reoccurring theme throughout the survey's findings is the freedom freelancing affords. In the current climate, freelances can choose where and when they work,' said Emma Brierley, co-founder of PRxchange, which commissioned the research.
Standards are improving, Brierley said. 'You are only as good as your last project, so reputation and results are everything,' she added.
The survey - 'Freelancing in the PR Industry' - revealed that the growing generation of freelancers is a result of peaks in businesses and the need to maintain competitiveness.
Over 50 per cent of freelances said they were more productive than when in full-time employment. 66 per cent said they were happier, with their 'footloose' status.