Fifty per cent of PR firms now have a full-time new business and marketing resource, compared to just 30 per cent in last year's survey.
The research - by search and selection firm AAR - gained more than 150 responses from agencies working across PR, advertising, direct marketing, digital and new media.
After ad agencies, PR firms employ the second-highest number of staff dedicated to new business and marketing, with more than 40 per cent employing over three staff.
However, compared to the other disciplines, PR agencies invest the least, with two-thirds spending under £50,000.
Basic mail-outs are the favoured new business and marketing tool, followed by PR and staff incentivisation, according to the research.