PR agency bosses have suggested they are optimistic about 2009 in the wake of the latest Bellwether Report on marketing budgets.
The survey found that Q4 budgets were revised down to the greatest extent ever recorded in the survey's nine-year history.
Hardest hit were budgets for 'all other', which includes PR, and the media category.
But Huntsworth CEO Lord Chadlington said: 'I suspect that while PR spend may drop in financial PR and some specialist activities, consumer, corporate and public affairs are robust.'
Edelman CEO Robert Phillips said: 'Last time there was a major spending squeeze marketers turned to PR as a cheap option. This time their minds are more acutely focused on what offers a better degree of engagement, a proper place at the heart of conversation and better ROI. The future belongs to PR and public engagement, not to outdated models of mass advertising.'