The French public relations industry has seen a double figure
increase in agency revenues for the first time since 1990.
A study commissioned by Syntec RP, the French public relations
institute, showed that total consultancy fee income increased by 11 per
cent in 1996.
This compares with figures released by the PRCA, which showed a 20 per
cent rise in total revenue for UK agencies in the same period. The
German industry saw a seven per cent rise last year (PR Week, 2
Syntec president Jacques Marceau said: ’We can see strong signs of
recovery indicated by an increase in clients under annual contract and a
rise in the number of agency employees - especially senior
The French survey was carried out among 24 consultancies with a total of
pounds 20 million in fee income. The consultancies anticipate growth for
1997 at between five and ten per cent.
The study revealed an increase in the proportion of retainer business,
from 52 per cent to 56 per cent. Retained clients account for 68 per
cent of overall fee income. The average number of clients per agency has
also increased slightly, from 26 to 29.
Employee numbers have risen by eight per cent, although half the
agencies did not expect to recruit more staff in the coming year. Senior
consultant numbers rose from 28 to 33 per cent.
The PR market is likely to continue growing over the coming years,
Syntec believes. It will be fuelled by the development of specialist
counselling, either by sector or audience, according to the institute.