Global Public Relations Market 2016-2020

  • ID: 3940990
  • Report
  • Region: Global
  • 56 pages
  • TechNavio
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About Public Relations

PR is a reputation management tool deployed by organizations to enhance their credibility. It helps organizations understand and influence opinions and behavior of the target audience to establish or maintain their goodwill in the market. It has numerous benefits, with the power to reach mass audience being the predominant advantage. Newspapers and TV are the leading forms of mediums for PR. Another major factor that fosters market growth is cost-effectiveness of PR campaigns. Compared with advertising, PR is considered an extremely cost-effective marketing tool, which is used to increase the credibility of a company.

The analysts forecast the global public relations market to grow at a CAGR of 6.77% during the period 2016-2020.

Covered in this report

The report covers the present scenario and the growth prospects of the global public relations market for 2016-2020. To calculate the market size, the report presents the vendor landscape of the top five advertising spenders in the market and lists other prominent market vendors.

The market is divided into the following segments based on geography:

- Americas
- APAC
- EMEA

The report, Global Public Relations Market 2016-2020, has been prepared based on an in-depth market analysis with inputs from industry experts. The report covers the market landscape and its growth prospects over the coming years. The report also includes a discussion of the key vendors operating in this market.

Key vendors
- DJE
- IPG
- Omnicom
- Publicis
- WPP

Other prominent vendors
- APCO Worldwide
- Coyne PR
- Bell Pottinger
- Dentsu
- FTI Consulting
- Havas
- Hopscotch Group
- Huntsworth
- Kreab
- Mikhailov & Partners
- MWWPR
- Prain Global
- Ruder Finn
- W2O Group
- WE

Market drivers
- Rising need to gain competitive advantage.

Market challenges
- Less control over media content.

Market trends
- Adoption of programmatic PR in digital medium.

Key questions answered in this report
- What will the market size be in 2020 and what will the growth rate be?
- What are the key market trends?
- What is driving this market?
- What are the challenges to market growth?
- Who are the key vendors in this market space?
- What are the market opportunities and threats faced by the key vendors?
- What are the strengths and weaknesses of the key vendors?

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PART 01: Executive summary
  • Highlights
PART 02: Scope of the report
  • Market overview
  • Base year
  • Vendor segmentation
  • Rounding off errors
PART 03: Market research methodology
  • Research methodology
  • Economic indicators
PART 04: Introduction
  • Key market highlights
PART 05: Market landscape
  • Steps for implementation of successful PR campaign
  • Market overview
  • Market size and forecast
  • Five forces analysis
PART 06: Market segmentation by type of firm
  • Global PR market by type of firm
  • Public PR firms
  • Private PR firms
  • Segment comparison analysis
PART 07: Market segmentation by medium
  • Global PR market by medium
  • Print
  • TV
  • Company websites and press releases
  • Influential marketing
  • Social media
  • Events
  • Segment comparison analysis
PART 08: Geographical segmentation
  • Global PR market by geography
  • PR market in Americas
  • PR market in EMEA
  • PR market in APAC
  • Segment comparison analysis
PART 09: Key leading countries
  • Key leading countries in global PR market
PART 10: Buying criteria

PART 11: Market drivers

PART 12: Impact of drivers

PART 13: Market challenges

PART 14: Impact of drivers and challenges

PART 15: Market trends

PART 16: Vendor landscape
  • Competitive scenario
  • Other prominent vendors
PART 17: Appendix
  • List of abbreviations
PART 18: About the Author

List of Exhibits

Exhibit 01: Key market highlights
Exhibit 02: Segmentation of global PR market
Exhibit 03: Global PR market 2015-2020 ($ billions)
Exhibit 04: Five forces analysis
Exhibit 05: Global PR market by type of firms in 2015 and 2020
Exhibit 06: Global PR market by public PR firm 2015-2020 ($ billions)
Exhibit 07: Global PR market by private PR firm 2015-2020 ($ billions)
Exhibit 08: Segment comparison in global PR market 2015-2020 ($ billions)
Exhibit 09: Global PR market by medium 2015 and 2020 (%)
Exhibit 10: Global PR market by print 2015-2020 ($ billions)
Exhibit 11: Global PR market by TV 2015-2020 ($ billions)
Exhibit 12: Global PR market by company website and press release 2015-2020 ($ billions)
Exhibit 13: Top B2B content marketing techniques in terms of penetration
Exhibit 14: Global PR market by influential marketing 2015-2020 ($ billions)
Exhibit 15: Global PR market by social media 2015-2020 ($ billions)
Exhibit 16: Global PR market by event 2015-2020 ($ millions)
Exhibit 17: Leading B2B communication platforms in 2015
Exhibit 18: Segment comparison in global PR market 2015-2020 ($ billions)
Exhibit 19: Global PR market by geography 2015 and 2020
Exhibit 20: PR market in Americas 2015-2020 ($ billions)
Exhibit 21: EMEA PR market 2015-2020 ($ billions)
Exhibit 22: APAC PR market 2015-2020 ($ billions)
Exhibit 23: Segment comparison in global PR market 2015-2020 ($ billions)
Exhibit 24: Top countries in global PR market by market share 2015
Exhibit 25: Top 10 countries in global PR market by PR spend and market share 2015
Exhibit 26: Buying criteria in global PR market
Exhibit 27: Impact of drivers
Exhibit 28: Impact of drivers and challenges
Exhibit 29: PR agencies under leading public groups
Exhibit 30: Other prominent vendors
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New Report Released: - Global Public Relations Market 2016-2020

The author of the report recognizes the following companies as the key players in the global public relations market: DJE, IPG, Omnicom, Publicis, and WPP.

Other prominent vendors in the market are: APCO, Coyne PR, Bell Pottinger, Dentsu, FTI Consulting, Havas, Hopscotch Group, Huntsworth, KREAB, Mikhailov & Partners, MMWPR, Prain Global, Ruder Finn, W2O, and WE.

Commenting on the report, an analyst from the research team said: “One of latest trends in the market is adoption of programmatic PR in digital medium. Programmatic advertising involves buying and selling online advertising display inventory through a bidding process. This process allows advertisers to bid for an online inventory that best fits their buyer profile. The audience response is predicted to calculate the floor price for advertising in a specific inventory. Various vendors in the marketplace help advertisers regulate bidding costs automatically, based on the profile of the viewers.”

According to the report, one of the primary drivers in the market is increased innovative tactics. The PR firms that are growing at a faster rate than the growth rate of the global PR market owe their growth to the increased use of innovative strategies. These firms understand the needs of their clients and have doubled down on innovative strategies such as reputation management, strategic integration, analytics, and social enterprise and have increased investments in a deep study of various industry sectors and practices. By implementing innovative tactics, they strive to become a complete communication entity. Some of the prominent innovations used by them include TrueIQ, a social analytics tool and content command center, and the Authenticity Gap, which provides true insights on reputation and brand image.

Further, the report states that one major challenge in the market is rapidly declining print medium. The demand for print media is declining due to high adoption of the digital medium. Classified ads, which were considered as one of the major sources of revenue in the print medium, could not compete with craigslist. Craigslist is a free service that provided a new model for classified ads using the digital medium. Due to this, major print vendors such as Time and New York Times significantly cut down on their budgets on the print segment in 2008. The advent of e-papers and e-magazines has also affected the sales of newspapers and magazines adversely. With print being the leading segment, contributing 50% to the global PR market, the declining sales of newspapers and magazines pose a significant challenge to the market, considering digital media does not create the same credibility as print media.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market and vendor landscape in addition to a SWOT analysis of the key vendors.
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- DJE
- IPG
- Omnicom
- Publicis
- WPP
- APCO
- Coyne PR
- Bell Pottinger
- Dentsu
- FTI Consulting
- Havas
- Hopscotch Group
- Huntsworth
- KREAB
- Mikhailov & Partners
- MMWPR
- Prain Global
- Ruder Finn
- W2O
- WE
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