After reeling the last two years from a torpid economy and thinning media budgets, PR pros are starting to see some light as they head into 2004, according to the latest
Leadership Pulse Survey conducted by The Counselors Academy and PR NEWS.
PR executives responding to the survey say that 2004 is shaping up to be much better than 2003 in terms of generating revenue, bringing in new hires and general esprit de corps
in the business. Of course, such sentiments could end up being a case of déja vu all over again if 2004, like 2003, ends up being a lot more sluggish economically than either the
mystics or statistics predicted.
Still, as the survey's results show, at least half of the respondents say their PR firms are operating on a more positive note this year compared with 2002 and at least a third
say that revenues will be up between 10% and 15% in 2004 compared with 2003.
The joker in the economic deck continues to be jobs, or lack thereof. Although the unemployment rate has dropped slightly to 6.1% from a peak of 6.4% in July, staffing
continues to rank among the top issues that PR execs are grappling with right now and, most likely, well into the next year.
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Has 2003 been a more positive year for the people in your organization?
|
|
| Yes |
70%
|
| No |
30%
|
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How do you believe the people in your organization feel about 2003 versus 2002?
|
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| Much more positive |
25%
|
| Somewhat more positive |
37.5
|
| About the same |
17.5%
|
| Somewhat less positive |
12.5%
|
| Much less positive |
7.5%
|
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Where does staffing rank among the issues you are dealing with today?
|
|
| At the top |
25%
|
| In the middle |
32.5
|
| Not a problem right now |
42.5%
|
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People coming into the public relations business have the skills to meet the changing dynamics of the profession.
|
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| Strongly agree |
7.5%
|
| Agree somewhat |
55%
|
| Disagree somewhat |
32.5%
|
| Strongly disagree |
5%
|
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In your opinion, is public relations still considered an attractive career?
|
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| Very attractive |
30%
|
| Somewhat attractive |
57.5%
|
| Somewhat unattractive |
10%
|
| Very unattractive |
2.5%
|
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What do you feel is the number one skill someone must master to succeed in public relations?
|
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| Diplomacy |
22.5%
|
| Negotiation |
17.5%
|
| Writing |
62.5%
|
| Verbal skills |
37.5%
|
| Organization |
32.5%
|
| Other |
35%
|
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Which sectors in public relations are attracting the best and the brightest talent?
|
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| Corporate communications |
40%
|
| Investor relations |
32.5%
|
| Counseling firms |
52.5%
|
| Strategic social responsibility |
12.5%
|
| Non-profit |
5%
|
| Product marketing |
25%
|
| Branding |
25%
|
| Other |
15%
|
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What factors are motivating your employees in today's environment?
|
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| Money |
72.5%
|
| Personal satisfaction |
85%
|
| Community involvement |
22.5%
|
| Continuing education |
22.5%
|
| Benefit packages |
40%
|
| Work/family balance |
47.5%
|
| Security |
32.5%
|
| Flexibility |
40%
|
| Make a difference |
45%
|
| Career growth |
65%
|
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What do you expect your firm's 2004 revenues will look like compared to 2003?
|
|
| Flat or less |
20%
|
| Up 1-5% |
27.5%
|
| Up 5-10% |
20%
|
| Up 10-15% |
30%
|
| More than 15% |
2.5%
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