Charting the Industry: On the Endangered Species List—The AOR


The PR agency of record relationship appears to be going the way of the dinosaur, says the Communication and Public Relations Generally Accepted Practices (GAP VII), published by the USC Annenberg Strategic Communication and Public Relations Center. Over the last 10 years, client organizations’ use of a single outside PR agency of record has consistently decreased. In 2002, more than 50% of public corporations reported an AOR relationship. This number has decreased continuously and has now shrunk to just over 15% (see the chart). At the same time, the number of agencies used by corporations on a project basis continues to increase, finds the study.

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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