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