Revolutionary Measures

The state of PR – underpaid, overworked and under representative

Over the 20+ years I’ve worked in PR I’ve seen the profession become much more visible, if not necessarily better understood. However, while we’re not there yet, there’s a growing realisation at a senior level within organisations about the business benefits that strategic, well-executed and effectively evaluated PR campaigns can deliver.

So, the latest PRCA PR and Communications census provides the perfect opportunity to take stock of where we are now – and where we need to improve. Reading through the results, and the analysis from my ex-colleague Stephen Waddington, five things jump out at me:

1.PR is big business
Total industry turnover is £14.9 billion, up 7.9% since 2018. To give some perspective this is bigger than the UK space industry (£11 billion) and about two-thirds of the defence sector. This is positive news, particularly as I believe that there’s a lot of PR and communications that isn’t covered by the census, either because it is carried out as part of other people’s roles, or that those doing it don’t realise it is PR.

2.PR is growing
As well as turnover increasing, so is the number of people working in the industry, rising by 9,000 to 95,000. That’s the size of a large town or small city – the PR industry has grown from being the equivalent of Chester (population 86,011) to Bath (94,872). All very lovely, as it shows that the market need for PR is growing, hence the profession’s expansion.

3.Average salaries are down
Unfortunately, this is where the good news ends. The average salary has decreased across agency, freelance and in-house roles, falling from £45,950 to £42,700. That’s a drop of 8.75% that the PRCA puts down to increasing numbers of more junior staff in the industry. PR has always been a pyramid, with lots of account executives and fewer account directors, but widening the base of the profession brings risks. Automation and AI are likely to remove the need for many of the traditional parts of the account executive role, and if we are to be seen as more strategic (and win a place at board level), we need to grow the amount of senior talent that is correctly remunerated. Otherwise skilled people are likely to either leave the profession or not even consider it in the first place.

4.And workloads are up
Not only have average salaries dropped, but they don’t tell the full story when it comes to workload. Half of PRs work for 45 hours a week (10 more than their supposedly contracted 35 hours), with senior professionals most likely to work overtime. That means that not only are people being paid less, but they are expected to do more. As well as being financially unfair this risks stress, burn-out and mental health issues. It is therefore sad, but unsurprising, to read that 32% of PRs have suffered from, or been diagnosed with mental health issues.

5.Diversity is not happening
Two-thirds of PR people are female – yet there is an average gender pay gap of 13.6% across the industry. This is shameful, even if it has dropped from 21% last year. Clearly skilled, motivated women are leaving the industry or not getting the senior jobs that they should be. Equally concerning is the lack of diversity in PR – 89% of the industry is white, although it is more diverse at more junior levels. PR needs to better reflect overall society – there shouldn’t be any barriers to entry for people. After all, you don’t need access to specialist equipment to enter the profession, meaning it should be open to all, regardless of background and ethnicity.

To me the PRCA census shows both sides of the industry – accelerating ahead in many areas, but still needing to fix fundamental issues around pay and diversity. Without overcoming these challenges it won’t have the talent and backing to truly establish itself as the strategic, vital profession that it actually can be.

May 29, 2019 Posted by | Creative, Marketing, PR | , , , , , , , , , | Leave a comment