CIPR State of the Profession 2017

Delivered in partnership with Survation, the eighth edition of 'State of the Profession' to offers a compelling snapshot of UK public relations industry. #StateOfPR 2017 reflects the views of more than 1500 practitioners and evidences the continuing professionalisation of PR practice. The survey also reports on issues including salaries, skills, diversity and the impact of Brexit.

Key Findings

  • The rise of 'Strategic Planning' - Seven out of ten respondents (69%) indicated they spent most, or at least some of their time on 'strategic planning' - the largest rise of any area of practice (10%), compared with last year's research. The findings mean strategic planning is now the third most common way PR professionals spend their time, behind content creation (81%) and media relations (73%).
  • Tightening budgets and reduced fees - Almost a third (32%) of in-house professional report budget cuts and double the number of agencies and consultancies (15%) cut fees, compared with last year.
  • Brace for Brexit - Fewer than 1 in 10 believe Brexit would have a positive impact on their organisation and just over half (51%) have implemented post-Brexit strategies or plan to do so soon.
  • Mixed outlook on pay - Average salaries rose to just over £50,000, but PR's gender pay gap persists, with post-regression analyses revealing a pay inequality gap of £5,784 - a modest reduction of £220 on last year's figure.
  • Evolving attitudes to diversity - A significant spike in the number of practitioners believing in the business benefits of diversity but ethnic diversity across the workforce remains extremely limited.

Research Report

Download the report (opens as PDF)

Data Tables

The full data set is available for download by request from Phil Morgan.

Unfortunately it is not possible to publish the raw data. As respondents participated in the survey on the basis that their responses would all be anonymous, it would be unethical to release publicly information which could lead to them being identified. This also would be a breach of Survation's obligations under the Market Research Society code of conduct.

Further information

For any queries relating to the survey or the research report, please email CIPR's Phil Morgan or for technical support contact Chris Hopkins at Survation.