PRCA commissions study on UK PR sector’s value

The Public Relations and Communications Association has commissioned CBI Economics to assess the economic, social and strategic value of the public relations sector in the UK, aiming to build a comprehensive evidence base for its contribution to the economy.

The research, due for publication later this year, will analyse the role of public relations beyond traditional indicators such as Gross Value Added and employment. It will position public relations as a strategic capability that supports commercial performance, builds trust, strengthens risk preparedness and enables behaviour change.

Building an evidence base for policy and industry

The findings will be compiled into a report for PRCA members, designed to be suitable for engagement with government, policymakers and the wider business community. Analysis will cover the economic contribution of public relations activity at UK, regional and local authority level, with a focus on its impact on business performance and investment confidence.

Alongside economic measures, the study will examine the wider societal and strategic effects of public relations. This will include trust, resilience, social value and behaviour change, supported by established impact pathways and qualitative insight.

Case studies and sector-wide insight

Member-led case studies will form a core part of the work, using PRCA members as examples of how public relations activity translates into commercial, reputational and societal outcomes. The aim is to provide practical evidence alongside economic analysis.

Sarah Waddington CBE, CEO, PRCA: "This critical project is designed to support our work in increasing awareness, building credibility and securing further investment into the PR sector and will give us a credible and timely evidence base to work with when engaging with Government, policy makers and the business community. I’m grateful to the PRCA’s Large Agency Forum for helping direct our thinking and to our co-sponsors for their financial support."

Independent economic analysis

CBI Economics will lead the independent analysis. Adriana Curca, CBI Economic Director: "Public relations, communications and public affairs play a critical role in shaping trust, influencing behaviour, managing risk and supporting commercial outcomes across the economy. Yet the full value of this activity is often poorly understood and inadequately captured by traditional economic metrics alone."

Sarah: "At a time of heightened scrutiny, rapid information flows and increased economic and geopolitical risk, there is a clear need for a more robust, evidence-based assessment of the contribution of public relations to businesses, communities and the wider economy. We’re pleased to support the PRCA by undertaking this piece of work and providing the data and reporting needed."

The report is co-sponsored by Burson, Edelman, FINN Partners, FleishmanHillard, Hanover, Ketchum, Penta Group and Portland.

www.prca.global

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