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Johannesburg - In the difficult conditions of 2009, marketers devoted a bigger share of their budgets to public relations, according to the International Communications Consultancy Organisation. In a survey of 24 countries, it found PR gained ground in 15. The trend is expected to continue.
Unlike 2008, when the industry was fairly insulated against the recession, it felt the pinch last year. Nevertheless, most countries have high expectations for 2010. Only Italy, Spain and India expect a drop - matching contracted gross domestic product growth predictions. South Africa is the only country unsure of its prospects this year.
Not even the 2010 FIFA World Cup could boost confidence at the time the survey was conducted earlier in the year. But corporate communications, crisis management, digital, healthcare and public affairs are categories expected to increase their use of PR. The only area set to decrease is event management.
Between climate change, finding new energy resources and growing public interest, the energy industry is expected to be in serious need of PR. This prediction has already come true with the environmental disaster off the US coast. Another candidate for more PR is the automotive industry. But although it badly needs an image rescue, it's short of money.
- Fin24.com
Unlike 2008, when the industry was fairly insulated against the recession, it felt the pinch last year. Nevertheless, most countries have high expectations for 2010. Only Italy, Spain and India expect a drop - matching contracted gross domestic product growth predictions. South Africa is the only country unsure of its prospects this year.
Not even the 2010 FIFA World Cup could boost confidence at the time the survey was conducted earlier in the year. But corporate communications, crisis management, digital, healthcare and public affairs are categories expected to increase their use of PR. The only area set to decrease is event management.
Between climate change, finding new energy resources and growing public interest, the energy industry is expected to be in serious need of PR. This prediction has already come true with the environmental disaster off the US coast. Another candidate for more PR is the automotive industry. But although it badly needs an image rescue, it's short of money.
- Fin24.com
