Bulldog Reporter's PR Trends 2013 Survey, Financial: PR Budgets Expected to Increase in 2013 — Social and Video Lead, While Management Perceptions Govern Budgets

A new survey of agency- and corporate-side communicators about PR budget forecasts for 2013 reveals they are generally optimistic about their roles in the coming year. Almost 72% of client-side practitioners — those who work in a corporate PR or communications department — believe budgets will stay the same or increase compared with 2012, and more than 30% actually believe they will increase. PR practitioners who work in agencies assess 2013 budgets in similarly positive numbers.

Click image to enlarge.

The two areas that seem poised for the greatest growth in the PR budget in 2013 are Social Media PR and Video Production — more than 45% of client-side practitioners report that social media spending will increase, and 36% report they expect video expenditures to increase. Agency practitioners are even more hopeful about social media expenditures, with 65% reporting an expected increase.

Click image to enlarge.

Good news for practitioners on both sides of the aisle: Most agency and in-house practitioners believe firmly that salaries for staff and executives will be increasing in 2013. Almost 34% believe staff salaries will be increasing at least a bit, and more than 25% believe executive salaries will increase. Conversely, only about 9% of agency and client practitioners believe they'll see executive salaries decrease and fewer than 11% believe that staff salaries will decrease.

Click image to enlarge.

Click image to enlarge.

When asked which factors would have the greatest impact on their budget alignment in 2013, client-side practitioners ranked 1)  the company’s financial condition, 2) management opinion about the usefulness of communications, 3) the state of the economy and 4) results of current communications efforts. While most practitioners would likely agree that their efforts will not have a significant impact on the state of the economy or even their company’s overall financial condition, they would probably agree that they have hands-on control over management’s opinion of the usefulness of the organization’s communications efforts and results of current communications efforts. 

Click image to enlarge.

Note: Respondents ranked each factor from no impact to high impact, so multiple combinations were possible

The key, of course, to influencing both variables would seem to be a rigorous, disciplined monitoring and measurement regime. Encouragingly, almost 25% of agency- and client-side practitioners reported an increase in budget for Monitoring and Measurement Software, with fewer than 20% reporting expected lower budgets.

More Survey Highlights:

  • Conference/Events Falling in Importance. Meanwhile, 42% of in-house pros and 34% of agency staffers said that conference/event travel will get less PR-budget allocation next year than in 2012.
  • Professional Development Needs Attention. In a sign that the industry is holding the line at the expense of talent and retention, 33% of in-house pros and a full 44% of agency staffers said that professional development will get less budget.

How much professional time do communicators expect to spend on various PR duties next year in comparison with 2012? Daily 'Dog will feature Part 2 of this Bulldog Reporter survey analysis shortly.

Bulldog Reporter's Budget and Trends survey of 585 PR and communications professionals was conducted via Survey Monkey during August and September, 2012. For the budgeting part of the survey, 198 in-house practitioners and 185 agency pros participated.

We've updated our Privacy Policy. Read the updated policy →

PR Biz Update PR Agency News PR People Marketing Trends
APCO Worldwide, association communications, association efficacy, association influence, association sophistication, effective associations, Marketing, Pr, public policy advocate, Public relations, TradeMarks Study, Washington influence
New APCO Trademarks Study Shows How Associations Are Successfully Exerting Influence in Washington Today

APCO Worldwide recently released the third update to its annual TradeMarks...

employee connectivity, employee data usage, IPass, Marketing, mobile connectivity, mobile professionals, mobile workforce, Patricia Hume, Pr, Public relations, remote employees, Rethink Technology Research, working on the go
The True Cost of a Mobile Workforce: Companies Spend Nearly $3B Annually on Mobile Connectivity for Employees

North American and European businesses are incurring costs of at least...

Advertising account executive, career planning, CareerCast, comms careers, glamorous professions, high turnover professions, Marketing, overrated professions, Pr, PR executive, Public relations, stressful jobs, underrated professions
Communications Shakedown: PR Exec & Ad Account Exec Among Most Overrated Jobs, Says New Study

Overrated Occupations Are Highly Stressful, with High Turnover Rates When it...

Thought Leaders On Deadline
data science, Marketing, Marketing Evolution, marketing industry, marketing qualifications, marketing skills, Pr, Public relations, Ryan McCready, skills gap, Venngage
Marketing Skills 2016: Are You Qualified to Be Hired?

By Ryan McCready, Data Scientist, Venngage If you were looking for...

Alexa Lemzy, brand marketing, Email marketing, Marketing, marketing budgets, marketing channels, marketing priorities, mobile integration, Mobile marketing, Pr, Public relations, SMS marketing, text marketing, TextMagic
Marketers Need to Make SMS and Email Play Nice Together—Here’s Why And How

By Alexa Lemzy, Customer Support & Content Manager, TextMagic Mobile is...

client relationships, communications messaging, communications relationships, Gotham PR, internal relationships, Lindsay Cosner, Marketing, Pr, PR ingenuity, Public relations, startup communications
The Two Pillars of Successful Startup Communications

By Lindsay Cosner, Account Supervisor, Gotham PR One might say we...