Good image: Increased dependence on internet media platforms bolstered industry demand

The Public Relations Firms industry in Canada comprises establishments primarily engaged in designing and implementing public relations campaigns to promote the interests and image of their clients. Operators are tasked with developing promotional strategies, publicizing events and maintaining media relations for a diverse array of clients in virtually every sector. Ultimately, industry revenue is dependent on clients' advertising and marketing budgets, which in turn, are dependent on corporate profit and the general state of the economy. Over the past five years, industry operators have contended with rising competition from advertising agencies, communications companies and marketing agencies, all of which have expanded their product offerings to include public relations (PR) more.

Industry Statistics & Market Size
Annual Growth 13-18
Forecast Growth 18-23

Industry Threats & Opportunities

  • Increased demand for outreach efforts along with digital and social media led to steady revenue growth
  • Demand for digital PR services has translated to strong profit margins
  • The corporate sector will likely be a strong source of demand
  • Industry Report - Industry Key Buyers Chapter

    The Public Relations Firms industry in Canada has a low level of market share concentration. In 2018, the top four operators are expected to generate 34.6% of total industry revenue. Although a few prominent firms dominate the industry, including major player National Public Relations Inc., there are a large number of small public relations (PR) firms. Large firms in the industry typically operate on national and international levels and focus primarily on large, high-value clients. Large players can secure long-term contracts with their customers and generate revenue from a wider array of services compared with smaller firms, increasing their proportion of total revenue...purchase to read more.

    Additional Insights for the Public Relations Firms Industry

    IBISWorld identifies 250 Key Success Factors for a business.The most important for the Public Relations Firms Industry are

  • Degree of globalization in the firm
  • Having a good reputation
  • Ability to quickly adopt new technology
  • IBISWorld analysts also discuss how external factors such as Total advertising expenditure and Number of businesses in the Public Relations Firms industry impact industry performance..

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    What's in this report

    What is the Public Relations Firms Industry?

    This industry includes companies that primarily provide communication strategies and organize promotional events. These activities are designed to promote their clients’ interests and image. This includes communication with the general public, investors, analysts and other stakeholders. In contrast to advertising, public relations campaigns aim to increase their clients’ exposure through public interest and news items rather than paid advertisements.

    Industry Products
  • General public relations services
  • Business to business
  • Public affairs
  • Corporate communications
  • Media relations and analysis
  • Event management
  • Other services
  • Industry Activities
  • General public relations services
  • Lobbying services
  • Political consulting services
  • Image promotion
  • Table of Contents

    Industry Definition
    Main Activities
    Similar Industries
    Additional Resources
    Industry Statistics Snapshot
    Industry Structure
    Executive Summary
    Executive Summary
    Key External Drivers
  • Total advertising expenditure
  • Number of businesses
  • Corporate profit
  • Consumer spending

  • Current Performance
  • Private and public sectors
  • Social media growth
  • High margin services
  • External competition grows
  • Chart: Revenue Growth

  • Industry Outlook
  • Robust downstream demand
  • The digital world
  • Industry expansion
  • Table: Public Relations Firms Industry Revenue Outlook

  • Industry Life Cycle
  • Life cycle reasons
  • Chart: Benchmarking - Public Relations Firms Industry Lifecycle vs The Economy

  • Supply Chains
    Key Buying Industries
  • Mining In Canada
  • Manufacturing In Canada
  • Advertising Agencies in Canada
  • Public Administration in Canada

  • Key Selling Industries
  • Commercial Leasing in Canada
  • Furniture Stores in Canada
  • Office Supply Stores in Canada

  • Products & Services
  • General public relations services
  • Corporate communications
  • Business to business
  • Public affairs
  • Media relations and analysis
  • Other services
  • Event management
  • Chart: Public Relations Firms Industry Products and Services Segmentation

  • Demand Determinants
    Major Markets
  • Consumer products and retail
  • Technology, media and telecommunications firms
  • Travel and leisure
  • Food and beverage
  • Pharmaceutical and healthcare
  • Automotive
  • Financial services
  • Other client industries
  • Chart: Major Market Segmentation for the Public Relations Firms Industry

  • International Trade
    Business Locations
    Chart: Business Locations by State
    Market Share Concentration
    Key Success Factors
    Cost Structure Benchmarks
  • Chart: Cost Structure Benchmarking – Sector vs Public Relations Firms

  • Basis of Competition
  • Internal competition
  • External competition

  • Barriers to Entry
  • Table: Barrier to Entry Checklist for the Public Relations Firms Industry

  • Industry Globalization
    National Public Relations Inc., Publicis Groupe SA, Omnicom Group Inc., Edelman,
  • Table: National Public Relations Inc. - financial performance
  • Table: Publicis Groupe SA - financial performance
  • Table: Omnicom Group Inc. - financial performance
  • Table: Edelman - financial performance

  • Capital Intensity
  • Chart: Level of Capital Intensity for the Public Relations Firms Industry
  • Chart: Tools of the Trade: Growth Strategies for Success

  • Technology & Systems
    Revenue Volatility
  • Chart: Volatility vs Industry Growth

  • Regulation & Policy
    Industry Assistance
    Table: Industry Data for the Public Relations Firms Industry
  • Industry Revenue (2009-2023)
  • Industry Gross Product (2009-2023)
  • Establishments (2009-2023)
  • Businesses (2009-2023)
  • Employment (2009-2023)
  • Wages (2009-2023)
  • Total advertising expenditure (2009-2023)

  • Table: Annual Percentage Change for Key Industry Data
    Table: Key Ratios for Industry Key Data
  • Promotional activities that reach consumers more directly, including direct mail, text messages and e-mail.
  • Blog
  • A type of website maintained by an individual with regular entries of commentary, descriptions of events, or other material.
  • Plug
  • The practice of a company paying for its product or service to be placed in a prominent position as a form of advertising.
  • Traditional Media
  • Media formats including TV, radio, newspapers and magazines.
  • Twitter
  • A social network that allows members to micro-blog and have their updates broadcast to friends or constituents.
  • What Our Customers Say

    Why buy this report?

    IBISWorld’s Public Relations Firms market research report can be used to help you: understand market size and growth potential; major companies; draft business plans and pitch books; and conduct benchmarking and SWOT analysis. Our industry analysis highlights macro industry trends in the overall sector and micro trends faced by companies that do business in the industry. The industry report also provides key industry statistics and 5-year forecasts to anticipate future industry prospects so you can decide with confidence.

    IBISWorld industry market research reports enable you to:
    • Find out about key industry trends
    • Identify threats and opportunities
    • Inform your decisions for marketing, strategy and planning
    • Quickly build competitive intelligence
    This report on Public Relations Firms:
    • Provides Market Size information to assist with planning and strategic decisions.
    • Includes the necessary information to perform SWOT, PEST and STEER analysis.
    • Helps you understand market dynamics to give you a deeper understanding of industry competition and the supply chain.
    • Analyses key performance and operational metrics so that you can benchmark against your own business, that of your customers’ businesses, or your competitors’ businesses.
    The Public Relations Firms market research report includes:
    • Historical data and analysis for the key drivers of this industry
    • A five-year forecast of the market and noted trends
    • Detailed research and segmentation for the main products and markets
    • An assessment of the competitive landscape and market shares for major companies
    • And of course, much more

    IBISWorld reports on thousands of industries around the world. Our clients rely on our information and data to stay up-to-date on industry trends across all industries. With this IBISWorld Industry Research Report on Public Relations Firms, you can expect thoroughly researched, reliable and current information that will help you to make faster, better business decisions.

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