• Using Freelancers 85% of employers said they would hire a freelancer versus filling a full-time in-house position. When asked why, employers state the following reasons:
  1. Cheaper, less expensive, less overhead
  2. Flexibility
  3. Best for short term situations, employment and projects

• What is PR employers' biggest challenge? Sales growth. Employers indicated their top challenges for business this year are sales growth (33%), proving ROI of PR efforts (25%), and cost-cutting initiatives (23%).

• Majority of employers are not currently hiring Almost three-quarters (72%) of employers claim their company is not currently hiring, and 37% do not project any headcount growth for the next 6-12 months.

• Of course, some employers are still hiring Of the 28% of employers who indicated they are currently hiring, the majority (37%) are hiring mid-level employees (2-4 years experience). 28% are hiring entry-level employees (0-2 years), and 20% are hiring manager-level positions (4-6 years experience).

• Compensation levels at industry average, according to employers More than half (58%) feel they compensate their employees at the industry average. 26% believe they compensate above the industry average, while only 16% feel they compensate below the industry average. (Note - the majority of employees (52%), however, feel they are compensated below the industry average.)

• Project management skills highly desirable for senior-level PR hires When asked what top skills/characteristics they seek in senior-level PR hires, employers ranked:
  1. Project management skills - 23%
  2. Business development skills - 18%
  3. Personality/culture fit - 17%
  4. Management experience - 15%

• Strong written/verbal communications remains #1 skill for entry-level PR hires When asked what top three skills/characteristics they seek in entry-level PR hires, employers ranked:
  1. Strong written/verbal communication skills - 56%
  2. Willingness to learn, enthusiasm - 22%
  3. Personality, culture fit - 14%

• Top three benefits/perks offered to employees When asked what top three benefits/perks they offer their employees, employers ranked:
  1. Competitive salaries - 28%
  2. Flexible work schedules - 20%
  3. Performance-based bonuses - 19%

• Job Satisfaction - employees are "somewhat" or "not at all" satisfied in current positions The majority of employees (54%) stated that they are only "somewhat" satisfied in their current positions. 19% of employees are extremely satisfied, while 16% are not satisfied at all in their current positions.

• Majority of employees plan to leave within a year The majority of employees (58%) plan to leave their current employer within a year. When asked why they would leave their current employer, 21% indicated it was because of a lack of challenge within their current position. 15% said they would leave for a higher salary, and 11% cited poor leadership/lack of company direction.

• PR employees feel they are compensated below industry average Over half (52%) of the employee respondents feel they are compensated below the industry average, while 41% feel they are compensated at the industry average.

• State of freelancing - many are freelancing, perhaps not by choice 56% of PR freelancers have been freelancing for less than one year, and 75% of freelancers are currently seeking full time employment. 51% claim that finding consistent employment is the hardest aspect of freelance/consulting work.

• Top three benefits/perks offered by their employers When asked what top three benefits/perks their employers offered, PR employees ranked:
  1. 401(k) - 23%
  2. Flexible work schedules - 18%
  3. Competitive salaries - 15%

• PR pros desire a relaxed, but professional work environment When asked what they value most about their company culture, employees stated their top three values are:
  1. Relaxed, but professional culture - 39%
  2. Flexible work schedules (work-life balance) - 18%
  3. Integrity and professionalism of the company and employees - 15%

• Employees cite competent leadership/executive management When asked how they would rate the quality of their executive management staff, the majority of employees (53%) stated they were "good - competent leaders". 25% felt their leadership was "excellent - strong and visionary leaders", while 23% indicated executive management was "poor - lack leadership".

Audience Profile

• 39.9% -- Self-employed/Consultant/Freelancer
• 38.1% -- PR agency
• 12.5% -- Corporation
• 3.6% -- Non-profit
• 3.6% -- Government
• 2.4% -- Trade Association

PR Employees (667 respondents)

• 25.6% -- PR agency
• 23.3% -- Corporation
• 15.2% -- Non-profit
• 12.3% -- Work outside the PR field, but hoping to break in
• 9.9% -- Government/Public Affairs
• 9.1% -- Unemployed
• 4.6% -- Self-employed/Consultant/Freelancer

Methodology