Overall the financial fortunes of B.C.'s public relations industry have been improving since the Great Recession.
According to the latest available Statistics Canada data, total industry revenue in B.C. increased 21% in 2010 to $63.9 million from a five-year low of $52.6 million in 2009. Average profit margins in 2010 also rose to 20.9% from a low of 10.1% in 2007.
Victor Vrsnik, secretary-treasurer of CPRS Vancouver and principal of Spire Public Relations, noted that more companies are calling PR agencies to help them monitor their brand reputation and tailor their messaging in an increasingly transparent, social media-rich world. That's increased demand and work for PR firms and consultants in B.C.
Joy Jennissen, senior vice-president and B.C. general manager for Hill + Knowlton Strategies, said the rise of digital communication has also raised social media strategy priorities for businesses. PR professionals have consequently become more involved at corporate executive levels.
But this increased activity doesn't necessarily mean PR firms are hiring more staff.
Employment at the 25 largest PR firms in B.C. has changed little in the past few years. Both Jennissen and Vrsnik suggested new technologies have helped make firms become more efficient and productive, which has reduced their need to hire additional staff.
Statistics Canada data shows the proportion of B.C. PR company expenses related to salaries and benefits dropped to 41.5% of operating costs from 50.2% in 2008.
Vrsnik said the data likely doesn't take into account the increasing use of contractors by companies and PR firms. Technology has helped professionals stay active as individual consultants who can also find work as in-house communications staff in companies.
"We've had a surge of activity on our [CPRS Vancouver] job board," Vrsnik said. "Our numbers are way up from last year and over budget." •
