The Chartered Institute Of Public Relations has published its annual ‘State Of The Profession’ report, which takes in the thoughts and insights of 1200 of the professional body’s members.
And the one trend that stands out is confirmation that senior PR professionals are taking on increasingly wide-ranging responsibilities, some outside what would traditionally be considering public relations. This trend has possibly been escalated by attempts to keep costs down at a senior level in difficult economic times – ie expand the top communicator’s job description rather than create new roles.
But on the up side, it is also seen as recognition that in the online era, where a company’s reputation is more important yet more fragile, having a more coordinated approach at the top when it comes to relationship and communications management is ever more important.
And that trend, says the CIPR, means that despite continued economic uncertainty senior PR people have seen average salary increases of nearly 14%.