prca benchmarking data
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2011 PRCA Benchmarking Survey
April 15th 2011
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Background
• 229 PRCA members contacted in total
• Complete surveys returned:– 124 MD/CEO surveys (94 in 2010)– 79 FD surveys (69 in 2010)– 84 HRD surveys (76 in 2010)
• Size bands defined by income:– Small: up to £850K– Medium: £851K to £2.5 million– Large: £2.51 million to £5 million– Very Large: more than £5 million
2PRCA Benchmarking Survey 2011
MD FD HRD
Small 61 25 31
Med 30 24 23
Lar 18 18 16
V Lar 15 12 14
Total 124 79 84
Bases sizes by size band are:
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Business type – 2011 sample profile
PRCA Benchmarking Survey 2011 3Base: 79 FDs
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Average profit 2009/2010
£299
£361
2009 2010
PRCA Benchmarking Survey 2011 4
Figures in ‘000s
Base: 79 FDs
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Average operating margin 2009/2010
9%
12%
2009 2010
PRCA Benchmarking Survey 2011 5
Figures in ‘000s
Base: 79 FDs
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Over-servicing rate
PRCA Benchmarking Survey 2011 6Base: 79 FDs
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Hours worked – contracted vs. actual
PRCA Benchmarking Survey 2011 7Base: 84 HRDs
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Staff retention strategies implemented in 2010
PRCA Benchmarking Survey 2011 8Base: 84 HRDs
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Redundancies
PRCA Benchmarking Survey 2011 9Base: 84 HRDs
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Destination of leavers
PRCA Benchmarking Survey 2011 10Base: 84 HRDs
Moved to another consultancy for…
2010 PRCA Survey
14%
12%
5%
15%
16%
14%
13%
3%
8%
0
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Employment prospects
PRCA Benchmarking Survey 2011 11Base: 84 HRDs
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Key threats over time2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Economic downturn 3 1 1 4 3 4 9 1 1 1 1
New clients selecting consultancies on price*
N/A N/A N/A N/A N/A N/A N/A N/A N/A 2= 2
Shortage of skilled consultants 1 4 8 3 1 1 1 2 9 7 3
Other marketing disciplines encroaching on PR budgets
N/A N/A N/A 8 12 8 7 6= 5 4= 4
Existing clients refusing to accept fee increases*
N/A N/A N/A N/A N/A N/A N/A N/A N/A 2= 5
Competitors buying business N/A 9 4 2 7 7 8 5 3 3 6=
Lack of evaluation 2 3 7 5 4 3 3 4 4 4= 6=
Shift from retained to project-based work
N/A N/A N/A N/A N/A N/A N/A N/A N/A 8 7
Instability of client relationships N/A 7 6 6 5 6 6 10 6= 11 9
Too much focus on measuring output
N/A N/A N/A N/A N/A N/A N/A N/A N/A 9= 10
PRCA Benchmarking Survey 2011 12*Asked as one statement in 2010 survey: “Clients exercising commercial pressure (e.g. negotiating costs downwards)”
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Digital strategy
PRCA Benchmarking Survey 2011 13
Does your business have a formal digital strategy?
Base: 124 MDs, except * where based is 84 HRDs