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2018 Market Analysis & Industry Outlook: Public Relations Agencies

Overview: the U.S. Public Relations Agencies Industry

This section provides answers to key questions about the industry:

  1. What is the total market size (industry revenue)?
  2. What is the industry outlook?
  3. Market Analysis: Is the market growing or declining, and how quickly?
  4. Are long-term forecasts positive or negative?
  5. What is the average company size in the industry?
  6. How many companies are in the industry?

Market Size & Industry Statistics

The total U.S. industry market size for Public Relations Agencies: Industry statistics cover all companies in the United States, both public and private, ranging in size from small businesses to market leaders. In addition to revenue, the industry market analysis shows information on employees, companies, and average firm size.

Investors, banks, and business executives use growth rates and industry trends to understand the market outlook and opportunity.

market size 2018
Charts and graphs can be copied to Microsoft Word and Powerpoint presentations.

Statistics 2012        2013        2014        2015        2016        2017
Market Size
(Total Sales/Revenue)

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Total Firms
Total Employees
Average Revenue Per Firm
Average Employees Per Firm
Statistics Source: U.S. Census, AnythingResearch Market Analysis

Market Forecast

Market forecasts show the long term industry outlook and future growth trends. The following five-year demand forecast projects both short-term and long-term trends.

market forecast

Forecast / Industry Outlook 2017 2018 2019 2020 2021 2022
Market Forecast ($ millions)
Projected Industry Growth Rate (%)
Source: AnythingResearch Economic Analysis

Product & Services Breakdown

Research products and services in the Public Relations Agencies industry generating sales. Note that products are broken into categories with different levels of classification.

Product DescriptionNumber of Companies Sales ($ millions) Percent of Total Sales

Industry Total

Advertising Placement Services (Include Bundled Placement And Creative Services.)

Public Relations Services

Full Public Relations Services

Media Relations Services

Crisis Management Services

Lobbying Services

Event Management Services (Public Relations)

Media Monitoring And Analysis

Media Planning And/Or Buying Services

All Other Receipts

All Other Operating Receipts

U.S. Geographic Distribution: Revenue Statistics by State

Market Size by State ($ millions) indicates how the industry's competition is distributed throughout the country. State-level information can identify areas with higher and lower industry market share than average.

U.S. map by state

Income Statement (Average Financial Metrics)

Financial metrics provide a snapshot view of a benchmark "average" company. Key business metrics show revenue and operating costs. The data collected covers both public and private companies.

Industry AveragePercent of Sales
(Industry Benchmark)
Total Revenue

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Operating Revenue
Cost of Goods Sold
Gross Profit

Operating Expenses
Pension, profit sharing plans, stock, annuity
Rent paid on business property
Charitable Contributions
Domestic production activities deduction
Compensation of officers
Salaries and wages
Employee benefit programs
Taxes and Licenses
Bad Debts
Other Operating Expenses
Total Operating Expenses
Operating Income
Non-Operating Income
EBIT (Earnings Before Interest and Taxes)
Interest Expense
Earnings Before Taxes
Income Tax
Net Profit
Source: AnythingResearch Analysis of U.S. federal statistics

Financial Ratio Analysis

Financial ratio information can be used to benchmark how a Public Relations Agencies company compares to its peers. Accounting statistics are calculated from the industry-average for income statements and balance sheets.

Profitability & Valuation RatiosIndustry Average
Company valuation can be measured based on the firm's own performance, as well as in comparison against its industry competitors. These metrics show how the average company in the Public Relations Agencies industry is performing.
Profit Margin
Gross Profit Margin, Operating Profit Margin, and Net Profit Margin. Show company earnings relative to revenues.
Return on Equity (ROE)
Return on Equity (ROE) is net income as a percentage of shareholders' equity. Shareholders' Equity is defined as the company's total assets minus total liabilities. ROE shows how much profits a company generates with the money shareholders invested (or with retained earnings).
Return on Assets (ROA)
Return on Assets (ROA) is net income relative to total assets. The market research on Public Relations Agencies measures how efficiently the company leverages its assets to generate profit. ROA is calculated as Net Income divided by Total Assets.

Liquidity RatiosIndustry Average
Bankers and suppliers use liquidity to determine creditworthiness and identify potential threats to a company's financial viability.
Current Ratio
Measures a firm's ability to pay its debts over the next 12 months.
Quick Ratio (Acid Test)
Calculates liquid assets relative to liabilities, excluding inventories.

Efficiency Ratios - Key Performance IndicatorsIndustry Average
Measure how quickly products and services sell, and effectively collections policies are implemented.
Receivables Turnover Ratio
If this number is low in your business when compared to the industry average in the research report, it may mean your payment terms are too lenient or that you are not doing a good enough job on collections.
Average Collection Period
Based on the Receivables Turnover, this estimates the collection period in days. Calculated as 365 divided by the Receivables Turnover
Inventory Turnover
A low turnover rate may point to overstocking, obsolescence, or deficiencies in the product line or marketing effort.
Fixed-Asset Turnover
Generally, higher is better, since it indicates the business has less money tied up in fixed assets for each dollar of sales revenue.

Compensation & Salary Surveys for Employees

Compensation statistics provides an accurate assessment of industry-specific jobs and national salary averages. This information can be used to identify which positions are most common, and high, low, and average annual wages.

TitlePercent of WorkforceBottom Quartile Average (Median) SalaryUpper Quartile
Management Occupations 11%

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Chief Executives0%
General and Operations Managers4%
Advertising, Marketing, Promotions, Public Relations, and Sales Managers 5%
Business and Financial Operations Occupations 10%
Business Operations Specialists 8%
Arts, Design, Entertainment, Sports, and Media Occupations 23%
Art and Design Workers 11%
Designers 7%
Media and Communication Workers 10%
Public Relations Specialists 8%
Public Relations Specialists 8%
Sales and Related Occupations 25%
Sales Representatives, Services 16%
Advertising Sales Agents 13%
Advertising Sales Agents 13%
Other Sales and Related Workers 7%
Demonstrators and Product Promoters 6%
Office and Administrative Support Occupations 20%
Other Office and Administrative Support Workers 7%
Source: Bureau of Labor Statistics

Public Relations Agencies Industry Market Share [PREMIUM]

Largest companies in the industry and related industries, with private company revenue estimates.

CompanyAddressRevenue Estimate

Top Innovators

CompanyInnovation Score

Additional companies, details and innovation scoring in the full report.

Latest Industry News

  • How Public Relations Agencies Are Becoming Top Creators Of Digital Video Content - The world of media and entertainment is getting more and more competitive. Today, there are hundreds of digital video services, all competing for views and attention. In this environment, public relations firms have a monstruous challenge to stay relevant ... (01/12/2018)
  • 6 tips for PR entrepreneurs from independent agency pros - It’s exciting to see how independent public relations agencies around the world are thriving. According to The Holmes Report’s 2017 Global Communications Report, independent PR firms considerably improved performance and increased fee income by 9 ... (01/11/2018)
  • Ira M. Gostin of 120 West Earns Accreditation in Public Relations – Agency Named “Most Innovative Strategic Marketing Agency” in Nevada - Reno – Ira Gostin, MBA, APR, the president and chief marketing officer of 120 West Strategic Communications, earned his Accreditation in Public Relations (APR) credential following the certification of his comprehensive examination on December 22, 2017. (01/09/2018)
  • New year is the time to create new branding opportunities - Small firms, not so much. But with the new year come new branding ... president of Long Beach-based HJMT Public Relations, an influencer herself for some brands. To find these influencers, do a Google search in your area of expertise, look for relevant ... (01/09/2018)
  • PR Agency of the Year Awarded to Zintel Public Relations - HOUSTON, Jan. 04, 2018 (GLOBE NEWSWIRE) — Zintel Public Relations, LLC today announced it was named the gold winner in the PR Agency of the Year category of the One Planet Awards program. The prestigious recognition is part of the annual award program ... (01/04/2018)
  • Legislature, ban funds on private public relations firms - Platoons of public relations people work for the Pennsylvania state government, including for individual state lawmakers and for the caucuses and committees of which the lawmakers are members. Ostensibly, all of that public relations power is in the cause ... (12/30/2017)
  • BlackHouse Media named Agency of the Year & Best Agency to Work in 2017 by NIPR Lagos Chapter - Nigerian media and public relations consultancy BHM has been named Agency of the Year and the Best Agency to Work in 2017 by the Nigerian Institute of Public Relations (NIPR) Lagos Chapter. The award presentation took place at the annual Lagos PR Industry ... (12/29/2017)
  • 5W Public Relations Named Agency of Record for Bitfinex - NEW YORK, Dec. 1, 2017 /PRNewswire/ -- 5W Public Relations, one of the 15 largest independently owned PR firms in the US, has been named PR Agency of Record by Bitfinex, the world's most advanced cryptocurrency exchange and the world's largest exchange by ... (12/01/2017)
  • Public Relations--A Public Fraud in Federal Agencies - Americans might be used to politicians spinning reality to help them get re-elected, but we have rarely seen as sophisticated a public relations campaign as that which has now mobilized the full federal government. Many Americans may be unaware that ... (03/19/2012)
  • What Is Great Public Relations? Here Is What One Public Relations Agency CEO Has To Say - The Public Relations Society of America has commenced an effort to “develop a better definition of public relations one more appropriate for the 21st century”, as they have deemed it. The effort has solicited suggestions from the public along with ... (12/05/2011)

Government Contracts

In 2016, the federal government spent a total of $166,660,270 on Public Relations Agencies. It has awarded 1,625 contracts to 128 companies, with an average value of $1,302,033 per company.   

Top government vendors:

CompanyFederal ContractsTotal Award Amount

Growth Opportunities / Competitive Threats

Companies in other industries may also sell similar products. Since there is an overlap in the customer base, there may be an opportunity for companies in Public Relations Agencies to sell additional products/services offered by these adjacent industries. Alternatively, these industries may identify further products in this industry to target. Products most at risk are those with the highest profit margins and lowest barriers to entry.

The following industries are competing channels for sales of similar products/services.

Public Relations Services
Competing IndustrySales Relative to Public Relations AgenciesOpportunity/Threat
Convention & Trade Show Organizers Competing industry
Advertising Agencies Competing industry

Sales from other industries of Public Relations Services are less than those from Public Relations Agencies. This may mean that other channels are a competitive risk of increasing their Public Relations Services sales, taking market share from this industry.
Public Relations Services Product Sales Report

Media Planning And/Or Buying Services
Competing IndustrySales Relative to Public Relations AgenciesOpportunity/Threat
Media Buying Agencies
Advertising Agencies
Direct Mail Advertising
Media Representatives Competing industry

Sales from other industries of Media Planning And/Or Buying Services are less than those from Public Relations Agencies. This may mean that other channels are a competitive risk of increasing their Media Planning And/Or Buying Services sales, taking market share from this industry.
Media Planning And/Or Buying Services Product Sales Report

Advertising Agency Services
Advertising Agency Services Product Sales Report

Segments classified within this market research report

This industry market research report includes companies whose primary business is any of the following:
Public relations agencies, Public relations services, Lobbyists' offices, Political consulting services, Lobbying services, Public relations consulting services, etc.

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