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06 / 12 / 2008

The Ukrainian PR market: who will remain after the crisis?

Category: cases

The market research, organized by Publicity Creating Company and PR-bureau "Dieslovo” was held out. As a result, basic features and trends of Ukrainian PR-market.

In total information about 126 companies, which provide PR-services in Ukraine, was collected and analyzed. After studying the results, 80% of these companies are found in Kiev (101 companies). Regions are represented by such cities as: Kharkiv, Odessa, Dnipropetrovsk, Donetsk, Zaporozhye, Lviv, Mikolaiv, Poltava, Vinnitsa, Ivano-Frankovsk and Lugansk.

Most of the surveyed companies (60%) are "profile": 45 companies provide only PR-services (specialized PR-Agencies), in 31 companies PR is the main function, in 50 companies PR is represented, along with many other services
While analyzing the situation on the Ukrainian PR market and forecasting its further development during financial and economic crisis, the participants of the press conference said:

Valeriy Kureiko, the General Director of Publicity Creatingsaid, " The PR market in 2009 will consist of specialized agencies (90% ) and communications holdings, which employs PR-professionals (10%) , percentage of foreign operators will be 5 -- 10%. Those companies that both provided advertising and public relations will have to choose: where they will find a client (advertising, PR), there they should be. In my opinion, during the crisis there would be less advertising and more PR. During the crisis, clients need to minimize risks, and, in the same time, to get profit. Therefore, there is only one solution - the agencies, aimed at marketing result and with experience. Such companies will remain after the crisis.
Strategic planning, management consulting are the prerogative of experienced companies. "

Rouslana Plis, Publicity Creating Managing Partner, "After the crisis, PR market will become more structured, because small, unprofessional agencies either leave the market or reorient to other spheres of communications. Due to the costumers' requirements to quality of the service and PR efficiency are raising. This will be beneficial for the professional development of the market. Those agencies that have experience and customer portfolio, optimize the cost of maintaining the office and staff, and above all – are able to offer an effective PR-tools to clients at an affordable price, will remain on the market.”

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