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News / trends / How the structure of PR services has changed over the past 20 years
8 April 2020

PR programs include a number of PR tools

As you know, complex PR-programs include a number of PR-tools, just as promotion in the field of Public Relations implies a fairly wide range of PR-services provided by PR-agencies.The experts of Publicity Creating, based on their experience in implementing medium-term and long-term programs, analyzed how the structure of PR in Ukraine has changed over the past 20 years: which PR-tools are used more today and which are less, in comparison with the beginning of the 2000s.

In the early 2000s, PR materials in the media occupied up to 50% of the entire PR program structure, press events - at least 30% and corporate PR events - about 15%. Development and strategic consulting accounted for about 5%.

Today, the structure of PR tools has changed significantly. About 35% are PR materials in the media, press events - up to 15%, digital PR - about 17%, development of strategic products - up to 20%, and the share of corporate events slightly decreased (13%).

A change in the list of popular PR tools entailed similar changes in the structure of services that PR agencies provide to clients. Strategic communications and digital PR showed the greatest growth, but taking into account the fact that at the moment digital PR is limited only to content creation, we can conclude that only strategic PR has maximized over the past two decades. This tool is really in demand today, especially in the B2B sector”said Valery Kureyko, Director of Publicity Creating.

Recall that according to the forecasts of Publicity Creating, the growth of the commercial PR market this year will be at the level of 7-12%, and its volume can range from 406 to 425 million UAH. At the same time, the B2B segment will develop most dynamically (10-12% growth per year).

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