Press release -
Study Confirms Ethical Principles at the Core of Southeast Europe's PR Industry
The PRCA Southeast Europe Network's recent research offers a comprehensive snapshot of the Southeast European public relations (PR) landscape. Surveying industry professionals, the findings provide valuable insights into job status, role responsibilities, industry sectors, and ethics within the PR field.
Ethics and reputation management play a significant role in the Southeast European PR industry. PR professionals consider the industry moderately ethical, with a mean score of 5.8 on a scale of 0 to 10. Furthermore, an overwhelming majority of respondents (84%) reported not being involved in unethical practices to gain media coverage, clients, or leverage.
The research findings indicate that most PR professionals in Southeast Europe are employed in full-time paid positions, with 85% of respondents reporting full-time employment. These professionals are actively engaged in PR and communications activities, with 99% confirming their involvement in significant PR and/or communications responsibilities.
Other key findings:
- Diverse Sectors: PR professionals work across a range of sectors, including Media and Marketing (28%), Finance and Business Services (20%), and National Government (19%).
- Strategic Roles: PR professionals in Southeast Europe hold pivotal positions within their organisations, with 22% serving as Chair/Chief Executive Officer/Managing Director/Founder and 19% as Chief Communication Officers.
- Varied Functions: Primary functions include communications strategy development (68%), general media relations (67%), event planning/organisation (62%), and media relations strategy planning (60%).
PRCA Managing Director, Renna Markson, said:
"The PR landscape in Southeast Europe is on the cusp of significant growth and transformation, as the research study demonstrates. Our findings emphasise the pivotal part of PR professionals in shaping organisational strategies, with a growing focus on digital media, reputation management, and communications strategy development. This underscores the importance of fostering collaboration and knowledge-sharing within the industry to further enhance the PR landscape. As we move forward, I'm confident that these insights will drive ongoing growth, excellence, and ethical standards in the Southeast European PR industry."
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The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.
Representing 35,000 PR professionals in 82 countries worldwide, we are a global advocate for excellence in public relations. Our teams across Europe, the Middle-East and Asia-Pacific work with professionals around the world to co-ordinate our operations across six continents.
Our mission is to create a more professional, ethical, and prosperous PR industry. We champion - and enforce - professional standards around the world through our Professional Charter and Code of Conduct. The Code compels members to adhere to the highest standards of ethical practice.
We deliver exceptional training, authoritative industry data, and global networking, and development opportunities.
We also manage the International Communications Consultancy Organisation (ICCO) - the umbrella body for 41 PR associations and 3,000 agencies across the world. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA).
