La noi parerile specialistilor sunt usor sceptice sau chiar prea glorioase vis a vis de o crestere pe 2009 a cifrei de afaceri. E mai degraba o consolidare a celei de anul trecut sau o crestere spectaculoasa de 30-40 %, etc. In fine, nu despre vreau sa va vorbesc.
La ei, la baietii smecheri, Interpublic Group (IPG), cresterea pe final de 2008 a fost ceva mai mica, de doar 4,7%. Insa nu e dracul asa negru:
PR revenues in the UK are likely to see a year-on-year drop during 2009, but this is far from Armageddon……Yet PR appears to be holding up, thanks to three factors….First, owing to the recession, there is no shortage of corporate crisis work. Second, PR spend is still seen as cost-effective and often billed as a long-term retainer. Third (and this is a structural rather than cyclical trend) there has been an explosion of interest in marketing via digital social media.
Si in loc de concluzie las tot o chestie spusa in PR Week: Nevertheless, one remains confident that seismic geopolitical changes and an accelerating digital revolution mean PR spend will resume its longer-term growth curve.