PR Council’s Industry Benchmark Studies
Reports are available to participating firms at no charge. Apply for membership to participate in future studies.
Analysis of
Agency Costs
This survey shows operating cost and income figures for member agencies. Each participating agency is assigned a number to protect confidentiality and can compare their data with similarly sized agencies.
The report includes:
- Margins
- Payroll expenses across departments
- Overview of the cost categories across the agency
- Accounts receivable trends
Benefits Study
Benefits have become more important as a recruitment and retention tool. This report highlights key benefits offered across member agencies.
The report includes:
- All employee benefit categories from time off to employee recognition
- Data sorted by agency size and indication of current offering or planned offering for next year
Business
Benchmark
Study
The Business Benchmark Study provides agency management with key financial benchmarks relevant to integrated public relations firms.
The report includes:
- Labor hours and staff utilization
- Gross Income per employee
- Reward and incentive compensation
- Agency compensation methodologies
Salary
Study
The Salary Study provides the industry with reliable and statistically relevant salary data across nearly 200 positions in our integrated agencies.
The report includes:
- Geographic market comparison
- Agency size comparison
- Bonus eligibility and bonus percentages paid
Labor Bill Rate
Study
The Labor Bill Rate Study offers agencies a robust framework for setting benchmarks and pricing.
The report includes:
- Billing rate by position across geographies and agency size
- Blended rates
Tech Stack
Study
The Tech Stack Study reports on the technology platforms used by agencies for client service and internal operations.
The report includes:
- Highest ranked and most frequently used products across Content, Data and Insights, Earned, Generative AI, HR, Influencer, Operation, Project Management and Web/App and Development, among other categories
