美国公共关系行业市场前景及投资研究报告-外文版培训课件

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MARKETSPublicrelationsintheUnitedStatesCHAPTER

01OverviewPublicrelationsindustrysizeworldwidefrom2020to2023(inbillionU.S.dollars)PRindustry'ssizeworldwide2020-202320181617.317.115.25141210813.1864202020*2021*202220233Description:In2023,thecombinedfeeincomeoftheleadingpublicrelations(PR)agenciesworldwideamountedtoapproximately17.3billionU.S.dollars,up0.7percentfrom17.1billiondollarsayearearlier.Accordingtothesamesource,PRfirmsintheUnitedStatesaloneaccountedforaround11.55billiondollarsoftheglobal2023figure.ReadmoreNote(s):Worldwide;2020to2023;amongleading250PRagenciesworldwideaccordingtodatasentbyover400PRfirmsworldwideandrevenueestimatesforsignificantfirmschoosingnottosenddata;*Source(s):PRovoke;calculatedthefiguresbasedon[...]

ReadmoreValueofthepublicrelations(PR)toolsmarketworldwidefrom2022to2030(inbillionU.S.dollars)Valueofthepublicrelations(PR)toolsmarketworldwide2022-20303530252029.526.7324.2221.9419.8818.0116.3214.791510513.4020222023*2024*2025*2026*2027*2028*2029*2030*4Description:Thesourceforecastthatin2023thepublicrelations(PR)toolsmarketvaluewillamounttoabout14.79billionU.S.dollars,upmorethan10percentfrom13.4billiondollarsayearearlier.Theannualfigurewasprojectedtocontinuetorise,surpassing29billiondollarsby2030.ReadmoreNote(s):Worldwide;2022;*Forecast.Anexponentialdevelopmentofthevalueswasassumedtoestimatetheannualvaluesbetween2022and2030,whichwereprovidedbythesource.

ReadmoreSource(s):ReportLinker;Yahoo!FinanceDistributionofthepublicrelations(PR)toolsmarketvalueworldwidein2022,byselectedmarketDistributionofthePRtoolsmarketvalueworldwide2022,byselectedmarket60%50%40%55.52%30%20%10%0%27.61%16.87%ChinaUnitedStatesRestoftheworld5Description:In2022,theUnitedStatesaloneaccountedforoverone-quarter(orapproximately27.6percent)oftheglobalpublicrelations(PR)toolsmarketvalue.China'ssharestoodslightlybelow17percent.

ReadmoreNote(s):Worldwide;2022Source(s):ReportLinker;Yahoo!FinanceCombinedfeeincomeofleadingpublicrelations(PR)agenciesintheUnitedStatesfrom2019to2023(inbillionU.S.dollars)Combinedfeeincomeofleadingpublicrelations(PR)agenciesintheU.S.2019-20231411.551210811.410.38.48.3642020192020202120222023*6Description:In2023,thecombinedfeeincomeoftheleadingpublicrelations(PR)agenciesintheUnitedStatesamountedtoapproximately11.55billionU.S.dollars,up1.3percentfrom11.4billiondollarsayearearlier.

ReadmoreNote(s):UnitedStates;2019to2023;amongleading250PRagenciesworldwideaccordingtodatasentbyover400PRfirmsworldwideandrevenueestimatesforsignificantfirmschoosingnottosenddata;*Source(s):PRovoke;calculatedthefigurebasedon[...]

ReadmoreEstimatedaggregaterevenueofpublicrelationsagenciesintheUnitedStatesfrom2000to2022(inbillionU.S.dollars)EstimatedrevenueofpublicrelationsagenciesintheU.S.2000-20222520151050'00'01'02'03'04'05'06'07'08'09'10'11'12'13'14'15'16'17'18'19'20'21'227Description:Throughout2022,publicrelations(PR)agenciesintheUnitedStatescollectivelygeneratedanestimated19.69billionU.S.dollarsinrevenue,upfrom12.51billiondollarshalfadecadeearlier,in2017.Thatrepresentsanincreaseofalmost60percentoverthecourseoffiveyears.ReadmoreNote(s):UnitedStates;2000to2022;allestablishmentsSource(s):USCensusBureauEstimatedaggregateexpensesofpublicrelationsagenciesintheUnitedStatesfrom2007to2022(inbillionU.S.dollars)EstimatedaggregateexpensesofPRagenciesintheU.S.2007-202218161415.4712.641211.2711.310.6410.310.069.381089.18.548.17.717.677.87.617.04642020072008200920102011201220132014201520162017201820192020202120228Description:Throughout2022,theexpensesofpublicrelations(PR)agenciesintheUnitedStatescollectivelyamountedtoanestimated15.47billionU.S.dollarsinrevenue,upfrom10.06billiondollarshalfadecadeearlier,in2017.Thatrepresentsanincreaseofnearly54percentoverthecourseoffiveyears.Duringthesameperiod,U.S.PRagencies'estimatedaggregaterevenuegrewbylittlemorethan57percenttoabout19.7billiondollars.

ReadmoreNote(s):UnitedStates;2007to2022;allestablishmentsSource(s):USCensusBureauNumberofestablishmentsintheadvertisingandrelatedservicesindustryintheUnitedStatesfrom2007to2021,bysegmentNo.ofestablishmentsintheadvertisingindustryintheU.S.2007-2021,bysegmentAdvertisingagenciesDirectmailadvertisingMediabuyingagenciesPublicrelationsagenciesMediarepresentativesOtherservicesrelatedtoadvertisingOutdooradvertisingAdvertisingmaterialdistributionservices45,00040,00035,00030,00025,00020,00015,00010,0005,00002007200820092010201120122013201420152016201720182019202020219Description:In2021,thereweremorethan14.61thousandadvertisingagenciesacrosstheUnitedStates,up10percentfromapproximately13.27thousandadecadeearlier.Withinthesameperiod,thenumberofpublicrelations(PR)firmsintheU.S.increasedbylessthanfivepercent,amountingtoalmost8.57thousandin2021.ReadmoreNote(s):UnitedStates;2007to2021;allestablishmentsSource(s):USCensusBureauRevenuegeneratedbypublicrelationsagenciesintheUnitedStatesin2022,bysource(inmillionU.S.dollars)PRagencies'revenueintheU.S.2022,bysource14,00013,00512,00010,0008,0006,0004,0002,00002,5622,0131,133162Mediamonitoringandanalysis

AllotheroperatingrevenueFullpublicrelationsservicesLobbyingMediarelations10Description:In2022,publicrelations(PR)firmsintheUnitedStatesgeneratedover13billionU.S.dollarsfromfullyPR-relatedservices.Theiraggregateestimatedlobbyingrevenuesurpassed2.5billiondollarsthatyear.Accordingtothesamesource,U.S.PRagencies'estimatedaggregateexpensesrose22percenttonearly15.5billiondollarsin2022.ReadmoreNote(s):UnitedStates;2022;allestablishmentsSource(s):USCensusBureauGrowthrateofU.S.agencyrevenuefrom2009to2022,bydisciplineGrowthrateofU.S.agencyrevenue2009-2022,bydisciplineDigital(includingmediaagencies)AdvertisingHealthcareCRM/DirectmarketingPromotionMedia(exludingdigital)Publicrelations40%30%20%10%0%-10%-20%-30%-40%-50%2009201020112012201320142015201620172018201920202021202211Description:Itwascalculatedthatin2022theU.S.advertisingandmarketingagenciesofalldisciplinessawtheirrevenuesgrowby9.9percentcomparedtopreviousyear.In2022,publicrelationsagenciesnotedannualincreaseinrevenueof12.4percent,whilehealthcareadagenciesexperiencedagrowthof7.3percent.ReadmoreNote(s):UnitedStates;2009to2022Source(s):AdvertisingAgeCHAPTER

02EmploymentChangeinemploymentforpublicrelations(PR)specialistsintheUnitedStatesbetween2022and2032ChangeinemploymentforPRspecialistsintheU.S.2022-20327%6%6%5%4%3%2%1%0%3%3%PublicrelationsspecialistsTotal,alloccupations*Mediaandcommunicationworkers13Description:Between2022and2032,theemploymentofpublicrelations(PR)specialistsintheUnitedStateswillincreasebyanestimatedsixpercent.Accordingtothesamesource,theemploymentofmarketingmanagersintheU.S.willgrowbysevenpercentduringthesameperiod.ReadmoreNote(s):UnitedStates;2022;forecast;*IncludesalloccupationsintheU.S.economy.ReadmoreSource(s):BureauofLaborStatisticsNumberoffull-timeemployeesatleadingpublicrelations(PR)firmswithmajoroperationsintheUnitedStatesin2023Numberoffull-timeemployeesattopPRfirmswithmajoroperationsintheU.S.2023Numberoffull-timeemployees01,0002,0003,0004,0005,0006,0007,000EdelmanRealChemistryInizioEvokeFinnPartnersAPCOWorldwideRuderFinnInc.ZenoGroupICR6,1162,1991,5131,2391,1901,140747418370ProsekPartnersAvoq21914Description:Amongtheleadingpublicrelations(PR)firmsintheUnitedStatesrankedbytheirnetfeesin2023,Edelmanhadthehighestnumberoffull-timeemployeesthatyear:over6.11thousand.RealChemistryandInizioEvokefollowedwithabout2.2thousandand1.5thousandfull-timeemployeesontheirpayrolls,respectively.ReadmoreNote(s):Worldwide;2023;amongtopPRfirmsrankedbynetfeesSource(s):O'Dwyer'sGenderdistributionofpublicrelationsandfundraisingmanagersintheUnitedStatesin2023GenderdistributionofPRandfundraisingmanagersintheU.S.2023Men*33.6%Women66.4%15Description:In2023,roughlytwo-thirds(66.3percent)ofpublicrelationsandfundraisingmanagersintheUnitedStatesidentifiedaswomen.Theremaining33.6percentofprofessionalswerepresumedtobemen.Meanwhile,nearlyhalfofadandpromotionsmanagersintheU.S.werefemale.ReadmoreNote(s):UnitedStates;2023;*calculatedthefigurebasedonthesource'sdata,ReadmoreSource(s):BureauofLaborStatistics;EthnicbackgroundofpublicrelationsandfundraisingmanagersintheUnitedStatesin2023EthnicityofPRandfundraisingmanagersintheU.S.202390%82.1%80%70%60%50%40%30%20%10%12.2%9.2%3%0%WhiteBlackorAfricanAmericanHispanicorLatinoAsian16Description:In2023,littlemorethan82percentofpublicrelationsandfundraisingmanagersintheUnitedStatesidentifiedaswhite.Ovwe12percentwereBlackorAfricanAmerican.Thatsameyear,nearlytwo-thirdsofPRandfundraisingmanagersintheU.S.werefemale.ReadmoreNote(s):UnitedStates;2023Source(s):BureauofLaborStatisticsNumberofemployeesintheadvertisingandrelatedservicesindustryintheUnitedStatesfrom2009to2021,bysegmentNumberofemployeesintheadvertisingindustryintheU.S.2009-2021,bysegmentAdvertisingagenciesOutdooradvertisingPublicrelationsagenciesMediabuyingagenciesDirectmailadvertisingMediarepresentativesAdvertisingmaterialdistributionservicesOtherservicesrelatedtoadvertising600,000500,000400,000300,000200,000100,0000200920102011201220132014201520162017201820192020202117Description:In2021,advertisingagenciesacrosstheUnitedStatesemployed176.87thousandpeople,up6.6percentfrom165.94thousandadecadeearlier.Meanwhile,thenumberofadagenciesintheU.S.roseby10percent.Withinthesameperiod,thenumberofemployeesat(PR)firmsintheU.S.increasedbyfivepercent,amountingto54.73thousandin2021.ReadmoreNote(s):UnitedStates;2009to2021;allestablishmentsSource(s):USCensusBureauMedianannualwagesofpublicrelations(PR)specialistsintheUnitedStatesasofMay2022(inU.S.dollars)MedianannualwagesofPRspecialistsintheU.S.202280,00067,44070,00060,00050,00040,00030,00020,00010,000066,24046,310PublicrelationsspecialistsMediaandcommunicationworkersTotal,alloccupations*18Description:AsofMay2022,themedianannualwageforapublicrelations(PR)specialistintheUnitedStatesamountedto67.44thousandU.S.dollars.Therefore,halfoftheworkersinthatpositionearnedmorethanthegivenvalueandhalfearnedless.

ReadmoreNote(s):UnitedStates;May2022;*IncludesalloccupationsintheU.S.economy.ReadmoreSource(s):BureauofLaborStatisticsCHAPTER

03LeadingplayersLeadingholdinggroupsandindependentnetworksworldwidein2022,byPRoperationsrevenue(inmillionU.S.dollars)Topholdinggroups&independentnetworksworldwidein2022,byPRoperationsrevenue1,8001,545.81,6001,4001,2001,0008001,403.61,386.21,218.171,128.086004002000OmnicomPRGroup(U.S.)WPP(UK)InterpublicGroup(U.S.)Agency(headquarters)DJEHoldings(U.S.)PROIWorldwide(U.S.)20Description:In2022,OmnicomPublicRelationsGroupInc.–partofOmnicomGroupInc.–hadaPRfeeincomeofalmost1.55billionU.S.dollars,makingittheworld'slargestholdingbythatcriterion.WPPplcandtheInterpublicGroupofCompanies,Inc.(IPG)followed,withPRoperationsrevenuesof1.4billionand1.39billiondollars,respectively.Theworld'stopPRfirm,Edelman'sglobalfeeincomesurpassedonebilliondollarsin2022.

ReadmoreNote(s):Worldwide;2022;includingPRfeeincomefromsubsidiaryfirmsSource(s):PRovokeLeadingpublicrelations(PR)agenciesworldwidein2023,byfeeincome(inmillionU.S.dollars)Leadingpublicrelations(PR)agenciesworldwide2023,byfeeincomeFeeincomeinmillionU.S.dollars400

60002008007761,0001,200Edelman*(UnitedStates)WeberShandwick*(UnitedStates)BCW(UnitedStates)1,037.91730720FleishmanHillard*(UnitedStates)RealChemistry(UnitedStates)VectorInc.*(Japan)595525.58520Ketchum(UnitedStates)Brunswick(UnitedKingdom)FGSGlobal(UnitedStates)MediaConsulta(Germany)497.84455420.0721Description:In2023,Edelmancontinuedtotoptheglobalrankingofpublicrelations(PR)agenciesbyannualfeeincome,withitsresultsurpassingonebillionU.S.dollars.Alltheworld'stopfivefirmsarebasedintheUnitedStates.WeberShandwickandBCWroundedthetopthree,withestimatedfeeincomesof776millionand735milliondollars,respectively.ReadmoreNote(s):Worldwide;2023;*IncludingacquisitionsorPRfeeincomefromsubsidiaryfirms.Numbershavebeenrounded.ReadmoreSource(s):PRovokeClientretentionratesoftheleadingpublicrelationsagenciesasofMay2024ClientretentionratesofleadingPRagenciesasofMay2024Clientretentionrate30%

40%0%10%20%50%60%70%80%90%100%97%PublicCommunicationsInc.JCPR,Inc.96%94%FinePointPRCommunicationsStrategyGroup(CSG)20KGroup,LLC94%94%94%94%Hermanoff&AssociatesOn3PublicRelationsAlpineCommunications10YetisDigital92%90%ResponseMarketing82%22Description:AccordingtoaMay2024studyontheclientretentionratesofleadingpublicrelationsagencies,PublicCommunicationsInc.hadthehighestclientretentionrateat97percent,closelyfollowedbyJCPR,Inc.at96percent.ReadmoreNote(s):UnitedStates;May2024;amongPRagencieswiththehighestoverallscoreonthesource'srankingSource(s):topPRagenciesLeadingpublicrelations(PR)firmswithmajoroperationsintheUnitedStatesin2023,byglobalnetfees(inmillionU.S.dollars)TopPRfirmswithmajoroperationsintheU.S.2023,byglobalnetfeesWorldwidenetfeesinmillionU.S.dollars02004006008001,0001,200EdelmanRealChemistryInizioEvokeAPCO1,037.91595340.3229.3195.4175.5146.21143.96105.1289.33FinnPartnersRuderFinnInc.ICRZenoGroupProsekPartnersAvoq23Description:In2023,Edelman'sworldwidenetfeessurpassed1.03billionU.S.dollars,makingtheChicago-basedcompanytheleadingpublicrelations(PR)firmwithmajoroperationsintheUnitedStatesbythatmeasure.SanFrancisco-basedRealChemistryandNewYorkCity-basedInizioEvokeroundedupthetopthreewithglobalnetfeesof595millionand340.3milliondollars,respectively.ThecompanieswerealsotheU.S.PRfirmswiththemostfull-timeemployeesthatyear.

ReadmoreNote(s):Worldwide,UnitedStates;2023Source(s):O'Dwyer'sFastest-growingpublicrelations(PR)agenciesworldwidein2023Fastest-growingpublicrelations(PR)agenciesworldwide2023PRfeeincomegrowthrate0%10%20%30%40%50%60%70%80%90%90.1%89.9%100%AppleTree*(Spain)TheRomans(UnitedKingdom)Avoq*(UnitedStates)85.1%84.3%Believeco*(Canada)ROKKSolutions(UnitedStates)Clarity*(UnitedKingdom)NextPracticesGroup*(UnitedStates)LHLK(Germany)54.5%51.4%50.1%46%44%41.8%Confidant(UnitedStates)FSBHolding*(Brazil)24Description:In2023,Spain-basedAppleTreeanditssubsidiaryKeeperExperienceformedtheworld'sfastest-growingpublicrelations(PR)firm,withaPRfeeincomeincreasingbyover90percentcomparedtothepreviousyear.TheRomans(headquarteredintheUnitedKingdom)andAvoq(fromtheUnitedStates)followedwithgrowthratesof89.9and85.1percent,respectively.Forcomparison,theglobalPRindustrysize'sgrowthratestoodbelowonepercentin2023.

ReadmoreNote(s):Worldwide;2023;amongleading250PRagenciesworldwideaccordingtodatasentbyover400PRfirmsworldwideandrevenueestimatesforsignificantfirmschoosingnottosenddata;*Includingfusion-resultantfirms,acquisitions,or[...]

ReadmoreSource(s):PRovokeFastest-growingpublicrelations(PR)agenciesintheUnitedStatesin2023Fastest-growingpublicrelations(PR)agenciesintheU.S.2023Feeincomegrowthrate0%10%20%30%40%50%60%70%80%90%85.1%100%Avōq*ROKKSolutionsNextPracticesGroup*Confidant54.5%50.1%44%40.7%40.3%UpSpringAscendAgencyFionaHutton&AssociatesJacksonSpaldingJ/PR26.6%24.2%23.5%23.1%APCO25Description:In2023,Washington,D.C.-basedAvōq–resultingfromamergerofSubjectMatterandKivvit–wasthefastest-growingpublicrelations(PR)firmintheUnitedStates,withitsPRfeeincomeincreasingbyover85percentcomparedtothepreviousyear.Headquarteredinthesamecity,ROKKSolutionsrankedsecondwitha54.5-percentgrowthrate.Overall,fourofthetop10fastest-growingPRfirmsworldwidein2023werebasedintheU.S.

ReadmoreNote(s):UnitedStates;2023;amongleading250PRagenciesworldwideaccordingtodatasentbyover400PRfirmsworldwideandrevenueestimatesforsignificantfirmschoosingnottosenddata;*Includingfusion-resultantfirmsoracquisitions.

ReadmoreSource(s):PRovokeCHAPTER

04LobbyingTotallobbyingspendingintheUnitedStatesfrom1998to2023(inbillionU.S.dollars)U.S.totallobbyingspending1998-20234.54.03.53.02.54.113.533.513.463.313.33.253.162.632.192.01.51.01.831.561.451998

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202327Description:In2023,thetotallobbyingspendingintheUnitedStatesamountedto4.26billionU.S.dollars.In2022,thetotallobbyingspendingwasaround4.11billionU.S.dollars.ReadmoreNote(s):UnitedStates;1998to2023Source(s):LeadinglobbyingindustriesintheUnitedStatesin2023,bytotallobbyingspending(inmillionU.S.dollars)U.S.leadinglobbyingindustriesintheU.S.2023SpendinginmillionU.S.dollars100

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200050250300350400Pharmaceuticals/HealthProductsElectronicsMfg&EquipInsurance378.59238.39157.44143.56136.49131.01Securities&InvestmentAirTransportHospitals/NursingHomesOil&Gas128.69126.86126.81ElectricUtilitiesHealthServices/HMOsMiscManufacturing&DistributingBusinessAssociationsCivilServants/PublicOfficialsTelecomServices119.68119.18117.14116.8628/statistics/257364/top-lobbying-industries-in-the-usIn2023,thepharmaceuticalsandhealthproductsindustryintheUnitedStatesspentthemostonlobbyingefforts,totalingtoabout379millionU.S.dollars.Inthesameyear,theinsuranceindustryspentabout157millionU.S.dollarsonlobbying.ReadmoreNote(s):UnitedStates;2023Source(s):CRP;RankingoftheleadinglobbyingfirmsintheUnitedStatesin2023,byincome(inmillionU.S.dollars)U.S.leadinglobbyingfirms2023,byincomeTotalincomeinmillionU.S.dollars010203040506070BrownsteinHyattetalAkinGumpetal62.4754.71Holland&Knight47.59BGRGroupCornerstoneGovernmentAffairsInvariantLLC41.7441.1839.31ThornRunPartnersCapitolCounsel27.9625.2824.9