The Public Relations Firms Association has published the results of its survey of salaries and hourly rates for services provided by companies in the public relations sector. Those working in specialist positions earn up to 15% more compared with 2021 data, and PR agency rate cards have risen by an average of 9%.
This year's edition of the survey, carried out in April and May, was joined by 28 agencies affiliated with the ZFPR, which represents an increase in the research sample compared with the previous year. The data obtained via questionnaire from more than 690 people was processed and verified by Willis Towers Watson Polska.
Compared with the mid-2021 survey, the increase in pay for employees in the sector averages 11% for total compensation. The industry therefore remains attractive also for those starting their careers, who can count on extensive support for professional development. Ongoing training programmes are now offered by virtually all PR agencies, compared with 76% in the previous survey. The industry's growth is also reflected in declarations by 80% of agencies that they will increase employment this year. Average tenure at agencies is 5 years – says Agnieszka Bacińska, vice-president of the ZFPR. For the first time, our survey analysed the well-being solutions in place at PR agencies as well as practices regarding pay transparency and support for people returning from maternity, parental and child-rearing leave. It is worth noting that more than 40% of firms top up base pay for people returning from maternity, parental or child-rearing leave, and 36% offer them reduced working hours – adds Agnieszka Bacińska.
The matching of positions to the survey model was based on benchmark descriptions of individual roles. Each position in the survey model has a concise description of the main areas of responsibility, competencies and requirements placed on the people holding it. This allows positions in one's own organisation to be compared with the developed market benchmark profile, and thus enables accurate comparison of positions between participants.
Rate cards
Rate cards
The ZFPR survey also covered the determination of rate card values, i.e. rates covering all costs associated with delivering a project and including a margin, which are presented to clients at the initial stage of contract negotiations. The data was compiled as of 1 April 2022. Rate increases were recorded for 75% of positions priced on the market in both editions of the survey (2021 and 2022).
Definitions
Definitions
TOTAL COMPENSATION (TR) - the sum of annual gross base pay and the value of variable pay due over the full 2021 calendar year, given in order to estimate the total compensation paid to an employee - covering both guaranteed and variable pay. The annual TR value divided by 12 constitutes Monthly Total Compensation (MTR). The value is expressed gross for employment contracts – meaning it includes the net cash amount passed to the employee plus the PIT withheld and the so-called "employee ZUS" contributions.
PR industry salaries: who does the ZFPR survey cover?
MEDIAN - indicates a specific data point obtained by arranging the list of all collected data from lowest to highest and selecting the one that divides the sample into two equal halves (the middle value in the sample). In the context of pay data – the median means the pay value at which the same number of people covered by the survey (and holding the analysed position) receive pay higher and lower than that selected value.
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The Public Relations Firms Association was founded in 2000 as a representation of the professional public relations services industry in Poland and brings together leading PR agencies. It is a member of the Polish Confederation of Private Employers Lewiatan, the Union of Entrepreneurs and Employers, the International Communications Consultancy Organisation (ICCO) and the Advertising Council association. The Association's objectives include: protecting the rights and interests of its members, representing them before state bodies and institutions, and upholding the highest ethical and professional standards based on the Code of Good Practice, the PR Code of Ethics and ICCO ethical charters.
For several years the ZFPR has organised the Golden Clips – a competition promoting the best PR projects. The Association is also one of the founders of the PR Ethics Council (REPR), a civil-society body dedicated to protecting the highest ethical standards in public relations. The ZFPR also runs an intensive training programme, the London School of Public Relations.
Summary
The ZFPR has published the results of its salary survey in the PR industry. Specialists earn up to 15% more than in 2021, and agency rate cards have risen by an average of 9%. The study involved 28 agencies and more than 690 employees. For the first time, well-being policies and support for people returning from parental leave were also analysed.
More than 40% of firms top up pay for those returning from leave, and 36% offer reduced working hours. The industry remains attractive to newcomers — average tenure at agencies is 5 years, and 80% of firms plan to increase employment.
