Growth seen in PR field

"Things have been tough for many business sectors in the wake of the US meltdown and European troubles, which has impacted on the entire marketing and communications sector. However, there has been a definite upturn since mid-2011. Not only has existing clients' needs increased but also we have been retained by new clients wanting to communicate more strategically," says Ruth Golembo, MD of Lange 360, a Worldcom partner, which is currently recruiting senior team members for both the Cape Town and Johannesburg offices.

She said clients were looking for a more direct relationship with their communications agencies and wanted to cut through the 'noise' and ensure their brand and corporate messages get out quickly, accurately and in a targeted manner, which augers well for business in 2012."

Survey shows staff increase

This expected growth is in line with the group's recent survey, completed December 2011 with its partner agencies' CEOs. These partners service clients ranging from small to mid-sized businesses to Fortune 50 companies.

"Professional service firms worldwide are leading the pack when it comes to new hires and business growth for 2012," says Matt Kucharski, Worldcom's US based chair. "We are seeing the same trend reflected by our partners across all regions," he says.

Growth trends

The survey indicates a high percentage of new business growth in the technology, consumer, healthcare, professional and financial service sectors; with steady growth in travel and leisure, transportation, energy and government markets.

The findings were gleaned from over 100 firms in three main regions: Asia/Pacific, Europe/Middle East/Africa and North and South America on 2011-2012 business trends. Survey responses include:

• More than 76% of firms surveyed have recently hired new staff to support new business or intend to hire in Q1 of 2012.
  
• 67% of firms have started off 2012 in better financial/business shape than 2011.
  
• More than 64% of firms saw a notable surge in new business activity at the end of 2011.

According to the survey, businesses across all sectors exhibited greater confidence in market opportunities and the value of public relations, retaining more agencies on an annual contract rather than project-by-project basis.

"What our partners are reporting globally indicates markets are growing across a broad range of industries and businesses," adds Golembo. "We are finding clients to be more optimistic moving into 2012 than they were a year ago and, while there is still some caution, there seems to be far more confidence."