Several major PR firms, including Omnicom, Porter Novelli, Ketchum, and FleishmanHillard, have announced layoffs, surprising the public relations industry. In contrast, Baden Bower, a notable newcomer, has doubled its workforce thanks to a surge in new clients.
This contrast raises questions about the future of public relations and the strategies that will drive success in an increasingly digital and data-driven PR.
Changes in the PR Industry
The PR industry faces considerable challenges due to global economic issues and changes in communication technology. Recent layoffs at leading firms show how traditional PR companies operate. For example, despite a revenue of $3.9 billion in the second quarter of 2024 and 5.2% organic growth, Omnicom had to cut its workforce due to a 10.4% drop in net income. Similarly, despite high single-digit growth in 2023, Porter Novelli has faced economic pressures.
“We are moving from traditional media relations to a more integrated, data-driven approach that delivers measurable results,” says AJ Ignacio, CEO of Baden Bower. This development led many established firms to make tough restructuring decisions. Ketchum, with a 73% new business win rate last year, still had to streamline operations. FleishmanHillard, which aimed for 40% growth by the end of 2023, also faced a tough market.
Baden Bower’s Different Approach
While industry giants cut their workforces, Baden Bower is doubling its workforce, which defies conventional wisdom but is yielding positive results. The firm reported a growth rate of 684.9% in 2023, far surpassing its competitors.
“Our growth is a direct result of our commitment to guaranteed results,” Ignacio explains. “We’ve built our model around data analytics and AI to deliver measurable outcomes for our clients. This approach has aligned in a market where businesses demand more accountability from their PR partners.”
Baden Bower’s success lies in blending traditional PR skills with modern technology. The firm has invested heavily in tools that streamline PR processes and enable targeted, data-driven campaigns. This tech-focused strategy has allowed Baden Bower to offer guaranteed PR outcomes, attracting many clients in an uncertain economy. Its clients have seen their brands get published in Vogue, Forbes, Elle Magazine, Business Insider, and more.
A key aspect of its approach is a money-back guarantee for secured media placements. This has led to a 50% increase in website conversion rates for its clients and secured media coverage for over 1,800 clients across various industries worldwide.
Adapting to a New Era of PR
The differing fortunes of Baden Bower and its larger competitors uncover the PR industry’s challenges and opportunities. PR firms are rethinking their strategies as traditional media outlets shrink and digital platforms grow. The 2024 PRWeek Salary Survey found that nearly half of respondents (48.3%) said it is hard to find a new position in the industry, up from 37.3% in 2023.
“The future of PR lies in integrating technology, creativity, and strategic thinking,” Ignacio notes. “PR agencies that can use data analytics, AI, and digital platforms while keeping the essential human touch in storytelling will succeed.”
