Latest research underlines the impact remote models are having on the UK PR industry. According to a survey of agency CEOs by The Pulse Business commissioned by PR agency Tyto, the majority (54%) now expect over half of roles to be filled by remote workers, with almost a third (27%) expecting over three-quarters of roles to be filled by remote workers. One in three CEOs (33%) believe more than 25% of roles could be filled by overseas workers. The vast majority of agency CEOs (83%) expect a decentralisation of the PR industry away from London.

Worker revolution

Brendon Craigie, CEO of Tyto, which is an agency that built its operating model around remote working, says: “I believe we are witnessing the start of the greatest shift in staffing models the PR industry has experienced in the past 50 years. Remote work is transforming the agency landscape by opening new possibilities for agencies, employees and clients. Agencies can now draw talent from across the globe, employees can choose where to live without compromising their career ambitions, and the conditions are being created for us to build a far more inclusive industry. This in turn is creating the conditions for exciting new client service models that bring clients closer to their target audiences than ever before.”

Greater profits

The boom in remote work is not only changing working patterns it has also fuelled billions of dollars of investment in new technologies and tools which is creating a business opportunity for UK agencies. This is having a knock-on impact on agency revenues with one in three CEOs (31%) saying that the remote economy has driven at least 25% of revenues over the past 12 months, and 14% of CEOs reporting it has driven more than 50% of revenues.

Craigie concludes: “What started as a temporary adjustment to life in a pandemic economy, has changed the outlook of agency leaders and suggests that over the next five years we will see a decentralisation of the agency business. Agencies that are well positioned to seize the hiring and growth opportunities from the remote economy will be sure to prosper as the world has changed now and the old ways of office-based working models are soon to be a thing of the past.”

Methodology

The survey findings are based upon a poll between 10-20 September 2021 from a section of The Pulse Business’ Communications Leaders Index which provides a representative view of 350 UK Agency CEOs and board directors.

Written by Imogen Osborne, founder of The Pulse Business