1. The Future of the PR Industry Globalisation

2. Workstream Brief Is there a role for the PRCA to play in the development of PR globally? And if so, how?

3. Workstream Contributors Jane Boardman (Talk PR) Virginia Hague (ICCO) Caroline Kinsey (Cirkle) Stephen Waddington (Speed) Tom Watson (Bournemouth University) Sally Costerton (ex officio)] David Gallagher (chair, Ketchum)

4. Considerations Disorganised, chaotic nature of PR industry in UK and globally Lack of agreed BIC - no standardised structural model Evolution from ‘craft’ to profession & varied level of client perception Cyclical shifts from centralised to de-centralised global PR management (and back again) Disruption caused by technology - social media's impact 'global information bleed'

5. Barriers what constraints might restrict growth or reverse trends? Sustained economic contraction or low-growth Inadequate demonstration of value Talent shortage Market disruption (global disasters / security issues) Competition from other disciplines

6. Opportunties - offset Barriers New services in mature markets New customers in mature markets Addition of new markets Increasing demand for global strategists and centralised global hubs Global perspective and relative sophistication of UK agencies

7. Recommendations The PRCA HAS a role to play It is in the interest of PRCA members to support the development & growth of PR Industry globally…. And to create a ‘British Mark of Excellence’ Specific actions and investments could include: Standardisation Talent development Quantifiable impact analysis Research Global Leadership Board.