Welcome to the Prospect and PublicAffairsAsia 2017 State of the Industry Report. Firstly, we’d like to thank everyone that took part in either our salary survey or interviews. Without your help this report would not have been possible.
We surveyed over 400 corporate communications practitioners and interviewed, in depth, 50 leaders within our industry including Heads of Communications and leaders of Communications agencies across the Asia Pacific region.
The report and its insights are based on the data we gleaned from both the survey and interviews as well as anecdotal evidence we’ve seen in the market ourselves. It’s clear that there are some areas of real opportunity that emerge from the findings, including the fast- moving digital space, but also issues of concern around budgets, talent reten- tion and the lack of certain skills.
The in-house teams continue to grapple with ever-changing digital channels, in particular the challenge of finding the best way to use them as a way to communicate with audiences and harness their power. There is a wide consensus amongst in-house leaders that more needs to be done to lobby for the function internally to keep up with the pace of change.
Agencies are having to reframe and adjust their offerings to move to a more integrated business model to accommodate the demand for digital from their clients. The agency sector
is continuing to grow and strengthen but it’s also becoming increasingly competitive, sparking an ever- increasing war for talent.
Despite a challenging economic climate, salaries and bonuses are on the rise. In-house salaries are higher than those in agencies, despite budget cuts within the communica- tions functions.
You’ll be encouraged to hear that our findings give grounds for optimism for our industry in 2017. Should you need any more infor- mation on the results of the report, please don’t hesitate to get in touch and we’d be delighted to provide you with more insight.