Southeast Europe

Study Confirms Ethical Principles at the Core of Southeast Europe's PR Industry

The PRCA Southeast Europe Network's recent research offers a comprehensive snapshot of the Southeast European public relations (PR) landscape. Surveying industry professionals, the findings provide valuable insights into job status, role responsibilities, industry sectors, and ethics within the PR field.

Ethics and reputation management play a significant role in the Southeast European PR industry. PR professionals consider the industry moderately ethical, with a mean score of 5.8 on a scale of 0 to 10. Furthermore, an overwhelming majority of respondents (84%) reported not being involved in unethical practices to gain media coverage, clients, or leverage.

The research findings indicate that most PR professionals in Southeast Europe are employed in full-time paid positions, with 85% of respondents reporting full-time employment. These professionals are actively engaged in PR and communications activities, with 99% confirming their involvement in significant PR and/or communications responsibilities.

Other key findings:

  • Diverse ​ ​ ​ ​ ​ Sectors: PR professionals work across a range of sectors, including ​ ​ ​ ​ ​ Media and Marketing (28%), Finance and Business Services (20%), and National ​ ​ ​ ​ ​ Government (19%).
  • Strategic ​ ​ ​ ​ ​ Roles: PR professionals in Southeast Europe hold pivotal positions ​ ​ ​ ​ ​ within their organisations, with 22% serving as Chair/Chief Executive ​ ​ ​ ​ ​ Officer/Managing Director/Founder and 19% as Chief Communication Officers.
  • Varied ​ ​ ​ ​ ​ Functions: Primary functions include communications strategy ​ ​ ​ ​ ​ development (68%), general media relations (67%), event planning/organisation ​ ​ ​ ​ ​ (62%), and media relations strategy planning (60%).

PRCA Managing Director, Renna Markson, said:

"The PR landscape in Southeast Europe is on the cusp of significant growth and transformation, as the research study demonstrates. Our findings emphasise the pivotal part of PR professionals in shaping organisational strategies, with a growing focus on digital media, reputation management, and communications strategy development. This underscores the importance of fostering collaboration and knowledge-sharing within the industry to further enhance the PR landscape. As we move forward, I'm confident that these insights will drive ongoing growth, excellence, and ethical standards in the Southeast European PR industry."

Download the full report: https://www.flipsnack.com/prca...

Gabriela Weiss Clarke

Gabriela Weiss Clarke

Head of Communications, PRCA Global

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The Public Relations and Communications Association (PRCA) is the world's leading professional body for professionals in public relations, communications, and public affairs. Through our global community, we work towards an industry that is known worldwide for its innovation, excellence and ethical standards. 

Established in London in 1969, the PRCA empowers its members by delivering valuable industry insights, fostering knowledge exchange, and offering opportunities to connect with peers. The PRCA is the industry's voice, ensuring government, policymakers and business leaders recognise PR and public affairs’ vital social and economic impact. We also provide world-class training and actively advocate for the interests of the profession on a broader scale.

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