LONDON – PR agency executives estimate that more than half of all positions will be filled by remote workers, according to a new study by European agency Tyto and The Pulse Business.
The study found that 54% of agency CEOs now expect “more than half” of all positions to be filled by remote workers, with 27% expecting more than three-quarters positions are occupied by remote workers. One in three CEOs (33%) believe that more than a quarter of positions could be filled by foreign workers.
As a result, most agency CEOs (83%) now expect the UK PR industry to be decentralized away from London, where the majority of agencies are currently based.
The survey also found that the rise of remote working is not only changing the way people work, but also fueling investments in technology and tools to create more business opportunities for UK agencies: 31% of CEOs of agencies said the remote economy drove at least 25%% of their revenue in the past 12 months, and 14% said it generated more than 50% of revenue.
Tyto CEO Brendon Craigie, who created the agency in 2017 with a ‘borderless’ remote model, said: âI think we are seeing the start of the biggest shift in staffing models that the industry public relations has experienced over the past 50 years. Remote working is transforming the agency landscape, opening up new possibilities for agencies, employees and clients.
âAgencies can now attract talent from all over the world, employees can choose where to live without compromising their professional ambitions and the conditions are created for us to build a much more inclusive industry. This in turn creates the conditions for exciting new customer service models that bring customers closer to their target audiences than ever before. “
Craigie added, âWhat started as a temporary adjustment to life in a pandemic economy, has changed the outlook for agency leaders and suggests that over the next five years we will see a decentralization of agency operations. . Agencies that are well positioned to seize the hiring and growth opportunities of the remote economy are sure to thrive as the world has changed now and the old ways of working in the office will soon be a thing of the past. “
Tyto had seen firsthand how remote working was changing the European PR industry, he added: âWe have found that we are able to remove inefficiencies and compartmentalize work to offer clients 30% more value for the same investment. We are also able to tap into new talent pools abroad, which allows us to create a digital media center in Spain, where there is a real wealth of digital talent. In addition, housing prices in London, Brexit and the prospect of a better quality of life abroad, as well as new digital nomadic visas like Spain and Portugal, are encouraging employees to leave the capital or to move abroad.
The survey results are based on a survey conducted between September 10 and 20, 2021 by The Pulse Business’s Communications Leaders Index among 350 UK CEOs and agency directors.