The PR industry is predicted to benefit from the credit crunch as companies realise that effective communication could mean the difference between survival or going under.
Growing Business, a magazine for budding entrepreneurs, warns that taking the axe to the PR budget could be a false economy when the marketplace turns sour.
And figures released by the CIPR show around 90 per cent of PR practitioners expect their PR and communications staff to remain the same or grow in 2008, with 41 per cent expecting to increase their staff by anywhere between one and ten per cent.
The CIPR President's Panel responders also said they would be prepared to pay higher salaries to keep hold of their best staff- with 45 per cent saying they would pay wage rises of more than three per cent.
Paul Mylrea, director of communications at the Department for International Development, said there are other signs that all is not doom and gloom.
There is not shortage of job ads around, and not just for the private sector- public and voluntary sector organizations are all in the marketplace.
Charities know as well as anyone, Mylrea said, that cutting through the noise of the competition is critical to keeping the donations flowing.
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