Day rate
In 2024, PR experienced a +5% year-on-year increase in rates, taking the average to £413 per day (£52 per hour). The top 10% witnessed a +8% increase year-on-year change, at £682 per day (£85 per hour).
Experience
Director roles stayed stable, with Lead roles showing a +14% increase year-on-year. Midweight roles observed a decrease of -15% year-on-year.
I view GenAI as a double-edged sword! On the one hand, it has taken jobs I would have normally done myself since it became publicly available and was seen as a cheap alternative to professional writers. On the other hand, I’m increasingly using it to enhance my writing process for things like editing, research and generating thought starters. I’m willing to teach myself to use emerging or new AI tools or even invest in training to build my capabilities as I’m sure this is what potential clients would expect, or in some cases, be doing themselves.
I view GenAI as a double-edged sword! On the one hand, it has taken jobs I would have normally done myself since it became publicly available and was seen as a cheap alternative to professional writers. On the other hand, I’m increasingly using it to enhance my writing process for things like editing, research and generating thought starters. I’m willing to teach myself to use emerging or new AI tools or even invest in training to build my capabilities as I’m sure this is what potential clients would expect, or in some cases, be doing themselves.
Contract Length and Bookings
Contract lengths on average decreased by -22% across PR, settling at 29 working days (just under 6 weeks). However, the top 10% contracts witnessed a +24% increase, averaging 93 working days (just under 19 weeks).
In 2024, all experience levels within PR experienced a decrease. Notably, Midweight roles witnessed the most substantial decrease at -33%.
However, despite these fluctuations, PR bookings showed a positive increase of +19% year-on-year, with more demand in the first quarter of the year.
Roles
Skills
Strategic communication continues to be a top priority, with Communications strategy, Copywriting, and Social media ranking as the highest-paid PR skills. The evolving media landscape has made these expertise areas increasingly valuable.
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