Competition, strategy, technology and people: the challenges facing PR

Sally Dibb, Lyndon Simkin, Adam Vancini

Research output: Contribution to journalArticlepeer-review

8 Citations (Scopus)


A recent survey of leading UK PR practitioners has identified a dynamic, swiftly evolving environment for the public relations industry. Heightened competition, wide-ranging new opportunities and threats stemming from the perceived need to internationalize, the desire for more influence in clients' business strategy formulation, training and recruitment dilemmas, ever-changing technology and an increasing requirement to evaluate the worth of PR are only some of the most pressing issues. This article reviews the survey's findings—revealing a complex and swiftly evolving marketplace—before drawing out some of the principal implications. There are interesting parallels with events in advertising.

Original languageEnglish
Pages (from-to)116-127
Number of pages12
JournalInternational Journal of Advertising
Issue number2
Publication statusPublished - 1 Jan 1996
Externally publishedYes

ASJC Scopus subject areas

  • Communication
  • Marketing


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