PRIA survey finds average monthly retainer has grown, but agencies more reliant on top clients

October 22, 2014 12:34

Source: PRIA

Australia’s PR agencies increasing reliance on a few larger clients for the bulk of their revenue should be seen as a “warning sign” for the industry to diversify risk, with a new report showing monthly agency retainers are also on the rise.

While the annual Public Relations Institute of Australia (PRIA) consulting sector benchmark survey has reported a 14.6 per cent increase in the monthly agency retainer, with the average rising for the second year running, up from $10,873 last year to $12,461 in 2014, it showed 34 per cent of agencies rely on their top five clients for more than three-quarters of their revenue.

“(The dependency figures) are always a warning sign and businesses need to make sure they don’t concentrate revenue too much. Our business are no different to anyone else’s — diversify risk, and keeping an eye on not being caught out by having one or two very large clients,” said Adam Benson national chair of the PRIA Registered Consultancies Group (RCG).

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Nic Christensen

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor. He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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