South Africa, Oct. 29 -- PR investment remains modest at 0.1% of turnover, a proportion that has stayed stable since 2009.

The study is a biennial analysis examining the relationships between communication consultancies and their clients as well as how consultancies are perceived in the marketplace.

Digitalisation

Digitalisation continues to gain ground, with 55% of budgets now allocated to digital media. Among disciplines, earned media receives the largest share of investment (42%), followed by paid media (31%) and owned media (28%).

Within digital, social media (90%) and influencer marketing (82%) are viewed as the areas where consultancies can and should play the most active role.

Trend towards integration and higher selection sta...