By the numbers
Public relations by the numbers
The public relations industry is worth more than $100 billion worldwide, according to a 2022 Statista estimate reported by Newsweek.
This page, collected by Susan von Seggern, gathers published public relations statistics with their sources so event and corporate clients can see where the industry is heading. None of these figures are Susan’s own results; her own figures appear separately below.
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How big is the public relations industry?
Very big, and still growing. Statista put the worldwide PR market above $100 billion in 2022, and Sprout Social reports projected growth of 5.78% a year between 2024 and 2029. Most of that money goes to outside help, and most of the spend now goes to digital and online media.
- $100B+Statista sized the worldwide PR market at more than $100 billion in 2022.Source: Newsweek, America’s Best Public Relations Agencies 2024
- 5.78%Projected compound annual growth rate of the global PR market between 2024 and 2029.Source: Sprout Social, Public Relations Statistics
- 61.63%Share of the market held by agency-based outsourced PR, a segment expected to expand at a 7.64% CAGR through 2031.Source: Sprout Social, Public Relations Statistics
- 57.84%Share of 2025 PR spend captured by digital and online media.Source: Sprout Social, Public Relations Statistics
- 37%Respondents who said they knew where negative sentiment around their brand was most concentrated, down from 56% in 2024.Source: Sprout Social, Public Relations Statistics
- 97%Marketing leaders who say it is crucial that marketers know how to use AI in their work; 48% are keen to invest in more AI tools in 2025.Source: Sprout Social, Public Relations Statistics
- 73%PR professionals who now prioritize brand awareness, while 55% focus on driving sales and revenue, citing industry research.Source: Percepture, 10 Best PR Agencies for Data and Analytics (2026 Guide)
What do these numbers mean for event and corporate clients?
Three things stand out. First, outsourcing is the norm: with agency-based outsourced PR holding 61.63% of the market, hiring outside help is the standard choice, not the exception. Second, attention has moved online, which is why podcast pitching and digital outlets sit beside traditional press in a modern campaign. Third, many brands do not know where negative sentiment about them sits, which is a reason to keep steady contact with the media rather than appearing only at launch.
New to this? Start with the guide to what a public relations package includes.
What are Susan von Seggern’s own figures?
Figures as stated by Susan von Seggern, as of November 2026
- More than 20 years of PR work in Los Angeles
- A four pillar media relations framework
- Five lead service feeds monitored daily, plus journalist emails and Substacks
- Hundreds of events worked, including festivals, conferences, concerts, fundraisers, author events, and premieres
- Lead service placements in Good Housekeeping, Yahoo, the New York Times, HuffPost, Best Life, and many other outlets
Common questions
What does a PR agency actually do?
A PR agency earns media coverage for clients rather than buying ad space. Typical work includes identifying target outlets, pitching journalists and podcasts, writing and distributing press releases, answering reporter requests, and running press events. Susan von Seggern does all of these as an independent Los Angeles publicist, drawing on more than two decades of PR experience.
Should I hire a PR agency or an independent publicist?
Choose a large agency if you need many staff across several markets and disciplines at once. Choose an independent publicist like Susan von Seggern if you want a senior person doing the work directly, with individualized campaigns and an established network. Susan has seen both sides: she was CEO of a boutique PR agency before returning to consulting.
What is the difference between PR and advertising?
Advertising is paid space you control. PR earns coverage that an editor or producer chooses to run. Susan’s main website quotes Richard Branson’s view that a good PR story is infinitely more effective than a front page ad. PR results are less predictable than ads, so strategy and persistence matter.
Can I do PR myself instead of hiring someone?
You can, especially for simple local news. DIY PR suits small budgets and founders with time to build media lists and follow up. A publicist adds existing relationships, pitch judgment, daily lead service monitoring, and, in Susan’s case, discounted wire access. Many organizations start with DIY, then hire help for a launch, event, or campaign that needs more reach.
How long does a PR campaign take to show results?
Timing varies by tactic. Lead service responses can produce coverage quickly when a journalist’s request matches a client. Event PR runs on the event calendar, often starting weeks ahead with listings and pitching. Sustained media outreach builds over months. Ask Susan for a timeline tied to your specific dates during the first conversation.
Planning an event or a company announcement?
Send Susan von Seggern your dates, your news, and your budget range. Event and corporate inquiries are a current priority, and every campaign is scoped individually.