PR Week ran an interesting feature last week looking at the rise of the virtual PR agency.
While many traditional agencies embrace flexible forms of working, the article reports on a piece of market research which suggests that the virtual PR model will soon become a credible alternative to the traditional PR agency model.
With the rise of workplace hubs such as WeWork in London, Manchester and other large centres, I would go one step further and suggest that the virtual PR agency will soon outnumber the traditional office model as savvy PR businesses choose to consume office space as a service as opposed to a commodity.
What's more, by massively reducing office overheads, the virtual model will be in a better position to offer a truly bespoke client service as well as being able to adapt quicker to changing market conditions.
The only real hurdle faced by the virtual model is a perception amongst clients operating in the more traditional sectors that a conventional office environment produces better results. What they may not realise is that some of the best known names in PR already engage an army of freelancers.....
How big could virtual PR agencies get? June 25, 2018 In November, PRWeek profiled several of the start-up agencies using the virtual model, and looked at how traditional agencies are embracing more flexible forms of working. One of those agencies, The PR Network, has now commissioned research by The Pulse Business. A total of 1,500 senior industry professionals were asked: In the future, will clients consider the Virtual PR Agency Model as a credible alternative to the traditional PR Agency Model? 45 per cent said 'Yes because this model is adaptable and agile' 15 per cent said 'Yes because this model makes better use of client budgets' 15 per cent said 'Yes because some clients prefer a hybrid model, eg a smaller in-house team supported by specialists'