When it comes to working for an agency or in-house, over two thirds (67%) show a preference for in-house roles, as agency professionals are “eager to move”, according to research.
The data, from The Works search Annual Salary Guide 2025 found that the figure was consistent from last year, which it claims indicates “enduring appeal” for in-house positions.
The data, collated from over 350 PR professionals, between February and March 2025, revealed that the desire to work in a PR agency is decreasing as just 13% expressed desire to do so, which is down two percentage points from the previous year.
This is felt strongly amongst male PR professionals, as only 13% wanted to work in an agency, whereas agency appeal for women increased by one percentage point from the previous year to 14%.
It also found that an interest in freelancing and/or becoming self-employed is on the rise, as 8% now want to do this (up 3% from the previous year), and 4% want to start their own business.
Sarah Leembruggen, managing director of The Works Search said: “We’re seeing professionals grow more confident in changing roles, which means there’s great talent on the market. However, the clear trend is toward in-house communications teams.
“Many perceive the grass to be greener, and agencies continue to lose strong talent to in-house roles. That said, in-house opportunities are limited, so competition to secure them remains intense.”
Read the full report here
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