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The International Public Relations Network surveyed 40 member agencies.

Even as most PR firms are rapidly adapting to digitalisation, it is still seen as the biggest challenge that the industry faces in providing satisfactory services according to a survey by Public Relations Network.

While 95% of agencies provide some form of digital service, about 74% of PR agencies see digitalisation as the single biggest challenge facing them.  58% of those surveyed also see the trend, along with the use of new technologies and an increase in online media, as the biggest factor in the future of PR.

But despite the increased focus on digitalisation, 50% of the respondents said they still are looking to strengthen their traditional PR toolkits with skills like media relations, press release writing and influencer relations.

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