Hungary’s first PR Trend Report published


The report titled “PR Trend Report Hungary 2021″ published under a unique industry initiative celebrating the 30th anniversary of the Hungarian Public Relations Association (MPRSZ) presents the current situation, key trends and potential future growth paths of the Hungarian PR and communications industry through exclusive strategic articles on nearly 150 pages. Including contributions from nearly a hundred Hungarian and international professionals, the first Hungarian PR Trend Report had 19 co-editors overseen by Balázs Román, Editor-in-Chief, and Zsófia Bánhegyi, Vice President of MPRSZ. The long-awaited report is publicly available as a free download at the website from 27 October 2021. The English language version of the report was sponsored by Budapest Airport.

Analysing the present and predicting the future of PR and communications in Hungary, the report gives an insight into the industry from several angles exploring its current situation, key trends, upcoming changes and future growth paths. In addition to PR professionals, it also addresses corporate executives presenting the industry’s toolset and potential to create value for business and society. It provides useful real-life information to university students studying communications and also fresh graduates.

PR Trend Report 2021 is the fruit of cooperation and several months of joints efforts of the Hungarian communications industry. It cites nearly a hundred experts from different industry areas including customers, agencies and representatives of related fields. The 19 interrelated chapters were compiled by co-editors, renown industry professionals, on a pro bono basis. The 150-page report covers all areas and growth paths of PR adding emerging new fields such as digital communications, employer branding, crisis communication, personal branding or service design.

The English-language version of the report will be publicly available in PDF format as a free download from the website starting from 3 February 2022.

The report is the result of broad-based industry cooperation. Its publication was supported by SPAR, Budapest Airport, Porsche Hungária and 12 Hungarian PR and integrated agencies including ACG Pro, DeepInsight, DOT Media, Double Decker Communications, FleishmanHillard Café, Lounge Communications, Noguchi Porter Novelli, Positive Adamsky, Republic PR, Salt Communications, Springer & Jacoby and Uniomedia. Trade media contributors included Betone Studio, Digital Hungary, Hello Biznisz, Marketing&Média and Márkamonitor.

In the PR Trend Report published in 2021 for the first time, PR areas and growth paths were divided into chapters under the guidance of Editor-in-Chief Balázs Román. “To the best of my knowledge, this is the most comprehensive report ever published about the PR industry in Hungary. We invited 19 outstanding professionals to edit the different chapters. They contacted many Hungarian and international experts to contribute to the content. This diverse mix of contributors ensured a unique and versatile content for the first Hungarian industry report”, said Balázs Román.

The co-editors in charge of compiling the 19 chapters included Anita Balaton (FleishmanHillard Café), Zsófia Balatoni (Uniomedia), Richárd Hampuk (Red Lemon), Balázs Kádár (Bindermann), György Káli (Humanize Studio), Péter Kincses (Double Decker Communications); Péter Mamusits (Lounge Communications), Andrea Nagy (Positive Adamsky), dr. Dániel Gergő Pintér (BiotechUSA), Péter Polgár (Brightly), Ágnes Szőke (Opencom), András Sztaniszláv (PersonaR), Szilvia Tóth (Salt Communications), Z generation expert Tamás Trunk, Judit Németh-Simkó (DeepInsight), Zita Hella Varga (Salt Communications), Dóra Vas (MatrixPR), Anna Zámbó (Republic PR).

The English version was translated by Anna Elődi, revision and proofreading by Michael N. Chapman.

We can boldly say that PR enjoys a new revival” – said Zsófia Bánhegyi, Project Manager, Marketing and Communications Director of Szerencsejáték Zrt. and Vice President of MPRSZ, highlighting one of the most important trends identified in the report. “The greatest value of this report is that it presents a broad range of segments in PR and a versatile group of relevant contributors. It is a special publication both in terms of the number of contributors and the involvement of customers, media, agencies and trade organizations. We are proud that the industry has such a high level of cohesion and the initiative was joined by so many experts to create an industry report, take account of the past and reflect together on the future.”

A key goal of the Hungarian Public Relations Association is to help the broader industry environment understand the operation of PR. When designing the publication, we considered several similar international initiatives and opted for crowdsourced content creation so that the entire profession could identify with the report. The report provides valuable content to students, junior and senior professionals, communications and business leaders alike. I’ve been participating in the efforts of several international PR organizations for years and I can confirm that this publication also stands out in the global communications market”, said András Sztaniszláv, President of MPRSZ.

Hungarian Public Relations Association (MPRSZ) celebrates 30th anniversary

MPRSZ is the leading advocacy, professional development and services organization of the Hungarian PR industry. Established in 1990, it has nearly 100 members including freelancers, agency staff, corporate communications teams, university professors and social scientists.

MPRSZ represents the interests of PR professionals at an international level and works to enhance the recognition of public relations. Its members and presidium stress the importance of sustainable growth, business ethics, corporate social responsibility and do their best to implement transparent collaborative communication in the competitive market.  MPRSZ takes firm action against measures to restrict these principles and organizes trade events and training courses, makes statements and issues publications to support the professional growth of those interested in public relations.

The professional efforts of MPRSZ are supported by the Ethics Committee. The organization selects the winners of PR Excellence Hungary and Employer Branding Award award programs. MPRSZ is member of the International Communication Consultancy Organisation (ICCO) and strategic partner to the Chartered Institute of Public Relations (CIPR) and the International PR Association (IPRA).