This year marks a change in the outlook for many in the corporate world. CFOs are cautiously optimistic about 2013. The world averted disaster at the hands of the Mayan calendar. And now, the PRCA is reporting that the PR industry has cause for good spirits, as well.

The industry has seen a shift from the prevalence of project work back to retainer work. In a survey of 96 PR agencies, a 9% rise in retainer work was recorded in the final quarter of 2012 compared to the previous quarter. This has led to a 54% of consultancy MDs exhibiting high levels of optimism for the coming months. However, most still think the UK economy will stagnate or worsen before it begins to improve.

Nick Brooks, MD at 4cm, a B2B PR consultancy, says, “Although we don't foresee significant economic growth in the UK for 2013, we are experiencing major demand in online and international business from our industrial clients.  They are looking for high quality content, for multiple channels, and recognise that PR services provide a powerful tool that helps them drive online awareness and engagement.”

Most of the consultancies surveyed found that 36% of their fourth-quarter income was derived from retained work and that more than half of their new business resulted from existing clients.