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Estonia sees potential for PR Development

December 14, 2011


New opportunities for public relations, lobbying and integrated communications have been highlighted in Estonia’s third study of the profession conducted by In Nomine, with nearly a quarter of respondents indicating they were likely to increase spending on communication in the year ahead.


For the third time, the Estonian communication company In Nomine has conducted a PR quality survey among organisations with a turnover of at least 5 million euros. We investigated the quality of the service, the level of satisfaction with the service, the function of the communication, how beneficial it proved, the use of services, the need for services and the budget. Half of the respondents (49%) represented senior management from international and private companies in Estonia – the initial focus group of the survey.


Compared to 2010, the quality of communication appears to be rising. In the view of the majority of companies, the quality of communication in Estonian organisations is average (56%), quite good or good (39%), with just 5% declaring it to be quite poor. 


The majority (19%) of respondents felt that communication plays a role in moulding the reputation of an organisation, as was the case last year. We also looked at the benefits of communication, with responses showing that the growth in recognition it provides for a company is considered most important (39%). This in turn links back to the role it plays in shaping reputation.


If we look at the gap between the need for and the use of communication services, it can clearly be seen that there will be more than double the need for socio-political PR or lobbying in future. There will likewise be a greater need for advising management, training, the development of a communication strategy and external communication studies. The development of an integrated communication campaign was highlighted by a remarkable number of respondents: the need for this has trebled. This indicates that the boundaries between PR and advertising will become even more blurred in future. Both services will be expected to have a thorough handle on all of the tools in the communication toolbox.


Quite a few companies are pondering whether they should be represented in social media; to do this they would have to produce interactive content, which is not always easy to do. Compared to current levels, more than half of all companies would like to see themselves represented in social media in future. Although growth can be seen in social media, what will still be needed and used most in future is media texts, presenting spokespeople to the media and the organisation of press and customer events. This indicates that people want to make use of communication services that are connected to classic media PR ahead of others.


70% of companies will be keeping their spending on communication at the same level next year; 24% will be increasing it, while the remaining 6% will be decreasing it. 28% of respondents use the services of a communication company at least once a month; the majority use them regularly or even on a daily basis. The number of companies who have not used and are not planning to use a communication service in the near future has halved compared to 2010, which shows that the market has grown. 


In Nomine ( is a public relations company that is based on Estonian capital and was founded in April 2001. 


Kerstin Aps, In Nomine consultant

Mart Soonik, In Nomine consultant




Estonian Public Relations Association (EPRA) is a professional association that was founded in 1996 as an umbrella organisation for public relations practitioners in Estonia. The mission of the Association is to promote the public relations in Estonia and to improve professionalism of its members. The Association has a Code of Ethics based on the International Public Relations Association Code of Conduct adopted in Venice.


The Association brings together public relations professionals from all over Estonia. Its members are employed in public and private companies, public sector organisations, non-profit organisations and PR agencies. The Association has currently 72 active members. The highest body is a general meeting that elects a five-member board to co-ordinate the work of the Association. The term of office of the board is two years.