Asia Pacific: A revival in the PR Agency sector is putting increasing pressure on a limited talent pool, according to findings from the Aquent Asia-Pacific Salary Monitor 2005.

The survey reveals that PR agencies are hiring again after a period of relative inactivity, spurred by increasing client spending and economic recovery in the key markets of mainland China and Hong Kong .

However, according to the recruitment consultancy, agencies are struggling to find appropriate candidates – forcing them to look outside the conventional channels. “Specialist talents in healthcare, technology and finance for PR agencies are still very hard to find, and with this upswing, the challenge becomes greater, “ explained Aquent Singapore PR and marcoms agent Alex Lou.

“We are seeing more interest from in-house talent in related industries to enter the PR agency arena. Conversely, employers now are more open to PR talents who have a combination skill-set, that is, they are exposed to more areas related to PR, such as agency experience, exposure to marketing communications, brand communications, journalism and the like.”

Mainland China is driving this growth, with 50% of consultancies experiencing staff turnover of 20% and greater. Over 90% of these expect to add permanent headcount, with all planning for salary increases. “There are some excellent senior local PR professionals in China , however not enough to keep up with the demand of growth,’ pointed out Aquent Hong Kong and China PR and communications agent Julia Peedom. “PR specialists in a particular practice area continue to move into China from within the region.”

Hong Kong , meanwhile, is also experiencing a significant boom, with almost 80% of the PR sector expecting to add permanent staff, and over 80% increasing salaries. In Singapore , positive regional sentiment is being reflected in volatility, with 25% of PR companies experiencing more than 20% staff turnover.

With strong growth across all of the seven regional markets polled Peedom believes agencies must ensure staff remain motivated and happy. “Look after your staff as there are probably about four or five agencies poaching them right now, “ said Peedom. “Candidates are getting offered more money, benefits, and long term career development programmes to entice them to move agencies.”