Focus Report: PR Insights from Hungary

Growth in the Hungarian PR Industry

The Covid pandemic was a watershed moment for the Hungarian PR industry: leaders realized in a once-in-a-generation crisis that communicating with key stakeholders is a strategic priority and an essential business function. This led to a nominal 63% growth in estimated national PR spending between 2019 and 2023, to just under EUR 50 million.

With extensive activity and support from the Hungarian Public Relations Association (HuPRA), the PR profession has taken its well-earned seat at leadership (and marketing & communications industry) tables.  The following are some insights on factors impacting the PR industry in Hungary.

• Type of Agencies: most agencies are generalists and very few specialize, with some expert firms in culture, the legal profession, healthcare and the energy industry
• Regional Corporate Headquarters: many multi-nationals used to have regional headquarters in Hungary, most have consolidated subsidiaries’ communications activities in other markets
• Industry Challenges: secure and keep our seat at the executives’ table by attracting and training talent to provide the next generation of professionals
• Economic Environment: generational shifts in consumer attitudes and expectations, and a suddenly lively political sphere will provide opportunities

To find more information about the market in Hungary, download 2024 Focus Report: PR in Central Europe. Find out more about Worldcom Partner, Probako Communications, and how they can help you navigate the market in Hungary.