NAICS 541820 Quarterly Industry Report
Public Relations Agencies
Comprehensive industry research for valuation professionals, business owners, buyers, and lenders
NAICS Code: 541820Sector: Professional, Scientific, and Technical Services (54)Updated: Q1 2026
About This Report
This Fair Market Value report for NAICS 541820 provides financial and operational benchmarking data for public relations agencies. Data comes from Census Bureau[5] statistics, Bureau of Labor Statistics employment figures, and industry analyses to establish realistic compensation ranges, revenue metrics, and operational benchmarks. Additional data is drawn from SBA[6].. Designed for valuation professionals, business brokers, and financial analysts, the report supports accurate business valuations, acquisition pricing, and compensation analysis within the public relations sector.
Industry Snapshot
Key metrics for the public relations agencies industry.
NAICS Sector
54
Professional, Scientific, and Technical Services
Industry Definition & Overview
Public Relations Agencies (NAICS 541820) encompasses establishments primarily engaged in designing and implementing public relations campaigns to promote client interests and image. Services span crisis communication management, reputation risk assessment, strategic communication planning, media relations coordination, and social media strategy development. Establishments in this industry also provide political consulting and lobbying services. According to data from the Census Bureau[5], 2020 data showed 8,567 establishments and 54,730 employees in this sector, with annual payroll reaching $6.58 billion.
Average hourly wages stood at $56.15 in April 2023, reflecting the professional expertise required. Modern PR agencies employ research, data analytics, and audience segmentation to tailor messaging across multiple channels. Professionals in this field craft press releases, monitor media coverage, coordinate public events, and develop integrated communication strategies. Industry employees work 35.5 hours per week on average.
Growth in digital communication platforms has expanded service offerings beyond traditional media relations to include social media management, online reputation monitoring, and digital crisis response coordination. Both large global networks and independent boutique firms serve clients ranging from Fortune 500 corporations to nonprofit organizations and government agencies. Annual revenue for the U.S. public relations industry exceeds $17 billion, with the top 10 firms accounting for a significant share of total billings. Employment growth remains steady as organizations across all sectors increase their communications budgets in response to heightened media scrutiny and investor expectations.
What's Included in This Industry
- Establishment count and employment statistics by state and region
- Revenue and payroll data from Census Bureau surveys
- Hourly wage and compensation ranges for PR professionals
- SBA small business size standards and qualification thresholds
- Industry growth trends and market opportunity analysis
- Service line breakdowns including crisis communication and media relations
- Geographic concentration patterns for PR agencies
- Comparison metrics for agencies of different sizes
- Staffing patterns and professional skill requirements
- Market segmentation by client type and industry focus
NAICS Classification Hierarchy
| Level | Description | Code |
|---|---|---|
| Sector | Professional, Scientific, and Technical Services | 54 |
| Subsector | Professional, Scientific, and Technical Services | 541 |
| Industry Group | Advertising, Public Relations, and Related Services | 5418 |
| NAICS Industry | Public Relations Agencies | 54182 |
| National Industry | Public Relations Agencies | 541820 |
Related NAICS Codes
| Code | Description | Relationship |
|---|---|---|
| 541810 | Advertising Agencies | Advertising Agencies create advertising campaigns and place advertisements in various media, representing a closely related service that differs from public relations by focusing on paid advertising rather than earned media and reputation management. |
| 541830 | Media Buying Agencies | Media Buying Agencies purchase advertising space and resell it to advertising agencies and clients, supporting media placement and relationship development that public relations agencies often coordinate. |
| 541840 | Media Representatives | Media Representatives sell media time and space for media owners as independent representatives, supporting the media placement and relationship development that public relations campaigns require. |
| 541850 | Indoor and Outdoor Display Advertising | Indoor and Outdoor Display Advertising comprises establishments engaged in designing and placing advertising displays in physical locations, a channel that public relations campaigns often integrate for brand visibility. |
| 541613 | Marketing Consulting Services | Marketing Consulting Services provide strategic marketing advice and support that complements public relations services, with many consulting firms working alongside PR agencies to develop integrated strategies. |
| 541890 | Other Services Related to Advertising | Other Services Related to Advertising includes establishments providing advertising services not classified elsewhere, such as advertising material distribution and specialized support services. |
Geographic Concentration
Top states by share of national establishments.
| # | State | % Est. | Total Est. |
|---|---|---|---|
| 1 | California | 19.1% | 1,645 |
| 2 | New York | 11.1% | 962 |
| 3 | Florida | 6.9% | 594 |
| 4 | District of Columbia | 5.8% | 501 |
| 5 | Texas | 5.3% | 457 |
| 6 | Illinois | 4.1% | 351 |
| 7 | Virginia | 3.5% | 301 |
| 8 | Georgia | 3.3% | 281 |
| 9 | Colorado | 3.0% | 261 |
| 10 | New Jersey | 2.4% | 210 |
% Of Establishments
0%
19%
Source: County Business Patterns, U.S. Census Bureau[3]
SBA Lending Summary
352
Total SBA Loans
$120.7M
Total Loan Volume
$343K
Average Loan Size
9 yrs
Average Loan Term
10.44%
Average Interest Rate
2,952
Jobs Supported
Source: SBA 7(a) Program Data, U.S. Small Business Administration — FY 2025[4]
Key Insight: According to the SBA Size Standards Table[7], NAICS 541820 has a revenue-based size standard of $19.0 million in average annual receipts calculated over the preceding five fiscal years. Businesses meeting this threshold qualify as small businesses for federal contracting and assistance programs administered by the Small Business Administration. Eligible businesses can access SBA 7(a) loans[8] for working capital, equipment, and acquisition financing, while 504 loans[9] support major fixed-asset purchases including real estate and heavy machinery.
Top SBA Lenders
| # | Lender | Loans | Volume | Avg Loan |
|---|---|---|---|---|
| 1 | Sunflower Bank National Association | 16 | $40.0M | $2.5M |
| 2 | Live Oak Banking Company | 24 | $21.6M | $900K |
| 3 | Dogwood State Bank | 16 | $6.7M | $417K |
| 4 | The Huntington National Bank | 32 | $6.1M | $190K |
| 5 | CRF Small Business Loan Company, LLC | 8 | $5.1M | $641K |
Frequently Asked Questions
Common questions about this industry.
What services are included in NAICS 541820 Public Relations Agencies?
Establishments classified under NAICS 541820 design and implement public relations campaigns, provide crisis communication management, conduct reputation monitoring, develop social media strategies, and manage media relations. They also provide political consulting and lobbying services. industry data confirms these agencies employ research and data analytics to tailor messaging for clients.
How many establishments operate in the Public Relations Agencies industry?
Per Census Bureau[5] 2020 data, there were 8,567 establishments in NAICS 541820, with approximately 3,659 companies verified as active in the current marketplace and 54,730 total employees.
What is the SBA size standard for Public Relations Agencies?
Per the SBA Size Standards Table[7], the size standard for NAICS 541820 is $19.0 million in average annual receipts for the preceding five fiscal years. Businesses below this threshold qualify as small businesses.
What is the average wage for employees in public relations agencies?
Bureau of Labor Statistics data shows that in April 2023, average hourly wages for public relations professionals were $56.15, with average weekly wages of $1,993.33. Employees typically work 35.5 hours per week on average.
What is the difference between Public Relations Agencies and Advertising Agencies?
Public Relations Agencies (NAICS 541820) focus on promoting client interests through reputation management and public communications, while Advertising Agencies (NAICS 541810) create advertising campaigns and purchase media placement. Census Bureau[10] classifications distinguish these as separate industries with different core functions.
How do public relations agencies handle crisis communication?
Agencies create dedicated crisis teams with clear responsibilities for message creation and approval. PRSA[11] research shows that rapid response within two hours improves sentiment recovery by 61% compared to delayed responses, making speed and transparency key components of crisis management.
What annual payroll does the Public Relations Agencies industry represent?
In 2020, this industry generated annual payroll of $6.584 billion across all establishments, based on Census data. Compensation reflects the professional expertise required for roles including account managers, strategists, media specialists, and senior consultants.
Are there related NAICS codes for marketing and advertising services?
Yes, related codes include NAICS 541810 (Advertising Agencies), 541830 (Media Buying Agencies), 541840 (Media Representatives), 541850 (Outdoor Advertising), and 541613 (Marketing Consulting Services). Census Bureau[5] classifies these as different segments within broader advertising and marketing services.
Sources & References
Government datasets and editorial sources used in this report.
- [1]U.S. Bureau of Labor Statistics, Quarterly Census of Employment and Wages bls.gov
- [2]U.S. Census Bureau, Economic Census census.gov
- [3]U.S. Census Bureau, County Business Patterns census.gov
- [4]U.S. Small Business Administration, SBA 7(a) Loan Program Data data.sba.gov
- [5]Census Bureau data.census.gov
- [6]SBA sba.gov
- [7]SBA Size Standards Table sba.gov
- [8]SBA 7(a) loans sba.gov
- [9]504 loans sba.gov
- [10]Census Bureau census.gov
- [11]PRSA prsa.org
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