Public Relations agencies are being put through their paces with more and more clients asking PR firms to pitch as they increasingly compete with ad agencies for business.

More PR accounts are now open to pitches, according to the latest The PR Report, with PR agencies more often embroiled in the style of pitches that have kept advertising and media agencies on their toes for yonks.

“Companies and organisations increasingly see the value in having agencies pitch for their account/business,” Glen Frost (pictured), publisher of The PR Report, said.

“This is creating a competitive dynamic where large accounts move to other agencies, thus impacting on agency rankings.”

This year the list of top 25 PR agencies by revenue has seen some shifts, with Ogilvy PR losing the top spot to PPR.

Ogilvy PR, which was number one last year, has slid to number two.

“PR is a very competitive industry, and if there is one message from this annual survey, its this; PR is a fast moving sector and rankings in the top 25 can, and do, change rapidly,” Frost added.

A higher rate of pitching is not the only driver of change in the industry, with the services PR agencies offer diversifying beyond ‘traditional’ PR.

Frost believes PR shops are “blurring the lines between ‘advertising’ and ‘PR’, with many moving beyond media relations and crisis management into brand analysis and branded content strategy.

“PR agencies now compete with advertising agencies for the marketing budgets of major brands,” according to Frost who said many PR firms offer a full range of content marketing services including TV and video production.