What is the real outlook for future growth of PR and Comms, amid winds of change effected by political headwinds, as well as digital and AI disruptions?
The 2025 Global Communications Report “Mind the Gap,” released by USC Annenberg Center for Public Relations (released March 2025), packs interesting answers. The tenth edition of USC Annenberg’s Global Communications Report is based on an online survey conducted from January 9 through February 1, 2025, with 1077 respondents (in public relations or related functions) taking part. The respondents were from the United States, Canada, Mexico, Latin America, Europe, Asia, and the Middle East.
Asked about the outlook for the future growth of the public relations profession, 74% respondents are ‘positive’ while only 11% are negative. When it comes to generations, Baby Boomers are the highest for ‘positive’ (35%), while Gen Z is the lowest (30%) for ‘positive’.
When respondents are asked about the type of impact that certain “trends” will have on the future direction of the public relations profession (trends were “Artificial Intelligence”, “Hybrid and Remote Work”, “Changing Media Landscape”, and “Political Polarization”), PR professionals typically see their day-to-day work becoming easier because of AI.” The majority of respondents (56%) say the ongoing media evolution (i.e, changing media landscape) will make their day-to-day work “harder”. Sixty one percent say the effects of political polarization on their work will make their day-to-day work “harder”. Interestingly, compared to Gen X, Gen Z feels “more positive” (46%) than negative “about how changes in the media landscape will affect their day-to-day work.” Do hybrid and remote work make jobs easier? Gen Z, at 72%, is the highest approving of this trend, while Boomers (39%) are the lowest to accept it.
Expressing their opinions of AI and all its implications for PR, respondents indicated highest use of AI for them is in Social Media (43%). This is followed by Analytics and Research (36%), Press Material Development (36%), and Marketing Communications (30%). The lower AI engaging activities are Crisis Communications (16%), Event Planning/Management (15%), Public Affairs (11%), and Investor Relations (7%). The report adds: “Agencies are focusing their use of AI on their core services, including social media… In-house teams are more likely to use AI for internal communications.”
When respondents’ agreement/disagreement was asked on four distinct ways that AI’s impact in the next 5 years will be felt, the results are interesting. The highest (68%) agreement is expressed for the idea “Humans will remain essential for public relations to be effective.” The second highest agreement is given for “AI will increase misinformation”. Thirty nine percent agreed that “Training in AI increases the value of a public relations professional.” Twenty six percent agree that “PR will be more effective in reaching target audiences with the right messages.”
What types of media channels will be relevant to meet the objectives of communication programs in 2030? The digital channels lead the way (Social Media 53%, Podcasts 35%, Smart Phone Apps 34%, and Influencer Promotion 30%). Paid Advertising (29%) and Online Newspaper / Magazine Stories (29%) are in the middle tier. Among the channels at the lower end are Press Releases (18%), Network Television (16%), and Print Newspaper/Magazine Stories (13%).
Which communication aspect would be most impacted due to changes in traditional media? (The aspects indicated are “credibility of news”, “a well-informed public”, “accuracy of news”, “identifying fake or misleading news”, “an independent and free press”, and “the results of public relations campaigns”). Forty six percent say the results of public relations campaigns are where the impact is “much more likely to be seen as positive.” Interestingly, the rate of opting for public relations campaigns, in comparison to communication aspects such as “credibility of news”, is the highest at 46%…great news for the public relations and communications industry that wonders where it’s headed to…!
