As the world increasingly comes face to face with issues, conflicts, and wars, professionals in PR and Communications are called to engage on a new condition that is increasing in traction: Polarisation.
Polarisation takes place when issues, especially sensitive issues, are debated and are in public dialogue. For instance, when it comes to sustainability and green transition, it would seem that everyone adopt a thinking that that is what ‘the world needs’ and the ‘right thing to do’-until the high costs of transitioning to green technologies, practical issues of disposing digital and high tech waste, and the unbalanced nature of Sustainability rules between the developed and developing countries spring forth-leading to disagreement… polarisation. Similarly, advancement in digital technology and AI are seen as avenues of economic growth and increased productivity factors, though the resulting digital divide and job losses lead to disagreement, again, polarization.
Polarisation is PR and Comms’ could be described as the newest factor of traction in the sector. The USC Annenberg School of Communication and Journalism, in its 11th annual USC survey (in 2026), finds a “quiet shift” in public relations as “polarization reshapes corporate speech.”…
What is the quiet shift?
“..companies move away from broad, purpose-driven messaging toward a more situational approach to public engagement. This increased caution does not signal a retreat from communication. As companies reassess where and when to engage, some conversations have receded while others have accelerated…”
According to the 2026 USC Global Communication Report titled “A Quiet Shift”, “polarization is defined not just as a political disagreement but as a permanent, chronic condition that has fundamentally reshaped the professional communication landscape”.
USC says:
Since 2020, we have asked PR professionals the same question: “Should companies engage in social issues even if those issues are not directly related to their business?” The percentage who answered yes has dropped dramatically because when every word is scrutinized, choosing what to say and when to say it is risky business… This year’s survey of public relations professionals reveals increased defensiveness in corporate communications. Support for companies taking positions on social issues unrelated to their main business has dropped by 38% … with only 55% of respondents agreeing that companies have a responsibility to advocate for or support social issues.
When asked from respondents “Do companies have a responsibility to advocate for or support social issues?” in 2023, 89% said yes. In 2024, it declined to 85%, in 2025 further fell to 52%, and by 2026, it was at 55%. This is a huge 38% decline, which is proof of polarization.
What is the strategy to overcome polarization?
Silence!
“41% of PR professionals say silence can sometimes be the most effective communication strategy in a polarized environment.” Also, USC found that 72% of PR professionals remain optimistic about the profession’s future growth.
What is the effect on PR and Communications from this “Quiet Shift”? …put simply, the ‘Bottom Line’?
Here’s the good news: It’s a beneficial shift!
Polarisation has increased the value of the PR profession. Due to the divisive nature of the environment, 91% of professionals say their role “has become more important as they are needed to provide ‘clarity, context, and confidence’ in a fractured world.”
Fred Cook, Director of the USC Annenberg Center for Public Relations, says:
“Polarization has magnified the value of PR, even though many companies are communicating less. But the shift from playing offense to defense requires a different skill set and mindset. The decisions we make today will have an outsized impact on the future of the profession.”
On the negative side of risk mitigation and reputation management, “a constant concern that any statement, action, or silence will “offend someone/ damage the brand.”
But then, that’s what PR and Communication’s key function -“a constant concern on the client’s brand”-anyway, isn’t it?
