We are in turbulent times. Climate emergencies, geopolitical conflicts churning well set supply chains and creating economic chaos, many segments of societies undergoing sudden unhealthy demographic changes ..
In such a context, the role of the PR and Comms sector is also subject to microscopic observation of sorts. How will it work to overcome challenges in brand Comms, crisis Comms, and even stakeholder Comms amid such waves of change? Given that PR and Comms itself is operating in intangible and unpredictable fast moving environments, where does its own future growth (at least in the near future) lie?
The recently released 2025/2026 ICCO World PR Report produces some useful, needed insights. The data were gathered until a few days before the beginning of the Middle East war.
According to the report, Strategic Consulting is both the first area of growth in the last 12 months (37% of respondents) and the first area of investment (39 %). ICCO President Massimo Moriconi says: “That matters because it confirms what many leaders are already experiencing: PR is about building meaningful relationships – leveraging paid, earned, shared and owned media – that help organizations succeed in complex, fast-moving environments.”
ICCO report’s most significant finding, however, is that “Corporate Reputation” is expected to be the key area of growth in the near future (41%). This is followed by “Strategic Consulting” (39%) and “Influencer Marketing” (25%). Among lower areas of growth are Marketing communications (15%), Purpose and CSR (13%), and Employee comms (13%).
What industries do PR & Comms sector professionals see as ‘likely to grow’? “IT and technology” leads the responses (45%-somewhat unsurprisingly!). This is followed by Healthcare (41%) and Financial and professional services (31%). The lowest prospects are for “Not-for-profits” (8%).
That “Corporate Reputation is expected by PR and Comms to be the key area of growth in the near future” signals the sector’s view on the need for resilience.
The exact medicinal pill for…turbulent times!
