Strategic consulting, corporate reputation management and artificial intelligence (AI) are emerging as key growth drivers for the global public relations industry, according to the ICCO World PR Report 2025–2026 released on Tuesday.
The report, published by the International Communications Consultancy Organisation (ICCO) and powered by Opinium, provides a global overview of trends shaping the communications industry amid rapid technological, geopolitical and societal changes.
Drawing on responses from PR professionals across Africa, Asia-Pacific, Europe, Latin America, the Middle East, North America and the UK, the report points to continued optimism within the industry despite challenges related to talent retention, ethics and misinformation.
According to the report, 39 per cent of respondents identified strategic consulting as the top area of investment for PR firms globally. Corporate reputation was cited as the leading growth area for consultancies over the past year.
The survey also found that 91 per cent of respondents believe AI will be the most relevant technology influencing public relations over the next five years.
At the same time, retaining key talent remains the industry’s biggest workforce challenge, while misinformation and disinformation continue to be viewed as the most significant ethical concern, cited by 40 per cent of respondents.
The report highlights a broader shift towards advisory-led communications, with organisations increasingly relying on PR firms for strategic guidance, stakeholder engagement and reputation management.
Commenting on the findings, Massimo Moriconi, President of ICCO, said: “In today’s increasingly fragmented and unpredictable environment, relationship capital is more essential than ever to business resilience, trust, and effective leadership. This year’s ICCO World PR Report clearly demonstrates that our ability to deliver strategic counsel is a vital asset for organizations worldwide – enabling them to listen before reacting, anticipate and address stakeholder concerns before they escalate, act swiftly to mitigate risks, and communicate with clarity and confidence.”
ICCO Non-Executive Chair Arun Sudhaman said the communications sector is undergoing a period of significant transformation. “The global communications industry is entering a defining period of transformation. Across markets, we are seeing consultancies and communications leaders being asked to deliver deeper strategic value, stronger measurement and more responsible leadership in increasingly complex environments. The ICCO World PR Report 2025–2026 reflects both the opportunities and the responsibilities facing our profession as technology, talent and trust continue to reshape the future of communications.”
The report also features expert commentary and regional analysis on issues including AI adoption, ethics, diversity and inclusion, mental wellbeing, talent development, measurement and evaluation, and the future of strategic communications.
According to ICCO, the findings reinforce the growing role of communications professionals as trusted advisers helping organisations navigate uncertainty, reputation risks and increasingly fragmented information environments.
