Produced by the International Communications Consultancy Organisation (ICCO)—the global voice of public relations representing over 3,000 agencies in 70 countries—this report captures an industry under pressure but also full of potential. It charts how PR professionals are responding to global instability, technological acceleration, rising ethical demands and shifting client expectations.

For professionals across the sector, the findings are clear: this is a pivotal moment for the future of public relations.

A New World Order—And a New PR Mandate

Public relations now operates within a more fractured, fast-moving world. The report warns that the industry is “navigating the seismic geopolitical shifts that threaten to reshape the global order.” Political discourse increasingly shapes business communication. Misinformation spreads at an unprecedented pace.

The message? PR professionals must do more than communicate. They must advise, interpret, and lead with integrity.

Strategy and Reputation Take Centre Stage

Gone are the days when media coverage alone could define value. According to the report, strategic consulting (38%) and corporate reputation (37%) are now the industry’s top growth areas. Public affairs is also climbing, with demand rising from 13% to 16% year-on-year. Clients are turning to PR not for volume—but for vision.

Paul Holmes, Founder and Editor of Provoke Media, captures this evolution succinctly:

“The most attractive opportunity for PR is moving upstream—making ourselves more valuable to clients on higher-margin strategic issues rather than tactical execution.”

As organisations face reputational risk, regulatory scrutiny and stakeholder activism, PR’s role as a strategic partner is no longer optional. It’s essential.

AI: Innovation at Speed, Ethics on Trial

The adoption of AI has been swift—and uneven. Globally, 74% of PR professionals say their organisations have integrated AI tools into everyday processes, with 47% identifying AI mastery as the most important future skill.

AI is being used for content generation, automation, trend mapping and data analysis. But adoption rates vary by region. North America leads, with 100% of agencies using AI daily. In contrast, only 69% of professionals in the UK and Asia say the same.

Grzegorz Szczepański, ICCO President and CEO of Burson Poland, cautions:

“With great innovation comes great responsibility. The industry’s ability to balance efficiency with credibility will define its role in shaping public trust and corporate reputation in the years ahead.”

The report is clear: AI will transform the industry. But its potential to accelerate misinformation means that ethical leadership must evolve in parallel.

A Global Perspective: Opportunities and Challenges

Each region brings unique insights and priorities:

1. North America leads AI adoption but faces ethical challenges and talent retention issues.
2. Europe prioritises corporate reputation, ESG, and AI governance, reinforcing its strong ethical stance.
3. Asia-Pacific is highly optimistic, with corporate purpose and technological innovation driving growth.
4. Latin America navigates economic challenges but sees opportunities in reputation management and digital PR.
5. Africa is a high-growth market, particularly in social media, influencer marketing, and ESG communications.

These regional variations underscore the need for localisation, cultural fluency and adaptive strategies.

Ethics: More Than a Talking Point

Misinformation is now the leading ethical challenge facing the PR industry, named by 40% of respondents. While 91% of professionals agree that agencies have a duty to advise clients against unethical actions, 38% say there are no real consequences for those who ignore this.

Christina Forsgård, ICCO Ethics Chair and Founder of Netprofile, Finland, puts it simply:

“The PR industry’s commitment to ethics continues to evolve in response to geopolitical challenges, technological shifts, and societal demands. This year’s global report reflects both progress and the need for stronger ethical leadership in an increasingly complex world.”

Ethical communications is no longer a niche discipline—it’s the foundation of long-term reputation, both for clients and the industry itself.

Talent Demands Purpose

Retaining and attracting talent remains one of the most pressing issues for agencies globally. But this isn’t just about salaries or flexible working.

The next generation of PR professionals is looking for meaning. They want to solve complex problems. They want to make a difference. Morten Vester Haldrup, Co-Chair of ICCO’s Next Gen Group and Independent Communications Adviser, highlights this generational shift:

“Highlighting the PR industry as an avenue for solving complex issues and making a positive impact may just bring more people into the fold from other fields.”

Purpose-driven work isn’t a trend—it’s the future of recruitment, retention and leadership in PR.

Source: ICCO World PR Report 2024-2025

Key Takeaways: Where PR Goes From Here

The ICCO World PR Report 2024–2025 reveals a profession under transformation:

• PR’s most valuable outputs are now strategy, reputation, and public affairs.
• AI is revolutionising how we work—but demands rigorous ethical frameworks.
• Misinformation is not only an ethical issue—it’s a reputational threat.
• Clients need trusted advisers, not just tactical execution.
• The future of the industry depends on purpose, adaptability and integrity.

This is no longer a support function. PR has become a critical lever of leadership, trust and influence in a volatile world.

The question is not whether PR will change—but whether the profession is ready to lead that change.

Download the ICCO World PR Report 2024–2025. 

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team bd@curzonpr.com