The forecast is growth – despite economic uncertainty
Early 2025: IPRN survey in 22 countries shows clear results for the future of the PR industry
The situation in the PR industry at the beginning of 2025 is complex: agencies have to contend with a number of challenges. We are seeing economic uncertainty, changing client expectations and rapid technological advances, particularly in the field of AI. Despite everything, PR agencies have demonstrated their ability to adapt and be resilient: all agencies in our international IPRN network are positioning themselves for growth in this constantly evolving market.
Our partner network, the International Public Relations Network (IPRN), conducted a comprehensive study among its members in 22 countries to assess the key industry trends and opportunities. Agency leaders were asked about their growth expectations, investment priorities and new challenges. The result: the industry is extremely optimistic. More than two thirds of agencies expect growth this year. This confidence shows that the industry is still able to develop further, embrace innovation and maintain its strategic relevance amid complex global dynamics.
(Note: the study was conducted before the new US President Donald Trump took office. The upheavals caused by the new global trade restrictions have not yet been taken into account!)
These are the key findings of the study:
- Most important growth areas: A quarter of respondents named strategic communications and PR consultancy as the most promising area for expansion. Crisis and change management is crucial for 21 per cent in today’s volatile business environment.
- Growth potential by sector: Technology is clearly leading here – 20 per cent of the agencies surveyed see this sector as the most promising for growth. Energy & utilities follow with 14 per cent, closely followed by government & the public sector with 13 per cent. There are also opportunities in the health & wellness sector (9 per cent) as well as consumer goods, food & beverages (7 per cent).
- Investment priorities: Creativity comes first – 16 per cent of the agencies surveyed are focusing on it. Other important areas of investment are internal communications & marketing and training & retention of talent (15 per cent each). Further priorities include the production of multimedia content (14 per cent), technology & digital production and management tools (12 per cent each).
- Industry challenges: For just under a third of the agencies surveyed (29 per cent), economic uncertainty coupled with customers’ reluctance to invest represents the biggest challenge, closely followed by the introduction of new technologies (23 per cent). As in all sectors, the PR industry is also battling for young talent: 17 per cent of respondents see attracting & retaining talent as an urgent problem. In addition, 10 per cent are concerned about the effects of inflation and rising interest rates.
- Future priorities: Corporate reputation (22 per cent) and ESG communication (21 per cent) are key elements for the agencies surveyed in building future brand trust and credibility. In addition, integrated communication strategies (19 per cent) and brand PR (17 per cent) are becoming increasingly important in order to further strengthen positioning in 2025.
The PR landscape is dynamic and continues to evolve – the IPRN survey clearly shows this. Agencies continue to play a central role in shaping brand narratives, fostering stakeholder engagement and increasing business value.
In conclusion, agencies must prioritise creativity, digital transformation and strategic talent development in order to remain competitive and successful in a fluid business environment.
The participating agencies are based in Brazil, Chile, Denmark, Germany, France, Great Britain, India, Italy, Japan, Canada, Colombia, Luxembourg, the Netherlands, Poland, Portugal, Puerto Rico, Sweden, Spain, the Czech Republic and the USA.
You can find the full results of the survey (English) here.
