International PR industry proving bullish about business this year

As was the case in 2024, worldwide economic instability, geopolitical conflicts, and the acceleration of technological advancements continue to represent significant challenges for the industry. 

To assess key industry trends and opportunities, the International Public Relations Network (IPRN) recently conducted a survey among its members across 22 countries. The study assessed growth expectations, investment priorities and key emerging challenges.  

According to the IPRN, its research underscores a strong sense of optimism among PR agencies, with 69% anticipating growth this year. 

“As businesses navigate an increasingly complex landscape, we are being consulted on everything from digital transformation to stakeholder relations, to branding and crisis communications,” says Nicole Capper, MD of Africa-focused PR agency Mango-OMC and a member of the IPRN Executive Board. Major findings: 

• Top growth areas: Strategic communications and PR consultancy leads as the most promising area for expansion, cited by 25% of respondents. Crisis and change management follows closely, recognised by 21% as a crucial discipline in today’s volatile business environment. 

• Sector opportunities: Technology emerges as the leading sector for PR growth, with 20% of agencies identifying it as the most promising field. Additional sectors poised for expansion include energy and utilities (14%), government and public sector (13%), health and wellness (9%), and consumer goods and food and beverage (7%). 

• Investment priorities: Creativity ranks as the top investment, with 16% of agencies prioritising it to differentiate services. Other areas of investment priorities include in-house communication and marketing (15%), talent training and retention (15%), multimedia content production (14%), technology and digital production (12%), and management tools (12%). 

• Industry challenges: Economic uncertainty and client hesitancy to invest are considered the most pressing concerns, highlighted by 29% of agencies. Additional challenges include the implementation of new technologies (23%), talent retention and attraction (17%), and the impact of inflation and rising interest rates (10%). 

• Emerging priorities: Corporate reputation (22%) and ESG communication (21%) are gaining prominence as critical elements in building brand trust and credibility. Integrated communication strategies (19%) and brand PR (17%) also stand out as essential approaches for strengthening positioning in 2025. 

“To remain competitive, agencies must prioritise creativity, digital transformation and strategic talent development – key drivers for success in an increasingly complex business environment,” the IPRN concludes. 

The full survey is available here.