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Most global PR professionals are integrating AI into their operations
By our African Marketing Confederation News Team | 2026
AI-powered tools giving PR teams concrete ways to improve operational efficiency and gain the insight needed to measure brand performance.
Ninety percent of PR teams globally are integrating generative AI into their workflows, according to the annual State of PR Report released by social and consumer intelligence company Meltwater.
Photo: Werner Pfennig from Pexels
The technology is being used for tasks such as drafting press releases, optimising content and brainstorming. However, only 13% of respondents to the study say it’s highly integrated into their operations.
Public relations professionals said identifying emerging trends and issues, and summarisation of media coverage, are the two areas where AI can have the biggest impact on their efforts.
The 2026 State of PR Report, produced by Meltwater in partnership with global communications agency We Communications, highlights how PR teams are navigating rising expectations, evolving measurement demands, and using AI as a strategic advantage – while increasingly positioning themselves as strategic drivers of business value.
Among the other key takeaways from this year’s report:
- PR measurement is entering its next era: While foundational metrics such as reach and media volume are still widely used, there is growing momentum toward outcome-based measurement tied to business KPIs. More than one-third of PR professionals say aligning metrics to business goals is now a top priority. With insufficient resources and proving ROI cited as the top two challenges public relations teams are facing, it’s key that evolving measurement is key.
- Budgets are flat, but expectations are higher: More than half of respondents expect little or no change in PR investment for 2026, despite increased demand for strategic impact.
- Leadership buy-in is key: Nearly 40% of PR pros report that company leadership has a limited understanding of their PR team’s work, despite 36% saying that PR budget is dependent on CEOs, underscoring the critical need to prove ROI to earn a seat at the table.
- LinkedIn dominates as the PR pro platform of choice: 62% of PR professionals said LinkedIn is the most valuable platform for their work, with Facebook and Instagram as the next most popular at 10% each.
“The world of PR is defined by constant change, yet our research shows that core challenges, specifically proving ROI and fighting a persistent lack of resources, remain front and centre,” says John Box, CEO at Meltwater.
“What’s different now is that AI-powered tools are giving teams concrete ways to improve operational efficiency, gain the insight needed to measure brand performance and ensure the PR function achieves recognition and investment it deserves.”
Adds Melissa Waggener Zorkin, Global CEO of We Communications: “PR pros do a great job measuring activity, but we’re seeing a missed opportunity when it comes to measuring impact. We now have sophisticated AI solutions that connect communications to reputation and business value in clear, quantifiable ways, giving communicators the data they need to show organisation leaders how their work drives real results.”
You can access the full report here.
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