Corporate communications leaders at some of the world's largest organisations have adopted "strategic silence" as their default position, staying quiet on potentially divisive issues even when they could authentically speak out.That is the headline finding of the latest Ipsos Reputation Council report, "Life After Predictability," based on 200 one-to-one conversations with senior communications and corporate affairs leaders from 21 global markets. The Council was created in 2009. According to the report, 84% of Reputation Council members said their organisation takes political factors into consideration when deciding whether to speak up about an issue.But 61% said that even if their organisation could authentically speak up, they preferred to stay quiet on potentially divisive issues. That marks a sharp shift from last year, when just 32% said they preferred to stay quiet on contentious topics and 21% said they still preferred to speak up.More than a third, 35%, admitted that in the last 12 months, their organisation had stayed quiet on issues it previously would have spoken out about.Only 17% of Council members agree that their "strategic silence" is a sign of corporate cowardice. The report does not clarify what, other than concerns about potential backlash, is motivating the hesitancy. ESG Goes QuietThe impact is most visible in ESG communications. Almost a quarter, 22%, said they had consciously under-communicated credible ESG progress in the past year.Those still communicating about ESG achievements are doing so in a much more targeted way, with 61% admitting their ESG communications are more targeted than ever.Council members told Ipsos that commitments to more polarising topics like DEI remain, but organisations are less likely to communicate when goals are achieved or "shout loudly" about DEI and ESG topics as they might have in the past."For many organisations, strategic silence has become a deliberate response to a more fragmented, polarised and unpredictable environment," said Milorad Ajder, global service line leader, corporate reputation at Ipsos. "The challenge for communicators today is exercising judgement: knowing which issues to engage with, which battles to fight, and how to help organisations make sound decisions when certainty is unavailable."AI Surge, Governance GapThe other defining theme is artificial intelligence."Meaningful" AI use among Council members has risen from 43% in 2025 to 76% in 2026.Yet only 12% believe their organisation's existing ethical policies are sufficient for AI adoption, highlighting growing concerns around trust, accountability and governance. While respondents said AI has made content cheaper, faster and easier to produce, it is also placing a new premium on human judgement.Council members consistently described LLMs becoming an "intermediary" between organisations and their audiences, influencing what stakeholders learn, believe and share, renewing the importance of earned media and reinforcing the role of reputation in decision-making.Populism As Material RiskCommunications leaders also described a more fragmented stakeholder environment where consensus is harder to achieve and trade-offs increasingly unavoidable.Nearly half, 46%, said populism represents a material risk to their organisation, which Ipsos said reinforces "the need for communicators to help leaders navigate competing expectations, define non-negotiable principles and determine what backlash the organisation can afford to absorb." Future communicators, Ipsos said, "will need to combine storytelling and relationship-building with AI fluency, data literacy, commercial awareness and resilience. Across the report's findings, judgement emerges as a growing source of competitive advantage as information becomes more abundant and machine-generated."(Photo by Smartworks Coworking on Unsplash)

India’s public relations industry generated $340 million (INR 3,230 crore) in FY2026—a decade-long leap from $99.08 million in FY2015—but its real footprint reaches hundreds of billions further into the wider economy. According to a joint white paper by Ipsos and the Public Relations Consultants Association of India (PRCAI), P.R. now directly influences an estimated $545 billion in annual economic value, exposing a stark valuation gap between agency billings and the enterprise equity created or protected.The $545 Billion Impact Breakdown$265 Billion in Market Capitalisation: Ipsos estimates that investor decision-making hinges roughly 28% on corporate reputation, with P.R. driving nearly 20% of that reputation-building baseline.$220 Billion in Growth & Sustainability: P.R. accounts for approximately 20% of brand awareness across major sectors through journalism, trade coverage, and executive platforms.$60 Billion in Risk Mitigation: Active crisis management and threat response prevent catastrophic valuation drawdowns during enterprise disruptions.The domestic market expanded 11% this year, outpacing global P.R. growth rates (6%) to capture a 12.6% share of the $2.7 billion Asia-Pacific market. Projections set the Indian market at $368.9 million next fiscal year, on track for $474.3 million by FY2030.Nearly 96% of surveyed corporate communicators confirm P.R. builds crucial investor trust, while over half report securing redirected budget directly from legacy ad agencies and digital shops.The Generative A.I. ParadoxArtificial Intelligence is fundamentally altering brand discovery, triggering a shift toward Generative Engine Optimization (GEO). While 83% of practitioners argue that AI search engines make earned, high-authority media coverage more crucial than ever, traditional media relations as an agency revenue source is plummeting.As generative AI renders basic draft creation virtually free, agency valuations are pivoting away from content execution to high-level strategic counsel, public affairs (expected to grow to 41%), and specialized digital engagement.(Image by Barkha Mishra from Pixabay)

Ipsos has appointed Marion Beyret as Chief Communications Officer. She will report to Alexandre Boissy, Deputy CEO of Ipsos.With fifteen years of experience acquired in the media, the political sector, and major multinational corporations, Marion Beyret will be responsible for leading the global communication strategy on an international scale. As the group experiences a pivotal moment in its history and shapes the future of the sector—particularly in technology—Marion Beyret will ensure the strengthening of Ipsos' reputation and influence among its stakeholders worldwide. To achieve this, she will lead a global team of communication experts across our markets.Prior to joining Ipsos, Marion Beyret led Communications and Public Affairs for Stellantis in Europe, where she oversaw the company’s reputation strategy and stakeholder engagement during a period of transformation. Before that, she headed communications at Air France-KLM, where she played a key role in delivering the Group’s corporate and strategic communications.Marion Beyret also brings solid experience from within French public institutions, having served in various French government ministries and the Presidency of the French Republic. She began her career in media, working in communications roles at France Info and Canal Plus.Alexandre Boissy, Deputy CEO of Ipsos, commented: “Marion’s appointment strengthens our Group’s leadership. Her sharp strategic insight, deep expertise in corporate positioning, and extensive experience will be instrumental in elevating our capabilities. She will drive the enhancement of our expertise, the strengthening of our corporate narratives, and the amplification of our global communications impact across our markets.”Marion Beyret holds a Master’s degree from Montpellier Business School and studied international relations at Xi'an University in China.Marion Beyret succeeds Caroline Ponsi Khider. Ipsos wishes Caroline all the best in her future professional endeavors.