The International Communications Consultancy Organisation (ICCO) has officially launched the ICCO World PR Report 2025–2026, offering a comprehensive global snapshot of the public relations and communications industry at a time of rapid technological, geopolitical and societal change.Powered by Opinium and featuring insights from PR leaders across global markets, the report captures the evolving priorities, opportunities and challenges shaping the profession, from the rise of AI and strategic consulting to growing concerns around ethics, talent and misinformation.Based on responses from PR professionals across Africa, Asia-Pacific, Europe, Latin America, the Middle East, North America and the UK, the report reveals continued optimism across the industry, with strategic consulting, corporate reputation and influencer communications emerging as key growth areas.Among the report’s standout findings:• 91% of respondents believe AI will be the most relevant technology impacting PR over the next five years• Strategic consulting was identified as the top area of investment for PR firms globally according to 39% of respondents • Corporate reputation emerged as the leading growth area for consultancies over the past year• Retaining key talent remains the industry’s biggest talent challenge• Misinformation and disinformation continue to rank as the leading ethical concern for PR professionals according to 40% of respondents The report also highlights a broader industry shift towards advisory-led communications, with PR firms increasingly expected to provide strategic counsel, navigate complex stakeholder environments and help organisations build long-term relationship capital.Commenting on the launch of the report, Massimo Moriconi, President of ICCO, said: “In today’s increasingly fragmented and unpredictable environment, relationship capital is more essential than ever to business resilience, trust, and effective leadership. This year’s ICCO World PR Report clearly demonstrates that our ability to deliver strategic counsel is a vital asset for organizations worldwide - enabling them to listen before reacting, anticipate and address stakeholder concerns before they escalate, act swiftly to mitigate risks, and communicate with clarity and confidence.”Arun Sudhaman, Non-Executive Chair of ICCO, added: “The global communications industry is entering a defining period of transformation. Across markets, we are seeing consultancies and communications leaders being asked to deliver deeper strategic value, stronger measurement and more responsible leadership in increasingly complex environments. The ICCO World PR Report 2025–2026 reflects both the opportunities and the responsibilities facing our profession as technology, talent and trust continue to reshape the future of communications.” The report includes expert commentary and regional analysis from leading voices across the global communications industry, covering topics such as AI integration, ethics, diversity and inclusion, mental wellbeing, talent development, measurement and evaluation, and the future of strategic communications.The ICCO World PR Report 2025–2026 reinforces the growing role of communications professionals as trusted advisors helping organisations navigate uncertainty, reputation risk and increasingly fragmented information environments.(Image by Kohji Asakawa from Pixabay)

Artificial intelligence has rapidly embedded itself into the daily workflow of corporate communications teams. Yet despite widespread experimentation, most organisations have yet to translate that adoption into structural change, clear governance, or measurable business value.That tension lies at the heart of ‘The State of AI and Communications 2026’ by Ragan Centre for AI Strategy, which suggests the profession is moving quickly into the AI era — but unevenly. Nearly every communications team surveyed reports some level of AI usage, yet only a small minority say the technology is integrated into organisational strategy or core workflows.The result is an industry experimenting at scale while still searching for a strategic framework to guide that transformation.AI has become a standard tool across communications teamsAccording to the survey, 98% of respondents report using AI in some capacity within their communications teams or broader organisations. Roughly three-quarters say their usage is already significant.Most applications today are concentrated around content development and creative acceleration. More than 85% of respondents use AI for ideation and brainstorming, while over 75% rely on it for drafting or producing content. Research support and internal communications are also common use cases.These patterns indicate that AI is currently being deployed primarily as a productivity engine, helping teams move faster and scale output.What remains far less common is the use of AI for higher-order strategic applications such as audience segmentation, stakeholder analysis, crisis modelling, or executive communications. For example, fewer than a quarter of respondents report using AI to train systems on CEO messaging.The implication is clear: while AI is accelerating production across communications teams, it has yet to significantly reshape how strategic decisions are made.Enterprise ecosystems are shaping AI adoptionThe survey also highlights an important divergence between consumer AI usage and enterprise adoption patterns.While tools such as ChatGPT dominate public discussion around generative AI, communications teams inside organisations are gravitating toward enterprise-integrated platforms.Microsoft Copilot emerged as the most widely used AI platform among respondents, reflecting the influence of enterprise IT environments, licensing agreements, and security frameworks.Other frequently used tools include Google Gemini, Canva, and Grammarly.The pattern suggests that AI adoption inside corporations is being driven less by consumer popularity and more by enterprise infrastructure and governance compatibility.Optimism about AI is high—but preparedness remains limitedDespite the early stage of integration, communications professionals remain broadly optimistic about AI’s potential.Nearly 63% of respondents say they are somewhat or very optimistic about AI’s future impact on internal communications, while 56% express similar confidence regarding external communications.Yet the survey reveals a stark gap between optimism and readiness.Only 4% of respondents say their organisations are “very prepared” to deal with AI-generated deepfakes, a rapidly growing concern as synthetic media becomes more sophisticated. More than half say their organisations either lack established processes to manage such threats or are unaware of any formal protocols.Similarly, fewer than half of respondents report that their companies have fully established AI governance policies, highlighting the regulatory and reputational risks that could emerge as AI tools become more deeply embedded in corporate communications.Skills and training emerge as the biggest barriersAcross multiple questions in the survey, a consistent theme emerges: capability gaps are slowing the industry’s transition to AI-driven communications.Nearly two-thirds of respondents cite lack of training or expertise as the primary barrier to deeper adoption. Concerns around data privacy, legal compliance, and security are also widely cited, while organisational culture and resistance to change remain persistent challenges.The skills most frequently identified as critical for the future include AI literacy, prompt engineering, analytics, and strategic storytelling — indicating that communications roles may increasingly require a blend of technological and strategic capabilities.Leadership ownership of AI remains unclearThe survey also exposes a leadership ambiguity around who should ultimately own AI strategy within organisations.Only 22% of respondents believe communications functions should lead AI strategy, while nearly two-thirds favour a shared leadership model, most commonly involving IT teams.In practice, chief information officers and chief technology officers are most frequently identified as leading AI initiatives. A notable number of respondents say their organisations still lack a clear executive owner for AI.Just 4% identify the CEO as the primary executive responsible for AI strategy, suggesting that in many organisations the technology remains positioned primarily as an operational tool rather than a central strategic priority.The next challenge: proving AI’s business valueAs organisations expand their investments in AI technologies, the next major test will be demonstrating measurable returns.At present, only slightly more than 10% of respondents say their organisations have a clear understanding of AI’s return on investment or have already achieved measurable ROI.This uncertainty reflects the broader reality that most AI deployments in communications remain experimental and tactical rather than fully embedded into business performance metrics.From experimentation to institutionalisationTaken together, the findings portray a profession that is not resisting AI but moving toward it at considerable speed — albeit without a fully defined roadmap.Communications teams are experimenting widely, deploying AI tools across a range of everyday tasks and workflows. Yet the deeper transformation — integrating AI into strategy, governance frameworks, risk management, and measurable enterprise outcomes — remains in its early stages.For communications leaders, the next phase of the AI transition will likely hinge on a fundamental shift: moving from tool adoption to institutional integration.In other words, the real test for the industry is no longer whether teams will use AI. It is whether organisations can embed it in ways that strengthen decision-making, protect reputation, and create demonstrable business value.

Authored by: Sanjay Rammoorthy, MD Aurum Media Private LimitedThe year 2025 was nothing short of a black swan event. Disruption is perhaps the mildest word to describe it. The beginning of the Trump regime in January unleashed global turmoil, marked by tariffs and the threat of mass deportations. That storm has yet to settle. Add to this the continuing unrest between Russia and Ukraine, the Israel conflict, and closer home, the Pahalgam attack, followed by Operation Sindoor, all of which deepened the era of uncertainty.The global economy staggered under these shocks, forcing businesses to abandon long-term agendas in favour of a cautious wait-and-watch approach. China, meanwhile, continues to hold the keys to global manufacturing. In this volatile environment, communications and storytelling became critical. Perception often outweighed facts, and optics ruled the day. As we step into 2026, the turbulence will only intensify.So what does this mean for the Public Relations industry, globally and in India? Let’s examine the key challenges and how PR can equip itself to thrive in this high-stakes environment.1. The Disruption of AI2025 saw AI tools take over many repetitive PR tasks. Agencies embraced them, but clients quickly caught up, eroding the perceived value of traditional services. In 2026, the challenge will be responsible integration: AI must augment strategy, not replace human judgment. AI-generated content blurs the line between authentic and synthetic media, complicating trust. PR professionals must upskill rapidly in AI, data analytics, predictive tools, and emerging platforms. AI outputs can be biased, inaccurate, or non-compliant. The solution lies in combining automated validation with human oversight, balancing efficiency with ethics.2. Dynamic Business StrategyGeopolitical volatility has forced businesses to abandon long-term narratives in favor of modular, adaptable strategies. PR must evolve accordingly. Narratives must be flexible enough to shift with markets, regulations, and alliances. In uncertain times, corporate reputation is not a halo but a hedge protecting valuation and license to operate. The premium will shift from sheer coverage volume to speed, context, and credibility. CEOs and CXOs face heightened scrutiny. PR must safeguard leader's credibility, internal confidence, and external reassurance. As planning horizons shrink, PR’s role expands, becoming the function that sustains trust when strategy itself is in flux.3. Messaging and Unified NarrativesIn 2026, messaging and storytelling will be the ultimate differentiators. Trust and reputation are no longer abstract ideals but measurable outcomes. Human-centered narratives will cut through noise and build credibility. Storytelling pillars will hinge on emotional resonance, cultural relevance, and crisis navigation. Cross-channel alignment with a single authentic voice across social media, press releases, influencer campaigns, and internal communications is the need of the hour. measurement frameworks will change, and agencies will be judged not on impressions but on trust scores, resonance, and narrative consistency. AI will track alignment and cultural relevance across channels.4. Fragmented Media LandscapeMedia fragmentation and new platforms demand agility. PR in 2026 must be platform-native, creator-led, and measurement-driven. One-size-fits-all messaging is obsolete. Narratives must be tailored for niche communities and subcultures. However, this must be done while keeping the core message constant. New laws and platform policies will reshape audience access. Crisis playbooks must now include creator networks, platform takedowns, and rapid cross-channel responses.In terms of Concrete actions for 2026, agencies will need to produce modular, short-form vertical videos and adopt narrative intelligence and social listening. Earned + paid hybrid strategies will have to be deployed to amplify core messages. KPIs will shift to creator-attributed conversions, reach within micro-communities, and narrative sentiment trends.5. The Rise of Independent AgenciesThe year 2025 witnessed mega-mergers among global communication giants, creating fewer but larger networks. Consolidation often leads to standardized approaches, slower decision-making, and less personalized service. In contrast, independent agencies are poised to thrive in 2026. Some reasons for this prediction are that independent agencies pivot faster, experiment freely, and deliver human-centered storytelling. They also have focused expertise in industry verticals, making them attractive to clients seeking depth over breadth. Local insights closer to communities, the ability to craft culturally resonant narratives and grassroots credibility make them indispensable in volatile times.2026 could be a boom year for independent PR firms, positioning them as trusted, agile partners in a landscape dominated by consolidated giants.ConclusionThe year ahead will be unpredictable, aggressive, and full of surprises. Businesses must adapt to rapid shifts in the operating environment, and PR professionals must upskill relentlessly to stay relevant.It’s time to tighten your seatbelts. The turbulence will be real, but so will the opportunities.Sanjay Rammoorthy has been an integral part of the India media industry for over twodecades and has been associated with media giants like Ananda Bazar Group, Business India Group, Mudra Communications, Ogilvy & Mather, ZEE News, Sahara India Television and Sampark Public Relations. As a television journalist Sanjay has extensively covered various state and general elections. Sanjay now runs a Training & Content company – Aurum Media. DISCLAIMER: The views expressed are solely of the author and The PR post does not necessarily subscribe to it.

The advent of artificial intelligence (AI) has ushered in a transformative era for the public relations (PR) industry. As the founder of Roarrr Media & Public Relations, my journey from IT and Tech PR to witnessing AI's profound impact offers a unique perspective on this evolution.The Dawn of AI in PRSeveral years ago, roles such as content writers and graphic designers were indispensable in crafting narratives and visuals for clients. The introduction of AI platforms like ChatGPT marked a pivotal moment, akin to unearthing a hidden treasure trove of possibilities. Tasks that once demanded hours of meticulous effort could now be accomplished in mere minutes, revolutionizing our workflows.Enhancing EfficiencyAI's integration into PR has streamlined numerous processes. From drafting articles to creating presentations, AI tools have enabled agencies to handle increased workloads with enhanced efficiency. Notably, 64% of PR professionals utilize AI for writing social copy, 58% for research, and 54% for crafting pitches. This acceleration allows for a more agile response to client needs and market demands.Challenges to CreativityHowever, this technological boon is not without its challenges. There is a growing concern that reliance on AI may impede creativity and constrain original thought processes. The human mind's capacity for empathy, intuition, and nuanced understanding remains irreplaceable. Moreover, crafting effective AI prompts necessitates a deep understanding of content creation, underscoring the enduring value of human expertise.Client Dynamics and Content AuthenticityAn emerging trend is clients leveraging AI tools to generate inputs, which are then passed on to PR professionals. While AI can assist in drafting content, media outlets seek genuine insights and expertise from industry players. This shift risks sidelining originality and real-time ideas, as AI-generated content may lack the depth and authenticity that human experiences and perspectives provide.Statistical InsightsThe PR industry's relationship with AI is multifaceted. A significant 86% of communications professionals globally view AI as an opportunity rather than a risk. Yet, more than 75% of agencies, brands, and independent consultancies have not adapted their approach to AI, indicating a gap between recognition and implementation.The Path ForwardAs AI continues to evolve, it is imperative for future generations of publicists to harmonize technological advancements with creative prowess. Embracing AI should not come at the expense of human ingenuity. Instead, it should serve as a catalyst for innovation, enabling PR professionals to focus on strategic thinking, relationship building, and crafting compelling narratives that resonate on a human level.AI's impact on the PR industry is profound, offering both opportunities and challenges. By balancing the efficiencies of AI with the irreplaceable qualities of human creativity and insight, the PR industry can navigate this technological landscape while preserving the essence of authentic communication.

Disney is currently investigating a significant data breach after the hacktivist group Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications. This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.Nullbulge, which identifies as a group protecting artists?ÇÖ rights, stated that they targeted Disney due to its use of artificial intelligence (AI) in creative processes, which they consider detrimental to artists. The hackers claimed they accessed Disney's internal Slack channels through an insider, although this has not been independently verified?.The leaked data reportedly contains raw images, project details, and technical information. Nullbulge has a history of opposing the use of AI in creative industries, arguing that it constitutes intellectual theft??.Disney confirmed the investigation but has not provided details about the extent or impact of the breach. This incident has heightened concerns in the creative industry about the implications of AI on artists' livelihoods?.