The public relations industry is undergoing a profound transformation as culture, communication, and talent converge to redefine the way agencies operate. Vikas Dua, Head of People at Weber Shandwick, says the changes in 2025 are far from cosmetic, with fundamental shifts in client expectations, internal culture, and leadership practices.“Client expectations have evolved. Communication that is AI-enabled, content-led, and purpose-driven is becoming standard,” Dua explained. “Digital-first PR, supported by influencer marketing, social formats, and creator collaborations, is overtaking traditional outreach, particularly in consumer and technology categories.”Integrated communications have emerged as the new norm, with PR, social media, content, and performance working in unison rather than in silos. Stakeholders increasingly experience brands across multiple touchpoints, prompting agencies to mirror this integrated reality. Crisis and issue management have also taken center stage, as real-time backlash cycles and misinformation make always-on issue response an essential capability for building trust and resilience.A defining shift in the industry is the evolution of talent. The entry of Gen Z into the workforce has prompted agencies to rethink talent models, leadership styles, and workplace culture. Teams now span four generations, bringing diverse perspectives but also varying expectations around work hours, communication, and feedback. Across generations, flexibility, meaningful work, alignment with values, and wellbeing are consistently sought.“High pressure and constant availability are no longer admired. There is a growing focus on psychological safety and humane workloads,” Dua noted. Agencies are adapting by hiring specialists in influencer engagement, digital strategy, and content creation, while project-based and gig engagements are becoming structural rather than temporary. Continuous learning, particularly in AI, data, and storytelling, is now embedded in career pathways, with clear visibility and feedback essential for employee trust and capability.Internal and external communication are increasingly intertwined. Transparency, inclusion, and ethical practices expected externally by audiences are now influencing employee retention and performance. Culture has transitioned from a side agenda to a core business strategy, with leadership expectations evolving toward fairness, clarity, accessibility, and active listening.Dua summarized the industry’s new approach succinctly: “Always on has been replaced by meaningfully on.” Agencies are moving away from constant activity toward purposeful work that balances agility, wellbeing, digital capability, and human connection.2025 has been a year of learning and adjustment for PR firms, with 2026 poised for intentional reinvention. According to Dua, the agencies that thrive will be those that understand how culture, communication, and talent reinforce each other, leveraging technology while keeping people at the heart of value creation.