For extra insights, be part of Fred Prepare dinner, director of USC Annenberg’s Middle for Public Relations, on the following Methods & Ways Dwell. Watch dwell on LinkedIn — April 23, 1 p.m. ET. Join this free session right here.
Because the PR career grapples with synthetic intelligence, hybrid work, new media and deepening political divides, a brand new research from USC Annenberg’s Middle for Public Relations examines how skilled communicators view these modifications to their discipline.
This yr’s International Communications Research, titled “Thoughts the Hole,” surveyed greater than 1,000 professionals throughout 4 generations who presently work or plan to work in public relations.
Total, 60% of respondents say synthetic intelligence will profit the PR career, whereas 28% assume AI’s affect shall be damaging. One-fourth of Gen Z respondents predict that AI will cut back the variety of entry-level PR positions accessible to them.
PR professionals are utilizing AI to generate social media content material (43%), analysis and analytics (36%), and press supplies (36%). Sixty-eight % of company executives surveyed strongly agree that folks will stay important for PR. Twenty-four % of Gen Z respondents strongly agree that “AI will generate a lot of the content material presently created by people.”
One Annenberg graduate pupil developed a start-up plan for an AI-only PR agency that will cost purchasers simply $15.99 per 30 days. The report notes that “AI continues to be in its infancy, and its future affect is difficult to foretell.”
Total, 43% of communications professionals surveyed imagine modifications within the information media will profit PR, whereas practically the identical proportion foresee a damaging affect.
Gen Z respondents say they like to create content material on the media platforms they grew up understanding, versus pitching story concepts to conventional media they don’t know. When advertising client merchandise, Gen Z and millennial communicators choose movie star endorsements to optimistic mentions in nationwide newspapers.
Prior to now two years, many corporations have deemphasized their social packages, for worry of being boycotted by customers who maintain completely different opinions. The general proportion of PR professionals who imagine corporations have a accountability to handle social points has fallen from 89% in 2023 to 52% in 2025. Some 76% of Gen Z communicators nonetheless have this expectation, in comparison with solely 40% of Boomers and Gen Xers.
Prior to now yr, the PR career has skilled important mergers, acquisitions and job losses. Regardless of financial, political and technological disruptions, PR practitioners stay optimistic in regards to the future. Some 74% of respondents throughout all generations say they’ve a “very optimistic” or “considerably optimistic” outlook on the career’s development, whereas solely 11% have a damaging view.
“We’re witnessing unprecedented upheaval in communications,” mentioned Fred Prepare dinner, director of the Middle for Public Relations and chairman emeritus of the Golin PR agency. “The way forward for the PR business relies upon upon how tomorrow’s leaders deal with the essential points we’re starting to face right this moment.”
The International Communication Report is produced yearly by the USC Annenberg Middle for Public Relations, in collaboration with Zeno Group, IABC and a number of other worldwide public relations membership organizations, together with PRSA. Obtain a replica right here.
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