Written by Alexandra Mayhew

 

Here’s a look at the key public relations (PR) trends shaping the industry—and why being part of a global network gives agencies an edge.

The PR Industry Is Changing—Here’s What You Need to Know

 

The PR world is shifting. Economic uncertainty, evolving trade policies, and global market fluctuations are forcing agencies to rethink strategies. While some businesses are pulling back on PR campaigns, others are increasing investment to protect and strengthen their reputations in challenging times. To stay ahead, PR teams must be agile, proactive, and strategic, developing a comprehensive PR strategy that addresses current challenges.

At IPREX, I see firsthand how independent PR agencies worldwide are adapting. Last week, I heard from over 30 partners across 12 countries—what follows is a mix of their insights, my own research, and my perspective on where the industry is headed.

The US PR Market: Stalling but Not Stopping

Many U.S. brands are scaling back media relations spending due to economic and political uncertainty. This has led to a shift in how media outlets operate, with many focusing on maintaining quality content through paid subscriptions despite financial strains. Agencies report shorter contract cycles, tighter budgets, and more cautious decision-making. However, this slowdown is not universal—firms specializing in corporate reputation, crisis management, and stakeholder engagement continue to see steady demand.

This is not only impacting U.S.-based agencies but also those with U.S. clients, creating a global challenge rather than a localized issue.

Beyond that, the ripple effect is undeniable. Trade tensions and economic shifts dominate the headlines, but what does this mean for the PR world? A closer look at top PR trends offers insight into how agencies are adapting and where opportunities exist.

Global Markets Are Moving in Different Directions

IPREX partners around the world report a mixed outlook. However, some PR trends are emerging.

Canada: Domestic Opportunities

 

Canada’s public relations market is showing resilience, with steady investment and a more unified national landscape. Some brands anticipate 20-30% sales growth, driving demand for strategic PR campaigns. Agencies specializing in public affairs and stakeholder engagement are benefiting from upcoming regulatory changes and government initiatives, as businesses seek guidance on policy shifts. At the same time, firms are integrating data analytics and AI-driven content strategies to enhance campaign effectiveness and demonstrate ROI. Those that understand these evolving dynamics are helping clients navigate opportunities and strengthen their market position.

Europe: Regional Friendships & Hope in Asia

 

Infrastructure and defense investments are fueling regional growth, while evolving trade relationships with Asia are opening up new business opportunities. At the same time, PR leaders are navigating stricter EU regulations on digital marketing and data privacy. Agencies that help clients adapt to these new rules are becoming indispensable.

Asia-Pacific: Local Focus Is Paying Off

 

So far, APAC PR agencies are reporting stability. Rather than relying on US business, many firms in the region are prioritizing domestic market growth. Social media and influencer-driven brand communications are expanding rapidly, forcing PR pros to refine their strategies to stay competitive. PR teams that align with local trends and consumer sentiment are seeing strong results.

Trade & Economic Policies Demand PR Agility

Shifting trade policies are directly impacting brand strategies. U.S. tariffs on imports from China, Canada, and Mexico are disrupting supply chains and driving some companies to rethink their marketing budgets. As digital ad costs rise, some brands are scaling back influencer campaigns and shifting focus to earned media and corporate reputation. PR agencies that can guide clients through these shifts—offering data analytics-backed recommendations on where to invest—are proving their value.

Where PR Agencies Are Seeing Growth

While some sectors are slowing, PR agencies with expertise in key areas are seeing growth:

• Crisis & Issues Management – Organizations facing public scrutiny and regulatory changes need expert guidance. Reputation management has never been more important. Developing a robust PR strategy that includes crisis management and internal communications is essential for agencies looking to thrive in uncertain times. Agencies specializing in media monitoring and crisis communications are thriving as companies prioritize risk mitigation and rapid response strategies.
• Internal Communications & Change Management – Companies undergoing restructuring need strong internal messaging to reassure employees and maintain morale. PR leaders in this space are seeing increased demand from businesses navigating mergers, leadership transitions, and workforce shifts.
• Stakeholder & Investor Relations – Confidence-building is critical in uncertain markets. PR teams that help clients navigate investor relations and regulatory landscapes are in high demand, with businesses recognizing the value of strategic engagement to maintain trust and stability.

Agencies already established in these areas are experiencing strong growth, while others are expanding their offerings to compensate for declines in traditional public relations services. Some firms are actively upskilling their teams, investing in training, and hiring specialists to strengthen their advisory capabilities. Others are looking to IPREX partners with proven expertise in these services, collaborating to deliver the best solutions to their clients.

The PR agencies that are securing long-term success are the ones offering strategic advisory services, not just traditional PR campaigns. Those that adapt, specialize, and leverage their networks will emerge stronger in this evolving landscape.

How PR Agencies Are Strengthening Their Firms in Challenging Times

Uncertainty is reshaping the PR world, affecting every agency. Those that adapt strategically aren’t just enduring the challenges—they’re finding opportunities for growth. Here are the top PR trends driving resilience among IPREX partners:

• Leveraging the power of the network – Regular check-ins with IPREX partners provide valuable perspectives, solutions, and even new business opportunities. No one is navigating this alone.
• Managing cash flow strategically – Agencies with strong cash reserves are prepaying or paying early for key services to strengthen supplier relationships and ensure stability.
• Prioritizing in-person networking – With client hesitation on the rise, face-to-face connections are more important than ever. Being present at industry events, maintaining personal relationships, and demonstrating thought leadership are proving essential for growth.
• Optimizing websites and SEO – Strategic tweaks to content can improve positioning and visibility. Now is the time to refine messaging and ensure PR agencies are easily found by the right audiences.
• Keeping clients informed – Simple, timely updates—such as short bulletins that distill key insights—help clients stay ahead without overwhelming them. Artificial intelligence tools can assist in creating content and templates efficiently.
• Helping clients rethink stakeholder engagement – PR teams are guiding clients in reassessing which stakeholders matter most in this evolving landscape, ensuring communications efforts remain focused and effective.

The agencies seeing success are the ones staying engaged, proactive, and visible. Those leaning into their networks, refining their positioning, and adapting their approach will emerge stronger on the other side.

How a Global Network Gives PR Agencies an Edge

As one of our IPREX partners, Jim Walsh (Walsh PR, Ireland), put it: “We’ve actually just never seen anything like this before.” While uncertainty is a shared reality, one thing is clear—PR agencies that adapt will find opportunities.

 

Being part of IPREX provides:

• Real-time market intelligence to navigate industry changes.
• Cross-border collaboration and best practice sharing.
• Access to service-specific expertise.

No agency has to face these challenges alone. Having a global network means PR teams can offer clients deeper insights, broader strategies, and stronger solutions.

The Bottom Line

Market uncertainty is slowing some areas of PR spending, but it’s not stopping growth. PR agencies that specialize in advisory services, stakeholder engagement, and internal communications are thriving. The firms that adapt—refining their PR campaigns, strengthening client relationships, and engaging audiences with high-impact media coverage—will lead the industry forward.

For independent PR agencies, IPREX offers a critical advantage: shared knowledge, a global network, and a collaborative community that helps agencies grow even in uncertain times. Those who embrace change will find opportunities. Those who hesitate risk being left behind.

 

 

 

 

 

 

 

 

AI tools were used in the creation of this blog.