AI Is Here—But Ethics Still Matter More
The latest ICCO World PR Report for 2024-2025 paints a picture of an industry that’s holding steady—even thriving—in the face of global uncertainty. Despite economic challenges, most PR leaders are feeling hopeful: two-thirds expect the market to grow, and over 60% are confident their agencies will be more profitable in the year ahead. That kind of optimism, in today’s climate, says a lot.
So, where’s the growth coming from? Corporate reputation and strategic consulting continue to be strong pillars, with 31% and 28% growth, respectively. At the same time, public affairs and government relations are gaining ground, pointing to a growing demand for PR professionals who can help clients navigate complex political and regulatory environments.
Tech is leading the way on the client side. PR work in the technology sector is growing faster than in any other, at 46%, followed by healthcare (32%) and financial services (28%). With these industries constantly evolving, clients are looking for more than just good media relations—they want strategic thinking and fresh, digital-first ideas.
Of course, you can’t talk about “fresh ideas” in 2025 without talking about Artificial Intelligence. Nearly 80% of respondents believe AI will have a big impact on the industry, and it already is. From better analytics to faster content creation, AI tools are becoming a normal part of everyday work. In fact, 100% of North American agencies surveyed said they’re already using AI in some form. Learning how to use these tools well isn’t optional anymore—it’s quickly becoming a core skill for PR professionals at all levels.
That said, the human side of PR still matters just as much—maybe even more. One of the biggest issues raised in the report is the ongoing shortage of creative talent. While many agencies are still hiring from traditional pools like other firms, grad programs, and journalism, they might be overlooking people from creative industries—designers, filmmakers, visual storytellers—who could bring something new to the table.
And once you’ve found great people? Keeping them is another challenge. More than half of those surveyed said talent retention is a concern, and over a third noted it’s tough to keep younger staff motivated. That’s a red flag for an industry built on relationships, stories, and fresh perspectives.
Another thread that runs throughout the report is ethics—especially when it comes to misinformation. It’s the top ethical concern across every region, and understandably so. AI tools can help fight misinformation, but they can just as easily spread it. The pressure to deliver fast, cheap content can also make it harder to hold the line on quality and integrity. Leaders will need to stay grounded in their values as the pace of change picks up.
There are interesting regional insights, too. Agencies in Africa are the most optimistic about the year ahead, while those in North America are leading in AI adoption but facing big questions around talent and ethics. Europe is focusing on ESG and reputation, while the Asia-Pacific region is more cautious overall. In the Middle East, AI optimism is high, but formal DEI policies still need work. Latin American agencies are exploring digital opportunities, and in the UK, the tone is a bit more careful, with a clear focus on proving value and embracing tech.
Taken as a whole, the ICCO report reflects an industry in motion. PR professionals are finding ways to adapt—blending technology and creativity, strategy and storytelling. The tools are evolving fast, but the core of the work remains the same: helping people and organizations connect, communicate, and build trust.
The road ahead won’t be simple, but it’s clear that the agencies willing to experiment, invest in their people, and lead with integrity are the ones best positioned to succeed in this next chapter.