According to the Public Relations Worldwide 2025 dossier by Statista, the PR industry not only maintains its relevance but is also rapidly evolving in the face of economic, technological, and public trust challenges.
The global Public Relations market closed with an estimated value of $19.5 billion, a slight decrease compared to the $20 billion reached in 2022. Despite this decline, the outlook for 2025 is optimistic: 69% of PR agencies worldwide expect sustained growth.
An important fact is the contribution of the United States to this figure: with $11.55 billion, the country accounts for more than half of the global PR market. This leadership reaffirms the United States’ strategic position in global corporate communication.
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Which agencies dominate the Public Relations industry?
According to Statista’s data, among the top players, Edelman remains the largest agency by fee income, surpassing $1.037 billion in 2023. Edelman is followed by giants such as Weber Shandwick with $776 million and BCW with $730 million.
At the holding level, Omnicom Public Relations Group leads the industry with $1.545.8 billion in revenue, closely followed by WPP ($1.403.6 billion) and Interpublic Group ($1.386.20 billion).
A special mention goes to Apple Tree from Spain, which, together with its subsidiary Keeper Experience, was the fastest-growing PR agency, achieving a growth rate of over 90%. This figure starkly contrasts with the overall industry growth, which remained below 1%.
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In which areas are Public Relations agencies expected to invest?
According to the report, strategic investments for 2025 will focus on three key areas:
- Creativity (16%).
- Talent training and retention (15%).
- Owned communication and marketing (15%).
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Which sectors offer the greatest opportunities for the Public Relations industry?
According to the study, the technology sector leads the growth opportunities for PR agencies, highlighted by 20% of respondents. Other sectors include:
- Energy and utilities (14%).
- Government affairs and public sector (13%).
The rise of technology and renewable energy, along with the need for effective communication in public administration, are shaping the demand for PR services.
What are the main challenges for the Public Relations industry in 2025?
The main challenge for the Public Relations industry will be economic uncertainty. 29% of agencies identified clients’ low investment confidence as their top concern. Other challenges include:
- The implementation of new technologies (23%).
- The retention and attraction of specialized talent (17%).
How is Artificial Intelligence impacting the Public Relations industry?
Artificial Intelligence (AI) is reshaping the landscape of the Public Relations industry. 82% of PR professionals already use generative AI tools for tasks such as content ideation and drafting.
Among the main applications are:
- Research and list building (65%).
- Brainstorming (62%).
- Draft writing (57%).
However, significant risks also emerge: 75% of professionals warn that new talents might overly rely on these tools and fail to fully develop the fundamental skills of the profession.
Only 20% of PR agencies reported that they always disclose to their clients when they use AI in their processes. Another 30% do so occasionally, and 21% admit they never communicate it.
Media trust in PR
According to the report, 52% of global respondents stated that they trust traditional media. Search engines are currently the most trusted source (63%), followed by traditional media (58%). In contrast, social media is perceived as the least trustworthy, particularly in Europe and North America.
Countries like China and Indonesia lead media trust rankings with 75%, while Japan registers the lowest levels at just 33%.
An essential aspect for PR strategies is understanding journalists’ preferred information sources. 82% prefer turning to subject matter experts, followed by researchers (77%), while influencers and bloggers are seen as the least reliable sources.
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