The Global Alliance for Public Relations and Communication Management has officially launched its latest global research report, Global Trends and Insights from Around the World 2026, offering a comprehensive snapshot of the evolving public relations (PR) profession across Europe, Africa, and the Asia-Pacific.
Prepared by Prof. Dalien René Benecke and Dr. Abyshey Nhedzi of the University of Johannesburg, South Africa, the report draws on survey data from professional associations representing more than 21,000 practitioners across eight countries: Australia, Bangladesh, Czech Republic, Ireland, Nigeria, Philippines, South Africa, and the United Kingdom.
Building on previous editions (2019, 2022, and 2024), the 2026 report introduces new areas of analysis, including artificial intelligence (AI) adoption, the implementation of the UN SDG 18 – Responsible Communication initiative, and the Venice Pledge on ethical AI use.
AI: Both Disruptor and Opportunity
The findings position artificial intelligence as the most significant force shaping the profession today—simultaneously its greatest threat and opportunity. While tools such as ChatGPT are now embedded in daily practice across most markets, concerns persist around unethical use, the proliferation of misinformation, and the erosion of trust in professional communication.
At the same time, respondents identified AI as a catalyst for innovation, enabling new roles, enhanced productivity, and greater strategic influence.
A Call for Strategic Elevation
A central theme across all regions is the urgent need to reposition PR as a strategic, C-suite advisory function rather than a tactical communications service. Respondents from multiple countries emphasized that the profession must evolve beyond media relations and demonstrate measurable value at the highest levels of organizational decision-making.
Gaps in Ethics and Professionalisation
The report highlights uneven global progress in implementing key Global Alliance initiatives, including SDG 18 and the Venice Pledge. South Africa emerged as a leading example of structured integration, while several associations have yet to begin formal engagement.
Professionalisation also remains a critical issue, with challenges including the hiring of non-qualified practitioners, inconsistent standards, and ongoing difficulties in demonstrating return on investment.
Key Demographic and Industry Insights
- The PR workforce remains predominantly female across most surveyed countries
- The 35–44 age group represents the largest demographic segment
- Four-year and honours degrees are the most common qualifications
- In-house roles dominate globally, though agency practice leads in the Philippines
Driving the Future of the Profession
The report concludes with a clear call to action: accelerate the adoption of ethical frameworks, strengthen professional standards, and embrace AI responsibly to safeguard trust and relevance in a rapidly evolving landscape.
“This report provides a critical evidence base for the profession at a pivotal moment,” said Prof. Justin Green, President and CEO of Global Alliance. “It underscores the need for collective action to elevate PR, strengthen ethical practice, and ensure we remain trusted advisors in an increasingly complex communication environment.”
The Global Trends and Insights from Around the World 2026 report is now available and you can download it here.