This report provides a comprehensive overview of global perceptions within the public relations and  communication profession, drawing on survey data submitted by professional associations representing  eight countries across three major regions: Europe, Africa, and the Asia-Pacific. The 2026 survey builds on previous Global Alliance efforts (2019, 2022, and 2024) to benchmark the state of the PR industry worldwide, this time incorporating new questions on artificial intelligence adoption, the implementation of the UN SDG 18 – Responsible Communication initiative, and the Venice Pledge on ethical AI use.
Nine survey responses were received from professional associations collectively representing over  21,000 members. The participating countries Australia, Bangladesh, Czech Republic, Ireland, Nigeria, Philippines, South Africa, and the United Kingdom span diverse economic, cultural, and technological landscapes, offering a meaningful cross-section of global PR practice.

Key findings reveal that the PR profession remains predominantly female across most responding countries, with the 35–44 age bracket emerging as the largest demographic segment. Four-year and honours degrees are the most common qualification, while master’s degrees are particularly prevalent in the Czech Republic. In-house roles continue to represent the largest employment context on average, although agency-based practice dominates in the Philippines.
Artificial intelligence has emerged as both the most frequently cited threat and one of the most significant opportunities. ChatGPT dominates tool adoption across nearly all countries surveyed, while South Africa and Australia report the most diverse AI toolkits. Respondents consistently emphasise the need for the profession to move beyond traditional media relations toward a more strategic, C-suite advisory role a theme reinforced by comments from the United Kingdom, Philippines, Czech Republic, and Australia.