PR & Comms Collaborative (PRCC) and PRPOI unveil PR Agency Insights Survey 2025
The PR & Comms Collaborative (PRCC) and Public Relations Professionals of India (PRPOI) have launched the first-ever community-driven PR Agency Insights Survey 2025 (India Edition), in collaboration with PR communities across India. This inaugural edition goes beyond conventional industry metrics, putting agency professionals first and exploring AI’s impact, career aspirations, and key industry challenges—all shaped by the very people who drive the profession forward.
Key Findings from the Report:
- Widespread Job Dissatisfaction: Only 12% of PR professionals are fully satisfied with their salaries, and just 16% express job satisfaction. However, only one in three professionals still see a future in agency roles.
- In-House Roles Gaining Popularity:38.5% of agency professionals are actively considering a move in-house, with 90% of those exploring this shift citing dissatisfaction with compensation or job roles.
- AI Adoption vs. Creativity Concerns:98% of PR professionals use AI one way or the other – for content, ideation, and research, yet 67% worry about AI eroding creativity and 73% fear the loss of a human touch in storytelling.
- Media Placements More Challenging Than Ever:Two out of three PR professionals say securing editorial coverage has become increasingly difficult, underscoring the need for stronger storytelling and digital-first PR approaches.
- Disconnect Between Client Expectations & PR Evolution:66% of professionals find managing outdated client expectations a major challenge, as many brands still define PR solely through media coverage.
- Mentorship & Career Growth Lacking:More than half (54%) of PR professionals believe creativity, storytelling, and emotional intelligence are the most critical skills for the future, but structured mentorship opportunities remain limited.
- Workload vs. Compensation Mismatch: Many agency professionals handle 2-6 clients while working 45-55 hours per week yet feel undervalued and overworked.
A Call for Industry-Wide Action
Shashank Bharadwaj, Managing Partner at WebX and Creator of PRCC, underscores the urgent need for industry-wide transformation:”The agency model must evolve to address career stagnation and proactively offer pathways for growth and diversification, or we risk losing talent to more future-ready industries. Compensation must be restructured, mentorship programs must be strengthened, and agencies need to create an intrapreneurial environment where employees feel empowered to innovate and grow.”
Tarunjeet Rattan, Founder of PRPOI & Managing Partner at Nucleus PR, highlights the need for agencies to rethink their structures and approach: “While we were putting together this report, what stood out was the undeniable fac that today’s PR landscape reveals a clear divide: emerging talent seeks flexibility while veteran professionals adapt to increasingly digital communication and a state of chaos between the two. Success now demands constant evolution rather than static expertise. The future belongs to integrated ecosystems where agencies serve as strategic partners, a mindset shift on both ends on the role of PR in brand reputation while preserving creative independence—transforming our industry for tomorrow’s challenges.”
Nanda Padmanabhan, Head of Corporate Communications at BankBazaar and key contributor to the survey, emphasizes the importance of getting back to PR fundamentals: “This report reveals a growing disconnect in the industry—between how PR professionals measure success and how they are valued. Now, more than ever, we must reinvest in creativity, storytelling, and relationships. Our ability to build meaningful connections and narratives has always been the heart of PR, and that must remain central as we move forward.”
The PR Agency Insights Survey 2025 underscores the necessity for PR firms to adapt to changing professional expectations, embrace AI without compromising creativity, and invest in mentorship and career growth to future-proof the industry.
This was the first time ever 6 volunteer-led communities that included IPRF, Media Connect, One Source and PR Rangers along with PR & Comms Collaborative & PRPOI came together to put this survey together.
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