Despite Disruptions, Communicators Remain Optimistic About Profession’s Future, USC Report Finds

As the PR profession grapples with artificial intelligence, hybrid work, new media and deepening political divides, a new study from USC Annenberg’s Center for Public Relations examines how professional communicators view these changes to their field.

This year’s Global Communications Study, titled  “Mind the Gap,” surveyed more than 1,000 professionals across four generations who currently work or plan to work in public relations.

Overall, 60% of respondents say artificial intelligence will benefit the PR profession, while 28% think AI’s impact will be negative. One-fourth of Gen Z respondents predict that AI will reduce the number of entry-level PR positions available to them.

PR professionals are using AI to generate social media content (43%), research and analytics (36%), and press materials (36%). Sixty-eight percent of agency executives surveyed strongly agree that people will remain essential for PR. Twenty-four percent of Gen Z respondents strongly agree that “AI will generate most of the content currently created by humans.”

One Annenberg graduate student developed a start-up plan for an AI-only PR firm that would charge clients just $15.99 per month. The report notes that “AI is still in its infancy, and its future impact is hard to predict.”

Overall, 43% of communications professionals surveyed believe changes in the news media will benefit PR, while nearly the same percentage foresee a negative impact.

Gen Z respondents say they prefer to create content on the media platforms they grew up knowing, versus pitching story ideas to traditional media they don’t know. When marketing consumer products, Gen Z and millennial communicators prefer celebrity endorsements to positive mentions in national newspapers.

In the past two years, many companies have deemphasized their social programs, for fear of being boycotted by consumers who hold different opinions. The overall percentage of PR professionals who believe companies have a responsibility to address social issues has fallen from 89% in 2023 to 52% in 2025. Some 76% of Gen Z communicators still have this expectation, compared to only 40% of Boomers and Gen Xers.

In the past year, the PR profession has experienced significant mergers, acquisitions and job losses. Despite economic, political and technological disruptions, PR practitioners remain positive about the future. Some 74% of respondents across all generations say they have a “very positive” or “somewhat positive” outlook on the profession’s growth, while only 11% have a negative view.

“We are witnessing unprecedented upheaval in communications,” said Fred Cook, director of the Center for Public Relations and chairman emeritus of the Golin PR firm. “The future of the PR industry depends upon how tomorrow’s leaders tackle the critical issues we are beginning to face today.”

The Global Communication Report is produced annually by the USC Annenberg Center for Public Relations, in collaboration with Zeno Group, IABC and several international public relations membership organizations, including PRSA. Download a copy here.

Illiustration credit: yurima

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