GITNUXREPORT 2025

Pr Industry Statistics

PR industry grows, adopts AI, emphasizes digital, influencers, crisis management.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Rigorous fact-checking • Reputable sources • Regular updatesLearn more

Statistic 1

The average PR campaign duration is around 6 months

Statistic 2

The most common PR goal for 2023 is brand awareness, cited by 82% of respondents

Statistic 3

40% of PR campaigns incorporate data analytics to measure success

Statistic 4

The most cited challenge in the PR industry is demonstrating ROI, mentioned by 68% of practitioners

Statistic 5

47% of PR campaigns targeted Millennials as their primary audience

Statistic 6

In 2023, 66% of PR campaigns included sustainability or environmental themes, reflecting eco-conscious branding

Statistic 7

54% of PR professionals report that their organizations are experiencing more crisis communications than previous years

Statistic 8

60% of international PR agencies report that cross-cultural communication is a major challenge

Statistic 9

33% of PR firms experienced a data breach or cyber incident in 2023, highlighting the need for improved cybersecurity

Statistic 10

65% of PR professionals believe data privacy regulations will significantly impact their work in 2024

Statistic 11

The use of influencer outreach in PR campaigns increased by 40% from 2022 to 2023

Statistic 12

78% of organizations now consider social media an essential part of their PR strategy

Statistic 13

80% of PR campaigns now include content marketing elements

Statistic 14

The majority of PR professionals prefer digital media over traditional media, with 88% favoring digital channels

Statistic 15

The percentage of PR campaigns utilizing video content increased from 46% in 2022 to 72% in 2023

Statistic 16

Employee advocacy programs have increased by 35% among PR organizations in 2023

Statistic 17

The use of micro-influencers in PR campaigns grew by 52% in 2023

Statistic 18

80% of PR professionals believe that storytelling remains the most effective way to engage audiences

Statistic 19

The percentage of PR budgets dedicated to influencer collaborations increased from 15% in 2022 to 25% in 2023

Statistic 20

The use of augmented reality (AR) in PR campaigns increased by 30% in 2023, primarily for immersive brand experiences

Statistic 21

62% of PR firms report an increased demand for digital influencer outreach in their campaigns

Statistic 22

The top three most valued skills for PR professionals in 2023 are strategic communication, media relations, and digital content creation

Statistic 23

29% of PR professionals surveyed believe that podcasts are an effective channel for brand storytelling

Statistic 24

The use of user-generated content in PR campaigns increased by 45% in 2023, driven by brand engagement strategies

Statistic 25

The most common platform for PR outreach in 2023 remains LinkedIn, used by 82% of PR professionals

Statistic 26

The number of media mentions about brands increased by 20% in 2023, reflecting the importance of active media engagement

Statistic 27

The global PR industry was valued at approximately $14 billion in 2022

Statistic 28

The North American PR market accounted for about 45% of the global industry in 2023

Statistic 29

70% of PR professionals report increased budgets compared to the previous year

Statistic 30

The total number of PR agencies worldwide exceeds 10,000

Statistic 31

The share of digital PR campaigns grew to 85% of total PR activities in 2023

Statistic 32

Press releases remain the most common tactic in PR, used by 91% of firms

Statistic 33

The average number of media contacts maintained by a PR professional is around 950

Statistic 34

The use of virtual events as a PR tool increased by 55% in 2023

Statistic 35

The U.S. PR industry employs approximately 375,000 professionals as of 2023

Statistic 36

63% of PR firms reported increased demand for corporate reputation management in 2023

Statistic 37

The budget allocation for crisis management in PR rose by 25% in 2023

Statistic 38

48% of PR professionals regard media training as essential to their work in 2023

Statistic 39

The average PR professional spends about 16 hours weekly on media relations

Statistic 40

The average client retention rate for PR agencies is approximately 70%

Statistic 41

58% of PR practitioners believe that transparency in communication is the most critical factor for success

Statistic 42

Public relations strategies that integrate social activism saw a 38% increase in adoption among brands in 2023

Statistic 43

The global crisis communication market size reached $3 billion in 2023, with predicted growth at 6% annually

Statistic 44

74% of organizations have a dedicated crisis communication plan in place by 2023

Statistic 45

55% of PR professionals report that their organizations are investing more in internal communications

Statistic 46

The global healthcare PR market is expected to grow at a CAGR of 7% between 2023 and 2028

Statistic 47

In 2023, 38% of PR campaigns involved elements of corporate social responsibility (CSR), up from 25% in 2022

Statistic 48

50% of PR agencies expect to increase their workforce size in 2024, mainly due to digital transformation demands

Statistic 49

Approximately 20% of PR campaigns are now focused on rebuilding trust after a crisis, with that number expected to rise

Statistic 50

The average age of PR practitioners is 42 years, indicating a relatively mature workforce

Statistic 51

85% of PR firms reported increased demand for executive positioning and thought leadership campaigns

Statistic 52

65% of PR firms have adopted AI tools for media monitoring and analytics

Statistic 53

52% of organizations use chatbots in their PR and customer service strategies

Statistic 54

90% of PR agencies have adopted some form of automation to streamline workflow

Statistic 55

59% of organizations have integrated AI-powered chatbots in their customer-facing PR initiatives

Statistic 56

The adoption rate of virtual reality (VR) in PR campaigns increased by 25% in 2023, mainly for immersive storytelling

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Sources

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Key Highlights

The global PR industry was valued at approximately $14 billion in 2022
The North American PR market accounted for about 45% of the global industry in 2023
70% of PR professionals report increased budgets compared to the previous year
The average PR campaign duration is around 6 months
65% of PR firms have adopted AI tools for media monitoring and analytics
The use of influencer outreach in PR campaigns increased by 40% from 2022 to 2023
78% of organizations now consider social media an essential part of their PR strategy
The total number of PR agencies worldwide exceeds 10,000
The most common PR goal for 2023 is brand awareness, cited by 82% of respondents
54% of PR professionals report that their organizations are experiencing more crisis communications than previous years
The share of digital PR campaigns grew to 85% of total PR activities in 2023
Press releases remain the most common tactic in PR, used by 91% of firms
The average number of media contacts maintained by a PR professional is around 950

The PR industry is riding a digital wave, with a global valuation surpassing $14 billion in 2022 and over 80% of campaigns now leveraging innovative tools like AI, virtual reality, and influencer marketing to shape brand narratives in an increasingly complex media landscape.

Campaign Metrics and Goals

The average PR campaign duration is around 6 months
The most common PR goal for 2023 is brand awareness, cited by 82% of respondents
40% of PR campaigns incorporate data analytics to measure success
The most cited challenge in the PR industry is demonstrating ROI, mentioned by 68% of practitioners
47% of PR campaigns targeted Millennials as their primary audience
In 2023, 66% of PR campaigns included sustainability or environmental themes, reflecting eco-conscious branding

Campaign Metrics and Goals Interpretation

As PR campaigns increasingly stretch over half a year, targeting Millennials and harnessing data analytics, the industry grapples with proving ROI amidst a sea of sustainability efforts, all while striving to turn brand awareness into tangible returns.

Challenges, Risks, and Ethical Considerations

54% of PR professionals report that their organizations are experiencing more crisis communications than previous years
60% of international PR agencies report that cross-cultural communication is a major challenge
33% of PR firms experienced a data breach or cyber incident in 2023, highlighting the need for improved cybersecurity
65% of PR professionals believe data privacy regulations will significantly impact their work in 2024

Challenges, Risks, and Ethical Considerations Interpretation

As PR professionals grapple with rising crises and cross-cultural complexities, escalating cyber threats and privacy regulations threaten to turn the art of reputation management into a high-stakes game of digital diplomacy in 2024.

Digital and Social Media Strategies

The use of influencer outreach in PR campaigns increased by 40% from 2022 to 2023
78% of organizations now consider social media an essential part of their PR strategy
80% of PR campaigns now include content marketing elements
The majority of PR professionals prefer digital media over traditional media, with 88% favoring digital channels
The percentage of PR campaigns utilizing video content increased from 46% in 2022 to 72% in 2023
Employee advocacy programs have increased by 35% among PR organizations in 2023
The use of micro-influencers in PR campaigns grew by 52% in 2023
80% of PR professionals believe that storytelling remains the most effective way to engage audiences
The percentage of PR budgets dedicated to influencer collaborations increased from 15% in 2022 to 25% in 2023
The use of augmented reality (AR) in PR campaigns increased by 30% in 2023, primarily for immersive brand experiences
62% of PR firms report an increased demand for digital influencer outreach in their campaigns
The top three most valued skills for PR professionals in 2023 are strategic communication, media relations, and digital content creation
29% of PR professionals surveyed believe that podcasts are an effective channel for brand storytelling
The use of user-generated content in PR campaigns increased by 45% in 2023, driven by brand engagement strategies
The most common platform for PR outreach in 2023 remains LinkedIn, used by 82% of PR professionals
The number of media mentions about brands increased by 20% in 2023, reflecting the importance of active media engagement

Digital and Social Media Strategies Interpretation

As PR pivots boldly into the digital age with a 40% surge in influencer outreach, an 88% preference for digital media, and a 52% rise in micro-influencer engagement, it’s clear that storytelling—whether through videos, podcasts, or AR—remains the reigning strategy for brands seeking to resonate in a world where 80% of campaigns leverage content marketing and 82% of professionals keep LinkedIn at the forefront of their outreach.

Industry Market Trends and Size

The global PR industry was valued at approximately $14 billion in 2022
The North American PR market accounted for about 45% of the global industry in 2023
70% of PR professionals report increased budgets compared to the previous year
The total number of PR agencies worldwide exceeds 10,000
The share of digital PR campaigns grew to 85% of total PR activities in 2023
Press releases remain the most common tactic in PR, used by 91% of firms
The average number of media contacts maintained by a PR professional is around 950
The use of virtual events as a PR tool increased by 55% in 2023
The U.S. PR industry employs approximately 375,000 professionals as of 2023
63% of PR firms reported increased demand for corporate reputation management in 2023
The budget allocation for crisis management in PR rose by 25% in 2023
48% of PR professionals regard media training as essential to their work in 2023
The average PR professional spends about 16 hours weekly on media relations
The average client retention rate for PR agencies is approximately 70%
58% of PR practitioners believe that transparency in communication is the most critical factor for success
Public relations strategies that integrate social activism saw a 38% increase in adoption among brands in 2023
The global crisis communication market size reached $3 billion in 2023, with predicted growth at 6% annually
74% of organizations have a dedicated crisis communication plan in place by 2023
55% of PR professionals report that their organizations are investing more in internal communications
The global healthcare PR market is expected to grow at a CAGR of 7% between 2023 and 2028
In 2023, 38% of PR campaigns involved elements of corporate social responsibility (CSR), up from 25% in 2022
50% of PR agencies expect to increase their workforce size in 2024, mainly due to digital transformation demands
Approximately 20% of PR campaigns are now focused on rebuilding trust after a crisis, with that number expected to rise
The average age of PR practitioners is 42 years, indicating a relatively mature workforce
85% of PR firms reported increased demand for executive positioning and thought leadership campaigns

Industry Market Trends and Size Interpretation

With the industry now a $14 billion global powerhouse leaning heavily into digital and crisis management, PR professionals are juggling an average of 950 media contacts while emphasizing transparency and social activism—proof that in a noisy world, reputation remains the ultimate currency and strategic agility the key to staying ahead.

Technologies and Tools Adoption

65% of PR firms have adopted AI tools for media monitoring and analytics
52% of organizations use chatbots in their PR and customer service strategies
90% of PR agencies have adopted some form of automation to streamline workflow
59% of organizations have integrated AI-powered chatbots in their customer-facing PR initiatives
The adoption rate of virtual reality (VR) in PR campaigns increased by 25% in 2023, mainly for immersive storytelling

Technologies and Tools Adoption Interpretation

With AI and VR proving increasingly vital, PR firms are blending cutting-edge tech with storytelling prowess to redefine engagement, ensuring they're not just communicating but captivating in a digital age.