Lessons for Global Communications
I recently had the opportunity to virtually attend the 2025 AMEC Global Summit on Measurement themed: ‘Reputation, Reliability & Results: The Global Communication, Data, Measurement and Evaluation Journey’
Over several days, leading voices shared insights on a variety of programs about public relations, communications strategy, and the ethical use of technology in our work.
One standout session was hosted by the International Communications Consultancy Organization (ICCO), where Interim CEO Andras Sztaniszlav presented key findings from their World PR Report. His talk shared a clear message: the future of communications is purpose-driven, tech-savvy, and will be much needed.
The demand for purposeful, strategic communications continues to grow according to the report. Where creative campaigns once dominated agency offerings, today’s growth is driven by strategic consulting, corporate reputation management, and public affairs needs. This creates a real opportunity for PR teams to step in as trusted advisors, helping brands and organizations stay grounded, clear, and ethical about what they are doing and how they are sharing it.
As we know, the public is losing trust and the recent Elections did not help to restore it around the world. The report showed more fear around misinformation, skepticism about leadership, and growing concern for what the future holds for the next generation.
And the top risks shaping our industry now aren’t just environmental anymore like once before — now they’re more geopolitical. The top five risks revealed in the report were state-based armed conflict, extreme weather, economic confrontations, misinformation and disinformation, and societal polarization.
Like many industries, PR is navigating budget pressures. According to the report, top challenges for PR firms in the coming year include: clients being hesitant to spend, broader economic uncertainty, and pressure to meet financial margins. But there’s also a silver lining. Many agencies are doubling down on growth to invest in tech, strategy, and the skills needed for the future.
Also, we’re moving away from outdated metrics like AVEs, and toward better ways to actually show impact for clients with AI and the latest tech tools changing PR most in how we measure our efforts, according to the report.
And looking ahead, the most in demand skills for PR pros are not surprisingly, AI fluency and strategic thinking. This support will be key to helping our industry create smarter, more meaningful work with clients.
