Bengaluru: The PR & Comms Collaborative (PRCC) and Public Relations Professionals of India (PRPOI) have unveiled the first-ever PR Agency Insights Survey 2025 (India Edition)—a landmark community-driven report that puts PR agency professionals at the center of industry conversations. Conducted in collaboration with PR communities across India, this inaugural survey delves into AI adoption, career aspirations, job satisfaction, and evolving industry challenges—all shaped by the professionals who power the PR ecosystem.
Key Takeaways from the PR Agency Insights Survey 2025:
- 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 see a long-term future in agency roles.
- Shift Towards In-House Roles: 38.5% of PR agency professionals are actively considering a switch to in-house roles, with 90% of them citing dissatisfaction with compensation or job responsibilities.
- AI is Here, But So Are Concerns: While 98% of PR professionals use AI for content, ideation, and research, 67% worry about creativity loss, and 73% fear the diminishing human touch in storytelling.
- Evolving Media Landscape: Two out of three PR professionals say securing editorial coverage has become increasingly difficult, emphasizing the need for stronger storytelling and digital-first PR strategies.
- Client Expectations vs. PR Evolution: 66% of professionals struggle with outdated client expectations, as many brands still define PR solely through traditional media coverage.
- Workload vs. Compensation Mismatch: PR professionals handle 2-6 clients while working 45-55 hours per week, yet many feel undervalued and overworked.
- Lack of Mentorship & Career Growth: 54% of PR professionals believe creativity, storytelling, and emotional intelligence are the most critical skills for the future, but structured mentorship remains scarce.
Shashank Bharadwaj, Managing Partner at WebX and Creator of PRCC, stressed the urgency of industry 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 strengthened, and agencies need to foster an intrapreneurial environment where employees feel empowered to innovate and grow.”
Tarunjeet Rattan, Founder of PRPOI & Managing Partner at Nucleus PR, highlighted the need for a structural shift, “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, emphasized the need to reinforce core PR values, “This report highlights a disconnect—between how PR professionals measure success and how they are valued. Now, more than ever, we must reinvest in creativity, storytelling, and relationships. Building meaningful narratives has always been the heart of PR, and that must remain central as we move forward.”
For the first time, six volunteer-led PR communities—IPRF, Media Connect, One Source, PR Rangers, PR & Comms Collaborative, and PRPOI—collaborated to present these insights, making this survey a true reflection of the voices within India’s PR industry.
The PR Agency Insights Survey 2025 underscores the need 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. The findings present a clear roadmap for agencies to retain talent, foster innovation, and redefine the future of public relations.
