This is according to a new global benchmark report released by Outcomes Rocket, which surveyed 858 marketing and communications professionals across industries and company sizes worldwide.

The study found that 84.1% of respondents believe PR will take on a larger part in supporting sales and business outcomes by 2028.

At the same time, 73% expect PR to become even more strategic as organisations adapt to changing ways people find and consume information.

The findings indicate that PR is moving beyond its traditional role of generating awareness and media coverage. Companies now see it as a business function that supports credibility, customer trust and revenue growth.

Seven in 10 organisations said PR now plays an important role in their go-to-market efforts and this is also seen in company structures.

Nearly half of respondents, 48.7%, said PR is fully integrated with marketing and sales teams, while another 36.6% reported partial integration.

Despite that thriving influence, many organisations still focus their PR efforts on awareness rather than direct business results.

Increasing brand awareness is the leading objective for 66.3% of respondents. Reputation management follows at 39.4%, while only 14.4% said supporting go-to-market campaigns is a key priority.

Just 17.1% listed visibility in emerging search environments among their main objectives.

The report also highlights the gap between the importance companies place on PR and how they measure its impact.

Half of the organisations surveyed still rely mainly on traditional indicators such as media mentions, impressions and share of voice.

Although 43.7% connect PR activity to website traffic and 41.3% track referral visits from earned media, 11.5% admitted they do not systematically measure PR impact at all.

For many teams, proving business value is difficult.

Budget limitations emerged as the most common challenge, cited by 30.9% of respondents. Another 26.7% said they lack clear tracking processes or key performance indicators, while 25.4% struggle to connect PR activity to sales and revenue outcomes.

The study found that organisations are also failing to maximise the value of media coverage after it is secured.

Only 13.1% share earned media coverage directly with sales teams, while just 6.1% incorporate PR insights into sales training and enablement programmes.

Meanwhile, 33.2% use PR content in marketing campaigns, but only 21.7% repurpose media coverage into blogs, newsletters or other owned content.

Budget trends point to maturing trust in PR, although investment remains measured.

On average, organisations allocate 14% of their marketing budgets to PR. Nearly half, 47.7%, increased PR spending over the past year, although most described those increases as modest rather than substantial.

The report also found that 44.8% of organisations increased PR investment because of changes in search and content discovery, while 32.5% reported no change in spending.

Most companies manage PR internally. More than a third, 35.9%, operate dedicated in-house PR teams, while 34.9% handle PR through broader marketing departments. Only 8.4% rely entirely on external agencies.

Another key finding centres on governance and policy.

While the use of automation and digital tools has become global across communications teams, only 21.4% of organisations have formal, documented and enforced policies governing their use. More than 70% lack fully established guidelines.

Respondents identified data privacy and compliance as their biggest concern, cited by 40.1%. Accuracy issues followed at 37.9%, while 29.2% worried about losing a consistent brand voice.

Even so, the report found limited evidence of major negative consequences so far. More than a third of organisations, 35.4%, said they had experienced no major issues. Only 6.6% reported reputational or quality-related problems.

Over the next two years, respondents expect automation to be the strongest force driving PR. Nearly half, 46.6%, pointed to automated workflows as the biggest trend, followed by growth in digital PR activities at 38.2%.

Summing up the findings, Outcomes Rocket said PR has reached a turning point as organisations connect communications efforts with commercial outcomes.

“The data shows that PR is no longer a supporting function. It is a strategic driver of visibility, authority, and business impact.”

The company added that while PR’s influence grows, many organisations still face gaps in execution, measurement and governance that could limit their ability to demonstrate business value.

The report is based on a global survey conducted in March 2026 among 858 marketing and public relations professionals drawn from sectors including professional services, technology, education, ecommerce, healthcare, financial services and manufacturing.

This, according to him, will enhance the professionalism of PR practitioners.

Mr Achi made the call at the maiden Nigeria Public Relations Week (NPRW), hosted by the Nigerian Institute of Public Relations (NIPR) Ogun State Chapter.

He pointed out the critical need for the NIPR to establish guidelines for the ethical use of generative AI by PR professionals to prevent misuse and uphold ethical standards.

During his paper presentation, themed: “AI and the Future of Public Relations,” Achi underscored the transformative potential of AI in enhancing the efficiency and effectiveness of PR practices.

He emphasized that AI poses a threat only if its benefits are ignored. Drawing parallels with the UK’s adoption of AI in journalism, he highlighted how embracing AI can prevent job losses and augment the PR profession.

“AI is not here to replace us but to complement our work,” Achi stated, urging reporters and PR professionals to integrate AI into their workflows.

According to him, “the conversation around AI in PR is multifaceted, involving the mastery of language and storytelling skills, and the deployment of AI for tasks like detecting fake news and deepfakes.”

As PR professionals navigate the evolving landscape, Achi outlined the role of AI in providing chain prompting, setting the tone, and conducting sentiment analysis.

He called for the development of policy frameworks to manage the integration of AI in PR, ensuring that attribution in reporting is maintained and the future of AI is shaped responsibly.

[Source: PRNigeria]

The saying, “Inch by inch, life’s a cinch”, is one for all seasons. As you go about your job as a public relations practitioner in a corporate organisation this year, you will do well to bear it in mind, always. You make progress in little steps.

This year, like all others, has 12 months. I have written out 12 things, you can do this year to be better at your job.

 1. Be Up to Date 

As public relations professional, you do yourself a world of favour when you stay up to date with the latest trends and technologies in the public relations industry.

This includes understanding new social media platforms and communication tools, as well as keeping track of changes in media consumption habits (how people consume information).

 2. Build and Maintain Relationships with Stakeholders 

We can all agree that one of the most important connections for PR practitioners is the one with journalism. It is a symbiotic relationship.

So, you will do well to build and maintain strong relationships with journalists, bloggers, and other key influencers in your industry. This will help you get your brand’s message out to a wider audience and gain valuable coverage for your company.

3. Audience Analysis 

It is equally important to develop a strong understanding of your target audience so that you can tailor your messaging and communications strategies accordingly. The focus here is understanding what motivates and interests your audience, as well as what channels and platforms they prefer to use for communication and to get news.

4. Know How to Develop Social Media Strategies 

In today’s world, social media gradually becoming the chief source of news for many people. You, therefore, need to understand how to create and implement a comprehensive social media strategy that includes a mix of paid and organic content. This will help you reach a wider audience and build brand awareness.

 5. Practice Openness 

Endeavour to foster a culture of transparency and openness within your organisation. This will help you build trust with stakeholders and the media, and it will make it easier for you to respond to any issues or crises that may arise.

You will have to lead by example and be willing to leave your desk. Funmi Onajide exemplified this in the MTN days.

6. Develop And Practice A Comprehensive Crisis Communication Plan

This will help you effectively manage any negative situations and minimize damage to your brand’s reputation. The secret of effective crisis management is relentless preparation

7. Keep An Eye On The Data 

They say data is the new oil, but to optimize it, you have got to keep your eyes on it, constantly. You must therefore explore how to use data and analytics to measure the effectiveness of your PR campaigns and identify areas for improvement. This will help you refine your strategies and get better results. PPlus Measurement Services is showing what is possible in this space.

8. Embrace Diversity And Inclusivity In Your PR Efforts. 

This includes considering the needs and perspectives of diverse communities and promoting diversity within your organization. To achieve this, you must be aware of and sensitive to the different perspectives and experiences of diverse groups of people, make sure that the language and images used in PR materials are inclusive and respectful of all individuals and possibly consider providing diversity and inclusivity training for staff members.

9. Explore The Power Of Storytelling

You must explore how to use storytelling to engage your audience and build emotional connections with them. In telling stories, you highlight the human side of your organisation. It is a great way to create a sense of trust and relatability that can lead to stronger relationships with stakeholders. This can be particularly effective for building brand awareness and loyalty.

10. Videos And Other Visual Content

Utilize video and other visual content to communicate your message and make it more engaging for your audience. The use of videos involves creating branded content for sharing company news and updates, hosting webinars and virtual events, creating social media content, thought leadership and even Influencer marketing.

I can tell you for free that videos allow PR professionals to effectively communicate with their audience, humanize their brand, and create a deeper connection.

11. Collaborate. Collaborate. Collaborate

Enhancing cross-functional communication, increasing brand awareness and creating more effective content are great ways to improve collaboration within the firm. Overall, collaboration allows for more efficient and effective public relations strategies, by leveraging different perspectives, knowledge and resources to achieve common goals.

12. Be Up To Date

You will need to stay up to date with the latest laws and regulations related to public relations, particularly those related to data privacy and consumer protection.

This will help you avoid legal issues and protect your company’s reputation. Of course, you should register with and be a part of relevant regulatory bodies and associations. The Nigerian Institute of Public Relations (NIPR) is calling you today.

The young public relations professional needs to understand that the work does not stop. You have to keep learning and keep doing.

The author:

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Every end of year, we look forward to the new year with expectations. We expect the new year to be, well new and different. 2023 is no exception, it will be new and different.

While everyone will like to have a sense of what to expect in the new year, I wrote this piece for public relations practitioners, it is a sneak preview of how the practice will evolve in 2023.

Here are my top 5 public relations trends to watch out for in 2023 (there is a surprise for you at the end. Please don’t spoil it by rushing to the end to read it).

1. Increased focus on virtual and hybrid events:

As the COVID-19 pandemic continues to impact how we gather and communicate, there is likely to be a greater emphasis on virtual and hybrid events in public relations. This includes virtual press conferences, webinars, and online product launches.

2. Emphasis on diversity, equity, and inclusion:

There has been a growing focus on diversity, equity, and inclusion in recent years, and this trend is expected to continue in 2023. Public relations professionals must consider the diversity of their target audience and ensure their message is inclusive and representative of the communities they are trying to reach.

3. Rise of influencer marketing:

Influencer marketing, which involves partnering with social media influencers to promote a product or service, has become an increasingly popular marketing tactic. This trend is expected to continue in 2023, as influencer marketing can be a powerful way to reach and engage with audiences.

4. Greater emphasis on data and analytics:

Public relations professionals are expected to pay more attention to data and analytics in 2023, as they seek to understand and measure the impact of their campaigns. This includes tracking metrics such as website traffic, social media engagement, and media mentions.

5. Use of artificial intelligence and automation:

Artificial intelligence (AI) and automation are expected to play a greater role in public relations in 2023. This includes the use of AI for tasks such as media monitoring, sentiment analysis, and content creation, as well as the use of automation for tasks such as social media posting and email marketing.

Here is the surprise that I spoke about – this piece was written entirely by ChatGPT. I simply added the introduction and this conclusion.

Clearly, number 5 is already in play. With AI, content creation has entered a new and revolutionary phase.

It is now almost bye bye content writer, welcome AI.

This is wishing you a Merry Christmas and a great new year!

Elvis Eromosele, a Corporate Communication professional and public affairs analyst lives in Lagos.