IPRN PR Business Survey 2026: Integrated Communications and AI in focus
To assess the trends shaping the public relations industry in 2026, the International Public Relations Network (IPRN) conducted its annual global survey across more than 22 countries. JP KOM has been part of the network since 2003.
From our perspective, two aspects of the study are particularly relevant for the German market:
1. Integrated communications remain a key growth area
Integrated communication strategies are identified as the industry’s primary opportunity (28%). This reflects a continued shift towards more connected and cross-disciplinary approaches in communications.
Corporate reputation (22%) and CEO positioning (19%) also rank among the top growth areas, underlining the importance of trust and leadership visibility in an increasingly complex environment.
Our perspective: Integrated communications are becoming an established expectation in many client relationships. The focus is therefore increasingly on how consistently and effectively these approaches are implemented in practice.
The biggest opportunities in 2026
2. AI primarily strengthens efficiency and workflows
According to the survey, the main benefits of AI adoption lie in increased efficiency and productivity (26%), followed by support in content-related tasks and strategic processes (21%), as well as faster research (19%).
These findings highlight the operational value AI already delivers across agencies.
Our perspective: AI is becoming an integral part of communication workflows. At the same time, its role is currently strongest in supporting processes, while strategic direction and evaluation continue to rely on experience and professional judgment.
Main benefits of AI adoption in PR
Download the full survey results here: https://iprn.com/iprn-public-relations-agencies-forecast-growth-for-2026/
Respondent countries included Belgium, Brazil, Bulgaria, Canada, Colombia, Czech Republic, Egypt, Germany, India, Italy, Japan, Lithuania, Luxembourg, Mexico, Nigeria, Poland, Portugal, Singapore, South Africa, Spain, UK and USA.
About IPRN
The International Public Relations Network is an international network of independently owned and operated public relations and communications agencies with around 50 members in more than 100 major cities and more than 30 countries around the world, on five continents. It represents all sectors of the industry and represents a cumulative turnover of around 100 million dollars, with more than 1,000 employees and 4,000 clients among the different agencies.
