AI and people-first talent strategies at the heart of corporate plans — PRWA Report 2025 reveals key global communication trends

The latest PRWA Network Insights Report 2025 — the result of collaboration between independent communication agencies from around the world, including AIM Communication — highlights how artificial intelligence and people management are becoming central to corporate and communication strategies.

Published annually by the Public Relations World Alliance (PRWA), the report offers a global snapshot of the forces shaping the communications industry in 2025. Drawing on insights from agency leaders across multiple continents, it explores how companies and communicators are adapting to rapid technological change, new expectations around purpose and sustainability, and the need for resilient, skilled teams.

Technology and talent lead the transformation

According to the report, AI is now deeply integrated into day-to-day communication activities — from content creation and data analysis to media monitoring. Yet agencies stress that human oversight remains crucial to ensure ethical use, authenticity and cultural sensitivity.

At the same time, people and skills emerge as the decisive factor for success. Agencies across the network report an urgent demand for new competencies — particularly in data literacy, digital storytelling and AI governance — alongside growing attention to employee wellbeing and talent retention. The report suggests that the most effective organisations will be those that manage to blend technology and human creativity in balanced ways.

From purpose to performance

Another major theme is the ongoing convergence of purpose-driven communication and measurable performance. Clients increasingly expect agencies to demonstrate not just visibility, but tangible contributions to reputation, stakeholder trust and ESG outcomes. Measurement and evaluation, once an afterthought, are now described as strategic imperatives.

A network advantage

For independent agencies like AIM Communication, being part of an international alliance such as PRWA provides access to shared knowledge, market intelligence and peer collaboration — a real competitive advantage in a fast-evolving industry.

“The PRWA report clearly shows that the challenges we face — from AI integration to global reputation management — are shared across markets,” says Patrizia Semprebene Buongiorno, President of AIM Communication. “Being part of an international network like PRWA allows us to gain valuable insights into global trends and to engage in an international exchange of ideas. It strengthens our ability to anticipate future scenarios and to support our clients with innovative and effective solutions.”

Discover the full report

The PRWA Insights Report 2025 is available as an interactive online publication, with regional comparisons, survey data and commentary from PRWA member agencies around the world.
Explore the full report here: https://prwa-network-insights.nowaempower.se/#