Cision’s latest report explores AI’s impact on PR, the rising influence of comms leaders, and the power of employee advocacy.
Cision, a global media intelligence and communications firm, has released its 2025 Comms Report in partnership with PRWeek, shedding light on key trends shaping the public relations and corporate communications industry.
Drawing insights from over 300 industry professionals across the United States and Canada, the report highlights the transformative role of artificial intelligence, the increasing influence of PR leaders within executive teams, and the growing importance of employee advocacy in brand credibility.
Guy Abramo, Chief Executive Officer at Cision, underscored the report’s significance in understanding an evolving industry. “The 2025 Comms Report offers a detailed look at the forces shaping our industry, from the growing adoption and integration of AI in communications strategies to the redefinition of influence,” he said. “These insights provide PR and comms professionals with the intelligence they need to stay ahead in an increasingly complex media and business environment.”
Key Findings
Among the most notable insights, the report found that PR and communications professionals are becoming integral to corporate strategy, with 84% of leaders saying the C-suite relies on their expertise more than in previous years.
Artificial intelligence is also playing an increasingly significant role. Nearly two-thirds (65%) of comms leaders report that AI has vastly improved their data and analytics capabilities, while 90% say AI now plays a role in their overall strategy.
The report also identifies a shift in the nature of brand influence. While traditional influencers—such as celebrities and social media personalities—have historically shaped brand credibility, internal advocates are now emerging as more impactful. Employee influencers, who can provide authentic, behind-the-scenes insights into organisations, have become a driving force in shaping brand reputation.
However, the industry continues to grapple with challenges. The report notes that 81% of communications leaders feel increased pressure to maximise their impact with fewer resources than in the previous year.
Industry Evolution
Reflecting on the findings, Gideon Fidelzeid, Vice President at PRWeek, said: “The world has changed remarkably since we first launched this report eight years ago, and the communications industry has had to evolve in lockstep.
“This year’s findings reflect a profession that is not only adapting but thriving—demonstrating its growing influence and critical role in business success and innovation.”
As businesses face an increasingly fast-paced and digitally driven landscape, the 2025 Comms Report provides a crucial resource for PR and communications professionals looking to navigate industry shifts, refine their strategies, and drive meaningful business outcomes.
