REPORT FINDS 90 PCT PR TEAMS USING AI, BUT INTEGRATION REMAINS LOW

KUALA LUMPUR, Jan 15 (Bernama) -- Meltwater, in partnership with We. Communications has released its first annual State of PR Report, revealing that 90 per cent of public relations (PR) teams worldwide have already integrated generative artificial intelligence (AI) into their workflows, yet only 13 per cent report high integration.

Based on insights from more than 1,100 PR and communications professionals, the report highlights how teams are navigating rising expectations, evolving measurement demands, and leveraging AI as a strategic advantage while positioning PR as a driver of business value.

Meltwater Chief Executive Officer (CEO), John Box in a statement said the world of PR is defined by constant change, yet its research shows that core challenges, specifically proving return on investment (ROI) and managing resource constraints, remain front and centre.

“What is different now is that AI-powered tools are giving teams concrete ways to improve operational efficiency, gain the insight needed to measure brand performance and ensure the PR function achieves the recognition and investment it deserves,” he said.

Meanwhile, We. Communications Global CEO, Melissa Waggener Zorkin noted the report emphasises a pivotal shift in measurement approaches, adding that AI solutions now allow communicators to link activity directly to reputation outcomes and enterprise value, giving them data to show organisational leaders how PR drives real results.

The report identifies key opportunities for AI adoption, including automating reactive work, content creation, and media monitoring, while freeing teams to focus on identifying emerging trends and summarising coverage efficiently.

While budgets remain largely flat, more than half of respondents expect little or no change in PR investment in 2026, despite increasing demand for strategic impact. Nearly 40 per cent of PR professionals also report that company leadership has a limited understanding of their team’s work, underscoring the importance of demonstrating ROI to secure resources and influence.

PR measurement is evolving, with a growing focus on outcome-based metrics tied to business goals. More than one-third of respondents say aligning metrics with business objectives is a top priority, addressing challenges in proving value and optimising resource allocation.

LinkedIn continues to dominate as the PR professional platform of choice, with 62 per cent citing it as the most valuable, followed by Facebook and Instagram at 10 per cent each.

Meltwater is a global leader in media, social, and consumer intelligence, empowering organisations with comprehensive insights and analytics, while We. Communications is a global communications agency helping brands navigate an ever-changing world.

-- BERNAMA