A profession in transition: what our research reveals about identity, language and credibility
Among PRII members, Communications now accounts for 44% of job title descriptors, while Public Relations appears in just 5% of titles. More significantly, 58% of respondents say they use "communications" in preference to "PR" specifically to gain credibility or access — a finding that points to something deeper than a language preference. Add to this the sector-wide pressures and trends of media fragmentation, AI usage, the rise of influencer culture and defining ROI, and the picture that emerges is one of a profession actively renegotiating its identity. These findings carry real implications for how PRII positions itself and serves its members in the years ahead. This research is another step in the PRII journey to strategically evaluate our positioning, and as a member-led organisation, listening is at the heart of everything we do - and this research is a direct reflection of that commitment.
You can view these findings here.
