24 Aug 2026

Adapting to the Shifting Communications and PR Skills Landscape

Communications and public relations can do more than generate press releases, secure media coverage and produce content. It is a strategic function that helps leaders to listen and understand stakeholders, build trust, manage risk, protect their organisations reputation and achieve strategic objectives. Effective communications can impact behaviour, shape organisational culture, strengthen relationships and provide leaders with valuable insight into the expectations of customers, employees, policymakers and wider society.

The growing economic contribution of the profession reinforces this strategic role: the PRII Census 2025 estimates that public relations contributes almost €1.9 billion to the Irish economy.

An evolving landscape

The communications and PR landscape is rapidly evolving. Fragmented media and audiences mean that organisations must communicate across an increasingly diverse range of channels, while digital platforms and social media reshape how information is created, distributed and consumed. Artificial intelligence is transforming content creation, research, analysis and productivity. The growth of misinformation and disinformation has made credibility, transparency and trust increasingly important.

Successful communications and PR professionals have adapted to this evolving landscape by leveraging their diverse skillset combining stakeholder management, campaign planning, project management, strategic thinking, measurement, digital capability and sound professional judgement informed by years of experience. The PRII Census 2025 provides an important snapshot of how these changes are affecting the profession in Ireland. The number of PR professionals in Ireland is estimated at almost 4,000. 75% believe they have a good career ahead of them in PR, demonstrating considerable confidence in the profession despite the pace of technological change.

Adding strategic value

The nature of communications and PR work is also evolving. While strategy development, media relations, campaign planning and delivery, content writing, reputation management and crisis management remain core, the skills behind them - sound judgement, clear thinking under pressure, the ability to read a room and anticipate reaction - are increasingly in demand well beyond the ‘communications function’ itself. More and more communications and PR professionals are drawing on these skills to support senior leaders: helping them assess complex situations, weigh options, and make strategic organisational decisions.

As the landscape evolves, professionals must ensure their knowledge and skills remain up to date to best serve their organisations and clients. Digital skills are now a core part of every communications professional’s role rather than residing with specialists. 66% of communications and PR professionals welcome the use of AI. Two-thirds identify the use of AI tools as their biggest future skills gap (PRII Census 2025). This demonstrates an openness to adopting AI tools in a thoughtful manner while protecting the integrity of the message given the presence of AI hallucinations.

The skills imperative

The Public Relations Institute of Ireland are committed to supporting the profession with a range of training and education options ranging from short workshops (usually one morning) and certificate courses (usually 7 weeks long) to our flagship PRII Diploma in Communications and PR which was recently renamed to reflect changing trends in the industry.

The PRII Diploma is the foremost Public Relations qualification in Ireland, held by one in four senior communications professionals in Ireland (PRIICensus25). It covers strategic value of PR, public relations campaigns, communication theory and practice, media theory and practice and law, regulation & ethics. Additional workshops in artificial intelligence and content creation have also been introduced.

The diploma is delivered online, with some in-person networking opportunities for students. It is designed to fit around a working life, giving participants flexibility to balance study with work and personal commitments.

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