IPREX EMEA Summary Report 2025 and Outlook for 2026

Drawing on insights from agency leaders across Ireland, Germany, Sweden, Italy, Greece and Central Europe, the report reflects on a year shaped by economic volatility, geopolitical uncertainty and rapid technological change. While demand for communications expertise remained resilient, agencies experienced slower decision-making, tighter budgets and a growing shift towards senior strategic consultancy over tactical execution. 

The report identifies five key trends set to shape the communications and public relations profession across Europe, including Ireland, in 2026: the prioritisation of strategic consultancy; AI evolving from a support tool into a core discipline; trust becoming a critical differentiator; persistent talent pressures; and the enduring value of deep local market expertise. 

Maeve Governey, MPRII, Deputy Managing Director of Walsh, which has been the Irish IPREX partner for more than 25 years, said the Irish experience closely mirrors that of European peers. She noted that unpredictable US trade tariff policies have had a tangible impact on market confidence in Ireland, particularly given the country’s strong trading relationship with the US in sectors such as food and pharma. This uncertainty is influencing investment decisions, communications planning and corporate risk appetite, and is increasingly evident in client decision-making. 

Despite advances in globalisation and AI-driven tools, the report reinforces the importance of local insight into media landscapes, regulation and cultural nuance. Looking ahead, it calls for a renewed focus on human-centred consultancy, where technology enhances efficiency, but strategic judgement, emotional intelligence and ethical leadership deliver true value. 

Click here to read the full summary and trends.