Mynewsdesk: PR & communication in Germany 2024

Mynewsdesk: PR & communication in Germany 2024

The PR and communications industry is undergoing rapid change, driven by social upheaval and the ongoing development of artificial intelligence. Based on a survey of 200 PR and communications professionals, the report addresses how the current situation is perceived by communications professionals as well as the challenges and ambitions for the future. Personal, organizational and social aspects are considered. This will be complemented by discussions with researchers and industry experts from the fields of AI, CSR and crisis communication.

Among other things, the report shows a clear sense of uncertainty in the sector. Almost 60 percent state that they have experienced a professional identity crisis. At the same time, they strive for a more meaningful, central and strategically relevant role, but often do not feel sufficiently respected by managers. To change this, they need to better convince management of the value of their own work and improve their business knowledge to do so. Another finding: Even though the majority of respondents have started working with generative AI and recognize its value, they are still concerned about it. Experts therefore recommend using generative AI in a targeted manner to enhance your own professional image and advance your career. The full report is available free of charge.