- 28. March 2025
- Posted by: Die Redaktion
- Category: READING TIPS
ICCO: World PR Report 2024-2025
The ICCO World PR Report 2024/25 provides an international overview of developments in the communications industry. Agency heads, communications managers and executives from over 60 countries were surveyed. The results show that communication continues to gain strategic importance under the influence of geopolitical crises, technological changes and social polarization.
Despite economic uncertainties, 67% of respondents expect the communications market to grow. Areas such as corporate reputation, public affairs, ESG communication and strategic consulting are developing particularly strongly. These fields are becoming increasingly important not only in agencies, but also in companies.
Technological development remains a key driver. 74% of professionals already use AI in their day-to-day work, and almost half see AI expertise as one of the most important skills in the coming years. At the same time, awareness of risk factors such as disinformation is increasing.
The demands placed on young professionals are also changing. Creative minds with strategic thinking, an awareness of values and the ability to understand complex interrelationships are in demand. The report paints a picture of an industry that continues to professionalize and take on increasing responsibility.
