Thomas Mickeleit

An interview with PRCC boss Thomas Lüdecke in the PR Journal gave new impetus to the appointment of managers from outside the profession to the top of communications departments that has been observed in recent months.

There are moments when an industry looks in the mirror – and hardly recognizes itself. The results of the new CommTech Index Report 2025/2026 are just such a moment. Yes, CommTech is changing the industry. Yes, CommTech is changing departments and agencies. But the real revolution is taking place elsewhere: in the minds and everyday working lives of each individual. Never before has the personal impact been as clearly measurable as this year. 76% of communication professionals say that CommTech will significantly change the way they work – an increase of nine percentage points compared to 2024.

Digitalization poses major challenges for communication departments. Skills shortages in the teams and the integration of different systems are just some of the hurdles. But there is hope: investment in training and education is increasing and is a key success factor for digital transformation. Faster success with a skills roadmap.

Digital media continue to gain ground in internal communication. Intranets, e-mails and newsletters are among the most frequently used channels at 81%. Microsoft 365 applications such as SharePoint-based intranets, Viva Engage and Teams are now standard in the corporate world.

At the end of the quarter, many communications departments produce a quarterly report that is sent to management to prove its importance. It is not uncommon for people to focus on tuning the report as a success story.

Automation is playing an increasingly important role in the world of corporate communication – at least when it comes to the wishes and expectations of those responsible for communication. A recent survey conducted by the Process Automation Initiative in the CommTech working group provides revealing insights into this trend.

The recently published Communications Trend Radar 2024 speaks a clear language. The pressure to change due to social developments, changes in the business environment and new technologies is high. Communication managers are not only under pressure to act, but also under time pressure.

It is an honorable concern of the DRPR to provide PR professionals with binding rules for dealing with AI. And he is not alone in this. Many national governments, the EU and international organizations are discussing or already regulating how artificial intelligence should be put on a leash.