The Indian Public Relations (PR) industry is undergoing a transformational shift, driven by digital acceleration, AI integration, and evolving business expectations. According to the PRCAI SPRINT 2024-25 survey report, conducted in collaboration with Ipsos and Astrum Reputation Advisory, the industry achieved ₹2,500 crores in revenue for FY23, reflecting a 19% year-on-year growth, outpacing global PR industry expansion by over three times. With a compounded annual growth rate (CAGR) of 12.8%, the sector is projected to reach ₹4,570 crores by FY30.

The Growth Trajectory of Indian PR

• The PR industry is expanding 1.4 times faster than India’s GDP.
• PR is no longer just about reputation management; it is becoming a strategic business function influencing corporate decision-making.
• Corporate PR (46%) remains dominant, but startups (22%) and NGOs (11%) are emerging as key growth segments.
• 90% of corporate communicators now prioritize business outcomes over traditional media exposure.
• PR budgets have grown from 9.5% of marketing spend three years ago to 15.7% and are expected to rise further.

AI in PR: A Catalyst and a Challenge

The integration of Artificial Intelligence (AI) and big data is transforming PR strategies. However, while 90% of industry leaders acknowledge AI’s role in research, content creation, and conversational AI, only 13% of firms have made significant AI investments. The industry must navigate challenges like AI-generated misinformation and deepfakes, as 90% of respondents expressed concerns about their impact on trust and authenticity.

Key AI Trends in PR

• 82% believe AI will revolutionize research & strategy.
• 77% foresee AI-driven conversational PR.
• 57% anticipate personalized AI-powered content creation.

Influencer Marketing & Hyperlocal Strategies on the Rise

The role of influencers in PR is growing rapidly, with influencer marketing contributing 18% of PR revenues in FY24, up from 10% three years ago. This number is expected to reach 28% by FY27.

Emerging Trends

• 88% of PR professionals stress the importance of cultural nuances in hyperlocal storytelling.
• 84% agree that regional storytelling will drive deeper audience engagement.
• 86% foresee a surge in regional influencers and local dialect PR strategies.
• 53% prefer Key Opinion Leaders (KOLs) over social media influencers for greater credibility.

Purpose-Driven PR & the Rise of ESG Narratives

Brands are shifting towards purpose-driven communication, aligning narratives with sustainability, diversity, and social impact. However, 45% of industry professionals warn against the risks of greenwashing, emphasizing the need for authenticity in Environmental, Social, and Governance (ESG) messaging.

Top Sectors Embracing Purpose-Driven PR:

• Social Impact & NGOs (80%)
• Energy & Environment (67%)
• Pharma & Healthcare (60%)

Talent Trends: The Growing Influence of Gen Z in PR

The PR industry employed 13,300 professionals in FY23, adding 4,800 jobs in the last five years. By FY30, the workforce is expected to grow to 22,700, reflecting a CAGR of 8%.

Gen Z’s Impact on PR Workplaces

For the first time, the survey explored Gen Z’s influence on workplace dynamics, revealing their preference for flexibility, recognition, and purpose-driven careers. However, Gen Z professionals struggle with:

• 45% feeling overwhelmed by workload.
• 45% experiencing lack of motivation.
• 41% citing micromanagement as a key concern.
• 34% facing work-life balance challenges.

How to Retain Gen Z Talent in PR

• 93% agree that recognizing and rewarding talent boosts morale.
• 86% emphasize the need for flexible and liberal work environments.
• 79% believe leadership should adapt to be more inclusive and collaborative.
• 70% want their work to align with personal values like diversity and sustainability.

The Road Ahead for Indian PR

While growth is strong, cost pressures and client budget constraints pose challenges. To sustain momentum, PR firms must:

✅ Invest in AI and digital-first strategies.

✅ Leverage regional storytelling and hyperlocal influencer networks.

✅ Enhance measurement of business outcomes over traditional PR metrics.

✅ Strengthen mentorship and workplace policies to retain young talent.

✅ Ensure authenticity in ESG and purpose-driven PR initiatives.