What 500+ PR Professionals Would Change About the Public Relations Industry

If you could change one thing about the PR industry, what would it be? It’s an intriguing question and one that industry professionals have strong opinions on, as new research shows.

We posed this query to more than 500 professionals who participated in Cision’s Inside PR 2026 Report survey, and found some key themes emerging, with one clear takeaway: The public relations industry is in a state of flux, trying to balance AI and technological innovation with the need for authenticity, stronger relationships, and clear ways to measure and demonstrate impact.

Yet, these challenges all present opportunities for PR to evolve, innovate, and grow. Let’s go straight to the source and look at what PR pros told us they would change about their industry.

1. PR teams want to restore authenticity and trust in PR and media

PR pros want their work to be accurate, rooted in truth, and not just headline-chasing or driven by the demands of algorithms. Many of our respondents called for the return to authentic brand storytelling, ethical communication, and credibility.

They’re saying no to “spin” and misinformation, and that thinking goes beyond their own immediate field of view – they want the media and reporters they work with to do the same. As one respondent put it, they want to partner with “more smart, seasoned and professional reporters rather than those interested in just clickbait content.”

Here are more comments showing how they want more trust and authenticity:

• “To ensure accuracy in all content, short form or long form.”
• “Prioritize accuracy and public understanding over speed.”
• “Too often we chase visibility instead of value.” 
• “Less spin, more authenticity.”

PR takeaway: Teams view PR authenticity as a cornerstone of public trust. Ultimately, meaningful, mission-driven communication beats performative PR and headlines that vanish quickly into the ether.

Next steps: For tips on building brand trust and beating fake news, read How to Build Trust and Strengthen Brand Reputation.

2. PR is looking to build better media relationships

Many of our responses highlight strained media relations and difficulty reaching journalists as a pain point they’d like to alleviate. Too often they feel like they’re “pitching into a void” and wish for better two-way communication.

At the same time, they’re sympathetic to the challenges journalists face. One respondent noted that PR practitioners need to ensure what they’re pitching is newsworthy, given that newsrooms are shrinking and editorial resources are stretched.

Here’s some more of what they told us around media relations:

• “It’s really hard to build a relationship with a wall.” 
• “Better responses from journalists – even a simple no thanks.” 
• “More opportunities to meet with journalists and understand their needs.”
• “Shifting the focus from quick wins to deeper, more authentic relationships between organizations and their audiences.”

PR takeaway: PR teams are feeling a disconnect between themselves and the media, driven by newsroom cuts, over-pitching, and the rise of paid-for coverage. However, they want to rebuild these relationships based on respect, relevance, and collaboration.

Next steps: For insight into what makes journalists tick – and how to build relationships with them – download the 2025 State of the Media Report.

3. Measurement, ROI, and Proving Value Remain Persistent Pain Points

Mentions of ROI, analytics, and measurement are the most prominent themes that appear across the responses.

PR teams are looking to demonstrate the impact of their efforts – and to do that they need a better understanding of metrics, shared standards, and affordable tools and technology to track results.

Here are some examples of the responses:

• “For the industry to agree on one metric.”
• “Better analytics/data to help with reporting that proves ROI.” 
• “To better explain to CEOs the full value of PR.”
• “A clearer way to show impressions and ROI.”

PR takeaway: Measurement has long been PR’s Achilles’ heel. Practitioners know proving impact is essential to justify budgets and get executive buy-in, but feel limited by inconsistent tools, unclear metrics, and leadership that undervalues or doesn’t understand PR. Which leads us to point four below...

Next steps: For insight on how to measure effectively and prove impact to stakeholders, download The Complete Guide to PR Measurement.

4. PR wants greater understanding from executives and clients

There’s a general frustration that executives and clients misunderstand or don’t value the role of public relations. They expect PR to deliver results, but there’s a knowledge gap when it comes to the day-to-day demands of the role and resources available.

Here’s what PR pros told us:

• “That more people overseeing PR knew more about how it actually works.”
• “The value of PR is only as good as the collaboration, lead-in time and data we have from clients.”
• “Senior leaders understanding that you can’t do more with less.”
• “For the C-suite to value PR more.”

PR takeaway: PR professionals want a stronger voice in business strategy and a seat at the leadership table. They don’t want to just execute campaigns, but instead be integral to planning and strategy. They also want to emphasize that PR drives reputation, trust, and long-term value, not just short-term media wins.

Next steps: For tips on how to communicate the value of your PR work to executives, read The Rising Influence of PR in the C-Suite: 3 Strategies to Keep Your Seat.

5. Smarter use of AI is needed (with a dose of skepticism)

AI was mentioned frequently, but in both positive and negative terms. Some see it as a way to improve PR measurement or workflow; others view it as a threat to authenticity, journalistic integrity, and the future of the media.

As one respondent noted: “Just because you have AI doesn't mean you know how to use it effectively.” Here’s a sample of other AI-based feedback:

• “Get the focus back on proven techniques instead of flashy AI gimmicks.” 
• “Harness AI to produce meaningful PR measurement reports.” 
• “Less reliance on AI-created content; more human touch in storytelling.”
• “Keeping journalists employed vs. AI.”

PR takeaway: The PR industry is at a crossroads on AI. Teams are open to using it for efficiency and insight, but wary of losing human nuance, PR ethics, and creativity in storytelling.

Next steps: For more on artificial intelligence in comms, download The Complete Guide to Using AI in PR.

6. PR is experiencing overload, shrinking resources, and burnout

Many comments point to resource constraints, time crunches, and constant urgency. The “always on” digital world means there’s immense pressure to be across brand mentions everywhere and at all times.

The desire for PR to deliver instant results is also a significant challenge, but trying to turn every campaign into a viral hit isn’t workable or guaranteed to move the sales needle.

Here are some additional comments on this theme:

• “Not everything is urgent – more planning and foresight.” 
• “You can’t do more and more with less.”
• “There’s constant pressure to respond immediately, secure quick wins, and churn out content.”
• “True impact comes from thoughtful storytelling, building real relationships, and aligning PR.”

PR takeaway: The 24/7 news cycle and demand for instant results are taking a toll. Many PR professionals want a cultural shift toward strategic, longer-term thinking, and sustainable work instead of reactive, high-volume output.

Next steps: For advice on how to do more with less, watch our Work Smarter, Not Harder: 2025 Comms Report webinar.

7. Pros wants PR industry standards and professionalization

Finally, this feedback shows that PR pros are clearly invested in their industry and eager to improve it. There’s a clear desire for more unity, consistency, and professionalism across the field.

This spans everything from use of shared metrics to ethical standards – and the latter is particularly understandable in a world where AI development is outpacing regulation, and threats from misinformation can damage brand trust.

Here are more comments on what PR pros want from their industry:

• “Greater transparency in paid vs. earned media.” 
• “A clearer line between editorial and sponsored content.” 
• “Build trust with viewers... especially when the divide between what's authentic and what's not is growing.”
• “More collaboration on measurement.”

PR takeaway: Teams want a more mature, standardized public relations industry – one that’s ethical, transparent, and more unified in how it defines and demonstrates success (e.g. stepping away from dated vanity metrics).

Next steps: Join the conversation with industry experts and real-time insight on changing the industry for the better by registering for our upcoming 2026 PR Uncovered webinar.

Final thoughts

The Inside PR 2026 Report reveals an industry at a critical moment. Teams want authenticity above spin, genuine media relationships over transactional pitching, and measurement tools that prove their value. They're navigating the promise and peril of AI while dealing with increased expectations and fewer resources.

PR pros also want to improve their craft through ethical standards and executive recognition of their strategic impact. Even with fast-emerging technology changing how they work, they still want to preserve human storytelling – and they know that marrying that with PR authenticity, trust, and integrity will lead to a better industry.

Learn more about the trends, challenges, and opportunities shaping PR today: Get the Inside PR 2026 Report - then sign up for our 2026 PR Uncovered webinar on January 22, featuring a panel of comms industry experts shedding light on what PR teams can expect in the year ahead.

For more information on how CisionOne can help you level up your PR strategy, speak to an expert.