2027 Trends Report: PR, Comms, & Marketing
Leaders want proof of value, the line between PR and marketing is blurring, and AI is changing how brands are found. We asked 250+ PR, comms, and marketing pros across 13 markets what 2027 holds. This report shares what they told us, with practical next steps for the year ahead.
Over half
of PR and marketing pros put connecting their work to revenue among their top challenges for 2027
45%
of marketers put adapting to AI-driven search among their top priorities for 2027, more than any other priority
3 in 4
agree PR should own AI visibility in 2027. Only 22% expect it will
1 in 2
put AI assistants among the top three sources that will shape brand reputation in 2027
2x
Concern about AI content going wrong has more than doubled among PR pros since last year
49%
name storytelling as a top skill for 2027. AI fluency is close behind (46%).
What's inside
- 2027 priorities and challenges: How PR and marketing agendas compare, why revenue is the toughest test for both, and what’s changed since last year
- AI's impact on reputation: How AI is changing the way brands are found, and who professionals expect to own AI visibility
- Media relations and risk: The pressures on earned coverage, and the reputation threats professionals expect in 2027
- Benchmarks and next steps: How your team compares by seniority, organization type, and market, plus a checklist for the year ahead
Contributors: insights from industry experts
