PR 2030: Static budgets impede comms transformation
Expectations to do more with less are unrealistic, but measurement shortfalls could also be stopping the industry from living up to its potential.
What does it take for an industry to successfully 'transform'? Among other things, the communications function is expected to adapt to and integrate artificial intelligence while becoming more strategic and focused on business outcomes. Intent and willingness are vital, but so are adequate levels of investment.
Unfortunately for PR practitioners, budgets are mostly staying where they are. Eighty-five percent of in-house respondents to the PR 2030 Transformation Study, a collaboration between Earned First, IPR and Ruder Finn examining the future of communications in Asia-Pacific, Middle East and Africa, said external agency budgets were not increasing in 2026. Nearly three quarters of agency respondents said the same.
Budgets are often smaller than one might imagine. In 2025, most in-house communicators (30%) operated on a budget of less than $1 million, while 48% of agency respondents reported client spending below that mark. 'Less than $1 million' is the most common bracket for both groups across 2025 and 2026, although in-house respondents did indicate that an uptick may be coming: this year just 20% say budgets are below $1 million while those with investment of between $1 million to $1.9 million has risen from 10% to 25%. Twenty percent did report spend of over $10 million for both years.
