PR 2030: "Strategic" perception belies functional reality
The inaugural PR 2030 Transformation Study finds communicators across Asia, the Middle East and Africa winning the argument on strategic value, but without the access or responsibility that should follow.
Recognising that something is important does not always translate to the practical embrace of it. That gap presents no small challenge for a communications industry striving for greater relevance, as the inaugural PR 2030 Transformation Study reveals in considerable detail.
A landmark collaboration between Earned First, the Institute for PR (IPR) and Ruder Finn Asia, the research examines the future of communications and barriers to progress in under-researched markets across Asia-Pacific, the Middle East and Africa. Crucially, the insights extend beyond self-serving narratives by drawing on the experience of in-house and agency leaders in countries that are often misunderstood when viewed through a Western-centric lens.
The research finds that communications is increasingly viewed as a strategic function in these regions, but many practitioners still lack access and influence where it matters most. In-house communicators, in particular, present a largely positive picture in terms of their perception, but one that is tempered by the way in which they are engaged.
