PRCA Global Confidence Tracker Q2 2025 reveals sharp drop in agency confidence amid shifting strategies
The Public Relations and Communications Association (PRCA) today published the findings of its Q2 2025 Global Confidence Tracker*, conducted by Question & Retain. The results highlight a marked decline in agency confidence worldwide as macroeconomic pressures and strategic reassessments continue to reshape the sector.
The data reveals a significant change in sentiment across the global PR industry. The proportion of respondents describing themselves as “very confident” has halved from 22% in Q1 to just 11% in Q2. Meanwhile, those reporting low confidence (“not very confident” or “not confident at all”) has more than doubled, from 13% to 28%.
Despite the downturn in sentiment, the findings show that agencies are responding decisively through strategy recalibration and service innovation.
Strategic responses to market uncertainty
The research identifies four key trends shaping agency behaviour in response to the growing uncertainty:
- 33% of agencies are diversifying their service offerings to broaden appeal and future-proof revenue streams.
- 22% are prioritising stronger client relationships through transparent communications and more flexible commercial models.
- 15% are focusing on internal resilience, enhancing operational stability and employee wellbeing.
- A further 15% are increasing proactive client engagement to retain and grow existing accounts.
- Only 5% are currently leaning on data-led strategies, despite the industry's growing focus on AI and analytics.
While the Q2 data marks a downturn in overall confidence, it also signals a dynamic period of evolution and adaptation across the industry. Regional variation remains notable, with continued optimism in markets such as Africa and MENA, contrasted by more cautious sentiment in the UK and parts of APAC.
PRCA CEO Sarah Waddington CBE said:
"This quarter’s findings are a clear reminder that while confidence has dipped, the PR industry’s agility remains one of its greatest strengths. We are seeing agencies across the globe move swiftly to reassess their offering, deepen client relationships, and invest in talent. These shifts, while generated out of necessity, also reflect a sector actively preparing for future opportunity. The path forward may be complex, but our collective resilience and ingenuity continue to shine through."
Annabel Dunstan, CEO and Founder, Question & Retain, said:
"As this quarter's data clearly shows, confidence levels across the PR sector have taken a meaningful dip - something we must acknowledge with honesty. It’s a reflection of the complex global environment and the pressure agencies are under to adapt quickly.
However, I remain optimistic. The strategic shifts we’re seeing - greater service diversification, closer client partnerships, and renewed focus on resilience are positive indicators of an industry that is both self-aware and responsive. Confidence may be down, but the appetite to innovate and evolve is very much alive.
The industry has weathered tough times before, and with pragmatism, creativity, and collaboration, it will again."
*Q2 2025 PRCA Tracker was conducted among PR practitioners across six regions between 14th April - 20th June 2025
