Does public relations have the skills it needs for its future?

Today we’re chatting to Zeno’s Sarah Ogden and Thomas Bunn about its Clarity 2030 report. The report identifies a fundamental shift in the PR sector, suggesting we are moving from the "Information Age" (where PR focused on distribution and volume) to the "Intelligence Age" (where PR must focus on strategic counsel and business outcomes).

The report suggests PR has a Readiness Gap – in essence it is saying that currently, public relations does not possess the skills required for the future this report predicts.

This is a study across North America, Europe and Asia.

Before we start, do check out our next PR Masterclass: AI in PR. When I put together the speaker lineup for PR Masterclass: AI in PR, I make sure we invite speakers who are actually doing it. Not just talking about it.

Check out the full speaker line-up here

Here is a summary of what PRmoment founder Ben Smith discussed with Sarah and Thomas on the PRmoment podcast:

• What is PR’s readiness gap?
• What are the skills PR people have, and what are the skills the Clarity 3030 report predicts PR people will need? And what are the skills people will therefore no longer need in PR, according to this report?
• What are your other top five findings of the report?
• In the report it predicted 40% of current people working in PR will leave the sector. What was the justification for that prediction?
• What were the main geographical differences coming through in the report?
• How does Clarity 2030 view the evolving role of agencies in the PR ecosystem?
• Likewise, how does the report predict the role of the in-house team will change?
• The report suggests that AI will automate the tactical "heavy lifting" by 2030. If the tasks juniors traditionally use to "cut their teeth" disappear, how does Zeno – and the wider industry – plan to train the next generation of strategic advisors who have never had to do the tactical groundwork?

Top findings

The Strategic Pivot: By 2030, media relations will no longer be the primary KPI for top-tier PR. Instead, Strategic Counsel and Reputation Risk Management are cited as the top priorities for business leaders.

The Talent Mismatch: There is a significant lag in business acumen. The report finds that while PR pros are excellent at storytelling, they are often unable to speak the language of the boardroom (finance, operations and data analytics).

Summary

The meeting's discussion analysed the PR sector readiness gap and the necessity for strategic business advisory evolution.

Industry readiness gap challenges
The PR sector faces a significant readiness gap, with 29% of professionals feeling unprepared for the shift toward strategic advisory roles. High-pressure environments and insufficient investment contribute to projected talent departures.

AI integration and skills
Communications teams are pivotally involved in AI adoption, yet lack the necessary internal tools. Prioritising emotional intelligence and creativity remains essential for overcoming the deprioritisation of traditional tactical skills.

Strategic evolution of roles
Agencies must transition to providing deep business intelligence, while in-house teams adopt strategic growth advisor positions. Training programmes require fundamental restructuring to emphasise critical thinking alongside AI literacy for junior talent.