Having spent the first decade of my career in communications and the past 13 years recruiting into the industry, I care about its future. A lot.
Katie Simpson, Global Head of Corporate Affairs
In my daily conversations with both candidates and clients, one theme dominates: the future of PR consultancies. Hardly surprising, given the turbulence of the past five and a half years since the pandemic, alongside the broader uncertainty of recent times. There is a definite split of those who are nervous – I’d go as far to say fearful – and those who are excited and embracing it with gusto! To explore this more closely, last week I brought together 15 CEOs from across the consultancy landscape – from boutiques to mid-sized firms to the large global agencies – to hear directly from those leading the charge.
Unsurprisingly, the debate was rich, varied and thought-provoking. The consensus? The consultancy model is at a true inflection point, with the traditional boundaries of communications dissolving. Leaders face a choice: cling to a disappearing past or reinvent themselves as strategic powerhouses. Survival will depend on adapting to new pressures – reshaped agency structures, generational shifts and relentless technological advancement.
Here are a few of the key outtakes from the session:
Changing agency structures: the end of the pyramid?
Traditional agency hierarchies are being rethought. The familiar pyramid model may give way to an inverted pyramid or even an hourglass structure, where middle management is thinned or redefined – concentrating strategic decision-making at the top while junior, tech-savvy teams provide essential support at the base.
It was the consensus that the future will favour specialists over generalists, with the greatest demand for communications professionals who can bring deep expertise – whether in public affairs, digital, data, or sector knowledge. As the consultancy model evolves, these specialists will be the ones shaping its direction and value.
Gen Z: the tech-savvy talent of tomorrow
Gen Z brings digital fluency, social media expertise and AI awareness to the table, but often lacks the softer skills needed for client management. Hybrid working has made this gap wider, as they miss out on the informal ‘osmosis’ learning in traditional office settings. Agencies must focus on programmes that blend hard skills with mentorship to nurture the next generation of confident consultants.
Scale vs. agility: which will define future agencies?
Larger networks offer global reach and AI integration, but smaller, independent agencies excel in agility and creativity. However, inconsistent quality risks damaging the industry’s reputation. Some leaders believe that standout agencies will always rise to the top, but others are wary of the long-term impact of subpar work.
Tech & AI: revolutionising the PR landscape
AI is dominating conversations, particularly in these key areas:
- AI in pitches: agencies are using AI to create visual campaign mock-ups, turning abstract ideas into slick persuasive pitches and saving a lot of time and money in the process. But these assets remain conceptual – final execution and success still depends on people and creativity.
- AI in client consultancy: as clients seek AI advice, agencies are rapidly upskilling to meet demand. Larger global firms, with more resources, are in the best position to lead the way.
- AI & the human touch: despite AI’s rise, human expertise remains irreplaceable. Strategic advice, creativity and judgment will always sit at the core of consultancy, with AI enhancing -never replacing – the role of senior strategic advisors with their vast networks and black book of contacts.
PR’s image crisis: rebuilding the spark
Once a dynamic, creative, sought-after industry, PR now struggles to attract new talent. While younger digital-first professionals still see PR as vibrant, the wider industry image is tarnished. If consultancies can’t reignite their own appeal, how can they effectively advise clients on reputation management? Rebuilding PR’s image is a crucial step in securing the sector’s future.
So, my tuppence worth to conclude – it’s clear the industry is in a period of flux. From AI adoption to team structures and cultural shifts, consultancies are experimenting with new models. For now, the focus is on learning and gradual adaptation, with best practices still being defined.
The agencies that thrive will be those that balance technology with human expertise, invest in continuous learning and revitalise PR’s sense of creativity and purpose. These will be the firms leading the way into the next chapter of PR consultancy.
Sign up now to receive exclusive invitations to future Hanson Search events, email us at events@hansonsearch.com
Katie Simpson is Global Head of Corporate Affairs, working at the senior end of the Corporate Affairs and Sustainability market across both agency and in-house positions.
Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. Our expertise lies in building successful ventures worldwide through our recruitment, interim and executive search in communications, sustainability, public affairs and policy, digital marketing and sales.
Career Enquiry
