• Average full-time income has risen to £64,817, the highest recorded in the State of the Profession series and 22% above the 2024 figure. However, the reported gender pay gap has also risen to £5,539, up from £3,894 in 2024.
• A quarter of PR practitioners use AI professionally without any formal AI policy or guidance. 81% believing the skills that make PR professionals valuable cannot be replicated by AI while 76% believe AI-generated content risks damaging trust in public relations.
• The biggest identified challenge facing the profession is, for the first time, fake news and disinformation. AI, which ranked top in 2024, is now second.
• The majority of professionals say their workplaces are very or extremely inclusive. However, White practitioners are more likely to say this is the case compared to non-White colleagues (72% vs 57%).

• Download State of the Profession 2026
• Find out more about other CIPR Research

Episode 22 - Ageism in PR - examines why and how experienced practitioners get pushed out of the profession, drawing on the findings from the CIPR-funded report ‘An age-old problem: What can we do to tackle ageism in PR?’ It is the first in a new series produced in partnership with the CIPR's Diversity and Inclusion Network and its Equality, Diversity and Inclusion Champions, who work across the Institute's sectoral and regional groups.

The episode covers how ageism appears in hiring, in access to training, and in a stereotype that casts older practitioners as a “safe pair of hands” rather than a creative one. It considers business models and cultural norms that treat senior experience as a cost, the practitioners who feel pushed into freelancing as a result, and the way ageism can compound other forms of discrimination, particularly for women and people from diverse backgrounds.

Host Abha Thakor Chart.PR, FCIPR, journalist and Chartered Manager, is joined by:

• Jenny Manchester MCIPR, author of the report ‘An age-old problem: What can we do to tackle ageism in PR?’
• Avril Lee Hon.FCIPR, independent communications consultant and Chair of the CIPR’s Diversity and Inclusion Network and the Taylor Bennett Foundation.

The episode closes with practical steps to build age-friendly workplaces, returning to the employers' checklist published alongside Jenny's report and setting out where the industry can begin: clearer criteria and scoring in recruitment, checking who actually takes up existing policies such as those on menopause or caring responsibilities, and training line managers to work across generations.

• Listen to the episode on Spotify or Apple Music
• Find out more about the CIPR Engage Podcast
• CIPR members can log 5 CPD points for listening to this episode
• Read the CIPR-funded report - An age-old problem: What can we do to tackle ageism in PR?
• Find out more about the CIPR's Diversity and Inclusion Network
• Explore the Centre for Ageing Better's Age-Friendly Culture Toolkit and Age-friendly Employer Pledge

The report – Choosing Public Relations: Factors impacting career choice for the next generation of potential PR practitioners – was authored by Caroline Spence MCIPR, Senior Lecturer in Marketing at De Montfort University, and funded by the CIPR’s Research Fund. It surveyed 118 students and recent graduates across 12 UK universities studying marketing, business, and communications-related degrees, asking about their awareness of PR as a career option, the factors shaping their career decisions, and the barriers they faced in accessing work experience, internships, and entry-level roles.

Key findings from the research include:

• 79% of respondents reported experiencing barriers to entering the PR sector
• 41% said that closer ties with industry – through paid internships, work experience, networking opportunities or guest lecturers – would have helped them secure employment more easily
• The top barriers to entry cited were lack of connections in the industry (21%), lack of practical work experience (18%), and difficulty securing paid employment (16%)
• Over one third of those who had work experience in PR chose it as a career, and just under a third of those who had access to industry professionals cited that as the deciding factor

The report concludes with actionable recommendations for educators, employers, and sector bodies to strengthen collaboration, embed PR careers content within teaching, expand access to paid work experience, and provide targeted support for under-represented groups.

• Careers in PR working group - Led by Catherine Condie Chart.PR, FCIPR, a dedicated team of volunteers from across our Groups and Networks is collaborating to create clearer, more accessible routes into PR and communications. By sharing insight and championing inclusion, they’re building practical pathways for students and early-career professionals. Their work demonstrates the power of CIPR volunteers joining forces to make lasting change across the industry.
• Read more CIPR Research Fund reports.

The report – 'An age-old problem: What can we do to tackle ageism in PR?' – was conducted by Jenny Manchester MCIPR and sponsored by the CIPR’s PR Research Fund. Through 44 semi-structured interviews with PR professionals across different age groups, sectors, and seniority levels, the study examines how age-related bias manifests in workplace culture, recruitment and retention practices, and attitudes towards older professionals.

The research reveals a range of experiences of age-related bias. Participants described being subjected to age-based comments, excluded from meetings and campaigns, stereotyped as less creative or digitally capable than younger colleagues despite their experience and expertise, and facing assumptions that limited their opportunities.

The research also highlights the intersection of ageism with gender discrimination, noting that women face compounded challenges as they age within the profession, often being excluded from leadership opportunities and facing greater barriers to progression and fair treatment.

To address these issues, the report presents recommendations for creating more age-inclusive workplace cultures, including reforming HR policies and recruitment practices to avoid cementing age bias, implementing flexible working arrangements, and fostering intergenerational collaboration across the industry.

The study is accompanied by a practical checklist for employers, line managers, and individuals, developed with the Centre for Ageing Better, providing starting points for developing age-friendly cultures in PR organisations.  The checklist is part of a more comprehensive Age-friendly culture toolkit aimed at large and small employers developed by the Centre.

• Download the research and checklist.
• Read more CIPR Research Fund reports.
• The Centre for Ageing Better is hosting a webinar presentation on What is an 'Age-friendly Culture' and how do we know if we have one? on 23 September from 13:00-14:00 BST. It covers what shapes an 'Age-friendly workplace culture' and explores the main areas where ageism may show up in your workplace.

Sponsored by the Chartered Institute of Public Relations (CIPR) Research Fund, The Missing Women Study builds on the CIPR's 2024 PR Population report findings. It reported that women make up two-thirds of practitioners working in public relations below director level but under half of those working in senior roles. This new report combines a literature review, survey data from more than 230 respondents, and interviews with 30 women to pinpoint interconnected cultural, structural, and societal barriers that impede women's progress in the profession. The research identified:

• Systemic Barriers: A "boys' club" mentality, devaluation of public relations work, limited development pathways, and societal caregiving expectations as key factors driving women out of the profession. Over half of survey respondents felt they did not have equal opportunities for advancement compared to male colleagues. 
• Work-Life Challenges: The unsustainable, "always on" culture and lack of flexible working arrangements disproportionately affect women with caring responsibilities. Burnout was highlighted as the biggest career challenge, identified by over half of survey respondents. 
• Strategic Career Choices: Women who succeed often employ "workarounds" by strategically managing their careers, choosing progressive employers, and investing in professional growth. However, these strategies often require significant compromises between career advancement and worklife balance. 
• A Rewarding Career: Despite these challenges, the majority of women surveyed see public relations as a rewarding career. Over 9 in 10 rate their job satisfaction as very good, good, or average.

The research emphasises that successful women are thriving despite systemic barriers, underscoring the urgent need for comprehensive change. Recommendations include the introduction of leadership development and progression programs and flexible working arrangements without career penalties. 

The study was delivered by a team of Socially Mobile graduates, Rana Audah, Isobel Wilson-Cleary and Josie Shepherd, led by Stephen Waddington. The project was reviewed and project managed by Sarah Waddington and supervised by Ben Verinder.

The Missing Women Study, developed from an analysis of Socially Mobile applicants and the CIPR PR Population study of 2021 census data, investigates the reasons behind the underrepresentation of women in senior public relations roles. The study uses a five-phase approach, including a literature review, quantitative research, qualitative research, data analysis, and participant feedback. Data was collected via a survey distributed through channels such as the CIPR, PRCA E&I Group, and Women in PR, and included semi-structured interviews with 30 mid-career practitioners.

The CIPR Research Fund, now in its fifth successive year, awards grants of up to £2,000 to CIPR members at any stage of their careers to conduct research that supports the development of PR and communications management in line with the Institute’s Royal Charter and five-year strategy. Applications are decided by members of the CIPR’s Research Fund Panel. 

Applications for 2025 are now open and are welcome from individuals or teams. As part of the CIPR’s commitment to inclusion, applicants do not need prior research experience and will have the opportunity to undertake a CIPR training course to develop their research skills. 

Four Research Fund projects funded in 2024 are scheduled for publication throughout 2025: 

• Missing Women: Exploring interventions to stop the mid-career talent drain, by Stephen Waddington and Sarah Waddington (March 2025) 
• The Inside Story: Investigating Strategic Internal Comms in UK Organisations with Under 500 Staff, by John Clegg (June 2025) 
• An age-old problem: what can we do to tackle ageism in PR, by Jenny Manchester (September 2025) 
• Choosing Public Relations: Factors impacting career choice for the Next Generation of potential PR Practitioners, by Caroline Spence (November 2025) 

• To learn more about the Fund and how to apply, please visit our dedicated webpage.

Authored by Dr Caroline Wood, Research Communications Manager at the University of Oxford, the report - 'Communicating evidence to policy makers – what works best?' - surveyed 132 policy makers across the UK. It explores which channels are most effective in communicating evidence and information to policy makers, and the features and formats that make information sources most useful.

When asked what sources respondents used when needing to access evidence-based information, search engines were the most popular tools with nearly four in five (79%) policy makers saying they use them nearly always or often. The next most used sources were reports from think tanks, NGOs, campaign groups, and learned societies (58%), then mainstream media and news outlets (57%).

Participants were also asked about the barriers they faced when trying to access evidence-based information. -This revealed that the biggest frustrations are paywalls and subscriptions (98%), information not being impartial (90%), and lengthy papers that do not include a summary (89%)-. Nearly one-third (31%) of participants also said that information frequently lacks policy recommendations or practical suggestions.

Based on these new findings, the paper includes a toolkit of 12 top tips for communicating effectively with policy makers. The report also features interviews about what makes good evidence-based information with:

• Tim Bearder, Councillor for Oxfordshire County Council and South Oxfordshire District Council
• Julieta Cuneo, Night-Time Policy Specialist, Mayor of London
• Sam Lister, Director General for Strategy and Operations at the Department for Culture, Media and Sport, DCMS
• Lord Ralph Lucas
• Paul Sweeney, Member of the Scottish Parliament
• A Parliamentary Researcher for Senedd Cymru, the Welsh Parliament

The report was funded by the CIPR Research Fund, now in its fourth successive year. The Fund awards grants of up to £2000 to CIPR members at any stage of their career to conduct independent PR research to support the development and advancement of the wider profession, in line with the Institute’s Royal Charter and five-year strategy. Applications are decided by members of the CIPR’s Research Fund Panel.

The report – ‘What does news media mean to Gen Z?’ – was conducted by Rebecca Roberts, founder of Thread & Fable, and funded under the Institute’s Research Fund. It investigates the media habits of Gen Z in the UK and how the rise of digital formats has changed how younger generations view, trust, and interact with news compared to older groups, painting both challenges and opportunities for publishers.

Through a literature review and exclusive interviews as well as fresh survey insight from a youth audience, the report finds that outlets not evolving fast enough are losing out to social media personalities and influencers who better understand the on-demand, interactive, visual preferences of younger audiences. The report notes that participation in news across younger audiences is more passive and that the 24/7 relationship with unfiltered, social media content is failing to capture limited attention spans while reducing trust in traditional news outlets. However, where news outlets are consulting their audiences, exploring new technology, and building unique communities around news content, there are opportunities for publishers to build connections with a younger demographic.

• The CIPR Research Fund is now in its fourth successive year. The Fund awards grants of up to £2000 to CIPR members at any stage of their career to conduct independent PR research to support the development and advancement of the wider profession, in line with the Institute’s Royal Charter and five-year strategy. Applications are decided by members of the CIPR’s Research Fund Panel. Find out more.

Download our most recent published research including:

• From Muckraking to Metaverse: 100 years of public relations education – learning for India
• Fish out of water: the experience of PR practitioners from lower socio-economic backgrounds, why it matters and what we can do about it

The CIPR Research Fund was launched in 2021 under then-President, Mandy Pearse. Now in its fourth successive year, the Fund awards grants of up to £2000 to CIPR members at any stage of their career to conduct independent PR research to support the development and advancement of the wider profession, in line with the Institute’s Royal Charter and five-year strategy. Applications are decided by members of the CIPR’s Research Fund Panel. 

In 2023, six CIPR members received funding for their research reports, due to be published in 2024. The first research to be published - ‘From Muckraking to Metaverse: 100 years of public relations education – learning for India’ - is by Chartered PR Practitioner, Noumaan Qureshi. It explores the Indian PR industry and how key developments of the last 100 years that impacted public relations education can frame learning areas in the country. 

The other research, due to be published by the Institute in the coming weeks are: 

• ‘How can consistent accessibility and inclusion practice become part of public sector operational culture?', by Leanne Hughes and Kim Tooke 
• ‘Fish out of water: the experience of PR practitioners from lower socioeconomic backgrounds, why it matters and what we can do about it?’, by Caitlin Plunkett-Reilly  
• ‘What does news media mean to Gen Z’, by Rebecca Roberts 
• ‘Communicating evidence to policy makers – what works best?’, by Caroline Wood 

Successful applicants to the 2024 Fund will also have the opportunity to undertake a CIPR training course to help refresh and develop their research knowledge and skills.   

• To learn more about the Fund and how to apply, please visit our dedicated webpage.

The CIPR Research Fund, now in its third successive year, awards grants of up to £2000 to CIPR members to conduct critical research of public relations (PR) practice that advances the knowledge and understanding of PR and communication management. The fund provides financial support for projects that are aligned with the CIPR's mission as outlined in its Royal Charter to enhance the professionalism and effectiveness of PR.

Applications are now open and are welcome from individuals or as part of a team. Applications are especially welcome from applicants keen to support the CIPR’s 75th anniversary themes of demonstrating the value of PR to society and on the future of the profession. As part of the CIPR's commitment to inclusion, applicants do not need to have research experience and can be supported to develop both their proposal and to formulate a workable research approach.

New for this year, successful research fund applicants will also have the opportunity to undertake a CIPR training course to help refresh or develop their research knowledge and skills (T&Cs apply).  

Previous research on PR in a pluralistic society by Martin Turner Found.Chart.PR, MCIPR can be found online.

The deadline for applications is 18:00 GMT on Friday 24 February 2023. For more information about the Fund and how to apply, please visit our website.

To find out more about previous research visit our Research Fund Page.

Terms and conditions for free CIPR training place:

• The free place is only open to successful recipients of the CIPR Research Fund 2023.
• The free place is available on either ‘Research for PR Success’ or ‘Visualising Data’, view course details and dates. 
• The place is non-transferable and cannot be exchanged for other training or CIPR services.
• The course must be taken before 31 December 2023.
• Standard training terms apply.

The ‘State of the Profession’ report finds a PR industry in a period of expansion with an increasingly growing reputation. More than half of those in recruiting positions, however, say they are struggling to recruit, including 78% of those working to recruit in agencies and consultancies. The low number of applicants with the required skills is cited as the number one reason.

The most immediate impact of this is the increased workload on the existing workforce. Over half of practitioners say they are working more hours than they are paid with the biggest challenge facing the profession identified as the mental health of practitioners.

The report also finds;

• Practitioners overwhelmingly point to good team and colleague relationships as what they enjoy most about their work but cite limited potential for promotion or advancement. 
• At every level of seniority and within every organisation type, practitioners are more likely to say their relationship with their employer has improved rather than deteriorated. 
• For the fourth year running, copywriting and editing is identified as the most commonly undertaken activity. 

Launched in 2021 under then-President, Mandy Pearse, the Fund awards grants of up to £2000 to CIPR members at any stage of their careers to conduct independent PR research to support the critical research of PR practice, in line with the CIPR Royal Charter and five-year strategy. Applications will be decided by members of the CIPR’s Research Fund Panel.

In 2021 three CIPR members received funding for their research. One of the 2021 recipients, Martin Turner Found.Chart.PR, MCIPR, has produced a short guide and video on PR in a pluralistic society - 'The Impact of Post-Secularism on the Not-For-Profit’s Access to Public Conversations' - that are now available to watch and read.

The extended deadline for applications is 5pm on Monday 27 June 2022. For more about the Fund and how to apply, please visit our website.

With nearly 1,400 responses, the #PRinAPandemic report authoritatively details the uneven impact of COVID-19 on the public relations profession experienced by those across organisation types, levels of seniority, ages, and roles. It finds an industry performing strongly and with increased influence, but at the cost of a dramatic increase in working hours and wide concerns regarding the mental health of practitioners, now identified as the biggest challenge facing the profession.

Those working in-house in the public sector were the only ones to see their teams grow during the pandemic, but growth is predicted across all organisation types over the next 12 months, particularly within consultancies and agencies. Nearly three-in-five practitioners in a client-facing role expect their client base to grow. 

Key findings from the report include: 

• Those working in the public sector experienced the most dramatic changes in demand, working hours, and wellbeing. With many publicly funded organisations unable to access the furlough scheme, fewer than one in five public sector practitioners were furloughed compared to other organisation types who each furloughed over half of all their public relations workforce. 

• Practitioners are five times more likely to say that their mental health has deteriorated over the past 12 months than improved. 

• Female practitioners are more likely than males to have seen their working hours increase during the pandemic. 

• Male practitioners are twice as likely as females to have seen a decline in PR income over the past year. 

• More practitioners in junior roles predict their working hours are set to increase compared to those at any other level of seniority. 

• Nearly half of independent practitioners saw their income fall, more than any other group of practitioners. 

The ‘Research, Measurement and Evaluation in Public Relations and Communication Management’ Professional Practice Review – edited by Dr Heather Yaxley FCIPR PhD, and Andrew Smith Chart.PR Hon.FCIPR and Dr Jon White Chart.PR Hon.FCIPR as key contributors – examines current approaches and developments, highlighting the significant progress made in this area of practice over the last twenty years.

The 48-page guide provides members with:

• Insight into the strategic relevance and professional context of research, measurement and evaluation
• An understanding of relevant methods, models and frameworks
• Guidance into metrics, benchmarking and performance improvement
• Familiarity with technological developments
• Reflection on ethical practice and decision-making approaches
• Critical awareness of strategic professional practice

CIPR members can download the guide here.

The study - delivered in partnership with Chalkstream - reports that 84% of in-house teams and 96% of consultancies are either growing or stable in size. Despite robust growth, the report uncovers evidence of a skills gap at the industry's senior level.

Almost two-thirds of recruiters (65%) said they looked for evidence of resource and people management in senior hires, but only a quarter (25%) of senior practitioners ranked those abilities amongst their strongest skills. Similarly, 66% of recruiters reported looking for senior professionals with business acumen, but only a third (33%) of those respondents ranked the skill amongst their strongest competencies.

Other key findings include:

• Tactical dominance - Copywriting/editing (73%), PR programmes/campaigns (68%) and media relations (65%) comprise the top three most commonly undertaken activities, suggesting PR professionals spend the majority of their time on tactical delivery
• Gender inequality
  • The true gender pay gap - which strips out factors that influence salaries such as part-time work - rose from £5,784 to £6,725
  • ONS data indicates women now comprise 56% of the industry - a proportion which has declined year-on-year since 2013 when women made up 63% of the industry
• Diversity gap - More PR professionals than ever (65%) believe PR campaigns are more effective when practised by ethnically diverse teams but ONS data indicates the industry has remained more than 91% white since 2013
• Mental health - Around one in six PR professionals (16%) report living with a mental health condition - an increase of 10% from last year's research.

• Watch a video summary of the research
• Download the 2018 CIPR State of the Profession report (PDF)