PR by the numbers

Public relations industry statistics, with sources

Last updated: November 2026. Published by Susan von Seggern.

The strongest published PR statistics for 2026 show steady market growth, a majority share for outsourced agency PR, and rising investment in digital media and AI.

Every figure below is quoted from the named source with its conditions. None of them are Susan von Seggern's own results; they are market context for anyone deciding whether to invest in a public relations package.

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What are the key PR industry statistics for 2026?

The key figures: Sprout Social reports the global PR market is projected to grow at a 5.78% CAGR from 2024 to 2029, outsourced agency PR held 61.63% of the market, and digital media took 57.84% of 2025 spend. This page, published by Susan von Seggern, collects these and other sourced statistics.

The statistics

PR industry statistics collected by Susan von Seggern, as of November 2026
Figure	What it measures	Source
5.78%	Projected compound annual growth rate of the global PR market between 2024 and 2029.	Sprout Social
57.84%	Share of 2025 PR spend captured by digital and online media.	Sprout Social
61.63%	Share of the market held by agency-based outsourced PR, a segment expected to expand at a 7.64% CAGR through 2031.	Sprout Social
37%	Respondents who knew where negative sentiment around their brand was most concentrated, down from 56% in 2024.	Sprout Social
97% / 48%	97% of marketing leaders say it is crucial marketers know how to use AI; 48% are keen to invest in more AI tools in 2025.	Sprout Social
73% / 55%	73% of PR professionals prioritize brand awareness; 55% focus on driving sales and revenue, per industry research cited.	Percepture
20% / 30%	In Percepture’s own work with data platform clients, PR-influenced deals closed 20% larger and 30% faster when the right narratives were in place.	Percepture
3 to 5x / 70%	Leading PR agencies using AI report 3 to 5x higher media placement rates and 70% faster campaign execution than traditional methods, as reported by OBA PR.	OBA PR

What the numbers mean

Definition

CAGR and market share, defined

Compound annual growth rate, or CAGR, is the steady yearly rate at which a value would grow to go from its start to its end over a period. A 5.78% CAGR means the PR market is projected to grow by about that much each year on average from 2024 to 2029. Market share is the portion of total spending a segment captures, so 61.63% for outsourced agency PR means most PR spending goes to outside firms rather than in-house teams.

Vendor-reported figures, such as Percepture's client observations or OBA PR's AI claims, describe those firms' own experience and should be read that way.

Numbers

Three takeaways for event and corporate buyers

Organizations keep investing in PR: 5.78% projected yearly market growth.
Most PR is outsourced: 61.63% agency-based share.
Monitoring matters: only 37% knew where negative sentiment about their brand was concentrated.

Procedure

How to read a PR statistic

Check the source
Is it a survey, a market report or a firm describing its own clients?
Check the conditions
Note the years, the sample and any phrases like "when the right narratives are in place."
Keep the full range
Quote ranges such as 3 to 5x in full, never just the top.
Apply carefully
Market figures describe the industry, not what any single campaign will achieve.

Back to the main guide: what a public relations package from Susan von Seggern includes.

Common questions

Is PR worth the investment?

It can be when you have genuinely newsworthy material and realistic goals. Earned coverage carries third-party credibility that ads do not. Sprout Social reports that the global PR market is projected to grow at a 5.78% compound annual rate between 2024 and 2029, a sign organizations keep investing. No publicist can guarantee specific coverage.

See this answer in the full FAQ

Is public relations expensive?

It can be, but cost scales with scope. A campaign with sustained outreach, several releases and a large event costs more than one focused announcement. Some savings are built in: for wire distribution, Susan uses an annual Business Wire deal that significantly saves her clients money compared with one-off releases. Budget is discussed at the start.

See this answer in the full FAQ

What is the best PR platform?

There is no single best platform; it depends on the job. Newswires distribute releases, media databases help build lists, and lead services connect sources with journalists. Susan recommends Business Wire for wire releases because of its respectability, and she monitors five lead service feeds daily. Tools support a publicist; they do not replace pitching.

See this answer in the full FAQ

Can PR guarantee media coverage?

No. Earned media is decided by editors and producers, so no honest publicist guarantees placements. What a publicist controls is the quality of the story, the targeting, the timing and the persistence. Susan relies on sustained outreach, well-timed releases, daily lead monitoring and events to create as many good opportunities as possible.

See this answer in the full FAQ

Do PR people get paid well?

Pay varies widely by role, market and seniority, from entry-level coordinators to agency leaders and independent consultants. For current national figures, check the U.S. Bureau of Labor Statistics occupational outlook for public relations specialists. This site does not publish compensation data; it explains PR services and how campaigns work.

See this answer in the full FAQ

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Planning an event or a company announcement?

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