Global Communications Report

The annual Global Communications Report conducted by the USC Center for Public Relations is designed to provide insight into the evolution of the global communications industry by analyzing emerging trends. Each time we survey professionals working in the field, we discover new insights into what makes PR one of the most dynamic profession in the universe.

Past research has predicted the convergence in marketing and public relations, and the scale of change disrupting the public relations industry. The 2018 Report focused on the evolution of ethics and other changes within paid, earned, owned and shared media. 


2018 Global Communications Report

The 2018 Global Communications Survey predicts that future consumers will not know or care where the information they consume is coming from. In early 2018, we asked public relations leaders from agencies and corporations around the globe to predict where the communications field is headed. We also asked PR students to tell us what they think about the profession they will someday lead. This year’s research indicates that the clear-cut lines between news stories written about a product or company (earned media) and advertisements bought to promote a product or point of view (paid media) are becoming increasingly blurred. Read more in this year’s report.

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The Global Communications Report is produced annually by the USC Annenberg Center for Public Relations, in conjunction this year with Edelman, The Holmes Report, Worldcom Public Relations Group, Arthur W. Page Society, Global Alliance for Public Relations and Communications Management, International Association for Measurement and Evaluation of Communication, International Communications Consultancy Organization, Institute for Public Relations, MCC Consulting, PRCA, PR Council, PRSA and PRSSA. The survey of PR professionals (agency and in-house) and students asked questions regarding changes relevant to the PR industry and ethics in PR. The report is designed to provide insight into the evolution of the global communications industry by analyzing emerging trends.

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Previous Reports

2017 Global Communications Report

The USC Annenberg Center for Public Relations (CPR) released key findings from its second annual Global Communications Report, a comprehensive survey of more than 800 public relations executives from around the world. For the first time ever, the report also features insights from almost 700 public relations and communications students, along with in-house marketing executives.

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The Evolution of Public Relations

The USC Center for Public Relations partnered with Association of National Advertisers (ANA) to understand current client-side marketer perceptions of public relations in tandem with the 2017 Global Communications Report.

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The Inaugural USC Annenberg Global Communications Report

Public relations executives from across the globe contributed to the future of our dynamic profession by participating in a Global Communications Report we conducted this spring in conjunction with the Holmes Report, the Institute for Public Relations, the Global Alliance for Public Relations and Communication Management, the International Association for Measurement and Evaluation of Communication, the PR Council, the Worldcom PR Group and PRSA.

The Global Communications Report is designed to provide unprecedented insight into the evolution of the global communications industry by analyzing emerging trends in talent, structure, compensation and diversity on both the client and agency sides of the business. More importantly, the Report will help those entering the PR industry better understand the skills and traits they will need to be successful.

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