Institute for Public Relations

This blog is provided by the IPR Digital Media Research Center (DMRC). Generative artificial intelligence (AI) has rapidly transformed how public relations (PR) professionals draft content and pitch reporters. PR practitioners increasingly use tools such as ChatGPT to improve efficiency, including when developing news releases. As AI adoption grows, transparency about its role in content creation is essential to maintaining professional integrity.

GlobeScan examined how consumers’ sustainability attitudes and behaviors are shifting, including their trust in brand messaging, generational engagement, purchasing habits, and motivations around health. A survey of 31,960 consumers was conducted in 33 markets across the globe in July – August 2025 using representative online samples.

Pew Research Center examined Americans’ knowledge of major news topics and the importance they place on staying informed. A survey of 1,031 U.S. adults was conducted from March 6-9, 2026, through the SSRS Opinion Panel Omnibus. News Importance Outpaced Personal Knowledge: 82% said it was extremely or very important to stay informed about the healthcare system and voting processes, but fewer felt extremely or very informed about those topics themselves.

This summary is provided by the IPR Behavioral Insights Research Center (BIRC). Burson examined how Americans are forming opinions about political, economic, and other major institutions, and what that means for companies wanting to protect their reputations. A survey of 1,601 Americans aged 18 or older was conducted online from April 22-30, 2026.

This summary is provided by the IPR Behavioral Insights Research Center (BIRC). The News Literacy Project examined U.S. teens’ distrust in news media, including their current attitudes toward news and their perceptions of journalism practices. An online survey of 756 U.S. teenagers aged 13-18 was conducted in partnership with SSRS, a full-service social science and market research firm, from April – May 2025. Data were weighted to represent the U.S. adolescent population.

NEW YORK (September 2026) — A new report from the Institute for Public Relations (IPR), in partnership with The Grossman Group, finds that communicators remain highly engaged in their work despite rising burnout. Building on the IPR and The Grossman Group 2025 benchmark study, the 2026 research also identifies emotional connection with colleagues as the strongest driver of engagement and suggests retention risks are growing as more professionals consider leaving their organizations.

Trusted Climate Voices were Close to Home: Registered voters trusted climate scientists (71%), family and friends (69%), primary care doctors (65%), and TV weather reporters (63%) most as sources of information about global warming. Trust was lower for national news organizations (46%), AI chatbots (24%), and social media posts (18%). Worker Safety Drew Broad Support Across the Political Aisle: 92% of registered voters supported requiring companies to protect workers from dangerous levels of heat.

Boards and CEOs Saw AI Readiness Differently: 49% of first-time CEOs said they were confident managing AI and technology risks, compared with 30% of board members. AI Became a Leadership Priority Across Industries: AI and technology proficiency was identified as an important leadership skill for the next three years, especially in technology, public sector, financial services, and life sciences organizations.

Artificial intelligence has rapidly become part of public relations practice. According to the Global Alliance for Public Relations and Communication Management (2025), 91% of organizations worldwide now permit the use of AI in communication. Yet only 39% have implemented a responsible framework to govern its use (Wadds, 2025). This gap has significant implications for the profession. Trust is one of public relations’ greatest assets, yet AI adoption is outpacing ethical governance.

This blog is provided by the IPR Digital Media Research Center (DMRC) and the IPR Center for Diversity, Equity, and Inclusion (CDEI). The rise of digital public relations has been built on a quiet assumption: that the platforms carrying our messages are neutral. Research suggests otherwise.