Public Relations and Reputation: Ditch the Messaging, We Mandate Behavioral Change
Some in public relations are still making a buck. Actually, a good one. The Business Research Company reports: "The global PR market is healthy, growing from $105.12 billion in 2025 to $110.35 billion in 2026 at a compound annual growth rate (CAGR) of 5%" But those thriving likely are not the usual players in the sector such as large Manhattan agencies. One-time powerhouse Edelman had three straight years of revenue decline. Boutiques that got the hang of the structural changes in the market have been taking over. And as for in-house personnel, inertia will probably prevail. They'll hold onto their jobs - without effectiveness or influence, though. During the Epstein Files fallout the spokespeople at Goldman Sachs and Paul, Weiss spun all that reputation management messaging. Got 'em nowhere. The news cycle kept running with the decline narratives. It still is. Social media pounded. Keeps pounding. See, the traditional functions of PR matter less and less. ...