PR, Once High-Flyer, Struggles

 The 2025 Davis Gilbert PR Trends Report confirms what so many in communications have sensed - or have actually experienced in layoffs, not being hired for entry-level jobs or inabillity to nail gig assignments. That's this: The sector is no longer a high-flyer, insulated from so many of the macro forces which deliver hits to other industries.

Explicitly the report says:

"After years of steady growth, firms are now grappling with economic uncertainty, shifting client priorities, and increased competition."

The numbers tell the tale. Of the firms surveyed:

Only 50% anticipate profits to increase, down from 57%

35% anticipate a decrease in profits, up from 22%

15% forecast no change.

Large firms are positioned better to navigate the changing factors. Smaller firms not so much. 

Given the ageism in the sector - remember how Edelman conducted the large layoff of seasoned PR representatives - the number-one question I get in coaching is: Should the generalist or specialist go freelance?  

Essentially that depends on variables such as:

Strength of network. Have key contacts retired or died? The source of assignments initially will come from referrals. 

Identification of a gap. There are lots of vendors out there peddling the usual suspects.

Use of AI tools to demonstrate affordability.

Ability to differentiate.

Access to the high end. One client made it their business to only target the upscale tier. The low end is glutted with bottom-feeders willing to labor for peanuts.

The other major question I get is: Should they change careers? For some niches age is irrelevant. Those range from personal hands-on services to blue collar jobs such as long distance driving. Another option is being a solopreneur in a service/product not PR. The first year 77% make a profit. Again, spot a gap in what people need or want and at what price.

Need to mull things over? I'm here for free consultations. For an appointment please contact Jane Genova at janegenova374@gmail.com or text 203-468-8579. Yes, I have a background in communications.

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