Global Perceptions and Insights about the Practice of Public Relations provides an overview of global perceptions in the public relations profession, building on previous efforts by the Global Alliance to understand the industry’s landscape worldwide. The 2024 report was compiled from data received from professional associations, representing around 68 000 members. Unlike earlier reports (2019 and 2022) that may have focused on specific regions or aspects of PR, this study encompasses data from 21 countries across various continents, offering a truly global perspective.

Key elements in the report include a broader geographical scope with 21 countries completing the survey. The broad scope contributed to the more nuanced understanding of global PR practices, going beyond the traditional focus on Western markets. Countries representing the following continents, Africa, Asia, Australia, Europe, South and North America as well as New Zealand participated in the survey during July and August 2024.

The survey included demographic details such as ethnolinguistic backgrounds, gender distribution (including non-binary representation), age distribution as well as educational qualifications.  

Another key element of the survey was to enable a comparative analysis between different countries on several key metrics.

A significate portion of the survey was dedicated to examining current issues public relations member associations need to consider in developing future growth strategies. These issues included the evolution of the nature of public relations work and the changing work patterns regarding working hours. The final section deals with threats and opportunities as perceived by respondents.

By providing this comprehensive and data-driven overview of the global PR landscape, the report serves as a valuable resource for industry professionals, educators, and policymakers seeking to understand and shape the future of public relations worldwide.

Report prepared by Prof Dalien René Benecke and Prof Corné Meintjes, University of Johannesburg, South Africa.