Yes, PR agencies do still exist, and they matter more than ever!

PR’s evolution: Why human expertise matters in a tech-driven world

In a recent conversation, a client casually remarked that “PR agencies don’t really exist anymore.” While their comment may have been flippant, it reflects a broader sentiment that has been bubbling in the communications world: What is the role of a PR agency in today's fast-changing business landscape, and will we still be relevant in the future?

The PR industry has undeniably transformed. Traditional media relations have given way to a far more dynamic, multifaceted approach, encompassing digital marketing, creative campaigns, content creation, influencer partnerships, and data analytics. Yet, despite these changes—or perhaps because of them—reputation management and corporate health has never been more critical.

At last week’s PROI Worldwide EMEA Regional Summit in Madrid, this topic was front and centre as we discussed how agencies are developing and evolving. A keynote by César Vacchiano, President and CEO of SCOPEN , a global industry research company, offered some reassuring data. His firm’s latest?Global Trends Report?showed that most CMOs and in-house marketing teams still plan to outsource key services like consulting and research to PR agencies. And agencies that excel in both strategy and creativity are well-positioned to take the lead on global work.

It wasn't that long ago that media relations was the core service of a PR agency. Today, agencies navigate a much more fragmented landscape. Trust in traditional media outlets has eroded, journalists have been replaced by influencers, and earned media is just one piece of a broader strategy that includes owned and paid media channels. Agencies must deliver measurable ROI, using data to track the success of campaigns and optimise strategies in real time.

Clients also expect PR agencies to not only manage their reputations but contribute to their business outcomes, whether it’s driving sales, boosting brand visibility, or influencing public perception. And this is where the skepticism might come in: If PR is no longer just about relationships and stories, what differentiates a PR agency from a marketing consultancy?

During the summit, I represented Mojo Group in a panel with Eliza Rogalski from Rogalski Damaschin and Kristina Laco from Komunikacijski ured Coli?, Laco i partneri —two respected agency leaders I admire. Our discussion on Agency Challenges revealed a shared trajectory. Despite operating in different markets (Middle East, Romania and Croatia), we are all moving away from transactional, commodity services and becoming trusted strategic advisors to our clients. This is where we deliver highest value and impact.

The Role of Technology

As generative AI continues to advance, some wonder if technology will replace the strategic counsel traditionally provided by PR professionals. Tools that generate press releases, analyse sentiment, and identify key influencers are already widely used. Machine learning can crunch vast amounts of data far faster than any human could, providing insights into audience behaviour and media trends. It can even predict how stories will land before they’re pitched, what email subject lines are most likely to be opened, and determine with 80% accuracy the most impactful creative campaigns to activate. Thank you Jakub Hrabovsky from Ewing for sharing your proprietary AI tool—Hatched and Chatalyst are undoubtedly game-changers.

But here’s the thing: While AI can handle many of the technical and analytical tasks, it cannot replicate the human touch. Building trust, managing crises, and crafting a brand narrative that resonates deeply with stakeholders still require emotional intelligence, creativity, and experience. Technology will continue to enhance what we do, but it won’t replace us.

The Future of PR Agencies

Rather than rendering PR agencies obsolete, the rise of AI and machine learning is ushering in a new era where the most successful agencies will be those that can effectively integrate these technologies with human expertise. PR professionals are already spending less time on administrative tasks and more time on what truly matters: strategic thinking, relationship building, and creative storytelling.

For?clients, the role of a PR agency is not about securing media coverage or populating another content calendar. It’s about safeguarding corporate reputation in an increasingly polarized world, building lasting relationships with stakeholders, and driving business outcomes in ways that can be measured and optimised.?

So, to that client’s point: PR agencies do exist, and they matter more than ever. But the way we operate has changed—and that’s a good thing. We are more agile, data-driven, and aligned with business objectives than ever before. The future of PR is not about being replaced by machines; it’s about using technology to augment the uniquely human qualities that make us indispensable.

Thank you to our wonderful hosts ATREVIA and amazing PROI Worldwide organisers for another insightful summit.

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