The first cracks are appearing in the foundations of the PR industry. Although the majority of communication professionals still feel secure in their job, uncertainty is growing noticeably. The main reason for this is the tense economic situation in the industry or at the employer. This is also reflected in communication budgets: almost half of those surveyed expect communication budgets to shrink significantly in the current year. At the same time, over a third expect 2026 to be a better year professionally. This is the result of the latest PR Trend Monitor by the dpa subsidiary News Aktuell and P.E.R. Agency. 302 PR specialists and managers from Switzerland and Germany took part in the survey.

Job insecurity is increasing significantly

The vast majority of PR professionals (71%) continue to see their job as very secure or secure. However, this is significantly less than in the previous year: in 2025, this figure was 81%. At the same time, uncertainty is growing: as many as 24% of respondents stated that they consider their current job to be very insecure or insecure. In comparison: in 2025, only 14% considered their job to be at risk.

Tense economic situation and cost-cutting measures have an impact

The economic situation is by far the most frequently cited reason for job insecurity - whether in the industry in general or at the respective employer (63%). However, budget cuts or cost-cutting measures (44%) and restructuring (42%) also contribute to PR professionals feeling increasingly insecure.

29% observe a decline in the importance of communication in their company and 25% estimate that outsourcing measures - including with the help of AI tools - could jeopardize their job. In addition, 23 percent are convinced that parts of their area of responsibility could be replaced by AI. 11% fear that their temporary or project-based employment relationship is at risk.

In contrast, those with permanent positions or many years of service feel secure: when asked why they consider their current job to be secure, 66% give this reason. A further 58 percent believe that their area of work is strategically important for the company. A good two-fifths (42 percent) rely on a continuously evolving work profile.

Additional reasons for a very secure feeling are the economic stability of the employer (37%), the limited automation of tasks (34%) and the increased importance of media work due to AI and disinformation (24%). 19 percent of those who rate their job as secure also consider their industry to be crisis-resistant.

Communication budgets remain under pressure

Once again this year, there is little growth in communication budgets: only 15% of PR professionals from companies and agencies expect budgets to increase significantly. Over a third (37%) of those surveyed expect it to remain unchanged compared to the previous year. However, almost half - and therefore the vast majority (47%) - expect the communications budget to shrink significantly.

84% of communicators cite company-wide cost-cutting measures as the most common reason for the falling budget. This is followed at a considerable distance by budget shifts to other areas of the company (37%), increased efficiency through technical aids such as AI systems (35%) and investments in more cost-effective communication channels (28%). 24% state that they have a lower need for external PR support.

The following factors were mentioned less frequently: insufficient measurability of PR (16 percent), reduced importance of communication (12 percent) and a reduction in communication activities due to a lower need for communication (5 percent).

Optimistic view of business development

Despite growing uncertainty and shrinking budgets, the majority of respondents are optimistic about the 2026 financial year. Just under a third rate the general business development of their own company as very or fairly good (31%), while the majority (41%) rate it as satisfactory. This contrasts with just under a quarter (24%) who anticipate very or somewhat poor business development.

Positive career prospects

Personal career prospects are also predominantly viewed optimistically: 36% assume that their professional situation will definitely or rather improve in 2026. 34% do not expect any changes. In comparison, 22% believe that their job prospects will be somewhat worse and 7% even clearly worse.

About the PR Trend Monitor

The PR Trend Monitor is an online survey conducted by the dpa subsidiary News Aktuell and the communications agency P.E.R. Agency. Communications professionals from companies, organizations and PR agencies in Switzerland and Germany are surveyed on a regular basis. The survey results provide well-founded insights into trends, challenges and developments that are emerging in the communications industry. The studies have been published for over 20 years and have established themselves as an important indicator for the PR industry. This year's online survey took place in February 2026.

Stance is becoming increasingly relevant in both external and internal communications: The majority of PR professionals think it is important for their company to take a stance on sociopolitical developments. Sustainability, equality and diversity are top priorities for them. A large proportion of companies are already responding to this wish and positioning themselves. The greatest discrepancies between desired and actual attitude communication can be seen in the areas of inclusion, racism and equality. These are the findings of the PR trend monitor by news aktuell and PER.

60 percent of respondents think it is very or rather important that their company shows attitude to the outside world; two-thirds think attitude to the inside world is very or rather important (67 percent). The majority of companies recognize the great importance of attitude communication and are responding to the wishes of PR professionals. Thus, 75 percent are already positioning themselves internally, 68 percent externally, quite clearly or occasionally on socio-political developments.

Environment, equality and diversity most important topics for PR professionals

In particular, respondents call for internal and external stances on the environment and sustainability (71 percent), equality (64 percent) and diversity (54 percent). The areas of economy/tax/finance (13 percent), foreign policy/EU policy (8 percent) and religion (3 percent) are rated as less important. Only 7 percent of communications professionals state that their company should not show any attitude, either internally and/or externally.

This relevance of attitude communication already coincides in many areas with implementation in companies and PR agencies. For example, the environment and sustainability, equal rights, and diversity are the top three topics on which companies in Switzerland and Germany are already demonstrating attitudes in their internal and external communications.

Biggest gap between aspirations and reality on inclusion, racism and equality

In some sociopolitical areas, however, there are clear differences between desired and actually demonstrated attitudes. The greatest differences can be seen in the areas of inclusion, racism and equality: For example, inclusion in external communications plays a role for only 23 percent of companies, whereas 48 percent of respondents consider attitude in this area to be important. On the subject of racism, only 28 percent say that their company shows a stance here externally, but 51 percent would like it to. The issue of equal rights plays a role for 43 percent of companies, but 64 percent of respondents would like their company to show a stance here.

But in the areas of digitization, diversity and education (difference in percentage points: 12 in each case) as well as the environment and sustainability (difference in percentage points: 10), there is definitely still room for improvement in external attitudes, if the PR professionals have their way.

Claim to political neutrality biggest hurdle for attitude communication

The biggest obstacle to communicating posture, both externally and internally, for the respondents is that a political positioning contradicts the corporate values (externally: 52 percent, internally: 42 percent). Another hurdle for external attitude communication is the concern about offering a target for attack (24 percent). In addition, 17 percent say that management rejects positioning, and the same number cite the fact that the company itself does not yet act accordingly as an obstacle. In turn, one in six respondents lacks the time required to develop a stringent external stance (15 percent). However, a negative external image does not seem to be a valid reason - only 4 percent each cite fear of loss of trust or reputation, negative reporting and non-identification of employees with this attitude, which is negatively reflected in the external image, as possible obstacles.

The picture is similar for internal communications. For example, 23 percent state that management rejects internal positioning. Another 23 percent see a hurdle in the fact that there is no time to develop a stringent internal position. 19 percent are of the opinion that no attack surface should be offered and a further 15 percent each believe that the fear of loss of trust or reputation and the fact that the company itself does not yet act accordingly are decisive factors. The fear of not striking the right tone and the fear of a bad working atmosphere or unrest in the company, on the other hand, are at the bottom of the table with 8 percent each. As many as 19 percent of respondents say they do not know the reasons for the company's reticence in internal attitude communication.

297 PR professionals and managers from Switzerland and Germany took part in the survey.

The major event in Bern with around 60,000 people and 150 artists from all over the world has been organized by a dedicated team for 20 years. Christine Wyss, co-director of the festival, has been involved from the very beginning. "Rarely is communication at a major event so direct, eloquent and at the same time sympathetic," reasons Abhinay Agarwal, board member of the BPRG. For this extraordinary achievement, the Berne Network of Communication is awarding Christine Wyss the Berne Communication Prize 2023.

Every year, the BPRG awards the Communication Prize to a person who has achieved exceptional communication achievements without the need for specialist training.

At the General Assembly of PR Suisse, Alberto Stival was re-elected President for another year. The General Assembly approved all motions of the Central Board. The reporting year 2022 had been a pleasing one for PR Suisse. The stable financial basis allows it to invest in projects for the benefit of its members and the entire industry.

The management of the umbrella association was strengthened by the appointment of the Presidential Committee, so that, among other things, the relaunch of the symposium could be managed. The Certified PR and Communication Expert SAQ personal certificate is well received on the market; over 140 have already been issued.

PR Suisse is now part of the sponsoring body of the new HFP for communication managers. This diploma combines the skills of institutional and commercial communications. The seven regional societies held over 70 events throughout Switzerland for their members and guests.

The PR agency Primus Communications (Primcom for short) has added another vacation region to its portfolio: since the beginning of the year, the team has been helping to raise awareness of Mecklenburg-Vorpommern in northeastern Germany on the Baltic Sea as a vacation destination. The Zurich-based PR agency, which specializes in tourism, supports the goal of increasing the perception of the Mecklenburg-Vorpommern tourist region and anchoring it positively with its work.

Slow tourism destination

Active media work will help make consumers and partners in the travel industry even more aware that Mecklenburg-Vorpommern offers attractive products and destinations with centuries-old cultural and historical traditions. In doing so, the region aims to establish itself as a slow tourism destination, highlighting its protected landscapes and authenticity. This includes destinations such as the Hanseatic cities of Rostock, the largest city in the state, or the UNESCO World Heritage Sites of Wismar and Stralsund, as well as the Baltic Sea islands of Rügen, Usedom or Hiddensee.

The native of eastern Switzerland comes from the University of Applied Sciences Graubünden, where she worked as a project staff member in the areas of communication (PR, marketing, social media) and events for in-service training, among others.

Primus Communications (Primcom) has been active on the Swiss market since 2005. In 2012, it opened a branch office in Vienna, and in 2015 another in Berlin. The agency offers its clients a full-service offering in the fields of internal and external communications with a focus on the travel industry.

Gen Z, uncertainty, trust

It was about Generation Z, which is characterized by authenticity and a sense of purpose and demands a change in work structures in companies, as well as other topics such as coping with recession and uncertainty, trust as a new form of brand value and internal communication as a growth driver.

As "Agency of the Year 2022", Eurocom Worldwide Chairman Robin Baker awarded the Spanish agency "Both. People & Comms.", host of the conference, for their exceptional commitment within the Eurocom Worldwide network. Agencies Cloudberry from Sweden, Lbdi from Italy and EMG Asiacom (China) were honored for ten years of partnership and their contribution to the network.

For almost a quarter of a century, Aloys Hirzel has worked as a senior partner at Hirzel.Neef.Schmid.Konsulenten. Always discreet, always in the background, but more in demand than ever as a crisis communicator. Because when a crisis threatens, many companies rely on the know-how and experience of the PR professional.

In the Comsumcast, he talks to SRF business journalist Reto Lipp about the changes in the world of communication, new demands on top bosses and the question of how strongly companies today also need to address and communicate social issues. What is good communication in times of crisis like now? How do top shots deal with social and also traditional media today? Does the boss need to be present on Twitter or Facebook? How important is diversity on the executive floor? And is the classic old-school manager completely "out?"

The Comsumcast is the replacement for the Communication Summit of the Zurich PR Society ZPRG and the Zurich Press Association ZPV. Due to the pandemic, the annual event at ETH Zurich is cancelled. A new episode of the Comsumcast is published every month - 10 episodes have now been produced. The audio version is also available on Spotify and with Apple Podcasts to hear.

More than 120 PR professionals from companies and PR agencies in Switzerland took part in the survey. According to the survey, most communications managers are burdened by the fact that their department or agency has too few employees for the tasks at hand: 34 percent are frustrated by a lack of personnel resources. The second most frustrating factor is a lack of budget (33 percent). Equally grueling are the departmental boundaries that still exist: 33 percent of respondents are troubled by the garden-variety thinking on the job.

The high level of external determination in professional communications is also a burden: 31 percent of PR professionals are annoyed that their work is often defined by external factors. The perennial topic of "evaluating PR" also weighs on the mind, as 31 percent are most frustrated by the fact that success in their job cannot be clearly measured. Rigid corporate structures (24 percent) still put every fourth PR professional in a bad mood.

By contrast, there is less of a problem with the management itself or with one's own team. Only one in eight PR professionals is frustrated by incompetent bosses or unreliable team members (12 percent each). The relationship with marketing also gives little cause for frustration: only 9 percent are annoyed that management favors the marketing department. The least worrying aspect is external support: a meager 6 percent of respondents suffer from unreliable service providers.

The complete list of results

• Too few human resources 34%
• Budget too low 33%
• Too much gardener thinking 33%
• High external determination 31%
• Successes not clearly measurable 31%
• Rigid corporate structures 24%
• Lack of "being heard" by top management 19%
• Successes not valued 17%
• Too little time for further training 17%
• Poor work-life balance 16%
• Too little independent work 16%
• Low content 12%
• Incompetent or bad bosses 12%
• Unreliable team members 12%
• Management prefers marketing department 9%
• Unreliable service providers 6%

The initiative, supported by the association ComImpact, wants to make the key competence Commtech quickly, broadly supported and uncomplicatedly accessible to the Swiss marketing and communication people; for this purpose it plans a series of events, a training offer as well as a symposium for effective communication, which will take place on June 10 at the Six Convention Point.

The founding of Comimpact has met with a very positive response so far, according to those responsible. The association is currently negotiating with numerous other possible partner companies and organizations that want to contribute their commtech expertise to the network. "I am pleased that we can announce such notable and weighty additions in a short period of time, and that we will be able to conduct regular learning opportunities for interdisciplinary, data-driven approaches to communications management and success measurement, whether live or online, starting this summer," continues Cyril Meier, chairman of Comimpact's board of directors.

The association is open to additional partners and aims to have reached a dozen active partner members and educational partners by the end of the year.

The program for the "Comimpact 21 - Key Competence Commtech" conference on effective communication has also been finalized. Speakers include Frank Bodin, President of ADC Switzerland, and Jon C. Iwata, former President of Marketing and Communications at IBM and mentor of the Page Society. Participants can also expect interactive labs in which they can explore CommTech in 70-minute sessions using one of three real-life examples. Four best practice cases will round off the half-day program.