PR professionals around the world are feeling increasingly confident about the future of the industry. This is according to the latest PRCA Global Confidence Tracker, which surveyed 275 PRCA and ICCO members in a single-question study conducted by Question and Retain.

Francis Ingham, PRCA director general & ICCO chief executive MPRCA says, “Our data show that PR leaders globally are more confident now than at any stage of the pandemic, with digital investment and increased demand for strategic services fuelling confidence around the world.

Confidence was highest in Southeast Asia, where 90% of participants reported feeling quite confident or very confident about their organisation’s future. The greatest increase in confidence levels were seen in Latin America where 83% of respondents reported feeling confident or very confident, a 29% increase from March.

Confidence remained strong in the UK and in Middle East & North Africa, despite an overall dip in levels for these regions. Figures fell from 93% to 84% in the UK, and from 84% to 78% in MENA.

Reasons for global confidence include successful vaccination programmes, which have led to an increase in new projects. PR leaders noted increased demand for strategic advisory services as well as greater investment in social media as reasons for increased confidence.

“Having endured a torrid period, the industry’s foundations are sound, and its future is bright,” adds Ingham.