Grey hair, green shoots, and growing pains: The challenges before India’s PR industry

Public Relations, once a discipline anchored in relationships and press releases, now stands at the intersection of technology, perception, and policy. In a world where governments and corporations often shape decisions around the image they wish to project, rather than the policy they wish to pursue, PR has become both more influential—and more complex—than ever before.

Perception Over Policy

The global geopolitical flux and economic uncertainty have made storytelling the new statecraft. Narrative-setting has overtaken framework-setting. The result: PR professionals are now expected to manage influence, not merely information.

The disruptive influx of Artificial Intelligence (AI) has added another layer of complexity. With traditional media, digital platforms, influencers, podcasts, and social networks all competing for attention, creating a unified narrative across fragmented formats has become a herculean task. The explosion of fake news and the demand for hyper-personalised communication, all within tightening data privacy norms, further complicate the craft.

AI: The Double-Edged Disrupter

The debate around AI’s ethical use and its impact on employment is growing louder. While the software industry has seen sweeping layoffs, PR has so far remained insulated—for now.

AI has brought in sweeping efficiencies. Early adopters use it to automate repetitive tasks, personalise outreach, and transform content strategies. Platforms like Prowly now offer end-to-end AI support, from ideation to journalist targeting. Machine learning helps tailor messages based on engagement patterns, while predictive analytics can simulate crises and recommend optimal responses.

But questions of transparency and bias remain. Should PR agencies disclose when content is AI-generated? Can algorithms trained on flawed data distort messaging? AI can amplify output, but empathy, nuance, and ethics remain distinctly human domains.

Static Fees, Rising Expectations

According to a study by Ipsos, PRCAI, and Astrum Reputation Advisory, India’s PR industry is projected to grow at 12.8% CAGR, touching ₹4,570 crore by FY2030. The headline number looks impressive, but it hides deeper structural weaknesses.

Agencies are battling rising talent and infrastructure costs, even as client budgets remain stagnant. The fee structure has been static for years, despite rising complexity and scope of work.

As Madhvendra Das, managing partner at The Good Edge, aptly puts it:

“Our industry in India is largely in what we can call the 'low orbit' when it comes to commercials, but getting into the 'high orbit' when it comes to complexity and client expectations. The low-ticket size of commercials do not leave enough fuel for the much-needed investment in talent, technology, and training to achieve the thrust to high orbit. We need to break out of this phase. The answer may lie within us, to position ourselves better and not settle for less, and some of the larger clients, who appreciate the role of reputation management and are willing to pay/ invest in us”

Traditional Media’s Tightrope

The post-COVID media landscape is shrinking fast. Declining ad revenues, rising costs, and digital migration have forced many print and broadcast houses to consolidate or close. Audiences now consume news in real time—on their phones, in short bursts, with visuals and headlines.

Yet, traditional media retains a credibility edge. In India, unlike much of the world, print circulation continues to grow year-on-year. Clients still value the prestige of print coverage, even as media houses push paid options to plug financial gaps. For PR agencies, this mix of editorial credibility and commercialisation is a daily balancing act.

Grey Hair Matters

In the 1990s, the PR industry sourced talent from newsrooms. Journalists brought media understanding and storytelling flair. As the business matured, it turned to communications graduates for structured training and presentation skills.

Today, the pendulum swings again. Clients want advisors who can offer boardroom-level counsel, not just media management. Senior professionals—those with the proverbial grey hair—bring depth in crisis communication, regulatory navigation, and reputation management.

But experience comes at a cost. Most clients resist paying the premium it deserves. As Das points out:

“Talent is a challenge today. One, because of the fast transition in the industry requiring more skills, and second, our low orbit remuneration which does not allow us to attract top talent... bright young people like the idea of being in PR and communications, but not at the current pay levels”.

Some agencies like Adfactors PR have started acquiring talent from industries like management consultancies, law, banking, and capital markets among others. This has enabled them to set minimum fee thresholds and invest in talent and training, but adoption remains patchy. A mid- to senior-level talent vacuum is still visible across the industry.

The Road Ahead

India’s PR industry is at an inflection point. AI, fragmented media, and economic pressure are forcing a redefinition of its value. Agencies that move beyond transactional relationships and position themselves as strategic reputation advisors will lead the next decade.

Perception may now shape policy, but credibility will continue to shape reputation—and that is a currency AI cannot yet mint.

Sanjay Rammoorthy, MD, Aurum Media Private Limited.