The Indian public relations industry is projected to grow to Rs 4,500 crore by 2030, according to the PRCAI SPRINT 2026 report released by the Public Relations Consultants Association of India (PRCAI). The report estimates that the industry expanded 11% in FY26 to reach Rs 3,230 crore, accounting for 12.6% of the Asia-Pacific PR market.
Conducted by Ipsos in collaboration with Astrum Reputation Advisory, the study surveyed 143 senior professionals from PR consultancies and corporate communications teams. While the industry's decade-long compound annual growth rate has moderated from 12%, the report suggests this reflects a maturing market rather than slowing relevance.
One of the report's biggest findings is the changing composition of PR clients. Government's share among the industry's top client categories has nearly tripled, rising from 4% in 2022 to 11% in 2026, while private corporates declined from 48% to 42% during the same period. Start-ups recorded the sharpest rise, with their share increasing from 6% to 22%, making them one of the fastest-growing client segments alongside education and edtech, FMCG and government.
The report also indicates that PR is increasingly being viewed as a strategic business function rather than a communications support service. Nearly 46% of communicators said PR now directly contributes to business outcomes, while more than 40% reported that CEOs are actively seeking strategic counsel from communications advisors.
"PRCAI SPRINT 2026 reveals that there is no longer a single story defining the Indian PR industry. There are several, and they are diverging rapidly. As expectations from communications continue to evolve, the profession must sharpen its strategic capabilities, adopt emerging technologies responsibly, and reinforce its role as a trusted business partner," said Kunal Kishore, President, PRCAI.
The study found that reputation has become a measurable business asset. Among corporate communication respondents, 96% said PR helps build investor confidence and customer loyalty, 92% linked it to stronger stakeholder relationships, 83% said it improves crisis resilience, and 75% believed it contributes to long-term revenue growth.
Artificial intelligence is emerging as a defining force across the industry. AI investment has increased from 2% of revenues three years ago to 7% in 2026 and is expected to reach 10% within the next three years. However, firms are adopting different AI strategies depending on their size. While mid-sized firms are prioritising employee upskilling, emerging firms are investing in AI-powered creative tools and third-party platforms such as ChatGPT, Gemini and Copilot. Larger firms are focusing on AI-driven analytics alongside workforce training.
At the same time, respondents flagged growing concerns around AI-generated misinformation and deepfakes. Nearly 80% identified them as a major reputational risk, while 85% said AI governance frameworks would become essential for the industry.
The report also points to significant shifts in media and communications strategies. As Large Language Models increasingly influence how information is discovered, 83% of respondents believe earned media is becoming more valuable because AI systems prioritise credible third-party sources over paid content. Around 70% said Generative Engine Optimisation (GEO) is emerging as a distinct PR discipline.
Regional communications continue to gain prominence, with regional PR's contribution to industry revenue rising from 10% to 19% over the past three years and expected to reach 25%. Meanwhile, influencer marketing has doubled its share of industry revenues from 8% to 16%, although 98% of respondents called for stronger verification and regulation of influencer content.
Measurement remains an area of concern. While 92% of corporate communicators believe the industry needs a standardised measurement framework, less than half allocate dedicated budgets for measurement. Share of voice remains the most commonly used metric, but newer indicators such as brand trust scores, return on objectives and AI search discoverability are gaining traction.
The report also highlights an evolving talent landscape. More than three-fourths of respondents said being a specialist in just one area is no longer enough for PR professionals, as clients increasingly demand multidisciplinary expertise. Consultancy leaders and corporate communicators also reported a growing preference for leaner, dedicated teams aligned to business needs. Overall industry attrition stood at 15.2%, slightly lower than two years ago, although firms continue to face challenges retaining entry- and mid-level talent.
Commenting on the findings, Deeptie Sethi, CEO, PRCAI, said, "The Public Relations industry in India is at an inflection point. While the sector delivered double-digit growth of 11% in FY2026, the moderation from its decade-long CAGR of 12% reflects a maturing industry, in line with global trends. As AI reshapes the industry and trust becomes more critical than ever, PRCAI remains committed to advancing the profession through research, upskilling and higher industry standards."
