Ireland’s public relations and communications sector now contributes €1.9 billion per year to the economy.

The figure represents a 60% jump since 2019 when the industry was estimated to be worth €1.2bn, according to the PRII Census 2025, published by the Public Relations Institute of Ireland (PRII).

Conducted in partnership with Amárach Research, the triennial PRII census provides the most comprehensive analysis to date of the size, shape, and direction of the profession in Ireland.

The report found that the number of professionals in Ireland is calculated to have grown to almost 4,000, up from 3,344 in 2022, and the average annual salary in the profession now stands at €78,000, an 18% increase since 2019.

In 2025, 45% of respondents are earning €80,000 or more with 16% earning under €45,000.

The census data also shows that in-house PR budgets have risen 10% since 2019. Team sizes are growing too, which is being seen as an indication of the sector's growth.

Another trend identified in the report was the growth of in-house public sector PR roles which now make up 42% of the workforce – a dramatic increase from 25% pre-Covid in 2019.

However, while 66% of professionals welcome artificial intelligence, two-thirds cite AI skills as their biggest training gap, and only a third have received any formal AI training.

Similarly, just 22% of professionals believe the sector reflects Ireland’s population diversity, with socio-economic barriers and a white/female-dominated demographic cited as key issues.

The report also found remote working is firmly ingrained in the sector with 80% of PR professionals working remotely at least once a week. While 40% say they would leave their job if required to return to the office more than three days a week.

Paul Hand, president of PRII, said: “Our sector is evolving rapidly and this research gives us the insight to shape the future for the profession, and the Institute, with confidence.

"Public relations is a relatively new profession globally, and clearly it is still growing in Ireland.

"We hope this encourages people from all backgrounds and experiences to consider a career in communications.

“This census shows a vibrant, growing profession that is increasingly strategic and central to organisational success,” said Dr Martina Byrne, chief executive of PRII.

“But it also flags challenges – from skills in utilising AI to making time for training and building more diverse teams,” said Byrne.

While Gerald O’Neill from Amárach, who has analysed the Census for PRII since 2019, noted that: “We have seen a steady transformation of the PR sector over the past six years shaped by a deepening awareness of the need for professional communications strategies and practices in response to unprecedented change.”

Photo: (l-r) Paul Hand and Martina Byrne. (Pic: Supplied)