PR Agencies Face Rising Client Demands for Data, Digital and Measurable Results
Here’s what you’ll learn when you read this article:
How shifting brand priorities are redefining the PR agency service mix, with greater emphasis on measurable, data-driven results.
Why the capabilities clients value most are the same ones driving PR agency mergers and acquisitions.
What survey findings from The Stevens / Jachetti Group reveal about the skills and services agencies must invest in to remain competitive.
Companies are placing greater demands on their public relations agencies to deliver a broader range of services that align with the bottom-line priorities of brand management. That is the early indication from an industry survey initiated by The Stevens / Jachetti Group, an M&A firm that focuses exclusively in the Public Relations and PR-adjacent agency categories.
The survey asks senior leaders to rank 10 core service areas when selecting a PR agency partner, ranging from content creation and media relations to data analytics, performance marketing, DEI strategy, and paid media. Each category includes modernized capabilities such as AI-enhanced writing, sentiment analysis, predictive analytics, and attribution modeling.
While the findings have not yet been released, the rankings will shed light on how client expectations are evolving beyond traditional PR deliverables.
In anticipation of these findings, Rich Jachetti, co-managing partner of The Stevens / Jachetti Group, asked ChatGPT the following question: “What PR-adjacent marketing communications agencies are public relations agencies most interested in acquiring?”
ChatGPT responded that PR agencies are increasingly looking to acquire marketing communications firms that offer specialized services and expertise beyond traditional media relations and crisis management. The AI identified several categories that are particularly attractive:
Digital Marketing and Social Media Agencies: With the growing importance of digital channels, PR firms are targeting agencies that excel in SEO, social media strategy and management, content creation, influencer marketing, and online reputation management.
Data Analytics and Research Agencies: Data-driven insights are essential for modern PR campaigns. Agencies that track consumer behavior, measure sentiment, assess ROI, and inform strategy are high-value targets, according to Intrepid Investment Bankers.
Content Creation and Branding Agencies: Firms skilled in developing compelling content such as articles, videos, podcasts, and interactive graphics, as well as building strong brand narratives, are in demand.
Agencies with Niche Industry Specializations: PR firms see strategic value in acquiring agencies with expertise in sectors like healthcare, technology, public affairs, and corporate and financial services, according to PRWeek.
Agencies with Strong Regional or Global Presence: Acquisitions in key geographic markets help PR firms leverage local expertise, existing networks, and cultural insights to expand their reach.
According to ChatGPT, the primary drivers behind these acquisitions include diversifying services, expanding geographically, attracting specialized talent, gaining competitive advantage, and future-proofing against industry shifts. The goal is to offer more holistic marketing solutions that complement existing capabilities and ensure long-term competitiveness in a rapidly evolving communications landscape.
When the final survey results are analyzed, communicators may find confirmation that the industry’s transformation is not just about adding new services but about redefining what it means to be a full-service PR partner. The likely outcome is a continued push for agencies to prove ROI, leverage data for decision-making, and expand their reach through strategic acquisitions.
For brand leaders, the message is clear: the future of PR will be measured in both creativity and quantifiable impact. For agencies, it will require investments in the very capabilities that clients are prioritizing most or risk being left behind in a consolidating market.
