PR Agency Leaders Say Clients Are Stuck in a Wait and See Mode
On April 24, 2025, senior executives from across the communications industry gathered for a timely and interactive Communications Town Hall hosted by CommPRO and CommunicationsMatch™. The session brought together top minds from PR and communications agencies to explore how the industry is adapting amid economic uncertainty, client hesitation, and the urgent need for innovation. A live poll conducted during the town hall, capturing real-time sentiment across three critical areas: business challenges, growth strategies, and client alignment.
The first poll asked the senior executives, “What is the biggest business challenge your agency is currently facing?” Leading responses were split between two options. Thirty-three percent of agency leaders selected keeping up with innovation, while another 33% pointed to declining budgets. Following closely, 22% named pressure to prove ROI faster as their top concern.
The second poll asked, “Where is your agency placing the greatest focus for growth?” Once again, 33% of respondents said they are expanding service offerings, such as influencer marketing, digital, and analytics. An equal 33% are strengthening client relationships through transparency, while 11% are investing in AI and automation as a long-term strategy.
The third question posed to participants was, “How aligned is your agency with your clients’ current expectations and priorities?” In response, 44% said they are moderately aligned and adapting quickly, 11% said they are strongly aligned and leading in both innovation and responsibility, and another 11% admitted their agency is minimally aligned and playing catch-up.
Beyond the poll results, a consistent message echoed across the conversation—clients are in a holding pattern. Agency leaders agreed that clients are slower than ever to approve new programs. Many projects are paused, and the sales cycle has grown significantly longer. The consensus was clear: businesses are navigating a climate of hesitation, with clients in a “wait and see” mode as they assess economic signals and shifting priorities.
Despite the slowdown, optimism and strategic readiness defined the tone of the discussion. PR agency leaders are continuing to invest in innovation, refine their positioning, and maintain strong client relationships. The goal is not simply to endure the downturn, but to be first out of the gate when momentum returns.
