Table of Contents:

• What factors contribute to the 16% attrition rate observed in the PR industry in FY 2023?
• How are Tier II and III cities emerging as vital talent pools for PR firms?
• What strategies are organizations adopting to attract and retain talent in a competitive market?
• How is the Gen Z workforce influencing workplace culture and expectations in PR?
• What are the implications of flexible work models on talent retention and productivity?
• Is the PR Industry Ready for the Future of Work?
• Why You Should Join SCoRe: India’s Premier PR Institute?

The Indian public relations (PR) industry is experiencing rapid growth, fueled by evolving market demands, digital transformation, and a shift toward outcome-driven communication strategies. However, this growth comes with its own set of challenges, particularly in talent acquisition, retention, and workforce expectations.

The PRCAI SPRINT 2024-25 report provides deep insights into these challenges, highlighting key trends such as the 16% attrition rate, the rise of Tier II and III cities as talent hubs, and the influence of Gen Z on workplace culture. With PR consultancies struggling to attract and retain skilled professionals, it’s crucial to explore the strategies organizations are adopting to build a sustainable and thriving workforce.

What factors contribute to the 16% attrition rate observed in the PR industry in FY 2023?

The PR industry added 1,300 professionals in FY 2023, yet it continues to grapple with an attrition rate of 16%—a figure that underscores significant challenges in retaining talent. According to the SPRINT 2024-25 study, several key factors contribute to this high turnover:

1. Work-Life Balance and Burnout

• 64% of PR consultancy employees cite work-life balance as a major reason for leaving their jobs.
• The always-on nature of PR, with tight deadlines and crisis management, leads to burnout, pushing professionals to seek more balanced roles in corporate communications or marketing.

2. Compensation and Career Growth Concerns

• 61% of respondents mentioned compensation dissatisfaction as a key reason for quitting.
• Entry-level salaries in PR often lag behind other industries, leading professionals to switch jobs for better pay and growth opportunities.

3. Toxic Work Culture and Leadership Gaps

• 54% of employees cited poor work culture as a primary reason for leaving.
• Lack of structured mentorship and leadership training contributes to dissatisfaction, particularly among mid-level professionals.

4. Skill Mismatch and Changing Industry Needs

• The PR landscape is evolving, requiring digital, analytical, and strategic skills beyond traditional media relations.
• Professionals who fail to upskill often struggle with career growth, leading to higher attrition rates.

5. Increased Competition from Other Industries

• PR professionals are increasingly shifting to corporate communications, digital marketing, and content strategy roles, where compensation and work-life balance are often better.

With talent retention becoming a pressing concern, PR firms are now exploring new hiring strategies and workforce engagement models to address these challenges.

How are Tier II and III cities emerging as vital talent pools for PR firms?

Traditionally, Mumbai, Delhi, and Bengaluru have dominated the PR industry. However, Tier II and III cities are now becoming crucial talent hubs, offering a cost-effective and committed workforce.

1. Growth of PR Education in Non-Metro Cities

• Cities like Pune, Indore, Jaipur, and Chandigarh are home to strong PR and mass communication programs, producing skilled graduates ready for industry roles.
• 73% of PR firms now actively recruit from these institutions.

2. Cost-Effectiveness and Retention Benefits

• Hiring talent from Tier II and III cities is often more cost-effective compared to metros.
• Employees from smaller cities tend to be more loyal, reducing the high attrition rates seen in metro-based PR firms.

3. The Rise of Remote Work

• With hybrid and remote work models, PR firms are tapping into talent from smaller cities without requiring relocation.
• This has widened the talent pool, allowing firms to hire skilled professionals regardless of geographic location.

4. Regional PR and Market Expansion

• With brands expanding into regional markets, local PR professionals who understand cultural nuances and language preferences are in high demand.
• 88% of corporate communicators believe that regional storytelling and hyperlocal PR strategies are crucial for brand success.

By leveraging talent from non-metro regions, PR firms can reduce hiring costs, improve employee retention, and as a result, strengthen their regional outreach capabilities.

What strategies are organizations adopting to attract and retain talent in a competitive market?

To counter the 16% attrition rate, as a result, PR firms are implementing new-age hiring, training, and retention strategies:

1. Competitive Compensation and Performance-Based Incentives

• Organisations are revising salary structures and introducing performance-linked bonuses because they want to retain employees.

2. Stronger Learning and Development Programs

• Because 78% of PR firms are investing in continuous upskilling, they are offering certifications, mentorship, and leadership training.
• Programs like PRCAI’s “Academia Connect” and “Writing Pen” initiative are therefore, helping professionals stay updated with industry trends.

3. Internal Mobility and Career Progression

• Clear career paths and cross-functional opportunities are being introduced to reduce further mid-level attrition.

4. Mental Health and Employee Well-Being Initiatives

• Moreover, companies are adopting work-life balance policies, mental health support, and flexible work arrangements to prevent burnout.

5. Adoption of Hybrid and Remote Work Models

• Because offering work-from-home and flexible work hours has become a key differentiator in attracting and retaining top talent.

How is the Gen Z workforce influencing workplace culture and expectations in PR?

Gen Z professionals, who now form a significant portion of PR consultancies, are therefore, reshaping workplace culture with their unique expectations.

1. Demand for Purpose-Driven Work

• Furthermore, 55% of corporate communicators state that Gen Z professionals seek meaningful, value-driven work.
• Moreover they prefer working on CSR, sustainability, and diversity-driven campaigns.

2. Preference for Work-Life Balance and Flexibility

• Unlike previous generations, Gen Z values work-life balance over traditional office structures.
• 50% of PR professionals believe Gen Z prefers remote work options and as a result, give output-based performance evaluation.

3. Digital-First and Data-Driven Mindset

• Moreover, Gen Z PR professionals prioritize social media, influencer marketing, and AI-driven strategies over traditional PR methods.

4. Need for Recognition and Career Growth

• 93% of PR leaders further believe that recognizing and rewarding Gen Z talent improves morale and retention.

(Read more: Harnessing the Power of Employee Testimonials in Talent Marketing through Authentic Narratives)

What are the implications of flexible work models on talent retention and productivity?

The shift to hybrid and remote work has further transformed PR workforce dynamics:

1. Higher Employee Retention

• 93% of PR professionals believe that flexible work models improve job satisfaction, furthermore, leading to lower attrition rates.

2. Increased Productivity and Efficiency

• PR professionals report higher efficiency when working remotely, with clear output-driven performance metrics.

3. Challenges in Collaboration and Team Bonding

• 50% of PR consultancies highlight difficulties in maintaining team cohesion with a fully remote workforce, as a result displays balanced in work life module.
• Companies are adopting quarterly meetups and virtual engagement activities, therefore, to strengthen team culture.

4. Expansion of Talent Pool

• Remote work allows firms to hire talent from non-metro cities, reducing costs while diversifying expertise.

(Read more: The Future of Crisis Communication in India’s PR Industry)

Is the PR Industry Ready for the Future of Work?

The Indian PR industry is at a turning point. As Gen Z reshapes workplace expectations, Tier II and III cities emerge as talent hubs, and flexible work models redefine productivity, PR firms must further adapt quickly to remain competitive.

Although firms that prioritize employee well-being, invest in upskilling, and embrace workplace flexibility will have an edge in talent retention. Although with the industry poised for continued growth, the challenge now is to build a sustainable, future-ready workforce.

Why You Should Join SCoRe: India’s Premier PR Institute?

If you’re looking to build a thriving career in public relations (PR) and corporate communications, there’s no better place to start than SCoRe – The School of Communication & Reputation.

1. Learn from India’s Best PR Leaders

SCoRe stands apart because its mentors and faculty members are industry veterans, many of whom are leaders in PR firms that are members of PRCAI (Public Relations Consultants Association of India). This means you get first-hand industry insights, furthermore, real-world case studies, and direct mentorship from the most influential PR professionals in India.

2. Industry-Ready Curriculum Aligned with PR Trends

The PR landscape is evolving with digital transformation, influencer marketing, and AI-driven communications. Because SCoRe’s curriculum is designed to equip you with modern PR skills, it ensures you are job-ready from day one.

3. Unmatched Placement Opportunities

Because SCoRe has strong industry ties, it provides internships and job placements at India’s top PR firms, including Adfactors PR, Edelman, Avian WE, Ruder Finn, and more—many of which are PRCAI members.

4. Hands-On Learning Through Live Projects

Although SCoRe doesn’t just teach PR, it immerses you in it. From media relations workshops to live brand campaigns, you further gain practical experience that sets you apart.

5. Build a Powerful Network in PR

At SCoRe, you’re not just a student but you also become part of a growing network of PR professionals, giving you access to mentors, career guidance, and lifelong industry connections.

If you’re serious about a successful career in PR, SCoRe is your gateway to the industry’s top minds and best opportunities. Are you ready to take the first step? Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.