Is PR at an inflection point?

At a recent Communication and Public Relations Australia webinar with Arun Sudhaman about the most critical global trends facing PR agency success, one thing was clear: 2025 was tough – but necessary.

PR agencies felt the brunt of economic pressure, geopolitical turbulence, AI disruption and the push against the traditional agency model.

But despite recent global commentary, PR isn’t “dead.” It’s evolving and the future is bright.

The challenge for agencies in 2026? Elevate how PR drives business value, in language the boardroom understands.

Click through to learn more about our CEO Karina Durham’s three key takeaways from the webinar for PR agencies.

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Recent posts

Blogs

24.08.2026

10 min read

Evaluating a Health PR agency that can manage clinician-facing communications

It’s not difficult for communications agencies to describe themselves as health-focused or experienced in the medical sector. It may be that a modest amount of health-related exposure triggers an idea in an agency about a new and lucrative area of work.This can generate a challenge for medical brand managers or pharmaceutical procurement professionals who are keen to identify agencies with genuine expertise in clinician-facing communications.In this article we offer some suggestions for identify

Blogs

20.08.2026

13 min read

Defining great health PR: Distinguishing health PR from consumer PR & other disciplines

Key takeaways • Health PR translates complex clinical, regulatory and health information into clear, credible stories that build understanding, trust and engagement. • Unlike general consumer PR, health PR operates within strict regulatory and ethical boundaries, including requirements set by the Therapeutic Goods Administration (TGA) and the Medicines Australia Code of Conduct. This requires specialist knowledge, robust evidence and careful management of patient experiences and

Blogs

28.07.2026

3 min read

Giving pharmaceutical companies what they want from their PR agency.

What do Australian pharmaceutical companies really want from their communications partners? Do they want their agencies to be versed in AI and rich in cool tech tools? Or do they want strategic guidance, reliable service and industry knowledge?As the founder of an agency that specialises in health PR, the question of what pharmaceutical clients really want is one that has kept me awake on many a restless night.I’ve slept a bit better to be honest

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