הסקר השנתי ה-11 של
USC מגלה "שינוי שקט" ביחסי ציבור כאשר הקיטוב מעצב מחדש את
הדיבור התאגידי
דו"ח התקשורת העולמי לשנת 2026 מראה ירידה בתמיכה בפעילות הסברה תאגידית
לוס אנג'לס, 26 במרץ 2026 (GLOBE
NEWSWIRE) –
הקיטוב הפוליטי והחברתי משתנה מתי, היכן
ואיך חברות מדברות בנושאים חברתיים, כך לפי דוח התקשורת הגלובלית לשנת 2026
ממרכז USC Annenberg ליחסי ציבור.
11th
Annual USC Survey Finds “Quiet Shift” in Public Relations as Polarization
Reshapes Corporate Speech
2026 Global Communication Report Shows Declining Support For Corporate
Advocacy
LOS ANGELES, March 26, 2026 (GLOBE NEWSWIRE) –
Political and social polarization is changing when,
where and how companies speak out on societal issues, according to the 2026
Global Communication Report from the USC Annenberg Center for Public
Relations.
This year’s survey of public relations
professionals reveals increased defensiveness in corporate communications.
Support for companies taking positions on social issues unrelated to their main
business has dropped by 38 percent since the killing of George Floyd, with only
55% of respondents agreeing that companies have a responsibility to advocate
for or support social issues.
The USC Center for Public Relations study also
finds that polarization is damaging mental health and employee morale, while
raising the strategic importance of communication within organizations.
Ninety-one percent of PR professionals say polarization has increased the
importance of public relations within their companies.
Overall, the report identifies a “quiet shift” in
corporate communication, as companies move away from broad, purpose-driven
messaging toward a more situational approach to public engagement. This
increased caution does not signal a retreat from communication. As companies
reassess where and when to engage, some conversations have receded while others
have accelerated.
Some key insights from this year’s report include:
- 81% of PR professionals say the level of
polarization in the United States is high or extremely high, compared with
69% of the general public. By age group, Gen X and Baby Boomer PR
professionals are more likely to view current levels as severe, while Gen
Z and Millennial communicators more closely mirror the views of the
general public.
- PR professionals are divided on strategy in a
polarized environment: Agency communicators tend to favor a proactive
approach (53% support “playing offense”), while in-house professionals are
more likely to favor a defensive posture (44%).
- 41% of PR professionals say silence can sometimes be
the most effective communication strategy in a polarized environment.
Among in-house communicators, that number rises to 52%.
- More than 60% of PR professionals say elected
officials and government agency stakeholders have increased in priority
over the past year.
- PR professionals expect increased investment in
artificial intelligence, crisis communication and government relations
over the next five years, while investments in DEI, sustainability and
purpose-driven initiatives are expected to decline.
- More than two-thirds of in-house communicators
believe their organizations are likely to restructure the PR function in
the near future.
Despite growing challenges, 72% of PR professionals
remain optimistic about the profession's future growth.
“Polarization has magnified the value of PR, even
though many companies are communicating less,” said Fred Cook, director of the
USC Annenberg Center for Public Relations. "But the shift from playing
offense to defense requires a different skill set and mindset. The decisions we
make today will have an outsized impact on the future of the profession."
“Today’s environment demands more from
communicators than ever before. As brands navigate complex, polarized issues,
communications must deliver clarity, context, and confidence in how
organizations show up,” said John Box, CEO at Meltwater. “Data has become
central to that role, providing real-time insight into public sentiment, risk,
and where brands should engage. The most effective communicators use those
insights to help their companies listen closely, engage thoughtfully, and make
decisions grounded in evidence and purpose – protecting reputation and building
long-term trust.”
The 2026 Global Communication Report was produced
by the USC Annenberg Center for Public Relations with support from Meltwater
and the International Association of Business Communicators (IABC). The full
report is available at annenberg.usc.edu/gcr.
About the USC Center for Public Relations
Based at the USC Annenberg School for Communication and Journalism, the USC Center for Public Relations (CPR) connects corporations, agencies, academics
and students to define the future of our industry and to develop those who will
shape it. Under the direction of longtime Golin agency leader and current USC
Annenberg professor Fred Cook, CPR
conducts and publishes research reports that forecast the future of
communication, as well as forward-looking, thought-provoking content authored
by our board of advisers, staff, and USC colleagues. Signature initiatives
include the Global Communication Report, USC Annenberg’s Kenneth Owler Smith Symposium,
the USC Relevance Report, and the Lead On! leadership forum for women in
communication. Follow the Center for PR on social media (@USCCenterforPR,
#PRFUTURE).
About Meltwater
Meltwater empowers
companies with a suite of solutions that spans media, social and consumer
intelligence. By analyzing ~1 billion pieces of content each day and
transforming them into vital insights, Meltwater unlocks the competitive edge
needed to drive results. With 27,000 global customers, 50 offices across six
continents, and 2,200 employees, Meltwater is the industry partner of choice
for global brands making an impact. Learn more at meltwater.com
About IABC
IABC is the leading global association connecting
communication professionals with the people and insights necessary to drive
results. Bringing together the profession’s collective disciplines, IABC
delivers on the Global Standard in communication through local chapters and
regions; educational offerings; certification; awards; a proprietary resource
library; diverse and global voices; and worldwide conferences, including IABC
World Conference, one of the premier annual conferences for the communication
profession. Learn more about IABC at https://www.iabc.com.
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