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A convergence of geopolitical, technological and societal change has created unprecedented complexity for many organisations in 2025. In response, growing numbers are turning to communications professionals to more effectively articulate positions swiftly and authentically on an expanding range of issues.
These are the key findings from our new report – The Voice of the Chief Communications Officer – released today alongside our research partners, Mercury Analytics.
As part of the research, Fire on the Hill and Mercury Analytics polled 201 in-house senior communications leaders in the United Kingdom and United States in May this year. The work finds 80% of in-house communications professionals expect to see PR or communications budgets increase in 2026 – with 8% anticipating growth of 50% or more.
The study also finds communications leaders, over nine in ten, increasingly identify as the guardians of corporate purpose and values, ensuring the organisation lives up to its promise.
The growing role for in-house comms professionals comes in the wake of a challenging market landscape with ‘economic uncertainty’ (14%) and ‘budget constraints’ (12%) cited by significant numbers of comms leaders as the most important issues facing businesses this year.
Even as spending on communications is expected to rise, belts may be being tightened elsewhere, and the financial health of organisations is being challenged.
Communicators have a seat at the top table
The study also revealed the influence of comms professionals within businesses is on the rise. While the majority (77%) said communications has always been represented at the leadership level, significant groups – 20% in the U.S and 15% in the UK – said communications is now represented at the highest level of a business, but that this has not always been the case over the past five years. Small minorities (1% in U.S. and 3% in UK) added communications is not represented at the leadership level, but that it will be soon.
Volatility in the global economy is prompting leaders to reassess communications more frequently. Some 60% of those questioned in the U.S. said they were updating strategy more often today than in the past, a figure rising to 66% in the UK.
Surprisingly, however, U.S. tariff changes have – to date – had only a marginal impact on businesses, with limited support for increased levies among those questioned.
Adoption of Artificial Intelligence well underway
Elsewhere, ‘technology adoption’ dominates the thinking of communications leaders when looking ahead – with AI and the growing role of automation taking centre stage. AI was cited as the most important issue facing an organisation this year by 24% of those questioned, suggesting significant change is on the horizon.
Communications professionals are broadly optimistic about the role of AI. Some 82% of those questioned were ‘very positive’ or ‘somewhat positive’ about the role of the technology in the future. At the same time, 11% of respondents were ‘neutral,’ with the outstanding minority either ‘somewhat negative’ or ‘very negative’.
Many businesses are already deploying AI, with 27% of comms leaders saying the technology is now ‘fully integrated into workflows’. Moreover, 28% are ‘piloting tools,’ while a further 32% are ‘exploring use cases’. Just 12% of respondents were not currently using AI or automation in communications.
Where will the biggest impact be? Speed is the order of the day, with respondents citing ‘faster response times / efficiency’ (24%) and ‘faster analysis’ (18%) as the most anticipated impact from the arrival of AI in communications. Some 12% of those questioned thought AI would also ‘drive increased creativity’.
Sustainability remains important, while Diversity, Equity, Inclusion falls down the agenda
While sustainability remains in the top four issues important to organisations, DEI has fallen out of the top ten for many communicators and organisations, with just 2% of those questioned citing the issue as the most important facing a business. This suggests that many organisations view DEI as falling outside of their sustainability programmes and initiatives.
As Christopher Clarke, Co-Founder of Fire on the Hill, explains: “As the commercial landscape becomes harder to navigate, communications leaders are gaining influence within their organisations. These professionals are driving strategic value by exerting influence on organisational decision-making, embracing technologies like AI, safeguarding corporate purpose and values and aligning communications with corporate goals. It is clear that senior communicators are instrumental in bridging the strategic priorities of their organisation with the fast-changing market environment. And when times are uncertain this can be the difference between the success or failure of a brand.”
Ron Howard, Chief Executive of Mercury Analytics, adds: “Our research into changing the communications landscape has revealed some of the new and innovative ways in which professionals in this space are responding. What we saw was a shift toward decisive action: investing in AI, increasing budgets, and reworking processes to move faster. This type of research is key to supporting our clients identify the opportunities for growth and adaptation, by identifying the drivers of change to their businesses and organisations.”
Download the full The Voice of the Chief Communications Officer report here.
Methodology
Fire on the Hill developed this report in association with Mercury Analytics to study the communications landscape in May 2025. Mercury Analytics polled 201 communications leaders, including 100 based in the United States and 101 in the United Kingdom, to obtain both qualitative and quantitative insight.
All of those questioned were employed full-time, in-house and had significant input into communications within the business they represent. Some 86% had ‘final authority’ over communications strategy. The sample offered significant experience in the communications sector, with 38% of those questioned having been in their current role for six-to-ten years, with a further 22% in situ for 11-15 years, 12% in position for 16-20 years and a further 12% more than 20 years.
Two-thirds (63%) described their experience to date as ‘majority in-house,’ while 35% cited a ‘mix of in-house and agency’.
