Global Women in PR and Opinium Research have released the findings of the GWPR Annual Index 2026.
The study, which surveyed a wide range of senior female PR professionals worldwide, highlights that the past 12 months have seen one of the largest operational shifts in our industry for over a decade. The adoption of AI into our day-today working life has had a significant effect on working practices and the skills we now need: technical ability alongside communication skills, strategic thinking and leadership.
Unsurprisingly, our 2026 survey reveals a fear that AI has removed, and will continue to remove, entry-level jobs, as AI now does work once handled by those starting out much faster. Will this make it harder to attract more women into the industry? Many fear that it will and is already starting to do so. The sad part of this year’s results is the distinct lack of progress for women at senior level. Male dominated boards are back to 2024 levels: three fifths of PR boardrooms are male-dominated. With DE&I being removed from many companies, women are feeling the impact.
Flexibility remains a defining factor for women to thrive, especially parents. Flexible working has held steady since last year, but signs suggest this is changing as calls for a return to the office grow. The benefits of greater female representation in the boardroom are widely recognised, and evidence shows a balanced board leads to greater profitability. We each have unique attributes, and we want to celebrate the differences between male and female leaders and combine them. Helping more women into senior roles was one of our key aims in founding GWPR.
When computers and the internet arrived, it was thought that jobs would decline. Instead, commentary was no longer limited to trusted TV channels, newspapers and magazines, and new online platforms brought a diversity not seen before. The need for PR professionals grew, and it will again. With misinformation spreading across social media, reputations are more exposed than ever. Trust, and the need for honest, accurate communication that earns it, will take centre stage.
Women make up around two-thirds of our industry. We are the people building that trust every day, yet we are still missing from the boards that lead it, and change at the top is just not happening fast enough. As our profession continues to be more valued in the years ahead, we hope more women will take on senior roles and that a balanced boardroom becomes the norm, not the exception. This is something that GWPR will keep fighting for – a more balanced boardroom leads to not only to better outcomes but has proven to make companies more profitable.
Please complete the form below to access your fully copy of the GWPR Annual Index
