The market for public relations and communications salaries has been relatively flat, according to data from Reuben Sinclair. The exception? Entry-level positions where living wage standards are increasingly adopted.
The PR & Comms 2025 UK Salary and Market Guide reveals three distinct phases in the evolution of public relations salaries last year. These phases correlated with broader economic sentiments.
Initially, the year began with a sense of trepidation. Economic uncertainty hovered over decision-makers, with many anxiously awaiting the UK election outcome. This atmosphere led to redundancies and a hold on hiring budgets. The results of the July election marked a pivotal moment. It ushered in a shift from a Conservative to a Labour government, restoring some political clarity. Subsequently, agencies saw an increase in business momentum.
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Salary Trends and Market Dynamics
The Reuben Sinclair report notes a strong focus on strategic hires in data, insight, and growth. Particularly, the corporate affairs sector is robust, thanks to the expertise required in policy and government relations. This aligns well with the trends highlighted in the Wadds Inc. PR Jobs dataset, noting a surge in AI-related roles for 2025.
PRCA’s Pulse Check from January painted a cautious yet optimistic picture for the future. About 22% of its members felt confident in their organisations, with a further 23% predicting modest growth between 1% and 3% for the year ahead. However, the mood remains tempered by the cautious attitude of practitioners, mindful of potential redundancies with the ‘last in, first out’ approach.
Junior Level Movements
There’s notable change at the junior level as industries pivot to foundational team roles. Aligning starting salaries with living wage standards demonstrates the sector’s commitment to accessibility. The UK’s Real Living Wage sits at £24,570 annually, with London’s higher at £27,000. Meanwhile, the upcoming National Living Wage is set to increase to £23,809 in April. These benchmarks represent a strategic decision to attract new talent by offering competitive compensation.
The publication of the latest Reuben Sinclair PR & Comms 2025 UK Salary and Market Guide is timely, given its utility as a genuine tool for organisations aiming to benchmark salaries across various roles and sectors.
Key Discussion Points in Public Sector Communications
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🎨 AI RIGHTS: The UK government faces criticism over plans for AI companies to use artists’ works without explicit permission. The concern remains that this might harm the sector without tangible benefits, as Graham Lovelace elaborates.
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🔍 AI TRANSPARENCY: There’s growing discussion on AI transparency in public communications. The Scottish Government leads this debate by proposing a registry system to track AI usage.
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💫 LINKEDIN CONTENT: LinkedIn’s Creative Labs encourages users to ensure content focuses on human engagement, aligning with increasing concerns over AI-generated ‘slop’.
- 📊 PUBLIC INSIGHT: The 2025 Public Sector Comms survey, the largest of its kind, offers invaluable insights into communications metrics and resources. Participating entities get access to comparative analyses based on organisational size and reach, as per Seashell Communications.
Strategic Foresight and Emerging Trends
🔮 A new framework converging strategic foresight with communication methodologies offers organisations a method to explore future developments credibly. Such foresight is pivotal, especially concerning the creation of complex future communication scenarios, as expounded by Wadds Inc..
In closing, hope has now taken precedence over trust as a leadership cornerstone, according to a recent Gallup study. This intriguing shift underscores the need for hope in cultivating effective leader-stakeholder relationships.
Should you be intrigued, further discussions continue across our Facebook and LinkedIn communities, facilitated by Stephen Waddington and acting PRCA CEO Sarah Waddington CBE.
Thank you to contributors such as Gabriela Weiss Clarke, Slavina Dimitrova, Alan Morrison, and others for their vibrant discussions. Wishing you all a productive week ahead.
