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Communications/Public Relations (PR) Leadership Skillset - Industry Survey Aug 2026

The Public Relations Institute of Ireland (PRII) is conducting research to help inform the design of a new training programme focused on upskilling communications and public relations (PR) leaders. We are keen to hear from other leaders (outside the communications and PR profession) who regularly work with or interact with communications and PR leaders. Thank you sharing your insights by completing this short survey.
1.What is your role?
2.What industry are you in?
3.How many people are employed by your organisation?
4.Is communications/PR a strategic priority for your organisation?
5.Does your organisation have a senior communications/PR leader in place? (Director or head of function etc)?
6.Who does your organisations communications/PR leader report into? (role only, do not provide names)
7.Rank which KPIs your communications/PR leader reports on most.
Frequently
Somewhat frequently
Infrequently
Cost: Cost of communications, CPM, CPI, campaign spend etc
Advertising Value Equivalence (AVE)
Technical results: Reach, impressions, views, click through, traffic, releases, media coverage, events held etc
Audience results: Conversions, sentiment change, share of voice, behavioural change etc
Organisational results: Cost reduction, efficiency, sales, revenue gain, customer acquisition, donations etc
8.Please indicate which options most accurately describe the role of your communications/PR leader.
9.When making strategic decisions, how is your communications/PR leader involved?
10.Which options best describe the skills of your organisations communications/PR leader?
11.What are the best aspects about your communications/PR leader?
12.What would you like your communications/PR leader to do differently?
13.What knowledge/skills should communications/PR leaders focus on improving in themselves?
High priority
Moderate priority
Low priority
Understanding the organisations strategy, mission, objectives, priorities
Understanding the organisation, its structures, business model, operations etc
Understanding of organisations key individuals and influencers
Understanding the organisations environment, industry, competitive landscape
Strategy and strategic management
Looking beyond communications/PR - seeing things from other perspectives
Dealing with the CEO, executive directors and/or the board
Commercial acumen
Financial literacy
Innovation (adding revenue/wealth producing capacity to the organisation)
Technology, AI, digital transformation etc
HR, people management, talent management
14.If you were to design training for communications/PR leaders, what would be included? Please provide as many ideas as you wish
15.Thank you for your insights. Is there anything else you would like to add to help us design the best possible training for communications/PR leaders?