The State of PR in Canada: ethics and strategy still needed at the table
These days, it is easy to focus on what is new. In fact, it can seem impossible to keep up. But the 2025 State of Public Relations in Canada Report shows us that in all this change, the fundamentals: trust, ethics, and purpose, still matter.
ChangeMakers supported this research initiative because it is deeply connected to what we do – helping organizations earn trust, build relationships and communicate with clarity. The report confirms what we hear from clients every day. People want honest, clear, and responsible communication. They trust organizations that truly listen and respond with relationships in mind. And they want professionals who understand both strategy and risk to help them move their goals forward.
The three themes in the report stand out for us. Each is tied to the work we do and the outcomes we help deliver.
First, trust is still fragile.
Public trust in communications is improving, but not fast enough. The language we use to describe our work in the professional field makes a difference. Titles like “communications” and “public relations” are not interchangeable in the eyes of the public, and it affects credibility. Words matter.
At ChangeMakers, we focus clear, honest communication. Whether we’re working with government, business or communities, we understand how to engage audiences, build relationships and earn trust. We believe reputation is earned through actions, not slogans.
Second, AI is here. We need to lead.
The report shows that while our professional field is looking at efficiencies in new AI tools, business leaders are not yet turning to their communications teams for guidance on AI strategy. That is a risk. If we stay focused on outputs, we will be left out of the bigger conversation.
If harnessed correctly, AI can be much more than a tool bolted on to workflows. It can be a strategic driver that creates both new risks and new expectations. At ChangeMakers, we are responding by embedding AI into every facet of our business. The delivery of this looks different across our paradigm, but the result is consistent – higher rate of efficiency, better quality output, and getting to the solution quicker and more often. All of this is grounded in our unfettered belief in human expertise at the wheel. We believe this approach will both elevate our company and push the boundaries of what’s possible for the entire industry.
Third, professional associations matter.
Canadians want ethical oversight. They want standards they can trust across all disciplines in the work ChangeMakers does, from marketing, creative and digital to advertising, communications, change management, engagement and measurement. That is what professional associations, like the Canadian Public Relations Society, bring to the table. Professional associations are vital platforms for leadership and help keep the focus on what matters: relationships, ethics and public trust.
ChangeMakers supported this research because our clients and their audiences are living these issues every day.
Whether it is misinformation, shifting expectations, or AI uncertainty, we help our clients anticipate those challenges, navigate complexity, and create results that matter. This report confirms that our work is more important than ever.
Let’s keep the conversation going.
