July 1, 2026
Image creators look in the mirror and like what they see (most of the time)
Hong Kong Special Administrative Region – Hong Kong’s public relations industry is experiencing renewed optimism due to the revival of the IPO market and the expansion of technology and travel opportunities, according to the results of the 2026 PRHK Benchmark Survey. Government leaders rated the business environment in 2025 modestly at 2.50 out of 5, but sentiment in 2026 rose significantly to 3.08 out of 5.
Some important findings:
- “GBA Paradox”: While there is a lot of talk about the promise of the Greater Bay Area, an overwhelming 73.3% of PR agencies in Hong Kong currently generate no revenue from the GBA. The Hong Kong government’s recently launched GoGlobal Connect platform, which also connects government agencies and Chinese companies, is an example of an opportunity to rectify the situation.
- AI adoption gap: PR departments are rapidly adopting AI. Today, 81.3% of agencies use ChatGPT, but 75% of agency leaders still cite AI as a top priority for their industry and struggle to bridge the gap between experimenting with tools and building disciplined enterprise-wide operational workflows.
- Culture beats money: Defying the “revolving door” stereotype of agency life, the industry boasts an incredibly healthy median retention rate of 84.5%. When asked what keeps people from leaving, 87.5% of leaders cite company culture as the number one factor in retention, completely surpassing base compensation (43.8%).
The report, produced by Public Relations Hong Kong (PRHK) in collaboration with the Communication and Public Opinion Research Center of the Chinese University of Hong Kong, captures an industry that is successfully navigating structural challenges while keeping its sights set on new growth.
Financial services, technology and tourism drive growth
When predicting growth over the next 12 months, 75.0% of government leaders cite financial services, specifically banking, insurance, and fintech, as the sector with the most potential. This optimism is primarily driven by the anticipated revival of Hong Kong’s IPO market, which is expected to create significant communication obligations. Technology and travel/tourism are tied for second place, each cited by 56.3% of respondents as a key growth driver for the year ahead.
PRHK Chairman Peng Leung said: “Hong Kong’s PR industry has shown remarkable resilience. Although budget pressures and talent challenges remain, our agencies are adapting and exhibiting renewed cautious optimism heading into 2026. The expected recovery in financial market activity and structural expansion in technology and tourism prove that strategic communications advisors are more important than ever.”
Budget pressures and the threat of rate discounts
Pricing and customer budgets remain the industry’s most pressing vulnerabilities. An overwhelming 81.3% of agency leaders cite shrinking client budgets as their biggest challenge in the coming year. As a result, 68.8% of Hong Kong PR agencies admitted that they discounted professional fees to win work in the previous financial year. The report warns that discounts of this magnitude have the compounding effect of driving down market fees and threatening the perceived value of strategic PR as a premium service.
David Ketchum, PRHK Research Chair, commented: “The data reveals important insights that agency leaders must address head-on. The disconnect between ambition and actual revenue generation in the Greater Bay Area is clear. Additionally, the prevalence of rate discounting poses a structural threat to our industry. The agencies that will grow in 2026 will be those that firmly protect their values, operationalize new technology, and enhance their consulting-led strategies.”
Download the full 2026 PRHK Benchmark Report here
Download the overview infographic here
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About PRHK
Public Relations Hong Kong (PRHK) is Hong Kong’s leading network for PR and communications professionals, dedicated to promoting industry standards and representing the voice of the local market.
