On 30 June 2026, Public Relations Hong Kong (PRHK) released the 2026 PRHK Benchmark Report, a survey of Hong Kong PR agencies conducted in partnership with the Centre for Communication and Public Opinion Survey at The Chinese University of Hong Kong. The report shows a cautious lift in industry sentiment, driven by a rebounding IPO market, growing opportunities in technology and tourism, and widespread use of generative AI.

The survey found that agency leaders rated the 2025 business environment a muted 2.50 out of 5, but sentiment for 2026 rose to 3.08 out of 5. The increase reflects expectations that the Hong Kong IPO market will continue to grow, as well as the expansion of tech and travel mandates.

A key theme is the "GBA paradox". While the Greater Bay Area (GBA) is promoted as a major economic hub, 73.3 % of Hong Kong PR agencies reported generating no revenue from the GBA. The report notes that the Hong Kong government’s new GoGlobal connect platform could help agencies link with Chinese companies and address the gap.

AI adoption is high but uneven. Eighty‑one point three percent of agencies use ChatGPT, yet 75 % of leaders still list AI as a top industry issue. The gap is described as a struggle to move from experimentation to disciplined, enterprise‑wide workflows.

Retention figures are strong. The median agency retention rate is 84.5 %, and 87.5 % of leaders say company culture is the primary factor keeping talent. Base compensation is cited by only 43.8 % as a retention driver.

Budget pressures remain the biggest vulnerability. Eighty‑one point three percent of leaders say shrinking client budgets are the top challenge for the coming year. Consequently, 68.8 % of agencies admitted to discounting professional fees in the last financial year to win assignments. The report warns that widespread discounting could lower market fees and erode the perceived value of strategic PR.

When asked about growth drivers for the next 12 months, 75 % of leaders identified financial services—banking, insurance and fintech—as the sector with the most potential. Technology and travel/tourism tied for second, each cited by 56.3 % of respondents.

Penn Leung, chairperson of PRHK, said the industry is "resilient" and that agencies are adapting to budget pressures and talent challenges while maintaining optimism for 2026. He added that the expected return of financial market activity and the expansion of tech and tourism are making strategic communications more relevant.

David Ketchum, research chair of PRHK, added that the disparity between ambitions in the GBA and actual revenue is stark, and that fee discounting poses a structural threat. He urged agencies to defend their value and operationalise new technologies to enhance consulting‑led strategies.

The report was published by PRHK, Hong Kong’s premier network for PR and communications professionals, and is available for download as a full report and a summary infographic.

In summary, the 2026 PRHK Benchmark Report shows a PR industry that is cautiously optimistic, with high AI adoption, strong retention, but significant budget constraints and a need to capture GBA revenue. The industry’s future will likely hinge on its ability to translate AI tools into disciplined workflows, defend fee structures, and tap the growing financial, tech and tourism sectors.