PRPA 30th Anniversary Survey: AI, ESG and Risk Management Lead the Profession into a New Era AI Cannot Replace Human Relationships, Strategic Value of PR Highlighted
(HONG KONG, 27 March 2026) The rapid development of artificial intelligence (AI) and emerging risks arising from market upheavals have had significant impacts across industries, and public relations is no exception. To mark its 30th anniversary, the Hong Kong Public Relations Professionals’ Association (PRPA) held the symposium “Navigating the New PR Landscape – AI and Risk Management” on 26 March, bringing together industry leaders and academics to explore new trends.
At the event, PRPA and the School of Communication of The Hang Seng University of Hong Kong jointly released findings from the “Mapping Emerging Risks in the Public Relations Landscape – 2026 and Beyond” survey, conducted between September 2025 and January 2026. The survey successfully received responses from 162 PR practitioners and C-suite executives in Hong Kong. Results revealed widespread optimism about AI applications, expectations that AI will reshape basic PR tasks, and significant opportunities in emerging strategic areas such as ESG (Environmental, Social and Governance).
The survey was supported by multiple chambers and professional bodies, including The Federation of Hong Kong Industries (FHKI), The Hong Kong General Chamber of Commerce (HKGCC), The Hong Kong Institute of Directors (HKIoD), Hong Kong Institute of Marketing (HKIM), Hong Kong Investor Relations Association (HKIRA), The Hong Kong Management Association (HKMA), and The Hong Kong Retail Management Association (HKRMA).
PR Professionals and Senior Executives Embrace AI – But Human Relationships Remain Irreplaceable
The survey findings were jointly presented by Dr Fred Luk, Senior Lecturer and Director of the Centre for Communication Research at the School of Communication of The Hang Seng University of Hong Kong, together with Mr Purry Chiu, President of PRPA.
Survey results showed that both frontline PR practitioners (76.4%) and C-suite executives (81.8%) are optimistic about AI in PR work. However, a clear “reality gap” emerged: 50% of executives expect 26-50% of daily PR tasks to be replaced by AI within two to three years, compared with only 36.4% of practitioners. Both groups agreed that AI’s main impact will be on foundational tasks such as content writing, data collection, and research, while communication, relationship building, and coordination – requiring human judgment and interpersonal interaction – are tasks that AI cannot replace.
Confidence in Risk Management – But Misalignment with Executive Expectations
62.1% of PR practitioners expressed confidence that their organisations have effective tools or expertise to manage reputational risks. Yet only 22.7% of C-suite executives shared this view – a gap of nearly 40 percentage points. This highlights the need for PR teams to better demonstrate their strategic value and strengthen communication with senior management.
ESG as Strategic Focus – From Awareness to Opportunity
Looking ahead two to three years, 50% of C-suite executives ranked ESG among their top priorities, compared with only 25% of PR practitioners. This highlights the untapped potential for PR professionals in ESG. As ESG becomes central to corporate strategy, practitioners who strengthen their expertise — particularly in environmental and governance pillars — will be better positioned to shape policy discussions and exert greater influence.
Disinformation Threats Loom – Institutional Responses Lagging
The survey further revealed that 62.7% of PR practitioners believe AI-driven disinformation or deepfakes are “likely” or “very likely” to affect PR work within two to three years. Yet only 39.3% agreed their organisations had updated crisis response protocols accordingly, showing a gap between risk awareness and concrete action.
PRPA: Responding to Survey Findings, Guiding the Industry Forward
Mr Richard Tsang, Chairman of the PRPA 30th Anniversary Organising Committee, stated: “The survey results are highly insightful. They affirm that the core value of PR – building authentic relationships and effective communication – cannot be replaced by technology. At the same time, they serve as a wake-up call, reminding the industry to address role transformations brought by AI and the importance of aligning with C-suite priorities on ESG strategy.”
Mr Tsang also expressed gratitude to The Hang Seng University of Hong Kong, the supporting chambers and professional bodies, and the symposium sponsors – SF Express (Hong Kong) Limited and The Hong Kong Jockey Club – for their strong support.
Mr Purry Chiu, President of PRPA, concluded: “As a leading professional body, PRPA will respond pragmatically to the survey results to assist our members and the industry in overcoming these challenges. Through knowledge enhancement and practical training, PRPA aims to elevate members’ professional capabilities and consolidate the strategic value of PR within organisations.”
PRPA 30th Anniversary Symposium:
Navigating the New PR Landscape – AI and Risk Management
The symposium featured a keynote speech by Ms Bonnie So, CEO/Secretary General of the Hong Kong Red Cross, who shared her experience in crisis response and public communication while leading a major social welfare organisation.
Two high-profile panel discussions followed:
- Panel 1: Risk Management – Crisis Response, Cyber Resilience and Public Trust, moderated by Professor CF Kwan, Professor of Practice (Corporate Communications) at The Hong Kong Polytechnic University. Panellists included Mr Steven Choi, General Manager, Tencent Cloud Hong Kong & Macau; Mr Albert Su Yau-on, Chief Executive, Tung Wah Group of Hospitals; Mr Patrick Yeung Wai-tim, CEO, The Hong Kong General Chamber of Commerce; and Mr Chan Sze-Tat, Assistant Commissioner of Police (Public Relations), Hong Kong Police Force.
- Panel 2: PR Transformation – Navigating Emerging Trends and AI Challenges, moderated by Ms Clara Shek, President, Hong Kong and Asia Corporate Reputation Practice Lead, Ogilvy Public Relations. Panellists included Ms Bobo Wong, Head of Communications, Microsoft Hong Kong; Mr Francis Fong, President, Hong Kong Association of Interactive Marketing; Mr Emil Chan, Chairman, FinTech Committee, Smart City Consortium; and Dr Hai Liang, Dean, School of Journalism and Communication, The Chinese University of Hong Kong.
PRPA 30th Anniversary Symposium and Industry Survey
Gold Sponsor: S.F. Express (Hong Kong) Limited
Silver Sponsor: The Hong Kong Jockey Club
Partner: School of Communication, The Hang Seng University of Hong Kong
Supporting Organisation: The Federation of Hong Kong
The Hong Kong General Chamber of Commerce
The Hong Kong Institute of Directors
Hong Kong Institute of Marketing
Hong Kong Investor Relations Association
The Hong Kong Management Association
The Hong Kong Retail Management Association
Photo Captions:
Photo 1:
Mr Richard Tsang, Chairman of the PRPA 30th Anniversary Organising Committee, highlights that the survey affirms PR’s core values and points to ESG as a growth area.
Photo 2:
Mr Richard Tsang, Chairman of the PRPA 30th Anniversary Organising Committee, presents souvenirs to keynote speaker Ms Bonnie So, CEO/Secretary General of the Hong Kong Red Cross.
Photo 3:
At the PRPA 30th Anniversary Symposium, “Public Relations, Artificial Intelligence and Risk Management in a New Era”, speakers exchanged views on crisis management, exploring how to build cyber resilience and maintain public trust in a complex and rapidly changing environment.
Photo 4:
At the PRPA 30th Anniversary Symposium, “Navigating the New PR Landscape – AI and Risk Management”, speakers and academics jointly explored the transformations and opportunities facing the PR industry amidst the wave of AI.
Photo 5:
Dr Fred Luk, Senior Lecturer and Director of the Centre for Communication Research at the School of Communication of The Hang Seng University of Hong Kong and Mr Purry Chiu, President of PRPA, jointly release the detailed PR survey findings.