Did 2024 Trigger the Increasing Decline of India’s Print Media Economy? What it Means for the Future of PR in India

Chances are you are reading this article on your mobile phone. And have been for a while. The signs are clear, the client may continue to demand that elusive article in ET.

But its' digital and social media, online mainstream media, FB and Instagram communities, YouTube and media podcasts that offer better chances of coverage. 

How will this impact the PR agency media relations led model?

Let's take a look at that and other major trends that will shape PR agencies in India in 2025.

Trend 1: Declining Role of Media Relations 

India has a massive print media universe. Starting in 18th century India, today there are 146,000 registered newspapers and periodicals in India. 100 million copies of print media are sold every day.

However, social media and online digital media of mainstream media has impacted the previously robust growth of print media with reduced interest from young readers, dominance of digital formats and rising newsprint costs and cover charges.

Impact on PR

In such a situation, there is a decline in space for company based news. PR firms are looking to transit to other avenues of engagement including digital formats such as Instagram, YouTube, podcasts and mainstream media digital formats. 

Industry PR insiders say that with media relations growing at under 7 to 10 % it's not enough to sustain investments in talent and technology for which agencies need to grow nearly double the rate of what media relations is growing at. 

Opportunity for PR Agencies 

PR agencies are exploring media buying and influencer buying. 

This is not necessarily the old-fashioned advertorials but engaging content pieces.

For example, recently, Wing Communications turned customer FAQs into Instagram Reels, for a tech start-up, boosting user interactions by 40%.

Challenge: Cash for Coverage 

One issue that has emerged for PR firms is the 'cash for coverage' challenge. While this always existed in bits and pieces per PR practitioners it has currently reached an unprecedented level. Last month, people impersonating the podcast team of 'The Ken' managed to charge a PR practitioner 40,000 rupees for coverage. The coverage, of course, never materialised. Some of the accused have subsequently denied their involvement.

A PR practitioner who prefers to remain anonymous says, "This incident should be a wake-up call for the PR industry. Practices like these damage the reputation of agencies, journalists, and the profession as a whole. This also creates pressure for new agencies and becomes a “Survival of the fittest” game. Taking shortcuts might seem easier, but in the long run, they hurt everyone by eroding trust and credibility. It’s time for the industry to address these issues and promote more ethical practices."

Trend 2: Shift to Project Work 

Since the pandemic, there is a growing shift from retainers to more project based. 

Per Rishi Seth, former co-founder, Six Degrees PR and PR leader, this trend will only grow in 2025, "As business cycles quicken more than ever before, project based work suits the need for brands to be agile much better."

Higher ratio of project work also has implications for how talent is managed and retained.

Currently at a split of 10% project work, this could double in 2025. Internationally, in PR markets such as UK, the split is more like 60 to 40%

Opportunity for PR Agencies

Agencies are seeking high value work to manage the impact of more project based work on growth rates. 

Atul Sharma, CEO, Ruder Finn India and head, Middle East says, "The way PR contributes to businesses has evolved—we’re no longer just building corporate reputation; we’re driving real business impact. This shift has opened doors to innovative pricing models, like fixed costs and performance-based pay. 

Around 40% of our contracts today have a variable pay component tied to achieving specific business objectives. This approach creates shared accountability and shows clients that we’re serious about delivering tangible results.

We’re also seeing growing demand in areas traditionally managed in-house by clients, such as internal communications, crisis preparedness, and response planning. In the B2B space, brands are increasingly approaching us for brand positioning manuals and identity building, recognizing that PR firms are uniquely equipped to craft these narratives, especially through earned media."

Nitin Mantri, regional executive managing director for APAC, WE Communications, and group CEO, Avian WE,  concurs saying, "PR firms are evolving their fee structures, blending traditional retainers with project-based and results-driven models to meet client demands for flexibility and impact. 

The future focus is also shifting toward productisation. Scalable solutions like training, proprietary tools, and modular services offer opportunities to create new revenue streams. Charging for specialised offerings allows firms to move beyond traditional fee structures, enhancing profitability and positioning them as indispensable strategic partners in a competitive landscape."

Trend 3: Growth from Digital Content 

PR firms believe they are better positioned than digital marketing firms to offer online content. Brands are certainly willing to spend on online content. The Poonam Pandey debacle and the AR Rahman divorce hashtag are all proof that PR is best suited to handle online campaigns.

Per Havas Red latest trends report released this week, "When you consider the incredible shrinking newsroom and the overcrowding of mainstream social media, it’s easy to see why online audiences have been sent scattering in search of news and entertainment in newer, more niche platforms. More and more, they’re finding what they’re looking for in these incredibly devoted communities —That’s why Kamala Harris recently appeared on the “Call Her Daddy” podcast and Hinge sponsored Emily Sundberg’s “Feed Me” newsletter on Substack."

Opportunity for PR Agencies

Rishi Seth believes that the upper end of content creation and influencer buying is where PR firms can shine. While digital PR (SEO management and backlinks) is not yet seen as an area of growth for PR firms in India.

Atul Sharma agrees saying, "What’s changed is that PR is no longer just about creating good stories—it’s about helping businesses achieve their goals. We’re not just business enablers anymore; we’re directly helping brands deliver results, whether that’s in sales, marketing, reputation or overall growth.

This focus on measurable outcomes is especially strong in start-ups, tech forward companies and consumer brands. They’re looking for PR campaigns that don’t just grab attention but also contribute to their business goals."

Trend 4: Fighting the Slowdown in 2024

Elections and a sluggish economy with slowdown in consumption has meant slow growth for PR firms in the first two quarters of 2024. Insiders say that it has dropped to 10 % from 14 to 15% in 2022. 

The general elections held in quarter 1 meant brands went quiet on PR outreach, while quarter 2 has seen slow down in manufacturing sector order books. Quarter 3 ( ends December 2024) should see bounce back from festival spending.

Opportunity for PR Agencies

According to Rishi Seth the Union Budget on February 1st, 2025 will help signal incentives to grow. Seth says, " The February budget will be the first full budget after the General Election in May 2025. If there are corporate tax reductions in the budget or further 'Production Linked Incentives' (PLI) it will help to stimulate growth."

The corporate industry will also be watching RBI's meeting this week to see if the central bank cuts the policy repo rate from the current 6.5%.So far food inflation has prevented the bank from doing so for the last ten cycles.

Another issue that will impact the world and India is the US led roll back of DeI mandates. 

As per Havas Red 2025 trends report, "Brands will more frequently make unapologetic reversals on purpose commitments, prioritizing consumer relevance over past promises."

Tarunjeet Rattan, founder and managing partner, Nucleus PR, agrees saying, "India has been isolated from aggressive activism on various issues so far but climate change, DEI, gender sensitivity, sustainability and environment issues cut across geographies which we will see a lot of conflict under these in the coming year given the changes in the geopolitical power shift and leadership. 

Brands have spent a significant amount of time in the past 5 years to put out a mindful strategy that talks about being conscious of growth while balancing concerns that matter to consumers. In the coming year it is going to be tougher as we balance woke values, mindful consumerism with bottom line prospects. 

While this means more work for the PR industry where we will be called upon to control and manage brand narratives that will walk the thin line between both, it spells disaster for the work done till date on the sector. As individual PR professionals, as agency leaders and as an industry the coming year will put our own personal values to the test."