The study found that 52.4% of respondents see the communications market as challenging but promising, while 28.6% consider it highly competitive.

SMM and content (71.4%) and AI tools (71.4%) are currently the most in-demand areas, followed by PR and media relations (61.9%) and crisis communications (42.9%).

Employers increasingly value strategic thinking (66.7%), creativity (61.9%), AI proficiency (61.9%), and strong communication skills (61.9%). At the same time, 61.9% of professionals use AI daily, while another 33.3% use it periodically.

“Professionals who can combine several areas of expertise, quickly master new tools, and remain committed to continuous learning are increasingly in demand. The ability to adapt is becoming one of the most important professional skills,” says Alexandra Drobysheva, CEO of HINT.

Professional burnout remains one of the key challenges: only 5% of respondents have never experienced it. 33.3% experience burnout regularly, 42.9% sometimes, and 19% rarely. Other major issues include unclear roles and responsibilities (57.1%), insufficient salaries (47.6%), and high workloads (42.9%).

Despite these challenges, 81% would choose a career in communications again.

The anonymous online survey was conducted in July 2026 among 420 PR, marketing, SMM, digital, and corporate communications professionals.

HINT is an international digital company that helps clients achieve their business goals, from increasing profits to automating marketing and sales