Survey conducted by Public Relations Global Network finds brand influence remains a top priority, yet a growing mix of channels is redefining how organizations build and manage it effectively
(NEW YORK – LONDON – BRUSSELS – May 14, 2026) – New global survey findings from business, marketing and communications professionals across 48 countries highlight how organizations are navigating an evolving landscape for brand influence, with artificial intelligence, expanding communication channels and a broader set of stakeholders shaping how influence is built and managed. The research, commissioned by the Public Relations Global Network (PRGN) and conducted by Researchscape International with the involvement of PRGN’s 50+ member agencies globally, highlights how organizations are adapting their strategies in response to these changes.
The global study found that 90% of respondents view brand influence as “extremely” or “very” important to organizational success, with 70% expecting its importance to increase over the next three to five years. The results also point to an opportunity for organizations to further align how influence is managed, with 17% saying their approach exceeds expectations or is outstanding, while 41% say it needs improvement.
“Artificial intelligence is changing how organizations build brand influence, but it is also creating a false sense of confidence. When a few prompts can generate polished content, it’s easy to assume that building real influence is simpler than it actually is,” said Frédéric François, President of PRGN and managing partner of Two cents in Belgium and the Netherlands. “But shaping how a brand is perceived, trusted, and talked about still takes coordination and judgment, and AI alone can’t provide that. As AI becomes more embedded in how content is created, organizations need to decide who is driving how it is used. In many cases, communications teams are reacting, not defining it.”
Among the key findings of the survey:
Influence is shaped by a broader mix of channels and audiences: Social media (80%) was identified as having the greatest impact on brand influence, followed by consumer advocacy (72%) and earned media (68%). Additional channels, including influencers, AI platforms, paid media, owned media and employee advocacy, also play a role. Consumers (83%) were seen as having the greatest influence, alongside mainstream media, content creators, employees, industry analysts and government or regulators.
AI is expanding capabilities while introducing new challenges: Nearly half of respondents (48%) say AI enables more efficient content creation, while others cite improved responsiveness to trends, stronger performance analysis and enhanced customer engagement. At the same time, respondents note that AI-generated content can make it more difficult to differentiate and raises concerns around authenticity and trust.
Trust and reputation remain foundational to brand influence: As in prior findings, trust (60%) and reputation (57%) were identified as the most important drivers of influence, followed by authenticity (47%) and relevance to consumers (40%). Customer-focused metrics such as customer loyalty (28%) and brand equity (19%) were identified as leading indicators for evaluating influence, though measurement approaches vary.
Organizations are evolving how they build and manage influence: Nearly nine out of 10 respondents (88%) say their approach has changed in the past year, including 30% who report significant change. Many organizations report becoming more deliberate in how they communicate, including increased focus on values-based messaging, closer monitoring of global events, and adapting communications to regional and cultural differences.
There is a growing gap between the importance of influence and how effectively it is managed: While brand influence is widely recognized as critical to organizational success, performance remains uneven. Only 17% of respondents say their organization’s approach to brand influence exceeds expectations or is outstanding, while 41% report that it needs improvement. These findings highlight a disconnect between the priority placed on influence and organizations’ ability to consistently manage it in practice.
The survey includes responses from more than 1,800 professionals across 48 countries and was conducted with participation from PRGN’s global network of agencies, with results weighted by GDP to reflect a balanced global perspective. It builds on PRGN’s inaugural global study and is part of an ongoing effort to track how brand influence continues to evolve.
A whitepaper detailing the survey results can be downloaded at this link on the PRGN website.
About Researchscape International:
Researchscape International is a market-research firm that specializes in custom surveys and provides automated research tools. Founded in 2012, Researchscape focuses on an agile-research methodology, offering full-service research solutions with quick turnaround times as well as the ResearchStory analytical platform. In 2025, Researchscape International surveyed over 550,000 consumers and business professionals in 60+ countries.
About Public Relations Global Network (PRGN):
Founded in 1992, the Public Relations Global Network (PRGN) is one of the world’s largest international networks of independent public relations and communications agencies, with approximately 900 professionals in more than 60 locations globally. PRGN members are independent, local, owner-operated public relations and marketing communications firms that share expertise and resources while providing broad-based, comprehensive communications strategies to clients worldwide. Companies or organizations interested in the services of PRGN’s worldwide agency network can visit its Agency Directory section for more information. Independent agencies interested in joining the network can visit the member recruitment section of the PRGN website for more information.