Every year, Mobius runs a survey of PR professionals working in arts and culture across the UK — freelancers and in-house practitioners, assistants and company owners, agency staff and sole traders. We ask them what's working, what isn't, and what they're worried about. We publish the findings openly, because the sector benefits from knowing what its peers are thinking.
The State of Arts PR is now in its third year. It has become one of the only regular, sector-specific data sources on the state of arts communications in the UK.
The 2026 survey, completed by arts PR professionals spanning all levels and organisation types, found:
— 65% cited further publication closures as their main concern for the year ahead
— 55% are using AI to reduce workload, while an equal proportion raised concerns about insufficient regulation
— 83% feel that media coverage fuels a sense of division in the UK
— 38% felt their projects didn't secure anticipated coverage due to subject matter or politics
— 37% reported that influencer relations now form a larger part of their role, up from 25% in 2025
— Regional broadcast remains the area where PRs report the most success securing coverage
— National media continues to be seen as the most challenging landscape
Head of Press Emma Berge said: "The changes in media landscape are something we always monitor and adapt to, but the way divisiveness has become more prevalent holds a particular concern for those of us who champion theatre that is bold, raises awareness and tackles difficult topics with nuance."
Read the full 2026 survey results →
Running the survey annually now lets us track how arts PR has shifted over time. The clearest movements across the data:
— Influencer relations have moved from the margins to the mainstream — named in just 3% of PRs’ core responsibilities in 2024, 25% in 2025 and 37% in 2026.
— National coverage has become markedly harder to place: after a more optimistic 2025, a majority now find national broadcast and national news difficult — and expect it to get harder still.
— AI has risen from a fringe worry to a top-two concern for the year ahead, sitting just behind publication closures.
— Politics and division are now front of mind: 83% feel the media feeds a sense of division, and more than a third say a project’s themes or politics cost it coverage — questions that weren’t asked in the earliest surveys.
— Wellbeing is under strain: 45% have considered leaving the arts in the past year.
State of Arts PR 2025 → — key concerns included declining coverage space and an oversaturated market (cited by 68% of respondents)
State of Arts PR 2023 → — the first year of the survey, establishing the baseline
The State of Arts PR is an annual survey of PR professionals working in arts and culture across the UK, run by Mobius Industries. Now in its third year, it is one of the only regular, sector-specific data sources on the state of arts communications in the UK, and the findings are published openly.
The survey is run by Mobius Industries, a PR and marketing agency specialising in theatre and the performing arts, based in London. Respondents are recruited from across the UK arts PR sector and include freelance practitioners, in-house communications staff at venues and companies, and agency professionals, from assistants to company directors and owners.
The clearest shifts are: influencer relations moving from the margins to the mainstream (named in core responsibilities by 3% of PRs in 2024, 25% in 2025 and 37% in 2026); national coverage becoming markedly harder to place; AI rising from a fringe worry to a top-two concern for the year ahead; and politics and division becoming front of mind.
Yes. It is the single clearest trend in the data. Influencer relations were named as part of PRs' core responsibilities by just 3% of respondents in 2024, rising to 25% in 2025 and 37% in 2026.
Further publication closures were the leading concern for the year ahead, cited by 65% of respondents, followed closely by AI and insufficient AI regulation (55%). A further 83% feel that media coverage fuels a sense of division in the UK.
55% of respondents are using AI to reduce workload, while an equal proportion raised concerns about insufficient regulation. AI has risen to a top-two concern for the year ahead, sitting just behind publication closures.
The State of Arts PR survey is conducted annually by Mobius Industries, a PR and marketing agency specialising in theatre and the performing arts, based in London.
Respondents are recruited from across the UK arts PR sector and include freelance practitioners, in-house communications staff at venues and companies, and agency professionals. All levels of seniority are represented, from assistants to company directors and owners.
The survey has been conducted annually since 2024. Findings are published freely and without restriction.
To take part in future surveys or to discuss the findings, contact team@mobiusindustries.com.