Story and Strategy PR captured insights from 55 local communications professionals highlighting the impact of rapid growth in North Texas paired with a shifting media landscape
Fort Worth, Texas – Story and Strategy PR today released findings from its inaugural State of Communications Survey in Dallas–Fort Worth, capturing the perspectives of 55 local public relations and communications professionals on current industry trends, challenges and the skills needed to thrive in 2025. The survey provides a comprehensive snapshot of how DFW practitioners are navigating a rapidly evolving media landscape, balancing high workloads with the growing influence of AI and digital tools. Key Findings at a Glance
● Work-Life Tensions: When it comes to stress, 40% of respondents say they’re very stressed, with heavy workloads and limited resources (58%) and high expectations (53%) topping the list of pressure points.
● Growing Region = Growing Demand: Reflecting North Texas’s rapid economic expansion, more than 53% have seen demand for PR services rise in the past year.
● Future Skill Priorities: When asked which roles will matter most over the next five years, nearly three-quarters see generative AI expertise (73%) and crisis/issue management (67%) as roles worth future-proofing, followed by marketing communications (47%).
● Pitching Pain Points: Thirty-six percent of respondents report securing media coverage after a pitch to be a significant challenge, followed by finding the right journalist or outlet to pitch to (35%) and building relationships with local media professionals (29%).
● AI Integration: When it comes to AI, 87% of respondents report using tools either occasionally or regularly for tasks such as brainstorming, drafting content and researching. More than 72% say generative AI expertise is essential to “future-proof” their careers.
● Overall Career Satisfaction: Dallas-Fort Worth communications pros report a healthy level of career satisfaction with an average rating of 3.8 out of 5, indicating that most are engaged and fulfilled by their work.
“Dallas-Fort Worth is the fourth-largest media market in the U.S., making our region among the most competitive for our industry,” said Kim Brown, APR, co-founder of Story and Strategy PR. “Our survey underscores how rapid growth and persistent stress are impacting our peers. By understanding what’s happening in DFW, our hope is local strategic communications professionals can better advocate for training, build stronger media relationships and align leadership around strategic communications.”
Between April 7 and May 1, Story and Strategy PR distributed an online questionnaire to public relations and communications professionals across the Dallas–Fort Worth area. A total of 55 respondents, representing in-house teams (76%), agencies (11%) and freelancers (7%), provided insights on experience levels, work arrangements, core functions, stressors, compensation perceptions, AI adoption, platform usage and anticipated skills gaps.
“The professionals we surveyed aren’t just dabbling with generative tools, they’re actively integrating them to work smarter, move faster and deliver more strategic value,” said Abigail Hoover, co-founder of Story and Strategy PR. “Embracing AI isn’t optional anymore, it’s a competitive advantage and our region’s communicators are clearly ready to lead the way.” Story and Strategy PR published a comprehensive “2025 State of Communications in DFW” report, detailing full survey results and strategic recommendations for local communicators. To download the report, please visit our website.
