PR teams are being asked to prove ROI, yet many are still measured on placements and reach. Is the industry under-resourced… or under-justified?



Meltwater’s State of PR Report 2026 reveals a widening gap between rising expectations and flat budgets, with many leaders still unclear about what PR truly delivers. As AI becomes embedded in daily workflows and scrutiny from the C-suite intensifies, the pressure to connect communications to business outcomes has never been sharper.



We speak with Mimrah Mahmood, Vice President, Enterprise (APAC) at Meltwater, about the measurement comfort zone, the leadership disconnect, and what it will take for PR in this region to move from activity metrics to enterprise value.

PR teams are being asked to prove ROI, yet many are still measured on placements and reach. Is the industry under-resourced… or under-justified?Meltwater’s State of PR Report 2026 reveals a widening gap between rising expectations and flat budgets, with many leaders still unclear about what PR truly delivers. As AI becomes embedded in daily workflows and scrutiny from the C-suite intensifies, the pressure to connect communications to business outcomes has never been sharper.We speak with Mimrah Mahmood, Vice President, Enterprise (APAC) at Meltwater, about the measurement comfort zone, the leadership disconnect, and what it will take for PR in this region to move from activity metrics to enterprise value.

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