USC Survey: Polarization Reshapes Corporate Speech

2026 Global Communication Report Shows Declining Support For Corporate Advocacy

Mar. 27, 2026 at 3:14am

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Political and social polarization is changing when, where and how companies speak out on societal issues, according to the 2026 Global Communication Report from the USC Annenberg Center for Public Relations. The survey of public relations professionals reveals increased defensiveness in corporate communications, with support for companies taking positions on social issues unrelated to their main business dropping by 38% since the killing of George Floyd. The report also finds that polarization is damaging mental health and employee morale, while raising the strategic importance of communication within organizations.

Why it matters

The report identifies a "quiet shift" in corporate communication, as companies move away from broad, purpose-driven messaging toward a more situational approach to public engagement. This increased caution does not signal a retreat from communication, but rather a reassessment of where and when to engage, with some conversations receding while others have accelerated.

The details

The USC Center for Public Relations study finds that 81% of PR professionals say the level of polarization in the United States is high or extremely high, compared with 69% of the general public. Agency communicators tend to favor a proactive approach, while in-house professionals are more likely to favor a defensive posture. 41% of PR professionals say silence can sometimes be the most effective communication strategy in a polarized environment, with that number rising to 52% among in-house communicators. More than 60% of PR professionals say elected officials and government agency stakeholders have increased in priority over the past year.

  • The 2026 Global Communication Report was released on March 26, 2026.

The players

USC Annenberg Center for Public Relations

The USC Annenberg Center for Public Relations connects corporations, agencies, academics and students to define the future of the public relations industry and to develop those who will shape it.

Fred Cook

The director of the USC Annenberg Center for Public Relations and a longtime Golin agency leader and current USC Annenberg professor.

John Box

The CEO of Meltwater, a company that provided support for the 2026 Global Communication Report.

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What they’re saying

“Polarization has magnified the value of PR, even though many companies are communicating less. But the shift from playing offense to defense requires a different skill set and mindset. The decisions we make today will have an outsized impact on the future of the profession.”

— Fred Cook, Director, USC Annenberg Center for Public Relations

“Today's environment demands more from communicators than ever before. As brands navigate complex, polarized issues, communications must deliver clarity, context, and confidence in how organizations show up. Data has become central to that role, providing real-time insight into public sentiment, risk, and where brands should engage. The most effective communicators use those insights to help their companies listen closely, engage thoughtfully, and make decisions grounded in evidence and purpose - protecting reputation and building long-term trust.”

— John Box, CEO, Meltwater

The takeaway

The report highlights the growing challenges companies face in navigating polarized political and social environments, with PR professionals divided on the best communication strategies. While the value of PR has increased, the shift from proactive to defensive messaging requires new skills and mindsets, underscoring the need for communicators to leverage data and insights to guide their companies' engagement with complex, charged issues.