New 2026 State of Communications Report Reveals Strategic Growth and Growing Strain Among DFW Professionals
Fort Worth, Texas – Communications professionals across Dallas–Fort Worth are taking a more strategic role inside their organizations, but new data shows many are being stretched to keep up. The newly released 2026 State of Communications in DFW Report provides a comprehensive look at how the profession is evolving across North Texas.
The report is based on a survey of 64 DFW-based public relations and communications professionals conducted by Fort Worth-based firm Story and Strategy.
Among the key findings:
Workload strain is widespread, with 82% of respondents saying their workload is not fully sustainable, including 19% who describe it as unsustainable.
Perceived value remains a challenge, as only 25% of respondents say the communications function is “very valued” by leadership.
AI adoption is accelerating rapidly, with 84% of professionals using AI tools for their work, though only 31% report having clear organizational guidelines in place.
Compensation concerns are rising, with 31% of respondents saying they feel significantly underpaid, up from 18% in 2025.
Role expansion continues, with nearly half (48%) citing the challenge of managing multiple roles at once.
The local media landscape is under pressure, with 52% describing the DFW media ecosystem as “stable but shrinking.”
Together, the findings point to a profession that’s becoming more critical to business performance, but not yet fully resourced to meet growing demands.
“Communications has become a critical strategic function for businesses, but the structure around it hasn’t fully caught up,” said Kim Brown, APR, co-founder of Story and Strategy. “Communicators are increasingly acting as strategic advisors, while creating content, managing employee engagement, planning events and working with the media.”
The report also underscores how the communications function is evolving. Professionals are balancing a wider range of disciplines, while also adapting to new expectations around measurement, trust and business impact.
“What we’re seeing in DFW reflects a larger shift in the profession,” said Abigail Hoover, co-founder of Story and Strategy. “Communicators play a critical role in influencing strategy, managing risk and helping organizations navigate complex environments. Companies have an opportunity to better support the role so it can deliver meaningful business impact.”
Despite these pressures, career commitment remains strong. Most respondents report high levels of career satisfaction, suggesting that while the work is demanding, it continues to play a meaningful role in organizational success.
The second annual State of Communications in DFW Report was produced by Story and Strategy to provide insights into the trends, challenges and opportunities shaping the communications profession across North Texas.
Download the full report: storyandstrategypr.com/state-of-comms-survey
About Story and Strategy
Founded in 2022, Story and Strategy is an award-winning strategic and crisis communications firm based in Fort Worth, Texas. The firm partners with organizations across healthcare, nonprofit, higher education and the local business sector to strengthen reputation, manage risk and support business objectives through strategic communication.
Grounded in a commitment to honesty, integrity and community impact, Story and Strategy has been recognized with multiple awards from the Greater Fort Worth Chapter of the Public Relations Society of America and has been quoted in Forbes. The firm is also among a small percentage of U.S. public relations professionals who hold the Accredited in Public Relations (APR) credential, the industry’s highest certification.
Learn more at storyandstrategypr.com.
Media Contact Kim Brown, APR | Story and Strategy | info@storyandstrategypr.com | (682) 200-3955
