What are some of the things we can expect or that could change in 2025? Here are the six insights for communications and marketing leaders to watch for or consider, from our management team:
Prepare for black swans. Financial markets and the broader economy prefer certainty over uncertainty. Regardless of how you feel about the recent election results, one major source of uncertainty has been taken off the table. The broad outlines of economic and other policies are becoming clear. But that doesn’t mean it’s time for brands and businesses to relax. We continue to live in Volatile, Uncertain, Complex and Ambiguous (VUCA) times. Make sure your team thinks through the business implications of policy changes and be sure your crisis plan is up to date. With black swans circling, you may need that plan sooner than you think. - Paul Raab
Drive the AI bus, don’t let it drive you (or run you over). Whether you support it – or like it – or not, AI isn’t going away. Its influence is only growing, which means it’s time to figure out where and how it fits within your organization. Spend time with your teams talking about the tasks that are the best matches for AI: Call notes and summaries? Select research tasks? Image creation? Automating administrative tasks to free up staff time for strategic contributions that advance your business feels like a great place to start. AI tools that help get a research project underway and organized before the analysis begins can make the pursuit of new customers more efficient, and mastering prompts for social post image creation can complement a beautiful photography library and save you some money over time too. AI should support and enhance, not replace, critical thinking and creativity, and the time to embrace its capabilities is now. - Kelly Janhunen
Evolve – and embrace – contributed content. Contributed content, op-eds and blog posts placed in print and online news sources continue to be valuable spots for thought leaders to share their perspective and insights via earned media. But what’s changing for 2025? Thought leaders must work harder to stand out. With traditional newsrooms downsizing and rural papers consolidating, but more opportunities than ever on digital platforms like LinkedIn, it’s time to find your new sweet spot. Audiences are seeking genuine, relevant, humanized content that is relatable and encourages two-way dialogue. Try to offer forward-thinking solutions while staying authentic and personal and consider a call-to-action that opens the door for continued communication. - Kelly Brown
Remember real people are at the heart of exceptional stories. With the explosion of AI and the continued relevance of social media, PR professionals shouldn’t forget the basics: human-focused storytelling. In a world where people are constantly bombarded with messages – sadly, often negative news – companies that can tout their products, businesses and brands through positive, human-focused storytelling will stand out. Have a new product to announce? Share a user story and how the product benefited them. Offering a new menu item? Pitch a feature with the chef behind the new item. Root your storytelling in people, helping consumers connect with your brand. - Shannon Mueller
Take TikTok seriously. While the future of TikTok as a platform is uncertain, its current impact on the news cycle cannot be underestimated or ignored. Every day, viral trends, events and creators are seeping into the national zeitgeist, dominating news coverage and demanding consumer attention far beyond Generation Z, like the “English Teacher” actor who's daily TikTok videos helped drive streams of his new Hulu show. Brands can’t afford to turn a blind eye. Identifying relevant movements, conversations and craze early, and then reacting or creating new content or strategies accordingly can help propel your brand and increase exposure. Plus, demonstrating to media that the content you’re providing can drive clicks and views to their site based on TikTok popularity might just help you land your next big placement. - Libby Pinkerton
Prioritize trust in the age of misinformation. In a world where misinformation, deepfakes and AI-generated content are increasingly prevalent, building and maintaining trust with stakeholders is more essential – and challenging – than ever. Smart, strategic PR counsel can serve as a vital resource and advisor in reputation management, helping brands navigate these complexities with direct, transparent and values-driven communication. By proactively monitoring, and preparing for, emerging risks, a PR team can guide brands in addressing stakeholder concerns and establishing themselves as reliable, credible information sources. Decades of trust can shatter in minutes, and in 2025, brands that commit to authenticity and openness will foster loyal relationships with their audiences. - Kelly Hoskinson
