Amid rising public skepticism and evolving industry challenges, 2024 tested the PR world’s ability to adapt and innovate. From leveraging AI to enhance creativity and efficiency to managing complex social issues with care, the past year underscored the importance of trust, transparency, and authenticity.
As we look to 2025, trends like data-driven storytelling, executive visibility, and employee-driven content are poised to define the industry as it continues to evolve. Check out our team’s thoughts on the most important learnings they’re taking from 2024 and their predictions for the communications trends, both existing and emerging, to be ready for in 2025. What else would you add to the list?
2024 KEY LEARNINGS
Be Strategic When Engaging on Societal Issues
“2024 saw a dramatic swing in the way organizations weighed in, or didn’t, on broader societal issues. Organizations continued to exercise high levels of caution when determining when and how to communicate on topics that weren’t directly related to their core industry, reputation or stakeholder(s). As part of this, organizations also refocused over the past year on prioritizing internal communications, when previously they might have looked to communicate externally first or exclusively.” – Andrew Moyer
Balance AI Personalization with Human Oversight
“One thing that was reinforced time and time again throughout 2024 was how much AI-driven personalization still needs a human touch. While there’s no question AI is a powerful tool the communications industry should be mindfully taking advantage of, it’s critical that we appropriately combine AI’s capabilities with human oversight to create experiences that feel both personalized and authentically human.” – Paige Borgman
Address Corporate Trust Challenges Head-On
“Big businesses’ long-term image problems have come to a head. Over 83% of the population has only some or very little confidence in them. Gen Z is especially skeptical. Traditional political allies in Washington have turned. And most corporate employees perceive a lack of loyalty towards them and reciprocate in kind. It’s time for corporations to get serious about addressing this challenge.” – Nick Kalm
Prioritize Trust and Transparency in Crisis Management
“In 2024, agile reputation management was critically important as organizations navigated a polarized media landscape, rapid AI adoption, and heightened stakeholder scrutiny. By emphasizing efficiency and authenticity, PR teams tailored strategies to resonate with key audiences while prioritizing trust and transparency during crises. This past year highlighted the need for proactive storytelling grounded in credibility.” – Natalie Szydlo
Align PR Efforts with Measurable Business Outcomes
“In the past year, the PR industry has witnessed an increased focus from corporations on proving the value of our work, as they strive to do more with less. The key question has become, “What’s the ROI?” Demonstrating how PR efforts ladder up to broader business goals has never been more important. It’s critical that we track quantitative AND qualitative performance indicators that not only reflect the reach but also the meaningful impact of our work.” – Haley Hartmann
Lean Into Brand Personality to Foster Deeper Connections
“In 2024, we saw the undeniable power of brands dropping the polish and leaning into personality—sometimes even a little chaos. From Nutter Butter’s quirky, offbeat social media posts to natural partnerships like Duolingo and Squid Game, the lesson was clear: audiences gravitate toward brands that feel human. When the messaging feels natural and the collaborations aren’t forced, it resonates more deeply and creates lasting connections.” – Makenna Eldridge
Strengthen Media Relationships for More Effective Outreach
“Throughout 2024, building relationships remained at the heart of what communications professionals do. In particular, nurturing media relationships became more crucial than ever, allowing us to better understand their reporting needs and interests. This insight enabled us to tailor our communications effectively, ultimately maximizing impact and ensuring greater success in our media outreach efforts.” – Sophie Murray
2025 PREDICTIONS
Refocus Media Strategies to Align with Audience Preferences
“From a media perspective, we will continue to see a fragmentation of the media landscape, with sources like podcasts, newsletters, and social media gaining influence. For media relations practitioners, legacy media should still factor into strategies but there’s an even greater opportunity to re-evaluate where your priority audiences are seeking out their information and tailor your work accordingly.” – Kristin Monroe
Adopt Nontraditional Media to Amplify Brand Messaging
“In 2025, with the media ecosystem continuing to shrink, we will see brands further adopt a strategy seen during the presidential election of leveraging podcasts, newsletters and related nontraditional mediums to communicate and persuade audiences. Additionally, this year will see more brands develop their own newsrooms and content engines to help tell their story and influence their stakeholders.” – Michael Grimm
Stay Agile to Capitalize on Cultural Moments
“2025 is about staying as nimble as possible. As we’ve seen before, global events, viral moments, and other cultural touchpoints will continue to rapidly dominate the public consciousness throughout the year. The PR industry must be prepared to shift gears and adjust plans in order to take advantage of emerging trends or avoid reputational risks associated with those cultural moments.” – RJ Bruce
Integrate Ethical AI Practices to Build Consumer Trust
“Despite the growing role of AI and technology in the workplace, research has shown that it is impacting consumer trust. As we head into 2025, it will be imperative to maintain a human element by leading with open dialogue, ethics and ingenuity. Without our people’s unique skillset, the brands we trust will become unrecognizable.” – Catherine Wycklendt
Empower Employees to Be Brand Advocates
“In 2025, the PR industry will continue to build brand awareness with employee-driven content. From staff behind-the-scenes videos to CEO thought leadership, companies will encourage employees to share brand-related content that will resonate with audiences and strengthen brand identities.” – Emma Smits
Leverage Flexible Work Arrangements to Strengthen Employer Branding
“The reporting on workforce trends indicates the tug-of-war between employers and employees over what matters more: employers’ concerns about the loss of culture and productivity that they say results from flexible work arrangements, or employees’ contention that flexible work arrangements are now more of a right than a privilege with only a positive impact on productivity. According to data, flexible work arrangements are still among the most attractive benefits to the most highly qualified talent. The decisions employers make in this area in 2025 will have a great impact on branding and recruiting strategies and on workplace culture. I’ll be watching where the debate goes from here.” – Anne Marie Mitchell
Utilize AI to Drive PR Efficiency and Creativity
“We have seen AI’s influence on our personal and professional lives this year and will continue to see its evolution throughout 2025. We will especially see professionals working closely with AI to help revolutionize the industry, as PR tasks are becoming automated and more effective than traditional methods. With AI making PR tools that much faster, it will allow PR professionals to create more effective strategies that accommodate client budgets, maximize results, boost creativity, and more.” – Grace DuFour
Pivotal Moments in PR: 2024 Takeaways and 2025 Trends to Watch
Amid rising public skepticism and evolving industry challenges, 2024 tested the PR world’s ability to adapt and innovate. From leveraging AI to enhance creativity and efficiency to managing complex social issues with care, the past year underscored the importance of trust, transparency, and authenticity.
As we look to 2025, trends like data-driven storytelling, executive visibility, and employee-driven content are poised to define the industry as it continues to evolve. Check out our team’s thoughts on the most important learnings they’re taking from 2024 and their predictions for the communications trends, both existing and emerging, to be ready for in 2025. What else would you add to the list?
2024 KEY LEARNINGS
Be Strategic When Engaging on Societal Issues
“2024 saw a dramatic swing in the way organizations weighed in, or didn’t, on broader societal issues. Organizations continued to exercise high levels of caution when determining when and how to communicate on topics that weren’t directly related to their core industry, reputation or stakeholder(s). As part of this, organizations also refocused over the past year on prioritizing internal communications, when previously they might have looked to communicate externally first or exclusively.” – Andrew Moyer
Balance AI Personalization with Human Oversight
“One thing that was reinforced time and time again throughout 2024 was how much AI-driven personalization still needs a human touch. While there’s no question AI is a powerful tool the communications industry should be mindfully taking advantage of, it’s critical that we appropriately combine AI’s capabilities with human oversight to create experiences that feel both personalized and authentically human.” – Paige Borgman
Address Corporate Trust Challenges Head-On
“Big businesses’ long-term image problems have come to a head. Over 83% of the population has only some or very little confidence in them. Gen Z is especially skeptical. Traditional political allies in Washington have turned. And most corporate employees perceive a lack of loyalty towards them and reciprocate in kind. It’s time for corporations to get serious about addressing this challenge.” – Nick Kalm
Prioritize Trust and Transparency in Crisis Management
“In 2024, agile reputation management was critically important as organizations navigated a polarized media landscape, rapid AI adoption, and heightened stakeholder scrutiny. By emphasizing efficiency and authenticity, PR teams tailored strategies to resonate with key audiences while prioritizing trust and transparency during crises. This past year highlighted the need for proactive storytelling grounded in credibility.” – Natalie Szydlo
Align PR Efforts with Measurable Business Outcomes
“In the past year, the PR industry has witnessed an increased focus from corporations on proving the value of our work, as they strive to do more with less. The key question has become, “What’s the ROI?” Demonstrating how PR efforts ladder up to broader business goals has never been more important. It’s critical that we track quantitative AND qualitative performance indicators that not only reflect the reach but also the meaningful impact of our work.” – Haley Hartmann
Lean Into Brand Personality to Foster Deeper Connections
“In 2024, we saw the undeniable power of brands dropping the polish and leaning into personality—sometimes even a little chaos. From Nutter Butter’s quirky, offbeat social media posts to natural partnerships like Duolingo and Squid Game, the lesson was clear: audiences gravitate toward brands that feel human. When the messaging feels natural and the collaborations aren’t forced, it resonates more deeply and creates lasting connections.” – Makenna Eldridge
Strengthen Media Relationships for More Effective Outreach
“Throughout 2024, building relationships remained at the heart of what communications professionals do. In particular, nurturing media relationships became more crucial than ever, allowing us to better understand their reporting needs and interests. This insight enabled us to tailor our communications effectively, ultimately maximizing impact and ensuring greater success in our media outreach efforts.” – Sophie Murray
2025 PREDICTIONS
Refocus Media Strategies to Align with Audience Preferences
“From a media perspective, we will continue to see a fragmentation of the media landscape, with sources like podcasts, newsletters, and social media gaining influence. For media relations practitioners, legacy media should still factor into strategies but there’s an even greater opportunity to re-evaluate where your priority audiences are seeking out their information and tailor your work accordingly.” – Kristin Monroe
Adopt Nontraditional Media to Amplify Brand Messaging
“In 2025, with the media ecosystem continuing to shrink, we will see brands further adopt a strategy seen during the presidential election of leveraging podcasts, newsletters and related nontraditional mediums to communicate and persuade audiences. Additionally, this year will see more brands develop their own newsrooms and content engines to help tell their story and influence their stakeholders.” – Michael Grimm
Stay Agile to Capitalize on Cultural Moments
“2025 is about staying as nimble as possible. As we’ve seen before, global events, viral moments, and other cultural touchpoints will continue to rapidly dominate the public consciousness throughout the year. The PR industry must be prepared to shift gears and adjust plans in order to take advantage of emerging trends or avoid reputational risks associated with those cultural moments.” – RJ Bruce
Integrate Ethical AI Practices to Build Consumer Trust
“Despite the growing role of AI and technology in the workplace, research has shown that it is impacting consumer trust. As we head into 2025, it will be imperative to maintain a human element by leading with open dialogue, ethics and ingenuity. Without our people’s unique skillset, the brands we trust will become unrecognizable.” – Catherine Wycklendt
Empower Employees to Be Brand Advocates
“In 2025, the PR industry will continue to build brand awareness with employee-driven content. From staff behind-the-scenes videos to CEO thought leadership, companies will encourage employees to share brand-related content that will resonate with audiences and strengthen brand identities.” – Emma Smits
Leverage Flexible Work Arrangements to Strengthen Employer Branding
“The reporting on workforce trends indicates the tug-of-war between employers and employees over what matters more: employers’ concerns about the loss of culture and productivity that they say results from flexible work arrangements, or employees’ contention that flexible work arrangements are now more of a right than a privilege with only a positive impact on productivity. According to data, flexible work arrangements are still among the most attractive benefits to the most highly qualified talent. The decisions employers make in this area in 2025 will have a great impact on branding and recruiting strategies and on workplace culture. I’ll be watching where the debate goes from here.” – Anne Marie Mitchell
Utilize AI to Drive PR Efficiency and Creativity
“We have seen AI’s influence on our personal and professional lives this year and will continue to see its evolution throughout 2025. We will especially see professionals working closely with AI to help revolutionize the industry, as PR tasks are becoming automated and more effective than traditional methods. With AI making PR tools that much faster, it will allow PR professionals to create more effective strategies that accommodate client budgets, maximize results, boost creativity, and more.” – Grace DuFour