Communication in 2025:
Expert predictions on trends and best practices
Collection of expert articles on the future of the communications industry
About the Collection
Increasing global complexity and division are making the role of communications professionals more critical than ever. We aim to equip those in the field with the insights, strategies, and resilience required to excel in a rapidly changing environment.
With fresh technologies on the rise and societal expectations shifting at pace, communicators are increasingly tasked with fostering authentic connections between organisations and their audiences. This curated selection of perspectives from global industry leaders shines a light on what lies ahead in 2025, showcasing innovative approaches to tackling obstacles and seizing opportunities as they emerge.
Each contribution, rooted in diverse experiences, astute observations, and forward-thinking methodologies, helps you anticipate hurdles, strengthen engagement, and navigate newly evolving communication platforms. These practical insights, shaped by years of dedication, serve as both a guiding force and a unifying thread for professionals worldwide.
We invite you to delve into these perspectives, glean valuable takeaways, and integrate them into your own practice. As you apply these learnings, you will discover fresh ways to challenge established norms, embrace fast-evolving trends, and spark meaningful dialogue throughout 2025 and well into the future.
The opinions and views expressed in this publication are those of the authors. Individual articles retain the copyright of their respective author. All articles were written before 17th January 2025.
Experts
0
Combined years of industry experience
0
+
Download the full collection!
Contributions
2025: A PR Gen-X Take on Communication Challenges / Opportunities
Mary Beth West – Public Relations Strategist
Prognosticating what a New Year may hold for the PR and strategic communication sector always requires – at least for me – a look back, to integrate perspective on our current trajectory. For this analysis, I’m going to start way back.
In the semester before I graduated from university in 1994 with a degree in journalism / public relations, students were only just beginning to access something called “e-mail” through intra-university servers. I recall that my first e-mail address assigned to me by my university may have been about 60 characters long!
AI in 2025 - Embrace It or Risk Your Reputation
Stuart Bruce – PR Futurist and co-founder of Purposeful Relations
Undoubtedly, most reports identify AI as the foremost opportunity and challenge. AI is so significant that it stands as the greatest opportunity and challenge, regardless of personal perspectives. I set out the three biggest challenges and opportunities for communications.
The world, and therefore the public relations profession, faces grave challenges in 2025. These range from meeting net zero targets to combat climate change, to global conflicts and tensions in Ukraine, the Middle East, and Taiwan (or even Canada and Greenland if the more outlandish commentators on Donald Trump’s pronouncements are to be believed).
Staying Human in a World of AI
Anne Gregory – Professor Emeritus, University of Huddersfield
There’s been so much debate about the impact of artificial intelligence (AI) on our lives: are we about to be enslaved by the technology, or is it just a tool that we can use to take all the drudgery out of life?
Big question: how do we ensure that we protect those human freedoms that we all cherish? Well it all goes back to ethics: we set boundaries on AI to preserve our freedoms. The European Union’s AI Act came into force in August 2024, the first transnational piece of legislation on AI and it raises some interesting questions for public relations practice.
The Evolution of Communication and PR Measurement in 2025
Johna Burke – AMEC CEO and Global Managing Director
In 2025 and beyond, the practice of communication and public relations (PR) measurement is a dynamic one, defined by technological progress, changing customer paradigms, and a strong focus on ethical considerations. How we measure the success of campaigns is gradually changing due to variations in the influencer’s behavior and rising concerns on copyright in the age of AI. These are important for the professionals who want to work in this area and know how it looks like in 2025.
What are the most significant opportunities and challenges facing the communications industry in 2025?
Amith Prabhu – Founder of the Promise Foundation for PR
We are in a very interesting year! It’s a quarter century year. The silver jubilee year. I see many opportunities this year for public relations professionals. I also see a few challenges. I am going to pick my Top 5 in both baskets. Let’s look at the opportunities first:
1. Embracing artificial intelligence– While we have been hearing a lot about AI along with its pros and cons my take is that AI is here to stay, and we have to accept it and live with it. Those who will be able to grasp it quickly and deploy it swiftly will survive. Many who don’t will fall by the wayside. Public Relations is certainly a profession that has lot at stake with this development.
If you want to go fast, go alone, if you want to go far, go together
Daisy Hawker Wallace – Deputy Director and Head of PR, Avanti West Coast
My comms lens has a British slant, as most recently I’ve been U.K. based. However, we must step out of our silos and look more broadly to the Global picture; it’s an important lesson for us all. I don’t have a crystal ball, but these are my musings, taking a look at the factors shaping our reality and what they mean for us as individuals, as well as comms professionals. I prefer an existential and philosophical view of the world.
The Battle Against Brand Disinformation: Preparing the Communications Industry for 2025
Todd Grossman – CEO of Placid Ventures
In October 1929, Black Thursday sent shockwaves through financial markets, eroding trust in the economy. Less than a decade later, in 1938, Orson Welles’ War of the Worlds broadcast caused widespread panic, with audiences mistaking a radio drama for reality. These moments—separated by time but united by a common theme of trust and its fragility—hold lessons for today’s communications landscape. Fast-forward to 2025, and while Martians aren’t invading, bots and disinformation campaigns certainly are. This presents both the greatest challenge and the most significant opportunity for PR and communications professionals as they prepare for the year ahead.
Growing Authentic Connections and the Evolving Landscape of Digital Communications in 2025
Tokunboh George-Taylor – Founder and CEO, SKOT Communications
Recently, I attended a public relations summit where the conversations largely focused on the evolving global communications landscape and the ever-increasing influence of digital PR. A recurring theme during the conference was the critical need to nurture authentic connections within digital ecosystems to drive genuine storytelling and foster trust between brands and their audiences.
As newer technologies continue to shape cultures, economies, and every aspect of our lives, the speed of information dissemination has dramatically increased. This presents a unique set of challenges for organisations vying for media attention and consumer connection. While the digital ecosystem may seem saturated, the ability to streamline messaging through compelling storytelling will become even more crucial in 2025 and beyond.
From Pitches to Global Riches: When the "Glocal" Approach Takes the Lead
Viroslava Novosylna – Founder & CEO, Slova Tech PR agency
Since the founding of the Slova Tech PR agency a decade ago, we have helped clients expand their communications in more than 20 countries. Our experience working with the tech world has given us the skills to grow and quickly adapt strategies to other markets. Let me share some honest insights about what’s working in 2025, what’s not, and why good PR is more crucial than ever.
Gone are the days when PR meant simply pushing out press releases and hoping for the best. Today, it’s about orchestrating a symphony of communications that resonates with multiple audiences – from potential employees to investors, and from clients to partners. And here’s the kicker: each of these audiences is now global, yet craves local authenticity.
The Wild World of Disinformation in 2025: 5 Imperatives for Communication Teams
Dan Brahmy – Co-Founder & CEO, Cyabra
Part of every communication team’s job has always been about knowing – predicting trends, understanding community needs, and pinpointing the hottest new influencers. We’re expected to supply answers to executives, board members, and CEOs.
But in 2024, the rules changed. Or rather, they were rewritten. Disinformation campaigns, fake profiles, and coordinated attacks against enterprise companies surged. We watched social media teams get blindsided when trending hashtags attacking American brands were hijacked for discussions about Indian elections. Brand strategists struggled to explain why unrelated political tensions in the Middle East or East Asia derailed fashion campaigns. Executives demanded answers when anti-Western influencers gained overnight fame for attacking their products.
From Metrics to Media: Transformative Trends Redefining PR in 2025
Linda Zebian – Senior Director Communications, Muck Rack
As we step into 2025, the communications and public relations landscape is evolving faster than ever. According to the Pew Research Center, one in five Americans now regularly turn to social media influencers for news. The 2024 election has also underscored the growing importance of audio and video content, pushing organizations to prioritize these mediums more than ever. Meanwhile, AI is transforming PR workflows, with our latest State of AI in PR report revealing that three out of four PR professionals are leveraging generative AI in their daily tasks.
Amid this rapid transformation, Muck Rack has identified several key opportunities and challenges to keep in mind for 2025.
Navigating Communications in 2025:
Key Insights from Team Ruepoint
Team Ruepoint – Raina Lazarova, Kevin Fagan, Susan Ryan, Iskren Lilov, Alicia Bors, Esma Riza & Marina Grudeva
2025 is a year of transformation for PR and communications professionals. With AI revolutionising industries, audience expectations evolving, and platforms reshaping the media landscape, the road ahead is challenging and full of promise. To help you navigate with purpose and adapt with agility, we’ve gathered insights from some of Ruepoint’s brightest minds. The perspectives shared here are a compass for PR and communications professionals determined to lead with strategy, adapt with purpose, and connect with humanity. Let’s explore what lies ahead.
Keep up with the industry.
Subscribe to our Newsletter!
We know how difficult it is to keep up with PR & Comms. Trust Ruepoint to help you navigate the noise and deliver to you the latest trends and insights each month through the expert analysis of our team. Our monthly digest will also keep you updated on industry events, new initiatives and technological developments.