I can’t believe I’m writing about predictions for 2025, but it’s that time of year already.
While this is by no means an exhaustive list, these are some of the issues our colleagues at the Canadian Public Relations Society are thinking about:
The Integration of AI: AI is revolutionizing public relations and even slow adopters are beginning to use it regularly. Almost everyone I know uses AI in some form, whether it’s to pull ideas for content, create a press release layout or copy-edit their work.
Political Volatility: Elections on both sides of the border mean many consumers are politically charged. A stance on an issue or silence on another can make or break a brand. Brands will have to navigate what makes sense based on their clientele while monitoring trends and daily news to ensure they do not alienate employees, partners or customers.
Data is Key: Data can provide insights into audience thought processes, measure campaign effectiveness, and inform strategic decision-making. More and more, brands are analyzing social media interactions, website analytics, and media coverage to better understand which messages and tactics resonate with their audiences.
A Shift to Paid Options: As newsrooms continue to shrink and influencers continue to gain favour, PR professionals will have to factor in paid options in their campaign strategy. I am seeing more colleagues, even those who specialize in earned media, pitching paid options to their clients, whether it’s paying for influencer sponsorships or endorsements or turning to paid “editorial” opportunities in traditional outlets,
More Blurring between PR and Marketing: Public relations professionals will also have to become experts in traditional “marketing” tactics including SEO, email marketing and content marketing. When Edelman laid off 5% of its workforce earlier this month, the company noted that they are having to change the way they integrate their services because corporate and brand marketing worlds are overlapping. Clients want one agency that can do it all.
The Rise of LinkedIn as a Thought-Leadership Platform: Brands are increasingly posting their thought leadership content on LinkedIn and I love it! Not only is this a free outlet but it positions the brand in front of direct audiences. Think about who follows a brand – employees, partners, clients, etc. – the same audiences that a brand wants to reach.
Social Media as a Key News Source: According to the Reuters Institute 2024 Digital News Report, one-third of Canadians get their news from social media. This means journalists and media outlets have to write articles and content that engages audiences on these platforms – typically highly-charged, often emotional, click-bait-type content. This, in turn, means PR professionals have to write pitches that will lead to content that better resonates on social.