The beginning of a new year always brings with it a new sense of energy, purpose and ambition – no doubt driven in part by a plethora of new client projects, initiatives and long-gestating campaigns. As we kick off 2025, the prospects of new technology and what its proliferation means for culture, brand messaging and popular discourse are exciting. At the same time, as generative AI and other marketing technology come into their own, change the conversation and make their presence in our lives indelible, the time is ripe for agency and in-house professionals alike to prove their mettle and flex their creative muscle, making them ever more indispensable as strategic advisors to clients and enterprises.
The CPRS Toronto Board weigh in with their thoughts about what they are keeping an eye out for as 2025 progresses, and what the industry should actively have on their radar:
ANDREA CHRYSANTHOU, APR, President of the Board
“I’m excited to see how PR practitioners continue to use AI to improve productivity. A Capgemini survey shows that 52% of organizations plan to use agentic AI in 2025, and another 30% plan to do the same by 2027. This data likely underrepresents the real number of professionals already leveraging these tools privately to write copy or conduct research. I’m keen to see the new tools that will help us better automate processes and improve measurement. As these tools become more accessible and user-friendly, they will not only streamline mundane tasks but also free up time for PR professionals to focus on essential services such as strategic planning and creative development. This shift marks a pivotal moment in our industry, one where the blend of technology and human insight could lead to unprecedented levels of efficiency and innovation.”
CAROLINE DE SILVA, Chair, ACE Awards
“In 2025, responsible consumerism and purpose-driven storytelling will be the heartbeat of communications. Audiences aren’t just listening – they’re holding brands and organizations accountable to take meaningful action on social, environmental and cultural issues. Catchy slogans and feel-good campaigns won’t cut it; authenticity is non-negotiable. To stand out, PR teams must embed purpose into every strategy, ensuring bold promises are matched with tangible results. The winning formula? Build trust through transparency, create impact through action, and bring it all to life with stories that inspire, partnerships that resonate, and connections that truly matter.”
MONIQUE DANIEL, Chair, Sponsorships
“With easy access to a plethora of generative AI tools, communications professionals, now more than ever, will need to demonstrate their value beyond merely content creation and level up their roles to truly become strategic advisors, demonstrating how their tactics positively influence the behaviour of target audiences – while helping to meet real business objectives.”
ADNAN BASHIR, Chair, Communications
“As we move into 2025 and beyond, I expect to see a further fragmentation of the media landscape, as new media and alternative outlets come to dominate collective share-of-voice and command a larger chunk of audience attention. It will become even more evident to brands and individual personalities alike that micro-targeting is the need of the hour and reaching out to niche communities will be the new benchmark for success. As PR practitioners, it is our duty to stay abreast of these developments in an increasingly chaotic and fluid media landscape, which seems to see new entrants by the day – and advise our clients accordingly. The era of dominance by traditional, legacy media is over and if we are to retain trust as consultants moving forward, we need to adapt and navigate this changing environment. Outdated playbooks need to be discarded in a world that now has a new set of rules.”