Orla Graham, insights consultant at CARMA, takes a look at the five key trends shaping public relations in 2025.

Across the board, organisations are faced with a dizzying array of issues, threats, challenges and changes in the year ahead. For reputation managers, this represents an opportunity to play a pivotal role in navigating the organisations that they represent through these difficult waters. Where there’s confusion, there’s an opportunity for consultancy, whether in-house or agency-side. Below are the five key trends that professional communicators need to be aware of, to give themselves the best opportunity to thrive in these uncertain times.

Reputation and risk

The sheer range of potential reputational threats confronting organisations today is immense - geopolitical instability, economic turbulence, climate emergencies, ideological divisions, cyber risks, and the rapid spread of AI-driven misinformation. Addressing these challenges requires more than reactive measures; it calls for well-structured crisis management strategies, with PR and communications professionals playing a central role in decision-making. The cornerstone of managing reputational risks lies in a proactive, data-driven approach. By harnessing insights into risks, reputation, and crises, communications teams can craft more intelligent strategies, enabling organisations to respond swiftly and effectively as events unfold.

Media fragmentation

The way people consume media is more fragmented than ever. Reuters Institute's 2024 Digital News Report found that traditional online outlets now account for just 22% of news consumption, while 29% comes via social media and 25% through search engines. For professional communicators, determining the 'right place' to communicate has become increasingly complex. Cutting through the noise of an overcrowded media landscape requires a deep understanding of where audiences are, how they engage with content, and what resonates with them. Consumption habits vary widely depending on geography, demographics, and purpose. Although formats like video and podcasts are growing in popularity, they’re not universally effective. Rigorous audience research is essential, and flexibility is crucial as trends evolve - especially as certain demographics abandon platforms for ideological reasons. Assumptions are no longer sufficient; success lies in creating content that speaks directly to audiences in the spaces they naturally inhabit.

Skills diversification

The demands on communications professionals are evolving rapidly as the media landscape transforms and new technologies emerge. Traditional skillsets alone no longer suffice - success now hinges on embracing emerging digital platforms, leveraging AI, and mastering data-driven insights. Those slow to adapt risk falling behind in an industry that refuses to stand still. This is a call to action: the profession must prioritise continuous learning and establish clear expectations for skill development to stay ahead in an ever-changing environment.

Blurred lines

Influencer marketing has seamlessly woven itself into the fabric of PR, moving beyond a standalone tactic to become a core component of strategy. Despite claims that the influencer era is waning, brands are increasingly tapping into the power of social media personalities to deliver genuine, compelling stories. This shift mirrors PR’s traditional focus on media relationships. Influencers, much like journalists, prefer collaborating with professionals who respect their voice and can craft authentic connections with their audience. To own this space, PR teams must champion these partnerships, using data to prove the value of cultivating meaningful influencer relationships.

Diversity

Diversity is no longer just a ‘nice to have’ in PR - it’s an essential business driver. Yet, in a climate of ideological pushback and scepticism around DEI initiatives, some companies are pulling back, putting their reputations and long-term resilience at risk. Alarmingly, professionals from underrepresented backgrounds are reconsidering their future in the industry, citing a lack of support and inclusion. This trend threatens creativity, innovation, and the ability to engage with broad audiences - all of which flourish in diverse teams.

If the PR industry hopes to thrive, it must embed inclusivity at its core. The data is unequivocal: prioritising diversity isn’t just morally right - it’s the key to unlocking sustained success in a world that values authenticity and representation.

In 2025, there is an opportunity for professional communicators to thrive in this era of uncertainty. By offering clear-eyed, data-informed insights across these and other important areas, they can help protect and improve the reputations of the organisations that they represent.