2025: A Time to Re-engage

We have been living through one of the most significant transformations in the history of communications —marked by the decline of traditional media channels, the impact of hybrid work on team dynamics, and the sweeping disruption of AI. As a result, many communications teams spent the past year in neutral—uncertain how to adapt but aware that change was inevitable.

With the U.S. presidential election behind us, organizations must re-engage in 2025. While strategies will vary depending on each organization’s unique makeup of stakeholders, here are some critical themes to consider as you gear up for the year ahead:

1. Be Authentic

This past year, the backlash against “woke” culture highlighted a key issue: too many companies focused on performative ESG actions rather than embracing the deeper “why” behind them. For many organizations, this came across as inauthentic, leaving them vulnerable to criticism, attacks, and ultimately retreat.

In 2025, fortune will favor companies with clarity of purpose and a genuine commitment to their employees and stakeholders. Authenticity doesn’t mean “putting your neck out”—it means engaging in meaningful dialogue and ensuring that actions align with an organization’s mission, vision, and values. Brands that can clearly articulate their motivations beyond just protecting or promoting profit will outperform those that chase popular opinion.

As communicators, it’s our responsibility to guide executive teams toward actions rooted in genuine values, ensuring that corporate messaging reflects more than just surface-level sentiment.

2. Connect, Don’t Just Project

Projection is about pushing an agenda; connection is about listening and responding. Use tools like employee town halls and social listening platforms to understand the motivations of your most important audiences, and then build programs that demonstrate they’ve been heard.

This approach is especially critical for employee engagement. A recent Wall Street Journal report found that the number of Americans seeking new jobs hit a 10-year high this quarter. Employees feel undervalued and vulnerable, especially as leaders focus on adopting AI rather than helping teams adapt to work alongside it. When employees feel heard and valued, they perform at their best—and are far more likely to stay.

3. Speak in First Person

In the recent presidential election, the most influential voices shared common traits: they were personal and authentic. People turned not to media brands but to individual, relatable voices they trusted.

This is the year to develop your organization’s authentic voice and amplify it through the individuals who best represent your brand. This could mean direct communications from your CEO to employees or leveraging passionate brand ambassadors with deep expertise and an authentic connection to your mission.

4. Experiment Boldly

Few organizations have a clear understanding of which channels are most effective for earned media, largely because those channels are in flux. Make 2025 the year of experimentation.

Break free from outdated models that have shown diminishing returns and embrace new approaches. This will require courage—especially when pushing back against internal stakeholders who may cling to past practices while simultaneously questioning PR’s effectiveness.

5. Lead with Grace and Conviction

Uncertainty breeds discontent and unpredictability among employees and peers. Effective leaders must strike a balance: show empathy for the challenges others face, while also leading with clarity and decisiveness.

Understand that much of the unpredictability you encounter is not personal or ill-intended. Yet, countering inaction or insecurity requires projecting calm, clarity, and confidence. The most powerful antidote to uncertainty is steadfast leadership that inspires trust and action.

Final Thoughts

As we step into 2025, communications leaders have an extraordinary opportunity to redefine their roles and the value they bring to their organizations. By being authentic, connecting with key audiences, and embracing innovation, we can turn this period of transformation into one of tremendous growth and impact.

Let’s make 2025 the year we re-engage, lead boldly, and build lasting connections that drive success.