February Communication Insights
Today's newsletter is 1,291 words and a 6-minute read.?
Hello, comms professionals!?
? February is all about momentum - turning fresh plans into action and refining strategies as the year progresses. It’s a time to embrace new insights, sharpen your approach, and stay ahead of industry shifts.?
This month, we’re diving into key trends, practical strategies, and expert insights to help you navigate the ever-evolving world of communications. Because staying prepared and proactive is what sets great communicators apart.
Yours truly,??
The Ruepoint Team?
In this edition...??
Communication in 2025: Expert predictions on trends and best practices
We've curated a powerful collection of insights from global industry leaders to help you thrive in this dynamic landscape. 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.
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. ?Amith PrabhuFounder of the Promise Foundation
Amith Prabhu, Founder of the Promise Foundation
Every move that one takes is an opportunity to progress. Progressing with genuine action that makes a positive difference is what authenticity is all about. It can only unfold when there is intent. Authentic brands and authentic people behind these brands will always flourish.
Daisy Hawker Wallace, Deputy Director and Head of PR at Avanti West Coast?
The comms landscape in 2025 will ask us to blend digital tech and human empathy. If we stay adaptable and focus our energies on authentic engagement, we’ll be able to navigate this dynamic environment to keep it real with our audiences.
Todd Grossman, CEO of Placid Ventures
As we prepare for 2025, the communications industry must adopt a forward-thinking approach to combatting disinformation. By staying vigilant, leveraging technology, and fostering collaboration, we can protect brands from the chaos of disinformation and guide them toward a more resilient future.?
How to get started with media measurement?
A press release goes out, media coverage picks up, and social conversations spark – but what happens next? Did the message resonate? Did it reach the right audience?
Without a structured measurement approach, it’s impossible to know whether a campaign is truly making an impact or just making noise. For PR and communications professionals, measurement is the key to understanding effectiveness,? demonstrating value, and refining future strategies.
This guide walks through the foundational steps of media measurement, helping professionals build a sustainable framework that delivers actionable insights.???
1. The power of key messages?
Key messages define how an organisation is perceived. While identifying them may be challenging at first, they evolve over time as insights from media analysis emerge. A strong measurement approach doesn’t just track coverage—it evaluates whether the right messages are reaching the right audiences. It’s not about counting mentions; it’s about assessing message impact and resonance.?
2. Balancing quantity and quality metrics?
In media measurement, quality often outweighs quantity. While tracking the volume of media coverage is useful, it doesn’t tell the full story. Evaluating sentiment, prominence, and message penetration provides a deeper understanding of media effectiveness.
3. Aligning measurement with business objectives?
Media measurement should never be isolated from broader business goals. PR teams should ensure their insights support organisational priorities and adapt their measurement strategies as those priorities evolve. This alignment ensures that media measurement is seen as a strategic function rather than just a reporting exercise.?
4. Budget considerations?
Budget constraints are a reality for many PR professionals, but effective measurement doesn’t always require a large investment. Prioritising media types and focusing on essential metrics can make measurement both practical and impactful. Over time, as budgets expand, measurement can evolve to cover a broader scope. ?
The shifting social media landscape: What it means for PR and Measurement
The communications industry is facing a big challenge: keeping up with the fast-changing world of social media. Platforms are constantly evolving, and measurement tools are struggling to keep pace, making it harder than ever to reach and track target audiences effectively.
The pace of change is relentless, with platforms launching new features, audiences shifting allegiances, and algorithms being constantly updated.
For PR professionals, it’s like trying to navigate a moving target while the rules of the game keep changing. Here we’ll explore how these shifts impact PR and measurement and why understanding them is crucial for staying ahead in the evolving media landscape.??
Bluesky’s rise as the alternative to X?
Bluesky’s design prioritises user agency and engagement more than reach. Many users have expressed that they prefer this real interaction with genuine audience over the large reach numbers they had on Twitter, which often didn’t translate into more interactions, followers, etc. This signals a deeper change in user behavior and expectations - a shift PR professionals can’t afford to ignore.?
Meta’s AI bots and artificial engagement?
Meta recently came under fire for introducing AI bots accounts on Instagram and Facebook to boost engagement metrics. While Meta removed some of these profiles following criticism, the episode highlighted the challenge PR professionals face in distinguishing real user interactions from artificial ones, complicating accurate measurement of campaign success.?
The TikTok ban?
In January, the U.S. briefly banned TikTok, but the app returned after President Donald Trump signed an executive order granting it a 75-day extension to comply with a law requiring its sale. This underscored the platform’s vulnerability to regulatory decisions and the need for PR professionals to adapt quickly and the ability to pivot quickly in response to regulatory changes.?
The need for better measurement tools?
Without reliable media intelligence partner, PR professionals face an uphill battle in proving the value of their work. In an unpredictable social media world, the ability to adapt strategies and demonstrate ROI will separate industry leaders from those struggling to keep up.?
Explore The Ultimate Guide to Crisis Communication
In a crisis, data is your most powerful ally. Without a well-structured, data-driven approach, managing crises effectively can be overwhelming, leading to fragmented responses and prolonged recovery times. This guide equips you with the tools and strategies to respond swiftly, manage public perception, and maintain control, ensuring your organisation emerges stronger from any crisis.?
- Get practical advice on crisis management from top experts?
- Learn to create customised crisis communication plans that align with your organisation’s unique position?
- Master the art of embedding crisis communication into your overall strategy, allowing your team to respond proactively?
News Bites?
Before you go, check out some interesting reads and listens we've handpicked for you! Whether it's a standout podcast, an article that caught our eye, or a must-read blog post, we’ve got a few gems to keep you entertained and informed.
Stay curious.?