Public relations isn’t just damage control or brand reputation—today, it’s an active force shaping perceptions and driving business outcomes. Read about Burnett’s Crisis Management Model for a strategic approach to handling and managing brand risk.
The 2025 PRWeek/Cision Comms Report highlights critical areas brands must master: leveraging AI for analytics, precise measurement of PR impact, the growing power of employee advocacy, content strategies that foster genuine engagement, and overcoming typical communication barriers.
Let’s dive in to see how your brand can strategically excel in the shifting PR landscape.
AI and Data Analytics Adoption
Generative AI has moved past experimentation—65% of PR professionals actively use AI to enhance their analytics.
Yet many miss an opportunity, with only 37% creating their proprietary tools. Investing in your customized AI tools positions your brand as innovative and forward-thinking, giving you unmatched insight and speed. With only 63% of companies maintaining ethical AI guidelines, establishing transparent and responsible AI practices sets your brand apart as a trusted leader.
Measurement Capabilities
Measurement in PR has evolved significantly, with 68% of professionals now successfully demonstrating how their strategies directly impact business goals.
Surprisingly, about a third of them still rely on superficial metrics like media impressions. Focusing on advanced metrics such as attribution and revenue impact positions your brand not merely as effective communicators, but as essential business strategists. Proving ROI aligns you closer with the C-suite, securing ongoing investment in your initiatives.
Influencer Effectiveness
Forget celebrities—employees are now the strongest influencers, with 52% effectiveness compared to celebrities at just 24%.
Authentic employee stories resonate deeply because they reflect genuine passion and sincerity. Encourage and amplify employee voices to build trust organically. By cultivating internal ambassadors, your brand connects more meaningfully with consumers, driving loyalty through real, relatable experiences.
Content Strategy Insights
Brands have historically leaned heavily on earned media, but paid media’s role is quickly catching up, now prioritized by 28% of professionals.
Social media comments and shares are emerging as top engagement metrics (46% each), but there is an overlooked gap—article readership. Engagement is often prioritized, yet the real impact comes from articles that are thoroughly read and absorbed. Focus your content strategy on creating deeply informative, readable articles rather than chasing superficial interactions. Prioritizing readership data ensures your audience truly understands and values your brand’s message.
Communication Challenges
Many communicators remain caught in reactive cycles, with 39% citing this as their biggest challenge.
Brands consistently ahead of the curve invest in proactive planning—anticipating shifts rather than responding to them. Developing cultural intelligence—understanding and anticipating societal trends and values—is crucial for proactive strategy. Transitioning to a strategic and forward-looking communication framework allows your brand to define narratives, shape industry conversations, and establish market leadership.
Leading the Next Era of PR
The future of PR demands proactive strategies, proprietary AI-driven analytics, genuine employee advocacy, precise measurement of business impact, and authentic content engagement. Brands bold enough to embrace these shifts won’t just keep pace—they’ll set new standards for industry success. In an environment increasingly defined by authenticity and measurable results, your brand’s path to leadership lies in harnessing these transformative opportunities now.
Ready to upgrade your PR tools?
Check out our 2025 Buying Guide: Top Media Monitoring Software Platforms.
