Reputation & Risk
The range of threats facing organisations today is staggering – geopolitical unrest, economic instability, climate crises, ideological polarisation, cyber threats, and the rapid spread of misinformation fueled by AI. Managing these challenges requires more than reactive strategies; it demands robust crisis management plans with PR and comms professionals embedded at the decision-making table. The key to mitigating reputational risks lies in being proactive and data-informed. By leveraging insights on risk, reputation, and crises, comms teams can shape smarter strategies that enable organisations to respond effectively in real time.
Media Fragmentation
Media consumption has never been more fragmented. Traditional online sources now account for just 22% of news consumption, while 29% comes from social media and 25% from search engines. For PR professionals, this means the ‘right place’ to communicate isn’t always obvious. To cut through the noise of an oversaturated market, it’s critical to understand where your audience is, how they consume information, and what content resonates. Consumption patterns vary significantly across geography, demographics, and purpose. While short and long-form video and podcasts are growing in popularity, they aren’t universally effective. Rigorous audience research is non-negotiable, and adaptability is key as trends shift – especially with some demographics abandoning platforms for ideological reasons. Assumptions won’t cut it; it’s all about designing content that speaks your audience’s language, in the spaces they naturally occupy.
Skills Diversification
As the media landscape evolves and new technologies emerge, the demands on PR professionals are intensifying. It’s not just about mastering traditional skills anymore; we need to embrace new platforms, get comfortable with AI, and become fluent in data, research, and measurement. PRs who hesitate to adapt will find themselves left behind in an industry that’s moving too fast for the ‘same old’ approach. This is a wake-up call for the profession as a whole: we must establish robust standards and expectations for ongoing skills development to keep pace with the challenges ahead.
Blurred Lines
Influencer marketing is no longer a separate discipline; it’s a natural extension of PR. While there’s been speculation about the ‘death of the influencer model,’ the reality is quite different. Brands are increasingly working with social media personalities and key opinion leaders to craft authentic and compelling narratives. This shift makes sense – working with influencers mirrors the traditional PR approach to media relations. Influencers often prefer partnerships with PRs who understand their natural style and how to authentically connect with their audiences, rather than marketers pushing overly polished, branded content. PR teams should be prepared to take ownership of these relationships and fight their corner with data to demonstrate the value of strategic connection building.
Diversity
Diversity in PR isn’t just a matter of fairness – it’s a business imperative. Yet, in a world increasingly polarised by ideological divides and ‘anti-woke’ backlash, DEI initiatives are under threat. Some companies are pulling back, but this comes with risks – not just for their reputation, but for the future of the industry itself. Many PR professionals from diverse backgrounds are considering leaving the field because they don’t feel supported or represented. This should sound alarm bells. Diverse teams consistently outperform their less inclusive counterparts across creativity, innovation, and overall success. These teams are better equipped to understand and connect with wide-ranging audiences, which translates into enhanced performance and growth. Neglecting diversity risks alienating our people, failing to connect with audiences, and stalling industry progress. The data on this is clear: inclusivity isn’t optional – it’s essential to thrive in a world where audiences and challenges are more diverse than ever.
