What Lies Ahead For PR Pros In 2025

That Solo Life, Episode 281: What Lies Ahead For PR Pros In 2025


Michelle Kane [00:18]-[00:29]: Thank you for joining us for this episode of That Solo Life, the podcast for PR pros and marketers who work for themselves. People like me, Michelle Kane with Voice Matters, and my wonderful co-host, Karen Swim of Solo PR Pro.Hi, Karen, how are you today?


Karen Swim, APR [00:29]-[00:35]: Hi, Michelle, I am doing well. Thank you. How are you?


Michelle Kane [00:35]-[01:27]: I'm doing all right, doing all right. By the time this episode hits, we'll be in the midst of the holiday weeks. I'm not going to name exact dates because I'll probably be wrong, but it's the perfect time to look ahead at some trends for 2025. There are so many good things to talk about. We're going to split this across two episodes. Let's dig in. What do we think is going to be big in 2025? I know one thing is just keeping in front of us cross-cultural sensitivity. We've seen a lot of retraction on the DEI front, and I know it's very disheartening, but I think for brands and corporations and companies, any business really, you've got to keep your eye on the ball because we're still a diverse world.


Karen Swim, APR [01:28]-[02:49]: Right. Very true. Even though formal programs are being dismantled or, you know, they're no longer funding things does not mean that the need to communicate to different audiences goes away. So I think the challenge in 2025 is continuing the spirit of those programs. You may work for brands that don't have a formal program, but you still have an audience that you need to connect with. And, you know, we've been saying this a lot, particularly since we had Lisa Gerber on our podcast talking about storytelling, but it is all about the story. And it really is about telling stories that resonate with your audience. And so that also means speaking in a language that is significant, that resonates with that audience. And we have to realize that none of us has a monolithic audience. They look different. There's different contexts. And so as communicators, we really still have to push for that, advocate for that, and ensure that our brand guidelines, communication guidelines, really are inclusive. Even if we as a country are shying away from the language that's attached to DEI, it doesn't mean that that is no longer important.


Michelle Kane [02:50]-[03:16]: Agree, agree. It's so important because I'm sorry, it is who we are. We are a diverse country, a diverse world. But I think that's also important internally. We're a diverse workforce too, and there's no getting away from that. There's a way that I believe it can be done. It just comes down to let's be respectful of each other and work to understand each other.


Karen Swim, APR [03:16]-[04:36]: It's as simple as that. I agree. It's unfortunate that we live in such a politically charged environment. And I believe that people saw some things that really bothered them, and they overcorrected and took away everything. You know, there's an old saying, like, don't throw out the apples and the apple cart, or something to that effect. I'm not remembering exactly. Yeah. However, you know, again, as communicators, we still have a responsibility to keep in mind that we are responsible for our publics. And the way that you'll get them to listen to them is to speak in a language that is meaningful. And, you know, we still have to do that. We still have to balance that even in this environment where there seems to be a pushback and a desire to really be one way. That's not going to work. It's going to create some backlash for brands. And so as communicators, you know, we have to protect our brands and we have to learn how to make the case for these things and how to educate and advocate for that within our own companies and also with our clients.


Michelle Kane [04:36]-[04:44]: Yeah. I mean, if they could only truly comprehend that being open to diversity is good for your bottom line.


Karen Swim, APR [04:44]-[05:00]: Yeah. We're in a heartbreaking time in my opinion, because we have tainted Yeah, good work and things that just make sense with political rhetoric. And that's it's just a, you know, dangerous place to be.


Michelle Kane [05:00]-[05:53]: Yeah. Yeah. And, you know, so we need to stop playing on people's fears and insecurities and work together and be stronger. So anyway. Yeah. So another trend we are seeing is just and actually this is more of a hope for me as well. And I'm sure it is for you. to have a focus on enhanced internal comms because that is such an important backbone of a successful business and you know some places do have formal departments and systems in place and others don't and It's okay, I get it. There's only so many people and so much time, but keeping your employees involved, especially as we're still partly hybrid, some people still work remote, some people are coming in. Keeping everyone on the same page and on mission is so key.


Karen Swim, APR [05:53]-[07:37]: I agree. And, you know, we talk a lot about trust and we talk a lot about how trust in organizations has declined. And a big part of trust is being transparent. Talking is communication. I mean, you know, if you think about, you know, your friendships, your human relationships, being able to talk and people sharing really does create trust. Last week, I talked to someone who worked for a company and she said to me, she said, it's almost terrible because if I ever got to a point where I hated my job, I would have to leave this company. And she said that because she works for a company that she loves. She trusts them. The leadership is open and honest. They bring the employees into decisions. They respect the skills and the expertise. They open the door to let other voices come in. It's not just all about the executive leadership team, but they're open to that. And as she's evolved in her career, they, you know, allowed her to grow and they don't care. The leaders don't care if the people outshine them because that's what you want, you know? And so it was such a beautiful thing to hear because trust them and she trusts the direction because there's this open communication. I wish that in 2025, like you, Michelle, I hope that the trend is valuing those internal communications as much as we do external media.


Michelle Kane [07:38]-[08:47]: Yeah. Yeah. Because I can attest, you know, having been part of or witnessed workplaces where it was great and it was open and then suddenly it wasn't and it just changed and you didn't, you no longer wanted to be a part of it. So yeah, that's our wish for the new year. Yeah. Right. I'm sure everyone out there is probably nodding their head. I'm like, oh yeah. Yeah. And another trend that we have our eye on is influencer partnerships. Influencers, they're not going away anytime soon, but how are they going to be a play in 2025? I recently attended a panel with my Philly PR association with some local Philly area influencers, and it was really interesting. And I know this isn't a blanket across the board, but it was really great to hear their insights and Honestly, their ethical approach, each one of them, and their desire to just do a good job for their clients because, well, duh, clearly that shines a positive light on them as well if they represent well. So it was really interesting how open they are to being creative. and just desiring to do their best work. Yeah.


Karen Swim, APR [08:47]-[09:47]: And you know, I love that you use the word creative because sometimes it takes that outside voice to, you know, share your company in a way that may not feel or come naturally to you. I had the pleasure of attending a Hootsuite webinar last week and it was all on social media trends. And one of the things that people said as a trend that they're seeing is the willingness to be more creative, which is, wow, isn't that, That is like a dream come true for all of us. We all have that in us. We all want to be creative and we want to not just speak in, you know, boring corporate jargon, but sometimes there has been a heavy, you know, heel to climb to really get there. So to hear that creativity might shine in 2025 makes my heart so happy. And the fact that influencers can bring that, I mean, I love that. That just, And I think that that is a good thing and that's where we can maybe bring the fun back to work.


Michelle Kane [09:47]-[10:14]: Hey, there's a thought. And yeah, I mean, I think the pendulum has to swing at some point, right? It can't all stay in this gray area that it just feels like in general we've been in. But yeah, I really hope that even just internally, I think each and every one of us, we need to do that for ourselves, right? We need to kindle the creativity to keep us going. And that's also something that I hope to see for us in 2025.


Karen Swim, APR [10:15]-[11:17]: I really hope so. Let's hope that the mood lightens and that everyone feels that goes into, you know, 2025, we'll be in 2025. But you know, I hope that there's a reason for optimism, not just that we feel optimistic, but that optimistic things are happening. And We are going to have some challenges in our profession next year, but I do believe firmly that in many ways it'll make our jobs more interesting and we will be able to demonstrate even greater the value of having true PR professionals on your team as we help brands and clients to navigate through these chaotic times where we are dealing with all of these big things like the lack of trust and misinformation, all of the things that are going on.


Michelle Kane [11:17]-[12:02]: Yeah, I agree. I agree. I am sensing it more and more that people are hungry for just what is true, what is real, and what is inspiring. I think sometimes we forget that we need it or we forget perhaps that we might be missing it. Look at this past year and just the embracing of the notion of joy, right? It's like we need to keep that. And we can. Each and every one of us can. So on that note, we'll be back next week with more trends. And we hope you have gotten a little something out of spending your time with us today. We are so grateful that you do. Tell us all about it at soloprpro.com. We want to hear from you. What trends are you looking at for 2025? And until next time, thanks for joining us on That Solo Life.