At this time of year, there is understandably a lot of talk about endings. We are all in closing-out mode; wrapping things up for Christmas; already reflecting on the year gone by. The finishing line is in sight!
For Cullen Communications, it’s been a year to savour. We were named PRCA Agency of the Year for the first time in our history; a testament to our team’s ability to solve complex challenges with effective, creative communications. We also celebrated our first full year as a certified B Corp. We’ll always look back fondly on 2024.
Relevant Insights
But as the year draws to an end, there’s a new beginning right around the corner. What’s in store? It’s time to polish our crystal ball and see what PR professionals, agencies and the industry can expect in 2025.
AI big news – and getting bigger
This one is the proverbial no-brAIner. In the blink of an eye, artificial intelligence has changed the game for Public Relations – and many other sectors – and its influence will continue to grow next year.
With a human hand on the tiller, AI-powered tools have helped PR professionals become more efficient, more creative and better able to make data-driven decisions. Functions like content generation, social media monitoring, influencer targeting, and media listings have become more accurate and measurable – music to the ears of agencies and clients alike.
Small is beautiful in influencer-land
Let’s face it, who wouldn’t want a Taylor Swift or a MrBeast going to bat for their brand? The biggest influencers in the world have vast audiences and can catapult almost any digital marketing campaign into the global conversation.
The big guns do not come cheap, however, and the sheer scale of their following can sometimes dilute the focus of a campaign. Throwing money at a big name can also come across as inauthentic, especially as they rarely interact directly with their audiences.
By contrast, micro- and niche influencers are proving to be a wise investment – more accessible, more relatable, more credible, more flexible, more organic, more engagement, oh and more affordable! In 2025, a micro-influencer who truly aligns with your brand values might just turn out to be worth their weight in gold.
Brands that do good will do well
It’s no secret that most consumers want their favourite brands to be what they themselves want to be: a force for good in the world. By choosing ethical brands – including B Corps like ourselves – people are voting for positive change and more responsible business practices.
For businesses, meeting the expectations of their consumers isn’t even about ethics anymore. It’s about growth, sustainability, relevance – and regulation. Nobody is really talking about it, but the Corporate Sustainability Reporting Directive (CSRD) is going to intensify the spotlight on a lot of companies.
The need for crisis management will surge
As the level of media and public scrutiny increases, more organisations are going to find themselves in hot water. If consumers feel that a brand no longer aligns with their personal values, they will quickly cut the cord. Many companies have found this out the hard way.
From a communications perspective, this will increase the demand for crisis management services; one of our core offerings. Brands will need to mitigate against reputational (and financial) damage not only by reacting swiftly and decisively to limit the fall-out, but by having a plan ready in case things go wrong.
Everyone is striving to be a ‘thought leader’
Our friends at Clearly PR (another fellow B Corp) reported recently on an interesting post-pandemic trend that’s been happening on LinkedIn. In summer 2020, there were just over 1 million people on the platform who referred to themselves as a ‘thought leader’. Today, that figure has rocketed to 1.5 million.
This is interesting, but not unsurprising. Thought leaders are people who share high-value insights and genuine expertise that position them as reliable, credible, trustworthy sources of information (including for media inquiries) within a certain sector. Who wouldn’t want to be that?
Although it started life as a professional networking platform, LinkedIn has become the world’s premier battleground for thought leadership as individuals and brands jostle for space, profile, and clients. If you’re not already building your clients’ profiles on LinkedIn, make sure you start in 2025.
Next year we celebrate 40 years in business
It’s been another hectic year in PR and we’re looking forward to a hard-earned festive break as we recharge the batteries for the new year. What do you think of our predictions for 2025? Let us know in the comments on our social media.
Next year, it will be 40 years since my father Frank Cullen founded Cullen Communications way back in 1985. We’re incredibly proud to have reached the milestone and my final prediction for 2025 is that we will celebrate in style! Watch this space.
Finally, on behalf of all the team here in Clyde Lodge, we hope you have a peaceful and relaxing Christmas and a healthy, happy new year.
About the author
Owen Cullen is Managing Director of Cullen Communications, and provides high-level strategic guidance and consultancy. His specialist skills include corporate strategy, digital communications and sustainability