Looking Ahead: 4 PR Challenges to Tackle in 2025 — and How to Prepare Now

As 2024 winds down and the calendar flips to 2025, PR leaders face a rapidly evolving landscape that demands adaptability, strategy and foresight. Technological advancements and shifting political dynamics continue to create both opportunities and challenges, and it’s crucial for leaders to stay aware of these changes to succeed and thrive in the new year.

As a PR professional, here are four key challenges you are likely to encounter in 2025 — and some steps you can take now to ensure that your team and your organization are ready.

1. Navigating crises with speed and strategy

In an era where information travels at lightning speed, effective crisis management is more critical than ever. From data breaches to social media missteps, crises can escalate in minutes. In 2020, the world experienced a global public health crisis of this generation.

According to PwC’s 2023 Global Crisis Resilience Survey, 96% of organizations have experienced a crisis in the past two years. Those without a plan faced significantly longer recovery times and greater reputational damage than those who had anticipated specific crises scenarios.

Earlier this year, I had the opportunity to take a FEMA Crisis Communications certification course. That refresher training surfaced some important reminders all PR practitioners and leaders must keep top of mind. First, to safeguard your organization, you’ll need a crisis management plan that is both strategic and adaptable. Here are two key steps to put a plan in place:

• Build a response team. Identify key personnel from various departments — communications, legal and leadership — who will be part of your crisis response team. Ensure that they are trained and can act quickly under pressure.
• Develop scenario-based plans. Within the crisis management plan lives the crisis communication plan. Draft detailed responses for different types of crises, from social media backlash to corporate scandals. Run simulations to identify gaps in your plan and update it regularly to account for new risks.

Remember, a well-prepared crisis response plan isn’t static — it evolves with the times and keeps pace with new threats and opportunities.

2. Retaining top talent and fostering engagement

The “Great Resignation” is still a significant concern. PR professionals, like those in many other industries, seek purpose and fulfillment, and they won’t hesitate to jump ship if they feel undervalued or disengaged. 

A study from Gallup shows that companies with high employee engagement have 21% higher profitability. Engaged employees are also less likely to leave — an important consideration as PR teams compete for top talent.

To strengthen employee engagement and talent retention, start with these two steps:

• Provide growth opportunities. Offer clear career advancement paths and continuous learning opportunities. Employees who see a future within your organization are far more likely to stay. Consider professional development programs that align with emerging trends in PR and digital communications.
• Implement remote engagement strategies. With remote work now the norm for many, keeping employees engaged when they’re not in the office is essential. Establish regular touchpoints, such as virtual team meetings or one-on-one check-ins, to foster communication. Recognize achievements publicly to build a sense of connection and belonging.

By focusing on engagement, you’ll not only retain your top talent but also cultivate a team that’s invested in the success of your organization.

3. Adapting to new PR trends

In public relations, the only constant is change. New trends continue to shape the way we communicate, with platforms, tools and strategies evolving at a breakneck pace. Keeping up can feel overwhelming, but staying relevant depends on your ability to evolve.

Consider these steps to help you stay ahead of the curve:

• Create a trend-spotting team. Establish a group within your organization dedicated to monitoring new tools, platforms and communication strategies. They can report on emerging trends, such as social media shifts, influencer marketing changes or updates to SEO best practices.
• Invest in ongoing education. PRSA and other professional organizations offer webinars, conferences and certifications to keep us up to date on industry changes. Regularly investing in your team’s education will keep your organization nimble and responsive.

By embedding trendspotting into your PR strategy, you can keep your finger on the pulse and ensure that your team isn’t just following trends but leading them.

4. Understanding the benefits — and risks — of AI

Artificial intelligence is no longer a futuristic concept; it’s an everyday reality that can significantly impact the PR industry. AI can streamline workflows, personalize communications, and even predict public responses to campaigns. According to a report by McKinsey, AI could deliver up to $2.6 trillion in business value annually across sales and marketing alone.

However, AI also brings challenges, particularly around ethical issues like bias and transparency. Here’s how you can harness the power of AI in PR while mitigating its risks:

• Use AI to improve efficiency. AI tools like chatbots and automated media monitoring can free up your team to focus on more strategic tasks. Implement these tools to handle repetitive tasks, such as data analysis or social listening, allowing your team to spend more time on creative, high-impact work.
• Create an ethical AI policy. Before diving into AI tools, develop a clear policy that outlines how AI will be used within your organization. Address concerns like data privacy, transparency and bias. Make sure that your team understands the ethical implications of AI and stays accountable for responsible use.

By being thoughtful about AI integration, you can leverage its power without losing sight of the human element that makes PR so impactful. 

Now is the time to be proactive

As we prepare for the year ahead, addressing these four challenges head-on will help you and your team not only survive but thrive. Crisis management, talent retention, adaptability and AI integration are key building blocks of a resilient PR strategy. By taking proactive steps now, you’ll set your organization up for a successful, dynamic year 2025.