PRNEWS

As the year winds down, it pays to review the events of 2024 and assess their impact on the industry in the coming year. Friends within our audience of PR and comms professionals have provided predictions of what’s to come in 2025, which we’ve organized into a series to publish throughout the week. The following address the evolution of content creation and storytelling in the coming year.

As 2025 approaches, it pays to take stock of everything that occurred in 2024 and how it could impact the next year of the PR industry. Some friends in the communications world approached PRNEWS with predictions for the coming year in regards to internal communications.

What topics attracted the most attention from PR professionals this year? Take a look at the PRNEWS top 5 most-read stories in 2024. Crisis and digital PR seemed to engage our audience most—particularly anything having to do with TikTok or LinkedIn.

It’s unwise to predict the future. Just ask people who bet on uncertainties, like wagering on sports events or the stock market.

With the start of a new year brings a fresh perspective on goals, wants and needs for the days, weeks and months to come. We reached out to the PR community, asking for their 2025 resolutions—professional AND personal. The responses bring a renewed sense of hope and excitement for the communications industry, with all of these great ideas and goals being set.

Bloomberg, Yahoo Finance, and CNBC—these outlets have long been the pinnacle for executives looking to broadcast their message. For communication leaders, securing these broadcast placements once delivered huge returns, as it was the most reliable means to capture the attention of mass audiences.

Artificial intelligence continues to be of interest to nearly every industry, with applications including personalized shopping suggestions on social media platforms to office productivity programs with AI assistants. Its widespread adoption shows the technology has only begun to impact our everyday lives. However, its evolution will need to address some concerns—and quickly.

The creator economy is shifting from existing as a tool for publicity to becoming a component of business strategy. The State of the Creator Economy panel at CES 2025 discussed the new roles creators are taking on within brands and organizations based on a need for authentic connection with audiences.

The best part of the Consumer Electronics Show, a.k.a. CES, is talking to and working with the CES communications team. Here we get a behind-the-scenes look with Cat Forgione, Director of CES Communications, including media days, staffing executives for a myriad of interviews, how the staff divides and conquers media inquiries, broadcast setups and more.

PRNEWS welcomed Doug Thornell, CEO at SKDK, to its CES stage. Thornell and Managing Editor Nicole Schuman discussed the benefits of agencies coming to CES, innovations in storytelling, and navigating an upcoming changes to the tech policy landscape.