.gif)
Simple, concise and authentic messaging will build brand trust
January's over but uncertainty around the geopolitical and economic climates still lingers over us. What should PR professionals focus on in the months ahead?
As we shift gear into February, the global economic landscape remains a mix of challenges and potential shifts that will shape markets and industries worldwide. From high interest rates to the evolving impact of AI and a potential fiscal boost in the US because of a new president, there are several key factors that will define the year ahead.
Trust has eroded over the years
The last few years we have witnessed a broad-scale erosion of trust, not just in politics and big corporates but also in technology. This is because of AI abuses, security breaches, tech failures – particularly around automation – and anticompetitive practices. All of these have driven consumer distrust of technology.
Therefore, what we will see in this year is a more humanised approach to communication becoming a strong and steady trend, with genuine storytelling taking centre-stage. This presents a fantastic opportunity for PR strategies to prosper.
Audiences are yearning for more authentic interactions with brands. Moreover, the two-way communication that some platforms offer is perfect for eliciting responses that will lead to improved PR campaigns.
This means that PR specialists must ensure that brands have an authentic voice and demonstrate genuine belief in what they stand for. If a brand slips up, audiences will notice, and their credibility will be impacted.
Technology can be a great tool for finding out about your target audience, but PR experts still need to establish and nurture that human connection to make sure the way brands personalise their messages and content in 2025 is more authentic.
Finding authenticity
I say this because audiences are now more critical and suspicious of information in the era of fake news and misinformation.
At the start of the year, Apple was told to drop its AI tool because it was pushing fake BBC News stories – a news summary from Apple falsely claimed darts player Luke Littler had won the PDC World Championship before he even played in the final. This is why authenticity (and accuracy) is needed, and brands must ensure they go the extra mile to provide that.
Real and transparent communication is critical for maintaining credibility and long-term relationships with stakeholders – especially among customers that are experiencing financial uncertainty due to economic headwinds.
In PR strategies designed this year, storytelling will exist to create a compelling narrative intertwined with candid discussions about organisational challenges.
Facebook’s popularity is waning
Social media will have its part to play, but again some tools are becoming less in favour than others. Facebook is being used less and less often; in fact, data confirms a drop-off rate among gen Z as they move to platforms like Instagram (also Meta) and TikTok.
LinkedIn and TikTok will remain important in 2025. These platforms are valuable for showcasing thought leadership and building relationships with both the media and customers.
But there are rising question marks over X, with the spate of tweets from Elon Musk causing concern, with some subscribers even moving to competitor Bluesky.
Although both platforms support quick, concise interactions and take distinct approaches to online engagement, Bluesky focuses more on user control and open-source values, while X prioritises broad reach and advanced analytics. It will be interesting to see how adoption of both unfolds in the year ahead.
The need for simplified brand messaging
In a world full of complexities one thing is certain, the need for simpler brand messaging. To stay competitive, brands must simplify their copy to make it short and punchy.
A brand's messaging must be concise, catchy, and authentic. It needs to focus on what challenge the organisation is solving and how its proposition will help.
Typically, short messages translate better on social media. And we know from experience that a short, attention-grabbing subject line is better for pitches, along with images and videos that convey the company’s message.
And finally, no article would be complete without mentioning AI. Most pundits are saying that 2025 is the year that AI starts to become useful.
In 2024 AI had to navigate the ‘trough of disillusionment’ as early excitement collided with the reality of its limitations. However, as organisations rethink their strategies, this phase of setbacks will unlock new opportunities.
This year, AI is set to shift into the ‘plateau of productivity’: with refined AI models, scaled projects, and practical, high-impact applications. This will be a considerable shift in comparison to the toe-dipping and experimentation we’ve seen in 2024.
Paula Elliott is the managing director of C8 Consulting.