Expert Insights From Our Team: 2025 Predictions for Communications & PR

As seasoned communicators, we’re always reflecting on what we see unfolding in the PR and communications space and exploring how those shifts might redefine how brands connect with their audiences. So, we asked our team to share their predictions on the future of the industry.

From the intersection of AI technology and human-centric storytelling to political impacts on internal communications and a shift in how PR pros are connecting with the media, the year ahead is shaping up to highlight a few key themes: authenticity, adaptability and innovation. Here are our 2025 predictions for communications and PR in the coming year:

AI as the Ultimate Tool, Not the Storyteller

Artificial intelligence (AI) has quickly evolved from being a novelty to an indispensable part of the communications toolkit for many. Yet, the challenge really lies in using it wisely.

Brad Kostka, president of Roopco, explains that AI is here to enhance—not replace—human creativity.

“In the year ahead, the most effective PR professionals will be those who can balance authentic storytelling with the use of AI tools to create and disseminate their content,” he says.

AI can streamline repetitive tasks, generate content outlines and even assist with creative brainstorming. But it cannot replicate the depth of human emotion and connection.

“We’re living in a time where misinformation is everywhere, and nothing wins the hearts and minds of the public like real, relatable stories,” he adds. “AI isn’t here to replace that—it’s here to amplify it.”

For professionals in PR and communications, the message is clear: lean into AI for efficiency, but stay grounded in human insights. The best campaigns that we’ll see over this coming year will seamlessly blend the power of AI technology with the emotion behind heartfelt, authentic storytelling.

The Rise of Micro-Influencers in Brand Storytelling

There will be big opportunities for B2B and B2C brands to partner with micro-influencers in the coming year, predicts Tori Pishkula-Domozick, senior account executive and project manager at Roopco.

“People are craving more authentic, personal connections and love raw, unfiltered content—and micro-influencers deliver exactly that for customers,” she explains.

Brands are waking up to the power of micro-influencer marketing as they look for more authentic ways to connect with their audiences. Unlike their celebrity counterparts, these influencers often have a much smaller, fiercely loyal following who sees them as relatable and trustworthy.

“This makes micro-influencers the perfect partner for brands wanting to tell their stories in a way that builds strong, genuine and meaningful relationships with their customers,” she says.

By teaming up with micro-influencers, brands can tap into communities that are already engaged and interested in their products and services to convey the brand story and create emotional connections.

A Pivot Back to Human-Centric Content

If there’s one word that keeps coming up in conversations about the future of content, it’s authenticity.

According to Katie Casciato, content manager at Roopco, the pendulum will be swinging back toward human-generated content over this next year—and for good reason.

“There’s been a lot of talk about AI, but what I actually think we will begin to see is a big shift toward more authentic, human-generated content—such as editorials, podcasts and live events,” she says. “I think this type of content will carry far greater value as AI-generated content floods our feeds.”

Audiences are tired of generic, algorithm-driven content that lacks personality and depth.

They want to hear from real people—whether it’s a brand’s founder, employees within an organization or even customers—sharing stories that are actually relevant to their lives.

“I mean, can you imagine if we no longer tapped into our powerful network of human knowledge and perspective? Every word, every piece of content, every strategy would be largely redundant,” she adds.

This shift opens up exciting possibilities for brands to double down on storytelling formats that foster connection. Whether it’s a behind-the-scenes podcast or a candid editorial about the state of an industry, the focus will be on creating content that feels genuine, relatable and valuable.

Design That Dares to Be Bold & Inclusive

In more recent years, design trends have leaned heavily toward minimalism—but that’s changing.

Lynn DeChant, director of graphic design at Roopco, predicts that we’ll start to see a wave of bold, inclusive design that prioritizes personality over perfection in the year ahead.

“I think we’re going to see brand design take a bold turn,” she shares. “Minimalism is really losing its appeal as brands increasingly lean into personality—vibrant color schemes, experimental typefaces and designs that break traditional conventions. This will give brands an opportunity to really stand out.”

Brands will also embrace flexibility, creating design systems that work seamlessly across both digital and physical spaces. The goal will be to cultivate experiences that feel cohesive no matter where or how a customer interacts with the brand—from websites and mobile apps to retail displays.

Beyond aesthetics, inclusivity and accessibility are becoming non-negotiables in brand design.

“There’s a growing emphasis on designs that cater to diverse audiences,” Lynn explains. “This will lead to designs that feel much more ‘human’—dynamic, inclusive and unapologetically authentic.”

For many brands, this means stepping out of their comfort zone to embrace creativity while ensuring their designs resonate with people who may come from all walks of life.

Media Relations Demands Flexibility & Ingenuity

There has also been a drastic shift in the way that PR professionals connect with the media.

According to Charlie Hatch, senior account executive—media relations at Roopco and a former reporter in his past life, adaptability is the key to success in story pitching.

“Reporters are constantly on the move and rarely tied to their desks, so stepping out of your comfort zone to meet them where they are really goes a long way,” he explains. “Everyone is different—some prefer email, others a quick text… and sometimes a DM on social media even works best.”

Building genuine, one-on-one relationships with those reporters will increase the chances of getting your story noticed. It’s about offering something valuable, pitching at the right time and being flexible.

“It sounds simple enough,” Charlie says. “But flexibility and a little creativity really can mean all the difference between being ignored by the media and getting your story picked up.”

Internal Communicators as the Bridge Builders

Internal communicators are the unsung heroes of an organization, often being challenged with addressing topics that are sensitive and deeply personal in nature.

Erin Reese, account manager at Roopco, anticipates that the role of internal communications will become even more crucial in 2025—especially following an intense election cycle.

“Many employees will be dealing with the impact of the election over the coming months or even years,” she says. “Internal communicators will have their hands full navigating all kinds of messaging—from an increased emphasis on wellness benefits and change management to guidance on how to communicate the impact of economic changes, trade regulations and potential supply chain issues.”

Of course, navigating even a hint of politics in the workplace is a delicate balancing act.

Her advice for internal communicators? Be prepared to navigate some tough conversations, address complex emotions and provide as much clarity as possible during a time of uncertainty.

“If there’s one thing we learned during the pandemic, it’s that internal communicators are the crucial bridge between employees and leadership,” Erin adds.

The focus will be on creating work environments where employees feel heard and valued. Transparent, empathetic communication will be key to fostering trust and unity among team members.

Nostalgia with a Modern Twist

Brands are increasingly turning to nostalgia to create meaningful connections, and Julie Osborne, account manager at Roopco, predicts that this trend will only rise in popularity.

“I think the future of communications is a blend of the old and the new. AI is changing how we create and strategize, but at the same time, we’re seeing a shift back to the familiar,” she explains. “Brands are turning to nostalgia to break through the noise of our overstimulated digital lives.”

Nostalgia resonates because it taps into an audience’s collective memories and emotions, evoking feelings of familiarity, comfort and trust. But the key is pairing it with innovation—such as putting a new spin on an iconic campaign or fusing throwback-inspired designs with modern tech.

“Automation can elevate this creativity while keeping the human connection piece,” Julie says.

Will Our 2025 Predictions for Communications Hold True?

As we reflect on how the PR and communication industry is changing, the road ahead feels a bit like stepping onto a shifting path—unpredictable yet brimming with endless possibilities. We’re navigating a budding world where AI will become a powerful partner, where tapping into nostalgia will spark meaningful connections, and where bold, human-centered ideas will push boundaries in entirely new and unexpected ways.

… But then again, isn’t that how some of the very best ideas have been born?