Whitepaper
Economically uncertain times call for strategic action—including in your communications. Yet, many companies cut back exactly here first. That’s a mistake: anyone looking to build visibility, trust, and relevance through PR in 2025 must understand how the demands on communication are shifting.
In our whitepaper, we reveal five key trends that decision-makers need to know—from corporate political responsibility (CPR) and executive branding to cross-channel video content. You’ll get concrete recommendations on how to audit your PR setup, achieve relevance over reach, and create real impact with a clear stance. Perfect for CMOs, PR leads, and CEOs who view communication budgets not as a cost center, but as a business lever.
Download it for free now and make a difference with modern PR.
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In an era of increasing economic uncertainty, the importance of PR is often underestimated. When recession knocks at the door, many companies’ knee-jerk reaction is to slash their PR or marketing budgets. That’s a mistake—and we don’t just say that because our revenue depends on it. Because right now, it is more critical than ever to invest in strategic communication.
01: Studies show that companies that maintain their communication budgets during economic uncertainty see up to 50% more ad recall after the crisis.
02: Consumers prefer brands that communicate authentically, transparently, and with purpose.
03: Coverage in quality media is becoming a true trust indicator in the daily flood of content.
"Companies that demonstrate resilience during times of crisis and continue to invest in communication emerge with a strengthened brand."
Let’s be honest, money probably won’t be flowing as freely in 2025, right? But as Bill Gates once said: "If I was down to my last dollar, I'd spend it on PR."
Easier said than done. In reality, it’s about a highly strategic selection of relevant PR measures that contribute to your positioning through targeted messaging.
In this white paper, we examine five key trends and provide you with practical tools to future-proof your communication strategy—and to challenge whether it truly contributes to value creation.
01.
Between Trump and the collapse of the German coalition government, society is increasingly judging companies by whether and how they take a political stance. The reality is: when companies try to remain politically neutral, they are still communicating something—namely, that they support the status quo because, from their privileged (or ignorant) perspective, they view it as non-political.
Most companies are now familiar with its big sister, Corporate Social Responsibility (CSR). However, in times of political crisis and economic turbulence, societal expectations of companies are rising—from investors, trade and business partners, suppliers, and customers, as well as current and potential employees.
While many companies hesitate to speak out, right-wing populist voices are gaining ground—a trend that companies with significant reach can help counter. After all, with great power comes great responsibility (a great quote from the Marvel universe).
Consumer expectations are clear:
Corporate Political Responsibility (CPR) calls on companies to take an active stance on political issues. Long overdue, if you ask us. But, of course, it’s not about commenting on everything; it’s about clearly defining and communicating your own position.
"We cannot be politically neutral because political neutrality does not exist. Watzlawick said it first: One cannot not communicate. Our work is political, whether we like it or not."
Uncover blind spots and take stock of your sustainability, diversity, and inclusion efforts. Establish core values and document them in a Code of Conduct – a set of rules for how all employees communicate and behave.
Develop explanatory formats and training sessions, for example on media literacy and the ability to identify fake news. Form reflection groups to critically examine your communication strategies. Define a language that avoids reproducing populist narratives.
Yes, speaking about your stance or commitment has a positive impact on your brand. However, always ensure that what you communicate externally is also practiced internally. Otherwise, you risk losing credibility with your employees. You should always bring them on board before going public.
02.
By 2025, videos are expected to account for 82% of all internet traffic. That’s a lot. LinkedIn now features short videos, which the algorithm prioritizes over text posts. More video means more visibility.
This trend is not bypassing leading media outlets like tagesschau, DIE ZEIT, or Der Spiegel either – we are observing a greater focus on podcast formats and an "Instagramization" of news apps. It’s no wonder; they too must keep up in a diversified media landscape and make their content relevant to their target audiences.
People consume content selectively and on platforms that fit their lifestyle. A "one-size-fits-all" strategy leads to wasted reach. More than two-thirds of users abandon a purchase process if the content doesn't appeal to them. That’s why you need something tailored (– Trump’s campaign on X was no coincidence).
"You don't have to jump on every trend, but video and audio formats are the language of an entire generation. To ensure we don't miss the mark with this target group, channel-specific content is incredibly important."
Once you understand where your target group spends their time, leverage channel-specific trends to boost your engagement. Wrapped in a "Brat Summer" trend, your employer branding content suddenly becomes current and relevant for lifestyle media – as well as for your own social media channels.
Anticipate the needs of hosts and journalists as well—a podcast host requires different trust factors than someone publishing an interview in print. For video formats, your contact person needs to be confident that your spokesperson will look great on camera.
Get the most out of your content by repurposing it for different platforms. A filmed podcast interview can be adapted into a short video for Instagram or an expert post for LinkedIn.
03.
People follow people. This trend has been evident on LinkedIn for several years: positioning executives as industry experts and thought leaders.
While it requires time and resources, the benefits outweigh the costs: strong personalities can positively influence brand perception and open up new business opportunities—which is especially important during challenging economic and socio-political times.
B2B experts like Sarah Emmerich and B2C experts like Johannes Kliesch lead the way: they not only have a wide reach on LinkedIn but are also gaining increasing attention in the press.
A consistent presence across various platforms builds credibility and increases the likelihood of being seen as a valuable contact for the media or as a speaker at events. Personal branding on LinkedIn and in the press go hand in hand.
"Since the beginning of 2024, it has been possible to run LinkedIn Thought Leader Ads—a new advertising format that allows you to promote your employees' posts."
A successful personal brand isn't built overnight. However, you can establish a solid reach within just one year. To do this, develop a personal content strategy for executives that blends expertise with personality. Use LinkedIn for quick reactions to industry news, and podcasts for in-depth discussions. Keep the core message the same, but tailor it to your specific target audiences.
Prepare your spokespeople for interviews and public appearances. Speaking out on LinkedIn can be uncomfortable for some, but a press interview or a panel talk can't be edited five times. That’s why preparation is key.
04.
First, the facts: the digital world is full of content—much of it generic and interchangeable. And yes, using AI in content creation saves time and money. But companies that use it unfiltered for every communication effort risk losing the trust of their customers.
People crave real stories they can relate to. A full 94% of people will recommend a brand if they have an emotional connection to it. They want to know who is behind the brand—with all its highs and lows.
Therefore, authenticity will not just be a differentiator in 2025, but a central success factor. This approach is likely to prove particularly effective with Millennials: they place an even higher value on authenticity and already make up 40 percent of all consumers today.
"Failing beautifully almost always works as a story—once you're ready to admit your weaknesses, you get a lot back from the media."
Tell stories that evoke emotion. Don't just share successes; share challenges and lessons learned to build emotional connections with your target audience. Transparency about problems shows strength and builds trust—but don't overdo it, or it will seem insincere.
Use AI tools to create initial drafts or brainstorm ideas. Then, refine them with your expert knowledge and sprinkle in personal experiences—this includes concrete examples, anecdotes, or data from your company.
Promote content from customers and employees to demonstrate authenticity. The key here: don't over-script. Memorized lines never come across as spontaneous feedback.
05.
Transparency is no longer just a "nice to have": 71% of respondents say they are tired of empty brand promises. They demand more than just products; they want to know what a brand stands for and how it operates.
However, many companies fear that increased openness will make them vulnerable. After all, promising things without delivering them risks damaging your image. We’ve seen several greenwashing scandals in recent years (Volkswagen, I’m looking at you).
But avoiding the issue can be even more damaging in the long run. Stakeholders—whether employees or investors—expect insight into company activities. That doesn't mean every single topic needs to be made public, though. Sometimes, good crisis communication is simply about heading off critical reporting—as you can see, it’s a balancing act.
"Transparency is essential for modern communication—it not only protects against misunderstandings but also builds brand trust and ensures that customers know where they stand."
Define which information should be shared proactively—from sustainability initiatives to company values. This also makes it easier to speak up during crisis situations.
When appropriate, address problems openly and outline solutions. It is better to inform the public about a data breach yourself and explain how customer data will be protected in the future than to have someone else do it for you.
Those who maintain a good rapport with key journalists and keep them in the loop regularly are less likely to receive bad press.
06.
PR in 2025 will be authentic, transparent, politically conscious, audiovisual, and personal. To be successful, CEOs and decision-makers should:
Of course, that is not all there is to modern communication. The industry is evolving slowly. But: if you identify and implement trends early, you will not only master the crisis but emerge from it stronger.
Combined with clear KPIs, intensive media relations, and a personalized approach, you can set your PR on a path to success—and give your company the visibility it needs.
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getpress GmbH
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