Why Brands Need Communications Teams More Than Ever in 2025

In a fragmented, fast-moving media environment, brands can no longer rely on ‘going it alone’ in 2025. The advancement of AI-driven media, geopolitical shifts, and growing consumer distrust in mainstream news are just a handful of uncertainties impacting brands in 2025. This means understanding your audience and where they consume their news is no longer a ‘nice to have’ - it’s essential. Communications and PR teams, which can sometimes be seen as a luxury, will be critical to your brand's ability to stand out, build consumer trust and have a meaningful impact on success. 

The Media Landscape Has Changed - Arguably For Good! 

Mainstream media no longer dominates. Nowadays, people get their news from a much wider variety of sources than they did even five years ago. Platforms like TikTok are leading the charge, with short-form, engaging video content becoming the go-to source for everything from product launches to breaking news. 

Whilst this can feel overwhelming, it can offer up a huge opportunity for brands to communicate with audiences where they are and tell your story in a way that actually resonates. 

But, Finding Your Audience is Harder Than Ever 

PR has always been about getting your message to the right ears and eyes. But, with audiences scattered across niche platforms, knowing where they are has never been more important and is, perhaps, harder than it ever has been. 

Communications teams help ensure that your messaging doesn’t just land in top-tier, ‘dream’ publications but also in the smaller, more specialised outlets where your audience is actually engaged. This kind of targeted outreach can deliver stronger results and a better ROI - especially when budgets are tight. 

The good news is that this doesn’t necessarily mean you have to fork out a huge budget on longer-term strategies to make this work. Instead, you can tap into PR expertise with one-off project support, like the launch of a new product or media crisis training - something all brands should have in their back pocket right now.  

Shifting the Understanding of AI & LLMs from Buzzwords to Effective Business Tools

In 2025, PR teams worth their salt will understand how you can best work with AI. Gone are the days when consumers only looked to Google or traditional media to find product recommendations or answers. Alongside social media, people are increasingly using generative AI to discover brands, solutions and services - changing the game completely. 

Understanding how these tools deliver information means PR teams can ensure your brand is part of the conversation. Whether that’s identifying the publications LLMs rely on to craft responses and adjusting outreach strategies accordingly, so that articles your brand features in show up in those trusted sources, or using AI to streamline and personalise outreach by tailoring emails to a particular recipient, a good communication team will know how to make AI work in your favour. 

There’s evidence to support how well PR teams are tuned into the growing popularity of LLMs. A report co-authored by researchers at OpenAI found that PR specialists are among the professions with the highest exposure to LLMs, showcasing how they’re already engaged with these tools and possibly adapting faster than most. 

Similarly, they also know where to draw the line with AI. Just because AI can write decent content doesn’t mean it should! 

Upholding Authenticity in Your Communication Strategy  

Consumers are switched on to the rise of artificial copy. They can spot AI-generated content with ease, from lifeless press releases to robotic product descriptions. This is where great communications teams really shine. 

Writing is at the core of what PR specialists do. They know how to bring your brand to life, effectively communicating your tone of voice, expertise, and USPs in a way that genuinely connects. In a landscape that is becoming saturated with AI copy, PR teams delivering authentic, human-written content will be one of your strongest competitive advantages. 

Delivering Results When There’s No “New news” 

We know that consumers prioritise newness, and social media has only heightened this desire for quick wins. But, the reality is that a new collection or product launch each month is not possible for all brands. However, this doesn’t mean you should go quiet. 

This is where communications teams can really come into their own and prove their worth. They can effectively position your brand in cultural and industry conversations, even when “new news” isn’t available. From thought leadership to finding clever angles that spotlight your brand's long-standing credibility, there’s always a story to be told beyond the typical ‘latest drop’. Stories about legacy, customer loyalty and resilience can often resonate more and be just as valuable. 

Leveraging the Evolving Media Landscape 

PR is no longer as simple as print vs online. This year, outlets have become more complex. From offering personalised content based on reader interests to experimenting with subscription models and merging with larger outlets to get more eyes on articles, this broad spectrum of syndication opportunities means there are more possibilities for coverage than ever. But it also means the strategy behind where and how your brand shows up is more complex. 

Communication teams on the pulse can help you navigate these changes and get more out of every piece of coverage.

Reputation & Earned Media Have Never Been More Valuable 

Our world is constantly in flux. Economic uncertainty, natural disasters, and geopolitical conflict all affect how consumers engage with brands. Whilst you can’t control these factors, you can control how you respond and adapt to them.  

Smart PR and communications teams will be worth their weight in gold when it comes to building long-term trust with stakeholders and guiding how your brand responds to turbulent times with a strategic, people-first approach. 

Investing in a PR team with broad industry experience, the right expertise, and the tools, insight and human touch to build trust in a fast-changing environment will be invaluable in 2025 and beyond. 

Find out more about how we can support your 2025 strategy with our Digital PR and Brand PR services.