While no one can predict what the future holds for 2025, communications professionals are preparing to leverage their strategic expertise to navigate a continually-changing media and socio-political landscape.
A PRSA National Capital Chapter panel on Communications Trends and Strategies for 2025 featured prevalent practitioners from the Washington, D.C. area, who provided their current PR concerns for the coming year as well as key takeaways for tackling those issues. The panelists emphasized the importance of anticipating risks, creating clear messaging and utilizing data to protect reputation.
Panelists also discussed the challenges posed by rollbacks in DEI programs and pressures on traditional media outlets, and urged organizations to remain steadfast in their values and proactive in their communications.
Other advice included embracing adaptability, connecting with diverse audiences authentically, and prioritizing values-based messaging to foster trust, engagement and long-term resilience with consumers and audiences.
Here are the key takeaways from each panelist:
Ianthe Metzger, Senior Director of Advocacy Communications, Planned Parenthood
“With the incoming administration's open hostility to legacy media outlets, I'm worried that these networks will begin catering to that administration for fear that their broadcast licenses will be revoked. There’s a concern that the public will not get fair and accurate information and reporting that shows the full picture.
"With regards to Planned Parenthood, we've already been named as a target by Congressional leaders and Trump administration cabinet members. We're working on message testing, research and development to ensure the organization communicates the strongest message to its supporters on the fight ahead—particularly as it relates to Congressional and administrative efforts to defund our health centers.”
Metzger’s advice for tackling communications challenges and change:
- As communicators, we need to push ourselves out of our comfort zones to connect with new audiences and be in spaces we've never been in before.
- The majority of the country reads at the eighth-grade level. Be mindful of the words you're using and writing. Talk like a real person with words that audiences can understand.
- Focus on values-based messaging that works, and make people feel seen with your words.
Rae Robinson, Managing Director & Chief Inclusion Officer, SKDK
“In the year ahead we can expect roll backs of federal DEI programs, changes—if not full bans—to how we collect demographic data, and a fundamental reshaping of Title VII. Some companies are scaling back their DEI efforts in response to mounting legal challenges and activist pressures. In this climate, many businesses are opting to lay low, hoping silence will shield them from scrutiny.
But silence and inaction are anything but neutral. They send a powerful message to employees, consumers and shareholders—a message that can erode trust, loyalty and long-term success. Scaling back DEI programs can undermine the progress companies have made toward creating inclusive workplaces, and worse—suggest that equity and inclusion were never core values in the first place.”
Robinson’s guidance for staying the DEI course:
- Companies must resist the temptation to retreat when attacked.
- Build DEI initiatives on genuine commitments to recognizing and valuing all employees.
- Stand firm on these commitments. Rolling back these efforts could lead to diminished morale, loss of top talent and irreparable reputational damage.
“DEI is not a trend or a checkbox—it’s a long-term investment in the strength and resilience of an organization.”
Scott Stanzel, Chief Communications Officer, Truist
“With a rapidly evolving media landscape and a dynamic issue environment, communicators have an opportunity to drive strategic leverage for the institutions we serve. When communicators provide strategic leverage, they are acting as the most impactful counselors and practitioners that they can be.”
Strategic leverage for Stanzel includes:
- Looking around corners to spot risk and voicing that concern at the decision table.
- Understanding issues (and the conversations about them) at such a high level that crafted communications to all audiences (employees, customers, news media, policy makers, opinion leaders, etc.) are clear, nuanced and effectively drive the desired message and/or action.
Liza Pluto, Director of Communications, The Washington Post
“We are undergoing a rapid period of transformation across the media industry. Legacy and traditional media outlets need to continue to adapt and evolve to the fragmented landscape, and communicators need to meet people where they are.”
Pluto’s recommendations for engaging an audience:
- To meet this moment, The Washington Post is committed to reaching audiences—whether it’s through newsletters, texting, audio, video and social platforms—we elevate our world-class journalism to where the people are.
- Looking ahead, Pluto encourages everyone to embrace change, be adaptable and lean into uncertainty.
The event also showcased new research from George Washington University’s Graduate School of Political Management and Schoen Cooperman Research regarding post-election trust in government in the United States.
A key takeaway was that a plurality of the public trusts neither the government nor the news for accurate information, indicating a broader trend of distrust in institutions—and a real opportunity for communicators to bridge that gap.
Nicole Schuman is Managing Editor at PRNEWS.