With the start of a new year brings a fresh perspective on goals, wants and needs for the days, weeks and months to come. We reached out to the PR community, asking for their 2025 resolutions—professional AND personal. The responses bring a renewed sense of hope and excitement for the communications industry, with all of these great ideas and goals being set.
Educational Goals
Jon Amar, Strategic Communications Consultant, JZA Public Relations and founder of Vetted (aquired):
Complete my Certificate in Corporate Communications from UC Irvine (via Coursera — 1/3 of the way through!), sign two more three to six-month clients (currently at four!), hire a business coach to help me scale/optimize my solo consultancy, and *fully* unplug for two weeks on my honeymoon in Japan.
Amie-Leigh Minshull, CEO & Founder, Shh! PR Limited
Complete my CIPR Chartership, put into action the new processes outlined with my business development manager and give someone those important first steps into the amazing world of PR.
Britt Chapman, President, Public Relations and Social, Lou Hammond Group:
Pursuing my APR certification in 2025—a long-time goal of mine! Career growth is a value I champion daily with my team, and this year, I'm leading by example. I've asked my team to hold me accountable, and I'm excited to take this next step in my professional development!
Digital Development
Michelle Johnson, Adjunct Professor and Doctoral Candidate at the S.I. Newhouse School of Public Communications at Syracuse University:
I'm dedicated to learning how to create my own machine learning algorithm focused on crisis detection this year—and finishing my dissertation (same subject). I think it's imperative we learn more about AI than just creative applications.
Simon Brown, Director of Public Relations, Small Business Majority:
I'm hoping to reach new audiences on platforms outside of traditional and legacy media.
Autumn Enoch, Founder, Equinochs Consulting:
As a rather new independent practitioner, in 2025 I want to more authentically represent my business as myself on social media! I'm so used to managing other companies and brands as entities, and while they all have their own voices, I'm not used to having my own company with its own voice.
On Instagram I've mainly done graphics that talk 2025 trend predictions and video content that's "get to know me" stuff, but on LinkedIn (my favorite platform) I feel more emboldened to jump into conversations with other industry experts and share insightful content simply due to the nature of the platform.
Danielle Pitl, Director of Communications, Workleap:
On the internal communications side, a big focus for our team/our resolution for 2025 is tackling some foundational changes that AI is driving. A few examples: we’re rethinking the concept of our intranet to connect with the AI agent our employees are now using to find information, we're figuring out how to write in a way that makes AI tools genuinely helpful, and we're reflecting on how our role in helping people see the link between their daily work and the bigger picture is evolving. It’s one of the biggest shifts I’ve seen in 20 years, and there's a lot to be excited about.
Kamara Turner, Communications Manager, Walgreens:
One big goal for me is to learn new AI tools! I’ve done very well learning about ChatGPT, Copilot and Perplexity but I think AI-focused PR is going to grow in 2025 so I can’t wait to learn more about how it’ll (hopefully, positively) impact the field.
Building Relationships
Vanessa French, Communications and Content Executive, Vanessa French Consulting:
For 2025, I plan to be more intentional about connecting with PR and communications professionals. I aim to join industry boards, attend more conferences, and prioritize regular one-on-one meetings to learn, collaborate and build stronger relationships. My goal is to foster opportunities for shared learning and mentorship.
Kristi Eaton, Founder, ke comms:
I’m trying to do one networking event a week in 2025. Some will be already-planned luncheons and events. But others will be emailing and setting up virtual or in-person coffee meetings.
Julia Brolin, Founder, NICE! Storytelling:
Speak to my "journalist audience" more! As a former reporter turned PR pro, there's a huge disconnect between media outlets and companies sharing news on their own channels. In 2025, I hope to start bridging the gap!
Laura O'Neill, Partner, New York Health Media Lead, FINN Partners:
Host more coffee chats with reporters I don’t work with regularly.
Personal Goals and Self Care
PROFESSIONAL:
Join The Forum of Executive Women.
Choose and join a new board or pro bono project.
PERSONAL GOALS:
Learn to do a flip turn.
Start taking voice lessons.
Read more.
Monique Kelley Gigliotti, CEO & Founder, Monique Kelley Consulting, LLC and Associate Professor of Strategic Communication and Faculty Advisor, PRSSA, Boston University:
In 2025, I'm finishing and submitting my manuscript (my first-ever book) to my publisher.
I'm also continuing to support my students and PRSSA members at Boston University College of Communication, clients for my LLC, and referring my network to hiring managers when I am over capacity and can connect good people together.
Alli Rodriguez, Director of Marketing, Alli Rodriquez Public Relations:
For PR it’s nurturing relationships and increasing revenue, putting in better practices to work smarter. For myself it’s setting boundaries, listening to my gut, and taking more breaks. Rest is always seen as a bad thing but I am burned out and I need to lean into that more. No good to anyone if I am not functioning at my highest capacity.
Kandis Fuller, Senior Communications Specialist, University of Rochester:
I've been thinking of becoming a thought leader and to publish an article or two.
Melanie McGovern, Director of Public Relations, International Association of Better Business Bureaus:
Personally I don't make resolutions. I work every day on my habits, improving myself and learning!
Career Development
Adam Cormier, Principal, JAC Comm:
To be employed. Let’s start there.
Judy Schmidt, President, Jomax Branding & Communications, LLC:
After getting laid off in August, I'm making a go of it as a sole practitioner. My goal is to develop enough of a client roster to earn my corporate salary and do writing and strategic PR work that excites me. I'm working hard to cultivate it, and I'm almost there for first quarter. But I do see myself going back into corporate as a strategic communications leader at some point in 2025. I like being my own boss, but I miss being part of a team. I miss the camaraderie and being PART of a brand. All of this requires lots of networking!
Tristan Fitzpatrick, Senior Communications Consultant, APCO:
I want to become a better practitioner beyond traditional public relations, including advertising, government relations and marketing.
Amanda Coffee, Coffee Communications, Former Senior Director at Under Armour, Director at PayPal:
Learn more from communications pros from industries I’m less familiar with such as entertainment and healthcare.
Standing Up for PR
Sandra Sokoloff, Senior Director of Global Public Relations and Corporate Communications, Alvarez & Marsal:
This isn’t a new goal, but rather a commitment to continue working on breaking down the walls that can box PR in. Helping leadership and agencies think outside traditional SOWs to position PR as a business driver.
Bonnie McLaughlin, Vice President, Public Sector and Public Affairs, Raffetto Herman Strategic Communications
In an increasingly complicated Washington, D.C., we want to be a source of truth and a sage navigator for our clients. When they think of RH Strategic, I want them to think of us as so much more than their communications and PR firm (many already do!)
Compiled by Nicole Schuman, Managing Editor, PRNEWS.