Questions as 2025 comes knocking:
- How do we use AI to boost visibility?
- Are we ready for a crisis?
- Are we up to speed with website, social media and other digital platforms?
- Do we promote our executive leadership as thought leaders?
- What’s the updated company story for 2025?
Answers that open the door to more business:
Integrate AI-Enhanced Tools: Over 200 million people use ChatGPT weekly and 92 percent of Fortune 500 companies are using OpenAI’s products, according to OpenAI. This influence will grow in 2025. AI tools create, curate and personalize content to deliver timely, relevant messages to an audience. They track brand mentions across platforms in real time, analyze sentiment, and deliver actionable insights. Tools like Muck Rack and Sprout Social offer AI-powered insights that let you stay on top of trends and public perception. In March, we said that ChatGPT as a new intern is about $20 a month.
Cover Your Bases During a Crisis: Anticipate backlash from a product recall, a lawsuit from a disgruntled employee or a snafu from an executive who misspoke. Ensure the company’s response is ready in real time and adapted for digital platforms. Clear, empathetic messaging can be converted for quick, shareable formats. Use OWC’s guide to managing communications during a lawsuit as a reference.
Build a Reservoir of Content: By the end of this year, the U.S. will have lost one-third of the newspapers it had in 2005. Earned media continues to be the grand prize for public relations in an era of fierce competition for mindshare. This should not limit a business from content creation for distribution through blogs and social channels. Blog posts, press releases, social media posts, short-form videos and others are all accessible ways to showcase the brand story. For example, adequate social media management and planning makes these efforts fructiferous.
Pass The Microphone: The path to visibility and attention is media training for executives and the right placements. It’s crucial to target relevant award opportunities, trade shows and speaking opportunities for the leadership team. Conferences such as Money 20/20, CES, TechCrunch Disrupt, Finovate and others host multiple panels attended by investors, media and even competitors. Keep the do’s and don’ts of tradeshows and a list of some key awards in the war chest. The goal is to establish the C-suite as go-to voices in their industries.
Conquer The Market: Efforts to amplify a brand can seem like a Sisyphean task but a constant realignment is always beneficial. A new year allows for a new perspective. As a company, this is the time to reflect on your SOCOs (single overriding communications messages). An overarching analysis with succinct messages snowballs into a successful PR campaign. This facilitates additional means of communication and potential impressions. Surveys, white papers, or studies not only boost credibility but provide valuable insights for content through various channels.
In 2025, make a plan to lean into authenticity, leverage AI and refine a crisis preparedness strategy. We’re here to help.
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ICYM: OWC’s Talk PR with Sharon Waxman
OWC’s Tracy Williams interviewed Sharon Waxman, a best-selling author and former Hollywood correspondent for The New York Times who founded TheWrap in 2009, on the previous episode of the Talk PR series. Waxman dove into the state of entertainment journalism, the economics of the industry in Los Angeles and the intersection between entertainment and politics. Watch it again here.
