As we dive into 2025, I know how challenging it can feel to keep pace with the constant changes in communication and PR. The rapid shifts in technology, platforms, and audience expectations can sometimes feel overwhelming—believe me, I get it. That’s why I’ve put together this list of tips. They’re not a blueprint (more on that another time!) but rather a set of ideas to inspire and guide you.

Before we get into it, I want to say: be kind to yourself. You don’t have to tackle everything at once. Instead, I encourage you to pick three things from this list that resonate with you most and focus on those. Small, intentional steps can lead to big changes. And if you’re looking for more strategies to stay productive, keep an eye out for my upcoming episode on Productivity in 2025.

Let’s dive in!

Full Transcript (unedited)

1. Embrace AI-Driven Tools

AI is no longer a futuristic concept—it’s here, and it’s transforming our industry. From tools that analyse media coverage in real-time to platforms that help craft tailored content, AI can save you time and energy while amplifying your results. Tools like ChatGPT or Brandwatch are great starting points if you’re looking to experiment.  Aside from the tools like Canva and scheduling, calendars and monitoring, I also use it most days as my assistant and over the last year have trained it to help me do all sorts of things from editing to idea generation to get me started on a project.

That said, I know learning new tech can feel daunting. Start small. Maybe use AI for content ideas or media monitoring before diving into more advanced features. Give yourself space to learn—perfection isn’t the goal!

2. Focus on Authentic Storytelling

If there’s one thing that consistently cuts through the noise, it’s authenticity. Audiences are craving genuine connections and stories that reflect real values, more now tha ever. Whether it’s sharing behind-the-scenes moments or celebrating the people within your organisation, authentic storytelling builds trust.

But here’s the tricky part: it can be hard to know where to start. My advice? Begin with what feels natural. Share a story that resonates with you, and trust that your audience will connect with your sincerity.

3. Stay Agile in Crisis Management

Let’s face it—crises are unavoidable. And with the speed at which information spreads today, the key to effective crisis management is agility. Having a flexible plan in place can make all the difference.

It’s not about predicting every possible scenario (impossible, right?) but rather preparing yourself to respond with transparency, empathy, and speed. And remember, no response is ever perfect. What matters most is showing up, being honest, and learning from each situation.

4. Leverage Emerging Platforms

If you’ve ever felt like you’re scrambling to keep up with the latest platform, you’re not alone. Spaces like TikTok or BeReal have changed how brands communicate. In 2025, it’s about experimenting with where your audience is engaging most.

But here’s the thing: you don’t need to be everywhere. Find platforms that align with your brand and invest your energy there. Trying to do it all can lead to burnout, so focus on what works for you.

5. Be Kind to Yourself

I’ll say it again because it’s so important: be kind to yourself. This list is meant to inspire, not overwhelm. Communication and PR can be high-pressure fields, but you don’t have to tackle everything at once.

Choose two or three things that stand out to you and start there. Maybe you want to explore AI tools, or maybe you’d rather focus on authentic storytelling. Whatever you decide, know that you’re making progress, and that’s enough.

A Final Thought

As PR and Comms professionals, we’re often juggling multiple priorities, managing expectations, and working under tight deadlines. It’s a lot, but remember: you’re not alone in this. These tips are here to help, but they’re not the final word. You’re allowed to adapt, pivot, and even stumble along the way.

I’ll be sharing more thoughts on staying productive in 2025 in my next episode, so stay tuned for that. Until then, take a deep breath, pick a few areas to focus on, and trust yourself. You’ve got this.

Check out this episode!