In this column, Cristela Reyes, Founder & CEO of MarketCross, shares her vision of the direction strategic communications will take in 2025.
As CEO and founder of a PR agency with presence throughout Latin America, every year I ask myself: what else can we offer our clients to stay one step ahead?
Communication is no longer simply a transmission of messages, but a precise choreography of emotions, intelligences, values and human connections, all in perfect synchrony. This is what 2025 will be like for those of us who live and breathe public relations. The rules of the game have changed, and anyone who is not ready should leave the field right now.
Artificial Intelligence in PR: The Balance Between Technology and Human Connection
First, let’s talk about Artificial Intelligence. Because, let’s face it, AI is the guest star in the PR orchestra that just makes our music sound more in tune. It gives us real-time data, it allows us to segment audiences, it helps us create content at lightning speed, and yet it can never replace our ability to genuinely connect. Because what we do in strategic communications is, in the end, an art and the challenge is to find the balance between what AI can do and what we do.
Audiences still value the authentic stories, the relatability and the connections we make and where AI has yet to overtake us. So while AI is key, it’s still a complement, not a substitute.
Sustainability: The new responsibility of PR
Another very important topic is sustainability, which is no longer an option, but an obligation. Consumers are increasingly demanding concrete actions on environmental, social and governance (ESG) issues, and communicating these efforts requires a careful and authentic strategy.
Audiences want to see commitment, and when I say see, I mean something tangible, something that is felt.
Companies that only do the bare minimum in sustainability will fall by the wayside. Those that lead the way will do so from the truth, fearlessly showing not only their achievements, but also their failures, because, let’s be clear, people are tired of brands that want to pass for perfect.
People no longer accept empty messages. They judge us by our actions and, especially, by our omissions.
Public relations and strategic communications must become the honest mirror of sustainability. And as we would say in MarketCross, we are ready to tell it like it is.
Authenticity and Humanity: Keys to Long-Term Relationships
Closely connected to the above, authenticity and humanity are the keys to forging long-term relationships.
Audiences demand to know who is behind the brands and what is in their hearts. It is no longer enough to talk about values, you have to live them, to demonstrate how those values influence every action, every decision. Authenticity means listening, accepting criticism and having the courage to recognize mistakes. It means prioritizing empathy in a world that, in many ways, has become too cold and automated. Therein lies our advantage: a PR agency can be that bridge that connects, that humanizes, that turns relationships into something more than transactions.
Moreover, at a time when technology seems to be all-encompassing, by prioritizing empathy and personal interaction, we can not only solve crises more effectively, but also build more meaningful relationships that have a positive impact on public perception in the long term.
In this context, internal and leadership voices become relevant.
Internal voice and active leadership: The new brand ambassadors
Employees, if they feel empowered, can be the best ambassadors for a brand and the sincerest spokespeople for the company. At the same time, business leaders can no longer live in corporate bubbles; they must engage in the conversations that shape society. Leaders will have to get their feet wet, raise their voices and show that they are not just numbers on an Excel sheet, but people with convictions. CEO activism is risky, yes, but it is also powerful. When leaders speak with authenticity and commitment, the impact can be transformational.
A PR agency to lead transformation
Finally, having a strategic communications agency to advise you and help you execute all of these trends in the right way is key. At MarketCross, we believe that keeping an open and flexible mindset is not just an advantage, it’s a necessity for those who want to be relevant in the years to come.
You may be interested: Maximizing global impact: The benefits of hiring a global PR agency
We are not here just to follow trends but to create them, to challenge our clients, to take them where others dare not.
Our role is not just to be strategic consultants but also to act as disruptors. This means taking risks, innovating, and embracing a bold creativity that, while it may be uncomfortable, achieves what no one else can: leaving a lasting mark.
Are you ready to take on the challenge, or will you stand by and watch as others do?
About MarketCross
We are a global public relations agency that since 1996 has been helping to create connections between great brands and their audiences in an innovative and personal way, enhancing their reputation and narrative to drive business outcomes.
Our track record of co-constructing with more than 300 clients from diverse cultural backgrounds and industries has given us a unique perspective for delivering customized and effective strategic communications solutions to anywhere in the world.
Our team of experts, located in major cities around the world, combines a global outlook with in-depth local market experience and a sense of curiosity that transcends borders and ensures that they stay abreast of the changes and trends occurring in different markets and societies.
MarketCross has received several different international awards including the Latin America Excellence Awards (2016 and 2018), Eikon Chile (2022), Eikon Argentina (2023), Eikon Internacional (2023 and 2024).
