Last week I joined a panel at the Davos Communications Summit 2025 on future trends in public relations to talk about some of the biggest shifts in our industry. It wasn’t about shiny trends or bold predictions, it was about responsibility. And more than ever, I believe our job in communication is to lead with empathy, transparency, and intention.
Here are the three conversations that stood out:
1. The responsibility we have in the age of misinformation
I have a 10-year-old. And sometimes I catch myself avoiding shows like Adolescence, because I’m scared they’ll make me question whether I can trust him. But the truth is: it’s not about trusting kids, It’s about helping them build trust in themselves. Helping them tell the difference between what’s true and what’s not.
That’s the same role we play in PR.
In a world flooded with deregulated content, bots, and misinformation, we can’t wait for platforms to solve it. It’s on us. As brand consultants and communicators, we need to equip our audiences with facts, proof, and a clear voice. Transparency is no longer optional-it’s a new pillar of influence. And it’s our job to lead with it.
2. The power of internal voices as real influencers
I’m less interested in social media stars, and more in the people closest to the business. The CEOs, the leaders, the employees who live the brand every day. Their words carry weight. Their actions are watched. Their values, if clear, can inspire trust.
In fact, 45% of executives tie corporate reputation to that of the CEO and 44% of market value is linked to their image (Weber Shandwick, 2024). That’s not just influence. That’s impact.
But here’s the catch: influence without authenticity is just noise. And right now, in the age of average, standing out means standing for something. Influence that aligns with purpose is what makes a brand unforgettable.
3. The need for a culture that puts balance at the center-especially for women in PR
I’m thrilled to see more women rising in PR, on both agency and client sides. Over 75% (PR Daily, 2023) of professionals in our field are women. That’s something to celebrate.
But here’s the uncomfortable truth: nearly 50% (Muck Rack, 2024) have considered quitting due to burnout.
That’s not just a personal issue. It’s a cultural one. We need to shift the conversation from who is leading to how we’re leading.
It’s not enough to break gender barriers. We need to build a system where no one has to choose between their life and their career. A space where real balance is possible. I believe in “Life & Work Harmony”- a culture that lets people bring their best selves to both. That’s the kind of leadership I want to see championed.
And I hope more of us start asking: Is this the industry we want to pass on?
The future of communication isn’t just about storytelling. It’s about truth, authenticity, and shaping an industry we actually want to be part of, today and for the next generation. At Brandbuch, we call it Storyproofing™: putting the proof of your actions at the center of your communications. Let’s do more of that.
Visit our homepage about Storyproofing™ and let’s keep the conversation going.
