Key media and communications lessons from 2025
2025 might have been the biggest upheaval for communications since the invention of the smartphone. Here’s what we learnt, and here’s where we believe things are going.
1. In communications, the expert is now king
“Slop” is the word of the year, as social media platforms become flooded with a lot of unhelpful AI-generated content and even made-up expertise.
As we recently told Vuelio in their roundup of how AI is changing communications: “Journalists want credible, authentic voices and original commentary around busy news cycles…there is a big role for professionals to work closely with clients to think creatively about how they can bring their expertise and frontline experience to these audiences.”
2. SEO is being replaced by Generated Engine Optimisation
40% of internet users now use AI to find out about issues and topics that relate to SMEs, charities and smaller brands. They are also asking longer, more specific questions. Industry and specialist titles have suddenly become very important, as AI summaries tap into their trust, brand and third-party endorsement.
3. Generative AI nearly broke the media relations model
It was a year of fake pitches, fake quotes and even fake copy that left many journalists frustrated. It was a reminder that the “one-size fits all” media release model no longer works. At 3:nine, we believe every media pitch must be tailored to the journalist and their audience.
Our two predictions for next year:
1. Communications teams will be empowered to become more strategic
We’ve discovered plenty of new and helpful AI tools this year that speed up how we work. It’s allowed us to spend more time with clients, reading in depth and researching the industries we work in to discover new ways of reaching audiences.
2. Comms teams will revisit their messaging
Politically, culturally and linguistically, the world is changing. Audience preferences and habits are becoming fragmented, niche and specialised, and there is a deep-seated cynicism towards how politicians, brands and corporates communicate with audiences. Teams will need to review their messaging, built on insights from up-to-date research and survey data that asks the right questions.
