The Rise of Human Connection: Key Insights from the 2025 Communications Report

The 2025 Communications Report from PRWeek and Cision reveals a communications industry transforming in ways that validate what many of us have been experiencing.

Perhaps the most striking revelation is the dramatic shift in who wields influence. For the first time in the report's eight-year history, employees have dethroned celebrities as the most influential voices for brands. At 52%, employees earned the most mentions among effective influencer types, while celebrities plummeted to just 24% (down from 36% last year - thank goodness!).

This represents a complete reversal from the inaugural 2017 survey, where celebrities dominated and employees ranked last. The transformation reflects what I've observed with clients across industries: your targeted audiences crave authentic connections and increasingly distrust polished and impersonal celebrity endorsements.

This seems to go hand in hand with the growing mistrust of corporate media and the embracing of long-form content like podcasts. The 2024 elections also demonstrated how fewer and fewer people care about celebrity opinions, with the Harris-Walz campaign spending literally millions and still losing mightily (and yes, that wasn't the only reason their campaign lost, but that's a different blog post).

The report noted, "When you see employees advocating for the brands they work for, you know it is because they genuinely believe in what the company is selling or promoting, not because they've signed a contract."

As someone who has had to beg employees to participate in our external media (e.g., social media videos, and testimonials), that might not be entirely accurate. Yet, it still points to a "pulling back the curtain" dynamic that helps humanize the organization and better connect with its audiences. When done well and authentically, it can translate into real engagement because content shared by employees generates eight times more engagement than content shared through brand channels.

While artificial intelligence (AI) discussions often drift toward dystopian job-loss scenarios, the report painted a more nuanced picture of adoption in communications. Nearly two-thirds of respondents (65%) see generative AI tools "notably improving" their data and analytics capabilities, with 67% reporting regular or occasional use in their strategies.

What's particularly encouraging is seeing how communicators are strategically incorporating AI rather than viewing it as a replacement. The report showed AI is being used most frequently for 1) content review/optimization (37%), 2) content creation (36%), and 3) brainstorming campaign ideas (35%), which are all areas where human creativity and strategy remain essential and can be enhanced by technology.

Eight years ago, 75% of respondents said the sector needed improvement in measuring and proving its impact on business objectives. Today, more than two-thirds (68%) reported having the necessary tools to demonstrate the cause-and-effect relationship between communications work and bottom-line objectives.

This progress represents a significant maturation of our industry. One respondent noted that communications teams are "getting closer to proving our ability to be a revenue center rather than a cost line on the budget." This is critically important during inflation and recession, as advertising, marketing, and/or communications are usually among the first to be cut from overhead.

While earned media still leads the mix at 30% (down from 33% last year), paid media has grown to 28% (up from 25%), revealing a more balanced approach to communications strategy. This shift reflects that cutting through today's information clutter requires a multi-channel approach where earned credibility is amplified through strategic paid placement. It also reflects how much social media platforms have gamified their algorithms to generate revenue. Even a modest budget ($20-50/per over four days) can significantly boost your reach and engagement.

Thankfully, the report also indicates significant progress in moving beyond outdated metrics like AVE (Advertising Value Equivalency) and media impressions, with a 15% year-over-year drop in reliance on these surface-level measurements.

As we navigate the rest of 2025, these findings reinforce that effective strategies must 1) prioritize human connection, 2) embrace technological advancement without losing the human touch, and 3) continue strengthening measurement capabilities.