The 2025 CISION-PRWeek Comms Report highlights the most significant trends shaping the communications and marketing industry, with a strong focus on AI adoption, data-driven strategies, influencer trust dynamics, and the increasing role of employees as brand advocates. These insights are critical for businesses and organizations looking to strengthen their communications efforts, build credibility, and drive measurable impact in today's fast-evolving digital landscape.
As a Marketing Communications nonprofit, Brand LA helps businesses, organizations, and startups navigate these industry shifts to succeed in Los Angeles, Southern California, and beyond. Here are the key takeaways from the report.
AI is No Longer Optional in Communications
AI has moved beyond the experimental phase and is now a core part of marketing and communications workflows.
65 percent of communications professionals report that AI is significantly improving their data and analytics capabilities.
67 percent of professionals are incorporating AI into their content creation, media outreach, and engagement strategies.
AI is now widely used for content optimization, campaign brainstorming, and audience targeting, with AI-driven tools improving efficiency across all communications functions.
Employees Are the Most Trusted Brand Advocates
For the first time in the history of the CISION-PRWeek Comms Report, employees have overtaken all other influencer types as the most effective and trusted brand voices.
52 percent of professionals ranked employees as the most credible brand advocates, surpassing corporate executives (40 percent) and journalists (36 percent).
Trust in celebrity endorsements has declined, with effectiveness dropping from 59 percent in 2017 to just 24 percent in 2025.
Employee-generated content and advocacy programs are proving to be more authentic, engaging, and impactful than traditional influencer marketing.
Data-Driven Communications is Now the Industry Standard
The ability to measure and prove the ROI of communications efforts has advanced significantly.
68 percent of professionals report having tools to show the direct impact of communications strategies on business success.
75 percent of executives say they rely more on communications teams now than in previous years.
The focus has shifted from vanity metrics to meaningful analytics, with organizations prioritizing engagement rates, conversion tracking, and long-term brand perception analysis.
The Biggest Challenges Facing Communicators Today
While progress has been made, several challenges remain for marketing and PR professionals.
72 percent of professionals cite difficulties in managing real-time responses across digital and social media platforms.
49 percent still struggle to prove the tangible value of earned media to executives and stakeholders.
AI ethics, bias, and transparency concerns are shaping how organizations implement AI-powered communications strategies.
What This Means for the Future of Communications
The 2025 CISION-PRWeek Comms Report makes it clear that AI-driven insights, employee advocacy, and measurable impact are shaping the future of marketing and PR.
Organizations that integrate AI-powered analytics, leverage employees as brand ambassadors, and adopt data-driven storytelling will have a competitive advantage.
Businesses that fail to adapt to real-time communications challenges and evolving audience expectations will struggle to remain relevant.
As a leader in marketing communications strategy, brand positioning, and audience engagement, Brand LA helps businesses and organizations build impactful, future-ready communications strategies that drive growth and success.
For organizations looking to stay ahead of these industry shifts, Brand LA provides expert guidance on AI integration, strategic storytelling, and measurable marketing solutions to navigate the evolving digital landscape.
Download the Full 2025 CISION-PRWeek Comms Report
For a deeper dive into the latest trends shaping marketing and communications, download the full 2025 CISION-PRWeek Comms Report directly from CISION. Access comprehensive insights on AI integration, data-driven strategies, influencer dynamics, and the evolving role of PR in business success.
