The year 2025 has unfolded faster and with far more complexity than many expected. Global dynamics have shaped the environment in profound ways: ongoing conflicts in Gaza and Ukraine, a cooling economic outlook, and a reset in U.S. policy marked by shifting alliances and renewed tariffs. Together, these forces have created a climate characterised by caution, cost discipline, and strategic recalibration.
Across sectors, organisations have responded with tighter operational controls, workforce rationalisation, and increased scrutiny of discretionary spending. For Marketing and Communications teams—often positioned as cost functions—this has meant operating with heightened expectations while navigating significantly constrained budgets. Yet, even within these limitations, the need to deliver clarity, impact, and relevance has only intensified.
In this environment, the power of earned media in shaping authentic storytelling remains unmatched. As the most trusted and influential form of communication, earned media continues to play a pivotal role in shaping public opinion and contributing to business growth. Meanwhile, owned channels—websites, social media platforms, and podcasts—have become critical tools for extending reach and amplifying messages, enhancing overall share of voice. The industry’s shift from valuing quantity to prioritising quality underscores a broader focus on meaningful engagement rather than mere visibility. With shortening attention spans, short form videos are striking a chord with stakeholders, strapped for time.
This naturally leads to an evolving conversation around measurement. Traditional metrics such as Advertising Value Equivalency (AVE) have largely fallen out of favour. Once reliant on equating column centimetres with advertising rates, AVE is now recognised as too narrow, failing to capture tone, context, and true influence. Today, robust PR measurement frameworks centre on indicators that reflect both communication effectiveness and behavioural impact: media mentions, sentiment analysis, website traffic, share of voice, conversion rates, and engagement metrics such as likes, shares, and calls to action. While owned media is increasingly effective in enabling organisations to tell their stories succinctly and directly, it also carries inherent bias and must be managed thoughtfully to avoid contributing to information fatigue.
Amid these global and industry-wide shifts, aligning communication with national aspirations has become more important than ever. India’s momentum—anchored by initiatives such as Viksit Bharat, Make in India, and the pursuit of becoming the world’s third-largest economy—reflects a collective ambition built on progress, pride, and shared responsibility. Sustainable and eco-friendly initiatives, efforts to reduce carbon emissions, and the celebration of national milestones signal a broader narrative of advancement that resonates across sectors.
This raises a fundamental question for organisations: How closely is your communication aligned with India’s national goals and societal aspirations? When businesses embed themes of innovation, progress, sustainability, and national pride into their narrative, they not only strengthen their own credibility but also contribute meaningfully to the broader story of India’s evolution. In doing so, India Inc can earn deeper trust, foster stronger resonance with stakeholders, and help accelerate the country’s journey toward long-term, inclusive growth.
As we close the year, the communications landscape is demanding more precision, more authenticity, and greater alignment with both global realities and local aspirations. The challenge—and opportunity—lies in navigating complexity with insight, clarity, and purpose.
Once perceived as “spin doctors,” Public Relations professionals today have evolved into strategic advisors who shape reputation, influence perception, and support business growth. Their role is no longer confined to managing narratives; it now extends to informing strategy, guiding stakeholder engagement, and creating the conditions for long-term trust.
Integrating PR thinking into core business priorities—client acquisition, top-line growth, and a shift from push-based outreach to pull-driven engagement—can meaningfully strengthen commercial outcomes. When communication strategies are aligned with business objectives, they help build credibility, attract meaningful interest, and create a sustained pipeline of opportunity.
This prompts an important question: Are organisations fully leveraging the strategic potential of their PR teams? In an environment where reputation, relevance, and relationships are central to success, the value of PR expertise has never been more significant.
As we reflect on the year, the Ipsos Reputation Council Report 2025 offers a clear lens into the forces reshaping the communications landscape. Drawing on in-depth interviews with a record 161 Global Chief Communications Officers (CCOs), the eighteenth edition of the report identifies the critical trends redefining corporate communication and reputation management today.
Titled “The Eye of the Storm,” this year’s report underscores the evolving role of the CCO—from messenger to strategic interpreter of complexity. In an environment marked by uncertainty, tension, and continual disruption, CCOs are increasingly expected to provide clarity, context, and direction for their organisations.
One of the most striking insights is the growing importance of strategic silence. In a world defined by polycrisis, 32% of Reputation Council Members now favour measured, deliberate quiet over overt corporate activism on divisive issues. Only one in five (21%) believe their organisation should speak out. This shift reflects a heightened awareness that in certain moments, restraint, reflection, and thoughtful timing can be more effective than immediate commentary—especially in a landscape shaped by geopolitical volatility, social sensitivities, and rapid technological change.
The report also reveals a nuanced evolution in the use of artificial intelligence within communications functions. While 57% of Council Members report using AI daily, only 43% feel they are using it meaningfully, a notable decline from 58% the previous year. At the same time, 67% express concern that their organisation’s ethical frameworks are not yet sufficient to guide responsible AI adoption.
Taken together, these findings suggest a shift from early-stage experimentation to a more critical evaluation of AI’s role, risks, and long-term value. As communicators deepen their understanding of AI’s potential, expectations for strategic, ethical, and high-impact use continue to rise.
From an Indian perspective, AI is streamlining traditionally time-intensive PR tasks—enhancing media monitoring, analysing sentiment, refining content development, anticipating emerging issues, and enabling more precise measurement of communication impact.
Ultimately, the Ipsos Reputation Council Report 2025 serves as a practical playbook for communicators navigating today’s turbulence. In an era where the external environment is increasingly unpredictable, the report reinforces a core insight: sometimes, silence carries more weight than noise, and thoughtful analysis can be more powerful than rapid response.
The findings invite ongoing dialogue on how communication leaders can evolve, adapt, and lead with clarity—anchored in insight, responsibility, and a long-term view of reputation.
The future of PR is insight-driven, purpose-led, and powered by strategic use of AI to build trust and impact.
A key challenge remains of distribution, as media outlets are increasingly selective about which press releases they choose to cover, making targeted and strategic outreach essential.