As the New Year gets underway, we asked colleagues across the PLMR Group why they think 2025 will be an exciting year to work in the communications industry – whether you are an expert in digital communications, PR, planning communications, crisis comms or public affairs.
Anna Rudd, Digital Account Director – PLMR Genesis
“Advances in AI tools for social media are set to revolutionise digital marketing in 2025, reshaping communication strategies and elevating brand experiences. Platforms like Meta and LinkedIn are leveraging AI-driven personalisation to deliver hyper-relevant content and refine targeting, enabling deeper audience connections.
“On TikTok, AI is helping brands capitalise on viral trends by analysing user behaviours and recommending effective sounds and visuals. Tools like Canva’s AI features and ChatGPT are streamlining creative processes, automating tasks such as copywriting and design, and freeing marketeers to focus on strategy.
“These innovations enable brands to craft dynamic, personalised experiences that build loyalty and trust. Predictive analytics will further enhance agility, allowing teams to anticipate trends and optimise campaigns for maximum impact. However, as AI reshapes the industry, it’s crucial to stay vigilant, ensuring ethical use and maintaining the human touch in digital communications.”
Martha Kool, Senior Account Manager – PLMR Planning and Built Environment
“The last few weeks of 2024 were big for the planning and built environment sector. The long-awaited updated National Planning Policy Framework (NPPF) (NPPF) was released, followed shortly by the English Devolution White Paper.
“Both announcements represented significant reform that will change the way planning for development works.
“While we await some of the finer details and how well these policies are implemented, the combined reforms will make 2025 an exciting year for comms professionals navigating a changing planning system and the opportunities it will present.”
Daisy Mann, Senior Account Executive – PLMR Public Affairs
“Politics is set for another big year in 2025 as we continue to see the growth and prominence of smaller parties and the effect this has on the policy, priorities and rhetoric of the two major parties.
“Already this year, Reform has been making headlines through stories about the party’s leadership, its international supporters and potentially sizeable donations, whilst the Liberal Democrats now operate a far stronger parliamentary presence as the well-established third party in terms of number of MPs.
“While the increased activity of minor parties won’t outright threaten Starmer’s overwhelming majority or ability to govern, it can have a significant impact on the direction of policy travel and the political agenda. Public affairs professionals must consider the influence of these parties and how they can be harnessed as important advocates for certain campaigns or sectors.”
Rob Milne, Account Director – PLMR Advent
“Local and regional media has had a difficult few years but in 2025, against a backdrop of misinformation and audiences seeking authenticity and trust, local media titles have a great chance to fight back.
“This presents exciting opportunities for communications professionals to craft stories which resonate with local audiences and help their clients to develop connections with communities.
“National outlets will often focus on the big issues of the day but local media is the bedrock of community-driven campaigns.
“It is a platform which leverages feel-good stories and allows local voices to be heard – publishing its information through a trusted source. Resources in these newsrooms across the UK remain stretched – but PR professionals who understand the local news agenda and the ingredients for strong news stories in different geographical markets will be perfectly placed to make the most of the opportunities local media offers in 2025.”
Myles Hanlon, Senior Account Manager – PLMR Education
“2025 is shaping up to be a crunch year for education following Labour’s General Election victory. The new Government is reforming across the sector – from expanding childcare, reviewing the school curriculum and exams system, introducing Ofsted inspection report cards and removing a number of academy freedoms, to creating Skills England, reforming apprenticeships and raising tuition fees in higher education.
“All of this means big changes to those working in education – and comms professionals will need to be aware of both the threats and opportunities they present to various clients so that they are providing the very best advice.
“They can support organisations to develop the tools to respond positively to policy change, ensure their prospects are protected/improved in a continually evolving external landscape, and position them as key partners in influencing and developing sustainable policy to support those within our education system.”
Alex Wray, Account Manager – PLMR Energy and Sustainability
“Energy is a key priority for the Labour government, with genuine ambition and investment promised. The mission to deliver clean power by 2030 is well underway with the initial strategy and approach outlined towards the end of last year. So 2025 will be a year of delivery, with new legislation, consultations and proposals emerging, and communications professionals must be across all the detail.
“But across the Atlantic, President Trump threatens to upend the global consensus around the clean energy drive. With Britain and US set on diverging paths, this represents a crux moment for the industry.
“Where, previously, reputational challenges may not have been at the forefront of renewable energy executives’ minds, any misstep now may be amplified and spotlighted in the tussle between two very different political philosophies. All aspects of the communications toolkit are required to deal with this challenge, and they must be used expertly in the months ahead to avoid costly mistakes.”
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