How to Communicate in 2025

Here are 8 trends I believe brands should focus on this year— and what communications teams can do to stay ahead of the curve. 

 1. Don’t fear AI 

Artificial Intelligence (AI) is here to stay. But let’s be clear: it’s a tool, not a magic wand. In PR, AI can help us streamline tasks, from generating data reports to optimising content for SEO. However, it’s important to strike a balance. AI is great for efficiency, but when it comes to creating content that resonates, I think you can still spot AI-generated press releases from a mile away. 

 So, what can you do? My advice is simple: don’t fear it, but don’t rely on it for everything either. If you're going to use AI, make sure your team has clear guidelines in place to ensure it complements the human touch. Let AI handle the repetitive stuff, but always bring in the creativity, nuance, and strategic thinking that only real people can offer. 

 2. Sustainability is back – don’t forget about it  

Sustainability has made huge waves, but in 2024, we saw it take a bit of a backseat as other trends took over. Sustainability should never have taken that slip, and I’m excited to see it coming back stronger than ever in 2025. Brands that focus on sustainability—not just as a marketing gimmick, but as an integrated part of their mission—will continue to resonate. 

 3. Be clear about your value proposition 

If you can’t clearly articulate your value proposition, you might as well be invisible. Don’t be so focused on the latest trends that you forget to ask yourselves the most important question: What do we stand for? 

 This clarity will not only help guide your communications strategy, but it will also ensure consistency across all channels. If your target audience can’t immediately understand the problem you solve, the value you offer, and why they should care, you’ve lost them before you even start. 

 This year, my focus is on getting crystal clear on the value Orchard brings to clients, customers, and partners. 

 4. Employer brand – it’s not going anywhere 

Companies are facing fierce competition to attract and retain talent, and your employer brand is a critical part of the equation. I’ve had this conversation more times that I can remember with those building teams in the competitive finance industries of Guernsey and Jersey.  

 In a world where employees are your best content creators, you must invest in cultivating a strong internal culture that employees want to share. Incorporate your team members into your brand storytelling. Let them be the ones to share their experiences, showcase the company culture, and highlight what makes your business stand out. It’s real, authentic content that resonates with potential recruits – it works well when dealing with ongoing operational issues or even a crisis if handled well.  

 5. Communities over influencers 

Influencer marketing continues to be popular, but the focus is shifting. In 2025, it’s all about building communities around your brand—not relying on just one or two big names to move the needle. Communities are more than just a collection of followers, and I think they are especially powerful in the Channel Islands; they’re groups of people who share common interests, values, or goals. Tap into them, engage with them, and let them be your biggest advocates. 

 6. Data, data, data  

The ability to track, analyse, and act on insights should define your communication strategy. Email newsletters are a goldmine of data you can use to tailor content, optimise campaigns, and build stronger relationships with your audience. Use data to understand your audience’s behaviour, preferences, and pain points and deliver personalised, targeted messages that speak directly to their needs. Data-driven communications help you make informed decisions and ultimately build a more effective strategy. 

 7. Search can teach you so much  

Search engine optimisation (SEO) isn’t just about ranking higher on Google; it’s a treasure trove of consumer insights. Search queries are a window into what your audience is asking, thinking, and searching for. Understanding these insights is critical for shaping your content strategy. 

 Whether it’s through keyword research, monitoring trends, or studying competitors, search can teach you so much. Use these insights to fine-tune your communication strategy and address the needs and concerns of your audience. 

 8. Person power: it’s still about who you know 

Networking remains an incredibly important part of communication in 2025. Building strong relationships, connecting with key industry players, and being active in your professional community can open doors that tools and algorithms simply can’t. The Chamber of Commerce is a great place to start – https://guernseychamber.com https://www.jerseychamber.com.  

 Take the time to network, build relationships, and nurture your professional contacts. Your personal connections will be the ones who support you when you need it most—and they’ll be the ones helping you amplify your brand. 

What have I missed? Get in touch and let me know brooke@orchardpr.com