Five key trends shaping reputation management

In just about any industry you can think of, organisations are currently facing a daunting spectrum of potential issues, obstacles, threats and challenges. And for those responsible for reputation management, this year offers a crucial opportunity to guide organisations through these turbulent waters. Where confusion surfaces, there is scope for consultancy, be it internal or agency-led. Below are five key trends that communications professionals should be aware of to maximise their chances of thriving in these uncertain times.

Reputation and risk

The scope of threats facing organisations today is vast, ranging from geopolitical uncertainty and economic volatility to climate disasters, ideological divides, cyber-attacks, and the rapid spread of AI-amplified misinformation.

Tackling these challenges demands more than reactive responses: it requires structured, forward-thinking crisis management strategies in which PR and communications leaders play a pivotal role in shaping decisions.

Effective reputation management hinges on a proactive, insight-led approach. By leveraging data on risks, crises, and reputational factors, communications teams can craft agile strategies that empower organisations to act decisively when the unexpected arises.

Media fragmentation

Media consumption patterns are more fragmented than ever before. While traditional online platforms now account for only 22% of news engagement, social media captures 29%, and search engines make up 25%. 

For PR professionals, identifying the ‘right place’ to connect with audiences is becoming increasingly challenging. Breaking through the noise of today’s crowded media environment requires a nuanced understanding of where target audiences spend their time, how they consume content, and what resonates with them. 

Viewing habits differ widely depending on geography, demographics, and intent. While formats such as podcasts and video continue to rise in popularity, they’re not universally effective. 

Comprehensive audience research is critical, and adaptability is vital as trends shift – particularly as some groups move away from platforms for ideological reasons. Guesswork is no longer an option; success lies in creating tailored content that engages audiences in the channels they trust and frequent.

• What does Ofcom’s news consumption report mean for PR?

Skills diversification

As the media and technology landscapes evolve, the skillset required of PR professionals is expanding at a rapid pace. The industry now demands fluency in new platforms, comfort with AI tools, and expertise in data analysis, research, and measurement. Those clinging to traditional approaches risk being outpaced in an environment where the only constant is change. This signals a clear need for the profession to prioritise ongoing learning and establish robust benchmarks for skills development, ensuring teams are equipped to meet the challenges of a dynamic future head-on.

• How will AI transform internal comms?

Blurred lines

Influencer marketing has become an integral part of PR, evolving from a standalone tactic into a natural extension of broader strategy. 

Despite predictions of its decline, the influencer model is thriving as brands increasingly rely on social media personalities and key opinion leaders to convey authentic, engaging stories. This approach aligns seamlessly with PR’s traditional emphasis on building relationships. 

Like journalists, influencers value collaboration with professionals who understand their voice and audience, rather than marketers pushing overly polished, brand-heavy content. PR teams should be prepared to lead these partnerships, using data to demonstrate the measurable value of fostering meaningful influencer relationships.

Diversity

Diversity is not just an ethical imperative for PR – it’s a strategic necessity. However, in an era of ideological backlash and growing scepticism around DEI efforts, some organisations are retreating from diversity initiatives, jeopardising their reputations and long-term resilience. This retreat is also having a detrimental impact on the industry, with many professionals from underrepresented backgrounds questioning their place in a field where they feel unsupported or excluded. This trend threatens the creativity, innovation, and audience engagement that thrive in diverse teams.

• Surviving and thriving as an over-50s PR

For PR to prosper, inclusivity must be embedded at its core. The evidence is clear: diverse teams outperform, fostering stronger connections with varied audiences and driving better outcomes. Ignoring diversity risks alienating talent, failing to resonate with audiences, and undermining the industry’s progress. To navigate an increasingly complex world, the sector must embrace inclusivity as a non-negotiable foundation for success.

Professional communicators stand poised to flourish amid ongoing uncertainty. By delivering data-led guidance across these and other critical areas, they can safeguard and elevate the reputations of the organisations they serve.

Orla Graham is insights consultant at CARMA.