Special RepBlog series authored by ReputationUs’s 2025 intern, Sydney Webb.

Today’s political, social, and economic landscapes are unpredictable and ever-changing. As an industry dependent on public sentiment, changes in these landscapes are mirrored in public relations (PR). Therefore, today’s PR leaders must continue to grow alongside their audiences.

We are here to simplify that process with our latest, three-part series: The Top 3 Changes Affecting the Public Relations Profession. These three blogs will cover what we — and a variety of PR professionals — have identified as the most pressing developments in the field, including the increasing relevance of authenticity, influencers, and bridging technologies.

Authenticity

What better way to start understanding our audience than by digging into the words they use? Each year, various dictionaries select a Word of the Year, capturing our cultural pulse. In 2023, Merriam-Webster chose authentic — a choice that resonated deeply with the PR industry. In fact, 86% of consumers note that authenticity is a key factor in determining what brands they support.

But what happens when authenticity comes under pressure? Fast forward to 2024: Merriam-Webster’s word of the year was polarization, and Oxford Dictionary’s was brain rot. The dichotomy between each year’s winners is indicative of a widespread shift in public sentiment toward fragmentation and intellectual fatigue.

So here’s the challenge for PR professionals: How do we craft authentic brand connections in an era defined by division and digital burnout?

Simply put, brands will need to mirror their audience by putting values first. In a section of their 2024 Trust Barometer, Edelman stated that 84 percent of people globally state that they need to share values with a brand to use it. Furthermore, in line with polarization’s linguistic rise, Edelman explains that silence is no longer an option, with 8 in 10 people seeing brands as political and 58% interpreting silence as inaction.

One key example of a shift toward value-driven PR is consumers’ growing focus on sustainability and ESG (environmental, social, and governance) programs. In February, the World Communications Forum Association stated that a brand’s success may depend on its ability to incorporate this emerging 2025 trend. Elizabeth Domenech, VP of Public Relations at National Strategies Public Relations, added to this conversation, asserting that purpose-driven PR in 2025 is not optional. It is a necessity. In her January LinkedIn Post, “What’s Next? The Top PR Trends to Watch in 2025,” she states: “Consumers and stakeholders expect brands to stand for something beyond their bottom line.”

So, how can companies communicate values while remaining authentic to their mission? It’s all about alignment and balancing “bark” with “bite.” Not only can consumers easily expose forced public statements, but they catch disconnections between a company’s mission and its actions. Therefore, it is crucial to pursue values and purpose that are true to your cause and fitting to your company.

Ben and Jerry’s is a prime example of this practice.

Founded in 1978, Ben and Jerry’s is an ice cream brand known for more than its creative ice cream flavors. Since its start, the dessert company has continually emphasized social responsibility, placing it at the forefront of its corporate mission, values, and activism. But they don’t just say it — they live it. From their ice cream flavor against systemic racism, Justice ReMix’d, to their commitment to supplier diversity, Ben and Jerry’s is a pinnacle of authentic, purpose-driven public relations.

Whether it is taking a scoop out of Ben and Jerry’s carton or simply revisiting your company’s mission and values, embracing authenticity, purpose, and value-driven PR in your company is right around the corner. In this ever-evolving industry, the hardest part of adapting is getting started — and you have just done it! Stay tuned for the next two parts of this series, where we’ll continue growing and address the rise of influencers and artificial intelligence.