Top 3 Takeaways from The PR Net Future Focus 2025 Conference
The pace of change in Public Relations can be dizzying. As part of our efforts to stay on top of trends in the industry, my colleague Patricia and I attended a one-day conference in NYC – The PR Net Future Focus Marketing & Communications Industry Conference in April. With ten sessions throughout the day hosted by an excellent lineup of speakers, there were many timely topics discussed from in-house and agency experts alike. Here are a few of our key takeaways from the event:
Takeaway #1: Incorporating Human-Led AI Into Agency and PR Work
Throughout the day, AI was a dominant theme (and how could it not be?). As we have heard time and time again, companies and employees that “learn to use AI effectively will be better positioned for the future than those who resist it”, says Cheryl Fields Tyler for Fast Company. When discussing how to future-proof PR agencies, one panelist described their approach as “AI-fed, human-led” communications – a saying that really stuck with me.
Experts shared practical ways to integrate AI into existing agency operations, such as onboarding new team members, assisting with repetitive or administrative tasks, conducting research, or even podcast pitching with tools like PodPitch, whose co-founder, Parker Olson, was on the panel. They also recommended developing agency-specific, closed GPTs to help maintain data privacy and customize AI capabilities for an agency’s unique tone, brand voice, and client workflows. This is something we’ve recently implemented at Double Forte and I’m excited to add it to my regular workflow!
Takeaway #2: Authenticity Isn’t Optional – Consumers Require It
Authenticity is essential to effective communications – so much so that we wrote an entire blog post about it earlier this year. My colleague Lauren Trieschmann wrote, “Consumers are increasingly seeking out brands that align with their values, and are often quick to call out businesses that fall short of their expectations.” This sentiment was echoed by panelists in multiple sessions throughout the day.
Panelists emphasized authenticity as a key pillar for communications, and essential across many areas of our work, including influencer campaigns, social impact initiatives, successful Substack profiles, travel & hospitality experiences and brand partnerships. Their advice was unanimous: before launching any new initiative, pause to clarify your brand’s core values and ask yourself whether the campaign truly reflects who you are.
Takeaway #3: Redefining Media Success in a Fragmented Landscape
We’ve all felt it—the constantly changing media landscape can be frustrating to keep up with. At Future Focus 2025, panelists emphasized that today’s channels are more plentiful—and more diverse—than ever: Substacks, podcasts, SMS, social media, newsletters, broadcast, magazines and more. And in this fragmented landscape, a “great media hit” isn’t always about racking up the most impressions; it’s about relevance. We’re focusing less on “how many people saw this?” and more on “Did the right people see this?”
Our 2025 media plans can’t just chase volume. We need to consider the micro-communities where our target audiences live and craft content that speaks directly to them. We need to look less at the broad demographics of audiences across these channels, and focus more on the type of community they are creating, and if our messages and values align with theirs. And through it all, we should remain consistent – sharing and reinforcing our message again and again, across the handful of outlets that matter most to our audience.
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By Alexis Karis