The Undervalued Power of PR: A Strategic Necessity as We Enter 2025
Why PR is Undervalued, Misunderstood, and Needs to Be Taken Seriously as We Approach 2025
As we approach 2025, the role of Public Relations (PR) has never been more essential. In an era where reputation is currency, and a single misstep can damage a brand within hours. PR has evolved into an indispensable function for organisations. Yet, despite its growing significance, companies often fail to recognise the value of PR in modern business.
Businesses are missing a critical opportunity to protect and enhance their reputation. Here’s why PR should be a priority. And why listening to and involving your PR team is essential in navigating the complex landscape of modern business.
The Shift from “Nice to Have” to Strategic Necessity
In the past, PR was often considered a “nice to have” function. Helpful for building a brand narrative and shaping public perception but not necessarily critical. Measuring PR’s impact was challenging and for many organisations. It was seen as an intangible support to brand-building rather than a core component of business strategy. This was a time when PR’s influence was mainly limited to media relations and corporate storytelling. PR’s true impact was often hidden behind qualitative metrics and difficult to quantify in direct returns.
But that era is behind us. We face a period of constant global turbulence. What some have termed a “permacrisis”—the PR industry’s role has expanded and elevated. Widespread changes, from geopolitical shifts to social activism, have pushed PR into a central position within organisations. However, these same changes pose challenges in cementing PR’s stature. Now more than ever, the value of PR in modern business is essential for helping brands navigate this landscape, building trust, managing crises, and fostering relationships.
Communications is Not an Afterthought—It’s a Strategic Asset
Despite this evolution, many organisations still treat PR and communications as an afterthought. They bring in PR teams only once decisions have been made or crises have emerged. This reactive approach limits PR’s effectiveness and exposes businesses to unnecessary reputational risks. PR should be a part of the management suite with the Head of PR or Communications involved in every major decision, product launch, and policy shift.
When PR is integrated as a strategic partner, companies can anticipate public reactions, and address potential issues proactively. They can craft messages that resonate with both internal and external audiences. From business-critical decisions to new senior appointments, PR’s involvement ensures that communications are clear, thoughtful, and aligned with the company’s values.
The Intuit Example: A Lesson in 2024 of Why PR Matters in modern business
Recent events at Intuit illustrate the risks of excluding PR from the conversation. CEO Sasan Goodarzi informed 1,800 employees that they would soon be out of a job, with 1,050 of them labeled as “not meeting expectations”. His message, intended to justify organisational changes, quickly went viral for all the wrong reasons. Rather than coming across as a transparent business update, the message was widely criticised as “tone-deaf” and blame-shifting.
Talent acquisition experts globally described it as “the most tone-deaf layoff announcement they’d seen”. They criticising it for portraying impacted employees as “underperformers” and lacking any acknowledgment of leadership’s role in performance management.
This backlash could have been avoided had Intuit’s PR team been consulted. A skilled PR team would have helped Goodarzi communicate the layoffs with empathy and shared accountability, advising on tone, language, and framing. Instead, the message damaged internal morale and external reputation, alienating employees and the wider public. In today’s environment, where any message can be amplified within moments, failing to consult PR can lead to significant reputational harm.
PR’s Role in Protecting and Enhancing Reputation
One of PR’s most valuable functions is to protect and enhance a company’s reputation, particularly in an era marked by “permacrisis.” Whether facing layoffs, social responsibility demands, or customer transparency issues, PR professionals are trained to navigate the nuanced responses required to maintain public trust. Their role is not just about creating a polished message; it’s about understanding audiences, predicting reactions, and mitigating backlash.
PR teams bring a unique perspective to decision-making. They anticipate how different stakeholder groups will interpret a message and advising on how best to communicate it. When involved early, PR can prevent potential crises by shaping messages that reflect empathy, accountability, and the company’s core values.
Why the value of PR in modern business is Essential in the Age of Instant Feedback
In today’s digital age, feedback on any announcement is immediate and often unfiltered. Social media, news outlets, and influencer platforms will amplify communications within minutes, leaving little room for error. This fast feedback loop means that every piece of communication must be carefully considered and strategically aligned with the brand’s values.
PR teams help companies manage this environment. They can identify potential reputational issues before they arise, craft responses to criticisms, and ensure the brand’s voice remains trusted and authentic. PR professionals need to be embedded in the decision-making process from the outset, not brought in to clean up once a situation has gone wrong.
Taking PR Seriously: A Strategic Necessity in 2025 and Beyond
As we approach 2025, the business landscape continues to evolve, and the importance of PR has only grown. For organisations seeking to build trust, foster loyalty, and safeguard their reputation, involving PR in strategic decisions is no longer optional—it’s essential.
PR professionals offer insights that can prevent costly missteps, support internal morale, and create meaningful connections with audiences.
Involving PR from the outset isn’t just about mitigating risks; it’s about maximising impact. Treat PR as a trusted partner and you can communicate with confidence, build lasting relationships, and position yourself strongly in the market.
Elevating PR to its Rightful Place in 2025
For businesses aiming to thrive in 2025, the message is simple:
PR isn’t just a backup plan or a nice-to-have.
Don’t wait for a crisis to call them in; bring your PR team into the boardroom, give them a seat at the decision-making table, and let them help steer the ship. In today’s high-stakes world. The value of PR in modern business is the difference between being a brand that people trust and one that fades into irrelevance.
