New Year, New Strategies: 3 Resolutions for PR and Comms Teams in 2025

As we flip the calendar to a new year, many of us are setting lofty resolutions, but let's be honest - how many of those goals really stick beyond January? In the world of public relations and communications, where reputation is everything, real progress requires more than just good intentions.

To help set you up for success in 2025, we’ve identified three New Year's resolutions that won’t fizzle out after a few months, but instead are strategically designed to elevate your PR initiatives throughout the year. From enhancing your crisis communications strategy to tracking the metrics that truly matter, these resolutions are a path to lasting success for your PR and comms team.

Resolution #1: Build a Proactive Crisis Communications Playbook

The past few years have shown us that the world is increasingly unpredictable, and crises can unfold in an instant. In our environment of hyperconnectivity and endless news cycles, PR teams face the constant challenge of protecting their brand's reputation. As a PR pro, you’re often on the frontlines, tasked with both preventing and managing reputational threats, and executives are counting on you for guidance.

With so much at stake, it’s essential to have a strong crisis communication strategy you can rely on. If your current plan doesn’t give you confidence, like the majority of other comms teams, make 2025 the year to change that. Developing a robust crisis communications plan, complete with proactive monitoring, will help you tackle whatever comes your way.  

Start by defining your crisis communications team. Identify who will take on specific roles, provide media training, and practice response scenarios to ensure everyone is prepared. Next, outline your crisis communications protocols, including key stakeholders, response channels, and approval processes. Having these established guidelines in place will streamline your response during a crisis.

Equip yourself with a crisis toolkit that includes contact lists, message templates, press kits, and brand guidelines. These resources will allow you to act quickly and consistently when a situation arises.  

Finally, set up real-time monitoring. Conduct a risk assessment to identify keywords and phrases to track and use a PR platform that can alert you to emerging issues.

Effective crisis planning takes strategic thinking, cross-functional collaboration, and ongoing diligence. By prioritizing this planning, you’ll be ready to protect your brand’s reputation no matter what surprises 2025 might bring.  

For help building out your comprehensive crisis comms strategy, refer to our Complete Guide to Crisis Communication, which covers all the components of preventing and managing crises.

Resolution #2: Earn More Media Coverage with Targeted Outreach

Securing valuable media coverage is consistently a top goal for PR professionals, but in a crowded media landscape, getting noticed by journalists is more challenging than ever. Journalists are flooded with emails, and time and resources are often limited, so how can you make sure your brand or client’s story stands out?

Our 2024 State of the Media Report revealed exactly what journalists want from communicators like you - personalized, targeted outreach. Mass-emailed pitches simply don’t cut it anymore. Journalists are looking for tailored stories that align with their beat and resonate with their audience.

Begin by researching which journalists cover your industry and topics. Find the outlets that can make the most impact, even if they’re smaller, niche publications. Building genuine relationships with these reporters can significantly boost your media coverage. Get to know their audience’s interests, so you can provide information that is truly relevant.

Journalists are also interested in having access to high-quality resources, including expert interviews, proprietary data, and original research. According to our report, 61% of journalists value industry data, such as trends and market statistics, while 55% are more likely to cover a story if it includes the right multimedia elements. Providing data and visuals not only improves your chances of coverage, but also enhances your brand’s credibility.

Yes, research and relationship-building take time, but the effort pays off. In 2025, prioritize quality over quantity when it comes to media outreach. Strong, meaningful connections with the right journalists will yield more impactful results than generic, mass emails.  

To hone your pitching expertise, check out our Complete Guide to PR Pitching which takes a deep dive into all the important elements of targeted media outreach.  

Resolution #3: Measure What Matters: KPIs that Prove PR's Value

In our recent global survey, half of the communications leaders highlighted measuring their impact as a major challenge. This year, resolve to go beyond vanity metrics and focus your measurement strategy on the KPIs that demonstrate the true impact of your PR work.

The first step in creating a meaningful measurement strategy is to align it with your business objectives. Are you aiming to increase brand awareness, drive website traffic, or influence purchasing decisions? Define your goals clearly, and then select metrics that directly support these outcomes.

While traditional metrics like media impressions and social media likes have their place, they often fail to capture the full impact of your efforts. Instead, consider KPIs that reveal deeper insights, such as website conversions, lead generation, and customer sentiment. These metrics can provide a more comprehensive view of how your work contributes to business goals.

Presenting your results in a clear, engaging way is also crucial. Many PR software platforms, like CisionOne, offer customizable dashboards that transform complex data into actionable insights. These tools can help you visualize your findings, make data-driven decisions, and communicate the value of your work to executives and clients.

By focusing on the metrics that matter, you’ll not only enhance your PR strategy but also strengthen your position within the organization, proving that PR is a vital contributor to business success.  

Ensure your measurement strategy focuses on the metrics that truly demonstrate impact with our Complete Guide to PR Measurement.

Cheers to the New Year

As you look ahead to 2025, remember that these resolutions aren’t just well-intentioned ideas—they’re practical strategies designed to bring meaningful results. Here’s to a year of strategic planning, stronger media relationships, and proven impact!  

To see how Cision can support your team’s goals in the year ahead, talk to one of our experts.