News & Information

2025 will be here before we know it. Editorial calendars from media publications are already coming out, save the dates for events are being promoted, and award applications are opening months in advance. Now is the time to begin sketching out your public relations and marketing initiatives for the year to come. While there are many elements to consider when developing a comprehensive marketing plan, focusing on these key areas can help establish a solid foundation: 

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Events and Awards

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Applying for awards and recognitions, attending conferences or key industry events, and seeking out speaking opportunities are important components of a robust marketing and public relations plan. First, begin by identifying your goals for the year: whether forging partnerships with other companies, generating leads and bolstering thought leadership. 

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Conferences and additional events

General business leadership conferences aid in building partnerships and networking with fellow industry leaders. Local events also help boost credibility and support the communities where your company operates. On the other hand, trade-specific conferences are beneficial for generating leads and showcasing knowledge through speaking engagements or presentation opportunities. 

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Outlining the events your company will be attending also guides impactful pre- and post-conference strategies. Before an event, take the time to evaluate who from your company should be in attendance and if they would serve as a good source for media exposure and speaking opportunities. You can pitch these spokespeople as thought leaders or expert sources in relevant topics and set up meetings with contacts to share about your company and open the door for contributing content to the publication. On the business side, this is the time to reach out to other companies in attendance and set up any meetings you may need to discuss potential opportunities. 

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After the event, following up with these connections is crucial so you can sustain and leverage these relationships beyond the showroom floor. 

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Awards and recognitions

The same goes for award nominations – when you have a holistic look at the types of awards your company is interested in, you can identify and prepare those who are being nominated and begin gathering materials to support the nomination process. Awards to consider include those that spotlight innovative technology, honor key industry leaders, recognize positive workplace culture, among, and more.

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Marketing Campaign Performance

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In addition to planning event and award goals for next year, now is the time to begin outlining marketing campaign goals for the next year. Determine what areas you would like to focus on; for example, lead generation, thought leadership and brand awareness, or sales conversions. Metrics such as share of voice, sentiment, and tracking against competitors can be utilized to assess previous marketing campaigns and whether they were successful. From there, you can begin leveraging that data to inform business decisions, develop a more comprehensive PR and marketing strategy, and outline specific tactics. Learn more about utilizing data-driven insights to drive success in public relations campaigns. 

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Trends for 2025

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Prior to the hustle and bustle of end-of-year reporting and holiday breaks, take the time to evaluate what trends and key themes resonated in the prior year and then pinpoint the marketing and industry trends that make sense for your business. 

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Several key trends predicted for 2025 include:

• The rise of artificial intelligence (AI) in the public relations landscape: public relations and marketing professionals are exploring the use cases for AI and how it can support current and future marketing initiatives to maintain a competitive edge. 
• Corporate social responsibility strategies that enhance environmental, social and governance (ESG) goals: more and more consumers and businesses are interested in companies that outline and accomplish ESG goals. Authentic public relations strategies that enhance and showcase those efforts are critical to avoid any claims of greenwashing. 
• Preparedness for crisis/risk mitigation: in addition to a fluctuating economy and job market, supply chain shortages and extreme weather events are an extra crisis risk. Professionals in high-impact industries like energy and manufacturing should explore crisis response and management strategies to handle emergencies swiftly and efficiently.

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Planning for the year ahead also provides an opportunity to reflect and determine whether additional support is needed in your marketing department. There may be an open window for restructuring existing marketing teams, making new hires or exploring outsourcing specialized expertise, such as partnering with a public relations agency. This planning not only provides clarity and enhances the company's broader goals, it also helps justify current marketing and travel budgets. Additionally, advanced planning supports any requests for increased budgets or resources to meet upcoming needs for the year on the horizon.

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