The Evolving Landscape of Communications: Insights from the 2025 Comms Report

Understanding Employee Advocacy in Today's Environment

In February 2025, Cision and PRWeek released the 8th edition of their annual Comms Report. This survey gathered insights from 310 senior communications professionals across the U.S. and Canada. The findings confirm what many leaders have suspected: the communications landscape is evolving rapidly. Employees—not celebrities or executives—are now the most trusted influencers for brands.

One of the report’s most striking revelations is that 52% of communicators rank employees as the most effective influencers. This surpasses both consumers (51%) and executives (40%). By contrast, only 24% view celebrities as effective. This marks an enormous reversal from 2017, when celebrities dominated the influencer space. The reason is clear: people trust people like them. When employees share content, it carries authenticity, relatability, and credibility that corporate channels or paid endorsements often lack.

Shifting Employee Advocacy to a Strategic Priority

For organizations, this means that employee advocacy must shift from a side initiative to a strategic priority. Companies that equip their people with tools to share and amplify brand messages are not only extending their reach but also deepening trust with audiences.

The Role of Artificial Intelligence in Communications

The report also highlights the mainstreaming of artificial intelligence in communications strategy. Sixty-five percent of communicators say generative AI strengthens analytics and campaign optimization. Moreover, 63% of organizations already have AI policies in place. Far from replacing human creativity, AI is emerging as a companion—helping teams ideate, personalize, and measure impact more effectively.

For executives, the call is clear: AI should be integrated responsibly. This means balancing efficiency with authenticity to empower employees rather than replace them.

Proving the Value of Communications

Communications teams are making strides in linking their work to business outcomes. Currently, 68% are equipped with tools to prove ROI. However, 27% still cite difficulty in convincing the C-suite of communications’ value. Engagement metrics—such as comments, shares, and conversions—are becoming more sophisticated. Yet, the executive audience continues to expect evidence tied directly to growth and revenue.

Bridging the Gap Between Communicators and CEOs

Perhaps most importantly, the report exposes a gap between communicators and CEOs. While communicators focus on analytics, content creation, and influencer management, CEOs prioritize sustainable growth, agility in responding to market shifts, and revenue generation. Closing this gap requires alignment. Here, employee advocacy, AI, and analytics should not just be communication tactics but also business drivers.

Conclusion: The Path Forward

The 2025 Comms Report makes one thing clear: trust, authenticity, and measurable outcomes now define success. Employees are your most credible advocates, AI is here to stay, and proof of ROI is the language that earns executive support. For leaders, the challenge is not whether to adapt but how quickly.

In this evolving landscape, organizations must embrace these insights. By prioritizing employee advocacy and integrating AI thoughtfully, they can foster a culture of trust and transparency. This approach not only enhances internal communications but also strengthens the overall brand narrative.

As we move forward, let’s remember that the most effective communications strategies are those that resonate on a human level. By focusing on emotional intelligence and clear messaging, we can create connections that drive engagement and foster loyalty.

cision prweek logo