Skip to Content

Technology, Innovation, and Authentic Community Engagement

A hand holding a clear light bulb against a pastel gradient sky of pink and blue, symbolizing creativity, innovation, or inspiration.

Part 2 of Advice for Communicators in 2025  

As communicators look ahead to the challenges and opportunities of 2025, we asked the leaders of Proof Strategies to share their advice and commentary. Today we share Part 2 of the discussion, starting with the topic of technology and innovation. 

AI is here to stay. Communicators must build expertise now.  

“In 2024, artificial intelligence dominated the discussion – not just in marketing circles, but across all areas of society. The border dividing AI and human tasks continues to be a moving target, but no communicator can afford to wait to begin learning and experimenting,” urges Josh Cobden, Executive Vice President. “For senior communicators, this means being equipped to answer important questions about AI from clients and leadership while efficiently resourcing their teams and organizations. For those early in their careers, AI is already proving its value by enhancing daily tasks, improving efficiencies, and future-proofing their path forward.”  

In 2025, earned media means more than headlines – it’s about resonance  

One thing that won’t change in 2025, is the need for communicators to have their messages stand out in the attention economy. What should change – specifically, expand – is the canvas they use. 

“In 2025, communicators need to redefine earned media,” states Andrew Kinnear, SVP & National Lead, Innovation and Growth. “Canada’s shifting media landscape continually presents new opportunities to earn an audience’s attention that extends far beyond traditional media relations. The PR industry has long held the ability to understand what people care about and craft narratives that resonate with audiences. The growing opportunity is to create content that inspires, educates and entertains, that seamlessly integrates in their audiences’ life, and earns their attention and trust,” he continues. “Marketers and communicators need to deeply understand their audiences to spot trends and cultural moments to authentically be relevant and resonate in people’s lives.”  

Smaller audiences, bigger impact with digital community leaders  

“The influencer or content creator landscape continues to evolve,” observes Bunmi Adeoye, SVP & National Lead, Consumer & Lifestyle. “2025 will see the rise of digital community leaders (DCLs). It will be less about massive followings, or open and free access for all, and more about creating communities that foster purposeful connections. Whether it’s social channels being hamstrung by policy, new platforms, mass social media migrations, or hostile/toxic/unhinged online environments, DCLs will create online spaces for people who share specific interests or values. With smaller, more intimate groups, DCLs will not only communicate their views and interests, but will also inspire dialogue among members, rather than audiences.” She adds, “Brands working with the right DCLs will be introduced to and interact with community members who are loyal, trusting and highly engaged; putting a premium on purpose and community, shifting focus from sheer reach to meaningful, long-term relationships for all.”  

Strengthening brands through connected communications 

“Done well, communications unites strategy, action, and impact,” says Vanessa Eaton, President. “In 2025, the communications function must solidify its role as the connective tissue across client functions and drive greater integration between public relations, marketing, creative, digital, and public affairs. To be successful, agencies, clients, and partners should collaborate more, recognizing that no single expertise or channel can bring the best results on its own or without a connected strategy.” 

Missed Part 1? Click here for advice from our leaders on navigating change, the power of listening, and balancing innovation with humanity. 

Curious to learn more? Contact Proof Strategies to explore how these opportunities can shape your brand in 2025.