Communication Trends 2025 – FINN Partners

News and Insights

May 29, 2025

What Communications Professionals need to keep in mind this year

Navigating an era defined by global uncertainties, effective communication has never been more critical. In a recent panel discussion in Munich, four leading voices in the industry — Lara Busch (agency owner, speaker and Young Professional of the Year), Petra Stammer (creative strategist, idea coach, and TEDx speaker), Kerstin Steglich (CMO and Global Partner at Ketchum Germany) and Prof. Michael Bürkner (professor of communication and marketing) — shared their insights on the evolving communication landscape. Their perspectives highlight key takeaways for communication professionals reflecting on a year shaped by political turbulence and an ever-increasing demand for rapid, strategic responses.

Crisis communication under constant stress

Crisis response is no longer an exceptional situation, but a permanent one. The expectations of the media, the public, and stakeholders have increased significantly. Information must be provided in real time, played out via various channels simultaneously and prepared for specific target groups in a hyper-individualised way. Micro-moments— short, emotional touchpoints — have a lasting impact on the perception of brands and companies.

What’s more, the days of calculable crises are over. Today, what counts is ‘readiness’— the ability to communicate at all times. And ‘resilience’— the strength to remain level-headed and credible even under pressure. A recent example: in the Mannheim attack, the police made a conscious decision to initially withhold information to avoid jumping to conclusions. Despite initial criticism, this strategy was the right one— and offers valuable lessons for professional crisis communications.

Disinformation and fake news: the underestimated threat

Election years such as 2024 in particular have shown how strongly platforms such as TikTok influence young people’s opinions. The decline in traditional fact-checking on social networks makes it even more difficult to expose misinformation.

The use of AI-generated content adds a new dimension to the issue. ‘Truths’ that originate from synthetic sources appear credible at first glance— but are often unverifiable. Communicators are therefore faced with the task of not only validating their statements, but also actively combating digital distortions. Credibility is no longer created solely through the spoken or written word, but through consistent action, transparent processes and a clear stance.

The role of AI: more efficiency, fewer people?

With the growing use of AI, there is a threat of creative impoverishment: content appears increasingly generic, emotionally gutted, and interchangeable. There is a danger that communication will become more efficient, but also soulless. AI can simulate emotions— but not feel them. And that’s precisely what people notice.

AI is a powerful tool— but no substitute for human intuition, empathy, and values. Communication professionals must learn to integrate AI as an assistance system in a meaningful way without losing their voice. Because in the end, it’s not just what is said that counts— but how credible it comes across.

Emotion and credibility in communication

It is precisely because of this rise in AI usage that harnessing emotions in communications is more important than ever; they are key to building credibility. Where factual information once ruled corporate communications, emotion is now key for connecting with audiences and motivating them to action. PR must aim not only to inform, but also to resonate with audiences. Three new emotions driving impactful storytelling are surprise, amazement, and empathy.

Communications strategies must mirror business strategies

Content alone, however, cannot build trust. True credibility comes from the people or the company, whose actions and tangible business strategies are consistent with messaging. Consistent behaviour, not one-off statements, is essential.

This is also where the role of employees in communication via corporate influencing comes into play: people are more likely to trust other people than faceless organisations. When employees share their experiences, they offer a level of authenticity that brands cannot manufacture. While the amplification of employees’ voices through channels such as social media can present challenges, it also provides an opportunity for organisations to build credibility.

Making communication measurable: the new concept of success

The added value of communication must extend far beyond surface-level metrics such as likes, shares and page views. While these metrics are valuable in offering short-term feedback, it’s more effective to measure impact based on clearly defined goals which are directly tied to wider strategies and ambitions. Through measuring aspects such as outcomes for brand strength, cultural alignment, stakeholder trust and, ultimately, business performance, communications experts can showcase the real, long-term impact of their work.

When communications are strategically aligned, outcomes focused and take stakeholders into consideration, they become one of the most powerful tools a company has.

Looking ahead: what communication professionals can expect in the next 10 years

Looking beyond 2025 and into the next decade, communications professionals will find themselves at the crossroads of rapid technological advancement and a growing demand for authenticity. AI and automation will continue to streamline workflows; however, it is important that AI is used as an assistant rather than a replacement for people.

One of the most persistent challenges will be the fight against fake news and disinformation, reinforcing the need for communications professionals to uphold credibility, transparency, and truth in every message.

In light of this, communicators must be ready to respond to shifting circumstances without losing sight of core values. While long-term planning remains important, flexibility is becoming increasingly essential. Audiences expect companies to take a stand, especially in moments of crisis. Here, it is critical that statements are backed up by meaningful action. Authentic communication, empathy, and transparency are no longer optional, they’re an expectation.

The communications landscape is ever evolving. Find out how the FINN Partners communication team can help you stay ahead of the curve.