The communications landscape is undergoing a dramatic transformation, and small business owners have an urgent reason to pay attention. The recently released 2025 Comms Report by Cision and PRWeek outlines significant changes in public relations strategies, notably shaped by technology and internal company dynamics. With insights derived from over 300 industry professionals across the U.S. and Canada, this report paints a picture of an evolving field where communications play a more substantial role in corporate success.
Guy Abramo, CEO of Cision, highlighted the essence of this report: “The 2025 Comms Report offers a detailed look at the forces shaping our industry, from the growing adoption and integration of AI in communications strategies to the redefinition of influence.” This sentiment underscores a critical point: as artificial intelligence (AI) begins to take center stage in strategic planning, small businesses must adapt to maintain relevance.
One major takeaway from the report is the growing influence of communications teams within the C-suite. A striking 84% of PR leaders report that their expertise is being increasingly sought after by top executives. For small business owners, this emphasizes the importance of fostering strong public relations strategies, not just as an ancillary function, but as a core component of business operations. The integration of communicators into executive discussions can lead to more coherent strategies that align with business goals.
Another pivotal finding highlights how AI is revolutionizing the PR industry. Approximately 65% of communications leaders assert that AI significantly enhances their data analysis capabilities. This represents a critical opportunity for small business owners who may find themselves overwhelmed by the analytical demands of modern marketing. By leveraging AI tools, small businesses can analyze customer behavior, track market trends, and refine their messaging more effectively.
Moreover, the report notes a fascinating shift in influence: employees are now viewed as the new brand ambassadors. As internal advocates emerge as more credible than traditional influencers like celebrities, small businesses can harness this trend to build brand trust and authenticity. Encouraging employees to share their experiences and values can foster a stronger community connection and enhance brand loyalty.
However, the report also indicates these evolving dynamics present challenges. For instance, 81% of communications leaders express that they are under increasing pressure to maximize impact with limited resources. This is a common scenario for small businesses that must do more with less. As budgets tighten, owners will need to consider how to effectively allocate resources to ensure their communications strategies are impactful and engaging.
In light of these findings, small business owners are encouraged to rethink their approach to communications. They can begin by integrating AI solutions tailored for smaller operations, which can provide essential data insights without requiring extensive budgets or staff. Additionally, prioritizing employee engagement in brand representation can create a powerful grassroots marketing campaign that resonates well with local customers.
Gideon Fidelzeid, Vice President at PRWeek, summed up the evolving landscape aptly: “This year’s findings reflect a profession that is not only adapting but thriving—demonstrating its growing influence and critical role in business success and innovation.”
For small business owners committed to navigating the complexities of today’s market, staying informed about these evolving trends in communications can spell the difference between struggling to keep up and thriving in a competitive landscape.
For further insights and the complete analysis, the full report can be accessed at Cision’s website here.
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