March 19, 2025
Constant Connection Causing Burnout
The nonstop digital news cycle is pushing PR and communications professionals toward burnout. Many are struggling to manage information overload while balancing relentless demands. The pressure to stay constantly connected is forcing many to rethink how they consume news to protect both productivity and personal well-being. Setting boundaries and being selective with media intake is now essential to staying effective in a high-stakes, always-on environment.
Misinformation and AI-generated content are compounding the challenge by blurring the line between fact and fiction. Communications leaders are prioritizing trusted sources, sharpening news literacy, and focusing on clear, strategic messaging to maintain credibility and guide clients through an increasingly chaotic media landscape. As a result, cultural intelligence—understanding and responding to shifting social values and audience expectations—is becoming essential for building lasting trust and relevance.
Communicators Essential for Building Trust
Trust in leaders and institutions is collapsing as more people believe that CEOs, government officials, and journalists are deliberately spreading false or exaggerated information. The 2025 Edelman Trust Barometer shows trust in these groups is at record lows, fueled by economic fears, political divides, and growing concerns about misinformation. Despite this decline, most people still want business leaders to take action on social issues, creating both challenges and opportunities for organizations.
Legal threats to press freedom are escalating as powerful political and corporate forces work to undermine long-standing protections that have helped sustain public trust in independent journalism. Rising attacks on independent journalism, combined with growing public distrust, are making it harder for PR professionals to earn and maintain credibility with their audiences. Rebuilding credibility will require organizations to communicate early, act with transparency, and foster genuine connections with audiences.
Despite Downsize, Local News Persists
Local news is shrinking, leaving many communities without reliable sources of information and connection. The Medill 2024 State of Local News report shows the steady erosion of local journalism, with thousands of newspapers shuttering and half of U.S. counties now underserved. For PR and communications professionals, this creates a complex environment where traditional local media is vanishing, limiting critical platforms for community-based storytelling.
Despite the decline of traditional newsrooms, local outlets still provide high PR value. Innovative models—such as philanthropic partnerships and volunteer journalism—are reshaping how local stories connect with audiences. For communicators, this means rethinking how to engage local media by embracing alternative platforms and supporting emerging news ecosystems that are filling gaps left by shrinking newsrooms.
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