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.

Sequence Summaries is a weekly series summarizing the top news and takeaways in PR and strategic communications. Sign-up for direct delivery to your inbox.

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March 12, 2025

Massive Government Cuts Reshape Information Landscape

Mass layoffs across key federal agencies are raising concerns about public safety, national security, and media transparency. The Department of Education’s workforce reduction by nearly 50% signals a major restructuring effort, while NOAA’s cuts threaten the accuracy of severe weather forecasting as climate disasters intensify. The implications for communications and media transparency are significant.

Cuts could have lasting communication consequences on essential government functions. NOAA’s downsizing could delay crucial weather alerts, while reduced cybersecurity oversight may shift the burden of public awareness to private entities. For journalists and PR professionals, these shifts necessitate increased vigilance in ensuring transparency, shaping narratives, and maintaining public trust amid rapidly changing government priorities.

Media Trust at All-Time Low

Trust in the news media has reached a historic low, with deep partisan divides and generational skepticism accelerating the decline. Gallup’s latest survey reveals that only 31% of Americans trust the mass media to report news fairly and accurately. As traditional outlets struggle to maintain credibility, politicians have capitalized on this distrust, favoring nontraditional “new media” platforms such as podcasts, blogs, and social media influencers to bypass mainstream journalism.

For public relations, media, and communications professionals, these shifts present both challenges and opportunities. The decline in media trust forces organizations to rethink engagement strategies. Brands and political figures alike are investing more heavily in direct-to-audience communication, leveraging digital platforms to shape narratives.

Traditional Journalism Continues Free Fall

The erosion of journalistic independence is accelerating as political and corporate interests exert greater control over newsrooms. Washington Post columnist Ruth Marcus resigned after her critique of Jeff Bezos’s ideological shift at the paper was blocked, highlighting growing concerns about editorial freedom and the influence of ownership on media narratives.

Journalism’s crisis is pushing more press to abandon objectivity in favor of ideological alignment with digital audiences. This shift has transformed media into a polarized, agenda-driven landscape, creating major challenges for public relations professionals striving to maintain credibility, transparency, and effective audience engagement.

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March 5, 2025

Free Speech and Media Access Under Fire

Debates over free speech are intensifying as political and corporate forces reshape public discourse. President Trump’s move to restrict Associated Press access after it refused to adopt his renaming of the Gulf of Mexico to “Gulf of America” has sparked a rare legal battle over viewpoint discrimination, raising constitutional concerns that could reshape journalists’ traditional access to the presidency. The new administration’s aggressive crackdown on diversity, equity, inclusion, and gender-related speech has set off First Amendment alarms by imposing viewpoint-based restrictions on individuals, schools, and media organizations.

Most Americans strongly support free speech, but a growing number see the government as its greatest threat. Corporate control over news is also having consequences. Jeff Bezos’s ideological shift at The Washington Post has raised concerns about corporate control undermining independent journalism, presenting a critical challenge for public relations professionals tasked with preserving media credibility and trust.

Changing Earned Media Requires New Approaches

In a crowded media landscape, securing meaningful earned media coverage requires a strategic approach. PR experts have highlighted four essential strategies from successful pitches—focusing on journalists’ needs, targeting pitches carefully, mastering the subject matter, and providing ready-to-use resources. PR pros can overcome skepticism from subject matter experts by prioritizing relationship-building through brief initial meetings, proactive communication, and expressing authentic gratitude for collaboration.

At a time when public trust in experts is wavering, communicators must rethink their approach. That means using relatable messengers, emphasizing emotional connection, and positioning expertise as community-driven rather than top-down. A troubling trend is also limiting earned media opportunities: more news owners are scaling back opinion sections, a shift that threatens journalistic independence and erodes public trust in news.

Innovative AI Models Implemented Across Platforms

The AI landscape is evolving at breakneck speed. OpenAI’s new ChatGPT (GPT-4.5) promises enhanced emotional intelligence and fewer hallucinations, but the platform’s confusing pay structure is raising concerns. Google is also upgrading its AI. A new search option allows users to ask complex, multi-part questions and receive detailed, interactive responses. As AI-driven tools like chatbots, real-time translation, and voice assistants continue to advance, they are reshaping communications in profound ways.

AI innovation also comes with challenges. Ethical and privacy concerns surrounding AI’s growing role in communication require careful regulation. PR professionals are also confronting a new reality where AI-generated news errors are more difficult to correct due to automated content creation and limited human oversight. As AI becomes more embedded in media, PR teams must prepare for a future where managing misinformation and AI-driven narratives is a core part of their work.

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February 26, 2025

False Information and Fake Content Run Amok

A polarized political climate and swift advancements in technology are deepening the growing problem of misinformation. Meta’s decision to abandon fact-checking in favor of user-sourced review is accelerating misinformation. Since X dismantled its own content moderation board, misinformation and hate speech has grown substantially on the platform.

New research suggests more people are deeply concerned about the rising threat of misinformation. A recent study found that 68% of people worry about misinformation due to deepfakes, yet only 0.1% of U.S. and U.K. consumers could accurately differentiate between real and fake content. Experts emphasize that building trust and engaging communities is crucial to countering misinformation.

New AI Tools Aim to Spark Fading AI Interest

The rapid expansion of AI is now facing signs of fatigue. A recent Pew Research Center survey found a majority of workers are worried about AI’s impact on the workplace. The same survey revealed only six percent of respondents think AI will help with more job opportunities. Research also shows businesses lack adequate data management practices, putting 60% of AI projects at risk of failure by 2026.

A new wave of AI challengers are reshaping the industry. DeepSeek’s rapid rise demonstrates that smaller, more efficient AI models can compete with tech giants by focusing on optimization rather than sheer computing power. Anthropic’s latest model, Claude 3.7 Sonnet, gives users more control over AI reasoning compared to DeepSeek and ChatGPT.

PR Pros Rethink a Changed Landscape

As AI, data analytics, and digital platforms reshape the field, PR professionals are adapting to an ever-evolving landscape. With AI-powered tools now driving media sentiment analysis and strategic content creation, PR pros must balance innovation with ethical responsibility while demonstrating impact.

A changed industry means more PR professionals are challenging industry norms, debating the relevance of press releases and traditional media relations. To stay current, PR pros should move beyond traditional tactics, embracing targeted outreach and data-driven insights to adapt to shifting audience behaviors.

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February 19, 2025

Political Turmoil Leading to Public Pushback

Rapid political realignment and government overhauls are changing public perceptions. A growing number of Americans are adjusting their spending habits, with many boycotting businesses over their political stances. Target’s rollback of its diversity, equity, and inclusion (DEI) initiatives has sparked backlash, with critics arguing it exposes the company’s past inclusivity efforts as merely performative.

The Trump administration’s efforts to dismantle DEI and rewrite public health communications are also having profound PR impacts. The Public Relations Society of America has reemphasized its commitment to equity and inclusion, while efforts are underway to reframe how traditional DEI is communicated in order to retain its core value.

RedNote and Bluesky Lead New Gen of Social Media

From bans to billion-dollar acquisitions, the way we engage with social media continues to evolve. TikTok has returned to Apple and Google app stores in the U.S. after President Trump delayed a planned ban on the platform. An executive order has extended the enforcement of the ban until April 5—Trump has also suggested the U.S. government could take a 50% stake in TikTok.  

TikTok’s brief absence drove hundreds of thousands of self-described “TikTok refugees” to sign-up for RedNote—also a visual-focused app developed by a China-based company. RedNote joins a new generation of social media apps, along with X alternative Bluesky, as they compete for new users. Opportunities for authentic engagement and community-building are driving growth on both platforms.

Tech Layoffs Persist in 2025

Last year’s tech layoffs are persisting across Silicon Valley and beyond in 2025. Meta, Microsoft, and Workday have all announced cuts in the name of cost-cutting and improved efficiency. Meta employees recently spoke out against CEO Mark Zuckerberg and the company’s leadership for layoffs affecting 3,600 workers, including those on medical and parental leave.

While staff reductions are a common tactic to trim corporate spending, some experts warn it could impact the bottom line and harm reputations. Mass tech layoffs have led to widespread job insecurity, eroded employee trust, and forced many tech workers to reconsider their careers.

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February 12, 2025

Students Want Media Literacy

In an age of targeted disinformation and misleading messages, media literacy has never been more important. While information ecosystems become increasingly polluted, more students are looking for adequate instruction. A 2024 News Literacy Project study found that 94% of teens want quality media literacy but aren’t receiving it.

While the future of meaningful K-12 media literacy instruction faces significant uncertainty, some colleges are strengthening programs for students. Several universities, including Arizona State, Baylor, and UNC Charlotte, offer free or self-guided media literacy resources, webinars, and courses to help students develop critical thinking and digital literacy skills.

Local News Adapts to New Landscape

The state of local news is in flux, with newspapers downsizing amidst ongoing shifts in restructuring. Medill’s 2024 State of Local News report highlighted the continued decline of local journalism in the U.S., revealing nearly 55 million Americans now have limited to no access to local news. Research from the American Journalism Project showed that nearly half of U.S. counties have only one local news outlet or none at all.

Despite negative trends, local journalism is getting creative with innovative services and funding. Local opinion journalism is evolving through philanthropic partnerships, with new initiatives in Minnesota, California, and Virginia. Local news outlets are also diversifying revenue streams by creating community spaces, hosting events, and integrating new business models.

PR Pros Must Wield AI Responsibly

As AI continues growing across the public relations industry, safeguarding data privacy is essential. PR professionals must carefully manage AI privacy by adjusting chatbot settings and understanding local AI models to prevent data leaks and protect client confidentiality. The rise of AI in PR also poses ethical and legal challenges, among fragmented global regulations.

Europe has been a global leader ushering in AI regulations, but new signs point to a potential pivot. The European Commission has withdrawn proposed regulations on technology patents, AI liability, and online privacy, citing low chances of approval from EU lawmakers and member states. American political pressure is also mounting—in his first speech abroad, U.S. Vice President JD Vance criticized European regulators at an AI summit in Paris.

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February 5, 2025

Federal Communicators Face Freeze

The new Trump administration’s efforts to reshape government is having profound impacts on communications across federal agencies. U.S. Agency for International Development (USAID) employees were instructed to pause all public communications ahead of Trump’s inauguration, raising concerns about transparency and agency operations. The freezing of USAID’s funding has disrupted independent journalism worldwide, halting funding for media organizations in authoritarian states and raising concerns over press freedom.

At the U.S. Centers for Disease Control and Prevention (CDC), critical public health information is vanishing from federal websites, erasing decades of health research and undermining public access to life-saving guidance. The communications blackout started nearly two weeks ago, and while some sites have been restored, it remains unclear if they have been altered.

PR Pros Should Prioritize Authenticity in Age of AI

With the rapid rise of ChatGPT and new chatbot competitors, generative AI is drawing distinctions with PR pros and marketers. A new USC Annenberg School for Communication and Journalism report reveals more communicators are using AI for content generation, data analysis, audience targeting, and workflow automation.

To compete, communicators should emphasize human-created material, optimize for AI search algorithms, and diversify content distribution across social and traditional channels to maintain engagement and credibility. As AI-generated content floods the internet, communicators must prioritize authenticity, transparency, and strategic storytelling to stand out and maintain credibility.

Some Push Back on Dismantling DEI

Gains in equity and inclusion are facing fierce opposition as federal efforts aim to dismantle diversity initiatives. Shortly after taking office, President Trump moved quickly to eliminate federal diversity, equity, and inclusion (DEI) programs through executive orders, reversing Biden-era initiatives and signaling further rollbacks of anti-discrimination protections and workplace regulations.

Following federal action, professionals in human resources and communications are facing new job fears as corporations roll back diversity programs. Organizations are reassessing their DEI strategies amidst new risks for businesses, nonprofits, and educational institutions. Many pro-equity companies have recognized the advantages of maintaining these programs, as research indicates they boost employee engagement and enhance financial performance.

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January 29, 2025

Immigration Raids Made for Media

As raids on immigrant communities ramp up across the country, the Trump administration is manipulating media to craft political narratives. Raids are being staged for media impact, with agents instructed to wear camera-ready, visible law enforcement insignias. TV personality Dr. Phil joined Trump border czar Tom Homan for a highly publicized raid in Chicago. Some leaders have warned against the photo ops as intimidation tactics while the administration has defended filming ICE raids as an “accountability measure.”

Misinformation around immigration is spreading rapidly. Advocacy groups across the country are countering false reports that threaten to further destabilize immigrant communities. In Iowa, inaccurate stories and images circulated on social media, leading to widespread panic among immigrants. A hoax involving people in fake uniforms spread fear in North Carolina, prompting community groups to counter misinformation and educate residents on their rights.

China-Based Chatbot Disrupts Markets

Months of American AI momentum came to a grinding halt with the recent launch of DeepSeek, a new China-based LLM chatbot. DeepSeek, a highly advanced AI model, showed stronger problem-solving abilities than OpenAI’s latest ChatGPT, offering an open-source model at significantly lower costs. OpenAI has claimed that DeepSeek illegally trained its AI using extracted data from OpenAI developer accounts, violating its terms of service.

After its release, DeepSeek quickly climbed the charts of app stores across the globe. U.S. markets reacted sharply to DeepSeek’s launch, sparking a selloff in AI stocks and leading to Nvidia’s largest-ever market-cap loss. This unexpected disruption has heightened concerns about Silicon Valley’s AI spending strategies and raised questions about potential U.S. policy responses, including tariffs or regulatory actions targeting Chinese AI advancements.

PR Pros Pivot to New Landscape

The public relations landscape is shifting faster than ever before. The new BuzzStream State of Digital PR highlights the growing importance of digital PR, with strategies increasingly focused on data-driven content, expert commentary, and brand-building efforts tied to search engine optimization (SEO). Increasingly, AI tools like ChatGPT are playing a primary role in PR. In 2024, generative AI app spending hit $1.1 billion, driving deeper integration into marketing, media, and audience engagement.

To effectively respond to a changing industry, PR pros must embrace innovation and continuously articulate their value. As search engines have been disrupted by large language models (LLMs), these AI-driven tools are becoming the new front page, reshaping how people find information and requiring PR professionals to adapt their strategies for visibility in AI-generated responses, rather than traditional search results.

Sequence Summaries is a weekly series summarizing the top news and takeaways in PR and strategic communications. Sign-up for direct delivery to your inbox.

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