Cicero and Bernay’s Ahmad Itani on the year ahead for public relations.
In this publication late last year, I highlighted several trends that could affect PR in the immediate future. As 2025 unfolds, many of those patterns are becoming clearer. I’m expanding on my predictions that public relations will become more defined by heightened accountability, as long-standing priorities such as sustainability and digital performance shift from aspirations to mandates.
Against that AI backdrop, agencies – for themselves and on behalf of their clients – will need to demonstrate meaningful impact and integrity to stay r
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