Branding/Marketing

The creator economy is shifting from existing as a tool for publicity to becoming a component of business strategy. The State of the Creator Economy panel at CES 2025 discussed the new roles creators are taking on within brands and organizations based on a need for authentic connection with audiences.

This week’s PR Roundup looks at the latest developments in the TikTok ban case, GIPHY’s on-trend predictions for 2025 and a survey that shows what executives are looking for when it comes to consuming content. 

A PRSA panel on Communications Trends and Strategies for 2025 featured PR experts who provided their current PR concerns for the coming year, as well as key takeaways for tackling those issues and building trust.

We’ve witnessed the rising influence of a more fragmented and decentralized media ecosystem, where independent voices, from Substack newsletters to podcasters, have carved out their own powerful platforms.

Louise Findlay-Wilson, managing director at Energy PR, outlines the steps brands should take to ensure their Black Friday strategy doesn’t damage their reputation.

This week’s PR Roundup looks at the “Wicked” movie’s test case for PR oversaturation, America’s fascination with news influencers and a global honor for PRSA. 

Reporters need color commentary and deeper analysis on breaking news, your clients need coverage in outlets that won’t cover product news directly, and you need to improve your media relationships. Rapid response works in all of these cases.

This week’s PR Roundup explores last-minute advice for communicators during election week, an evaluation of McDonald’s E. coli response and a notable Halloween campaign that channels a famous scream queen.

Morty Matz, a PR pro who just turned 100, offered his insights into how the news media and public relations business landscapes—as well as the symbiotic dynamics between the professions—have changed.

While influence can be used in good and bad ways, there is no doubt that more brands are getting caught in the crossfire of political ideologies that pit Americans against one another. That’s why it continues to be important for companies and organizations to review and reinforce a commitment to their brand ideals and values.