🚀🎅 PR Futurist #121 🎄It's a wrap. These are our 10 top stories from 2025 19 December 2025

Welcome

That's a wrap

Welcome to the final PR Futurist newsletter of 2025. And what a year it's been.

You know (or should) that at Purposeful Relations we're all over the data so we've crunched the numbers to find the top 10 PR Futurist stories of 2025. Not surprisingly it's dominated by the growing importance of AI answers. If you don't already have a detailed plan then please talk to us as it's not something you can afford to ignore. But there is a lot of hype and bull*** to wade through.

As well as client work Stuart has been busy recording podcasts and has done two different ones for the PRCA.

He also rounded off the year with the exciting news that he has been honoured as a PRCA fellow.

Tim Bailey

Image created using Google Gemini Nano Banana Pro 3

News

What excited your interest in 2025?

This year the topic of the PR Futurist stories that excited the most interest was AI answers replacing search. It captured four of the top 10 slots. It would have been more as the stories that were just outside the top 10 were also about measuring and influencing AI answers, AI as a stakeholder, GEO, AEO or whatever you want to call it.

Image created using Google Gemini Nano Banana Pro 3

What are your predictions for 2026.

Let us now what your predictions for 2026 will be.

Mine are that:

Comms teams will continue to be slow to adopt AI properly.
GEO or influencing AI answrs will continue to be over-hyped, wit some sensible PR leaders getting advice on how to do it properly.
The smartest comms leaders will recognise the need for social licence for AI.

Stuart Bruce honoured as a PRCA Fellow

Earlier this month there was great excitement at Purposeful Relations Towers as my co-founder Stuart Bruce was honoured as a PRCA Fellow. This is the announcement:

The Public Relations and Communications Association (PRCA) today announced the induction of 11 new Fellows, celebrated for their exceptional contributions to the global public relations industry.

These individuals have been honoured for their outstanding achievements and dedication to advancing the field of public relations worldwide. They will join a distinguished group of other recognised professionals within the PRCA's Fellowship.

Chair of Fellows, Alison Clarke, commented: “It’s an honour and a professional pleasure to welcome our newest cohort of PRCA Fellows. All the individuals selected have made exceptional contributions to our profession and uphold the highest standards of practice. I look forward to working with them.”

Stuart's quote:

"As a working class, comprehensive school educated lad I'm always waiting for a tap on the shoulder and for someone to tell me I don't belong here. This is a tap on the shoulder that's a thrill and an honour to be recognised as a PRCA fellow alongside such esteemed and renowned public relations and communications professionals. I look forward to continuing to contribute to encouraging professional innovation from AI and technology to measurement and evaluation. I welcome the fact I can be part of a fairer, more diverse and more equal PRCA."

Stuart is now a fellow of the CIPR, AMEC and the PRCA.

Tim Bailey

AI is changing who people trust - PRCA Fuse podcast

I recorded a PRCA Fuse podcast with host Adrian Ma interviewing Katie Earlam, the acting managing director of 72Point, and me on our joint white paper on Generative Engine Optimisation (GEO) and its implications for PR and comms teams.

We looked at how generative AI isn’t just changing how people search; it’s changing whom they trust.

Key takeaways:

Why earned media powers up to 95% of AI citations
How recency, relevance and reputation (the “3Rs”) shape AI answers
Why 44% of people now trust AI more than the government
Practical steps to audit your GEO footprint for 2026

Adrian Ma said - If you’re still thinking “AI won’t really change PR,” this episode will change your mind.

Will 2026 be the year of corporate storytelling?

Inspired by a Wall Street Journal article about corporate storytelling and a Tellycast interview with the new Group CEO of SWNS (parent company of 72Point) I wrote an article about corporate storytelling. Little did I know when I wrote it that a couple of days later the topic would get even bigger.

SWNS and 72Point are clients.

PRCA CEO stands up for PR industry against disgraced ad boss's 'death of PR' claim

BBC Radio 4 Today picked up on the WSJ storytelling story and invited former WPP head honcho Sir Martin Sorrell on, alongside PRCA CEO Sarah Waddington.

Words can't do justice to just how awful Sorrell was as he declared PR is dead and you need to flood the internet with content. Two statements that are so outstandingly stupid it's hard to credit a grown man would actually utter them.

Sorrell came across as the pub boor leaning on the bar pontificating about subjects they know nothing about. At least they have the excuse of being sozzled.

In contrast Sarah Waddington kept her cool (not easy when being talked over by a misogynistic oaf). She calmly and eruditely explained what corporate storytelling was, why it mattered and why public relations and communications professionals with the expertise to do it.

The interview sparked a flood of LinkedIn posts and comments. I don't think I've even seen a single comment defending or praising Sorrell.

Have a listen and decide for yourself.

Thanks to Stephen Waddington for the inspiration for the headline.

PRCA Digital's expert predictions for 2026

In another PRCA podcast for the PRCA Digital Panel I was one of 10 'industry leaders' making predictions for 2026. Each expert shared their prediction in a rapid fire podcast giving them just five minutes each. It's well worth listening to the whole thing.