In 2024, the world witnessed a wave of reputational scandals involving prominent figures and corporate giants. Crisis PR is now experiencing a resurgence. Markway experts analyse what the industry and professionals can expect in 2025.
Why are there so many reputational scandals in 2024?
There are some reasons for the negative outbreak in social media: Increased scrutiny by the media, higher expectations for brands, and the power of social networks, where any misstep instantly becomes public knowledge. As a result, celebrities are “cancelled”, plummeting stock prices, and declining consumer trust.
Take, for instance, the controversy surrounding singer Taylor Swift. In January 2024, a contentious statement she made about copyright at a press conference drew criticism from independent musicians and fans. This led to several companies severing ties with her, while the hashtag #BoycottTaylorSwift trended on Twitter.
Another notable case involved tech giant Meta. In April 2024, leaked documents revealed manipulations in algorithms, triggering users’ negative emotions to increase the engagement rate. Public outrage ensued, prompting regulatory investigations. The company’s stock dropped by 15%, having a significant impact on its reputation and financial stability.
One more example: a famous rapper and entrepreneur P.Diddy. He faced allegations of financial misconduct and contract violations in October 2024. Public condemnation and the termination of major deals followed, and he had to make public clarifications and hire crisis PR specialists to minimise the damage.
In today’s information-driven environment, the risk of reputational damage has increased exponentially. Failure to respond swiftly and professionally can come at a high cost.
Growing demand for crisis PR
The rising number of reputational scandals in 2024 has fueled demand for crisis PR services. According to recruitment firm HR Insider, the number of job postings for crisis PR specialists increased by 30% compared to 2023. Median salaries offered in January 2024 were 26.4% higher than in January 2023. Brandpoint reports that 96% of PR professionals anticipated budget increases for 2024 and beyond, a 15% rise from the previous year.
This growing interest in crisis PR reflects companies’ recognition of the need for rapid responses to reputational threats. In a world where consumers are increasingly discerning and quick to disengage from brands over mistakes, professional crisis PR is no longer a luxury but a necessity.
Key crisis PR trends for 2025
In 2025, the following areas of crisis PR are expected to be in high demand:
- Crisis response strategy development. Specialists who can rapidly devise crisis management plans will be more essential than ever.
- Media monitoring, trendwatching, and analysis. Analysts capable of predicting negative trends and identifying potential online threats can help organisations and public figures avoid controversies.
- Social media management. Those who are proficient in influencer and blogger engagement will play a key role in resolving conflicts and ensuring the smooth delivery of positive messages.
Multilingual specialists that come from international companies will be at high demand, as globalisation means that crises are not limited geographically.
First steps for businesses in 2025
To navigate 2025 successfully, companies must reevaluate and update their communication strategies. Key actions include:
- Conducting a reputation audit. Assessing current state of business to identify its vulnerabilities and prepare it for potential challenges.
- Training employees. Implementing programs to train staff in proper communication and behaviour during crises.
- Establishing a crisis response plan. Having a ready-to-implement action plan ensures faster responses to emerging challenges.
In conclusion, crisis PR is becoming an integral component of any successful business strategy. The ability to anticipate and effectively manage risks will be a cornerstone of success in the coming year.
