With such strong innovation taking place in technology right now (read: Artificial Intelligence) and political changes underway, B2B companies need to work harder than ever for attention.
Many are finding they need to revisit their storylines and assets as the point of entry for visibility with press and sales audiences continues to climb. So, we asked our leadership team how they help companies level up communications and what they believe will have most impact in 2025.
A narrative that is insight-driven and bigger than yourself
There was consensus on our team that a unique, authentic and compelling narrative is the top factor in cutting through the noise:
Amanda Munroe (Group Lead, SVP): “It always comes back to “great story well told” for me. With politics overshadowing the news cycle and radical innovation happening in every corner of the tech world, the bar for attention is higher than ever. If a company wants visibility — for themselves and the issues that matter to them — they need to rise up. The answer to that is, and always has been, storytelling. Companies need a well-articulated vision for the future, a greater purpose, and socioeconomically intelligent story hooks that ladder back up and transcend the company, itself. Revisiting narrative and message framework for maximum relevance in 2025 will be critical.”
Rebecca Pocock (VP): “Space in the B2B thought leadership landscape is tightening. Companies need really bold opinions that rethink current assumptions and focus on macro forces as well as a well-architected execution across channels to break through. In 2025, I expect we will spend more time educating on what’s required to compete as a thought leader as well as digging deeper with executives to develop POVs that are authentic but stand out. As always, we’ll maximize the use of insights and analytics to identify opportunities and necessary “ingredients” as well to get everyone on the same page with what’s required for success.”
Natalie Marinaro (VP): “I see too many companies building strategy and media narratives without data as an input. Conducting a media audit to understand the greenspace is essential to putting together a PR strategy that works. It’s always been true that taking the time and resources to build a plan based on data is what delivers impact and makes communications stand out.”
Danielle Engholm (SVP-Technology, Padilla): “Nearly all the B2B brands we work with are doing really innovative things. Most are so deep into their work, so we help them take it a step further by not only communicating what they’re doing and how it is impacting the industry today but by developing their differentiation and perspective on where the industry is headed. Having this messaging framework that can be used in all communications activities — and helping company leaders be the most compelling storytellers they can be — is and always has been key.”
Matt Kucharski (President, Padilla): “After an extended period of uncertainty and focus on short-term metrics, our research is showing C-Suite leaders wanting to ‘move ahead’ and start tackling initiatives that they think will move their businesses forward. They’re doing that with cautious optimism – prioritizing the most promising opportunities and investing selectively. Those initiatives have a higher likelihood of success if they’re coupled with a smart, strategic, thoughtful communications strategy directed at the stakeholders who are essential to moving the big rocks forward.”
Proving your story is worth paying attention to
From content strategy to timely news hooks and diversifying story placement, our team offered insights on how to prove that a story and POV is worth paying attention:
Darren Weiss (VP): “The growing power of non-traditional media to shape opinions was on full display in 2024 and I expect the scales to continue tipping their direction in 2025. Legacy media newsrooms (and trust in them) continue to thin, while online content creators are building massive loyal audiences through the type of personal two-way dialogue traditional journalism avoids. SHIFT and the brands we work with are taking notice, and many of our deepest B2B programs now including strategies to engage content creators who are reaching B2B audiences across LinkedIn, YouTube, X and more in very unique ways. So, don’t dismiss the growing power of non-traditional media to communicate and shape opinions in 2025, but balance it with the legacy media who do remain.
Leslie Clavin (VP): “The B2B content marketing landscape has evolved into a more sophisticated arena. Content that was effective just a few years ago may no longer have the same impact. On owned channels, the expectations for thought leadership have risen significantly — audiences demand and deserve original insights that push boundaries. Similarly, standards for placed content have matured; the trades are becoming more selective, requiring brands to introduce truly fresh perspectives to the conversation. Successful brands are responding by developing narratives that transcend mere information sharing to deliver genuine strategic value. They’re creating content that reflects a deep understanding of their customers’ long-term visions and challenges. While this raises the bar for everyone involved, it ultimately creates greater value for the audiences we serve.”
Amber Rubin (VP): “There is so much great work happening in tech and particularly in AI, but it has become an incredibly crowded topic. And after years of bold claims, reporters are increasingly skeptical, making it challenging to bring attention to AI storylines. In 2025, AI companies will need to work closely with their PR teams to identify and development unique narratives that tie back to timely news hooks, case studies that show real transformation or proprietary datapoints that will help reporters tell their stories.”
Amy Fisher (SVP-Technology, Padilla): “The political landscape in 2025 is likely to overshadow some of the typical news cycles, meaning reporters, especially on the national level, will be distracted by evolving legislative issues that intersect with technology. While this potentially opens up opportunities for brands to share perspectives on the market, it also creates a highly competitive landscape, making it more difficult to get the attention of media. It will be even more important for PR professionals to identify timely news hooks and help their brands or clients insert a compelling thought leadership voice into the conversation.
If you need help leveling up your 2025 communications program, we’d love to talk.
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