Sarah and Stephen Waddington review some of the big issues in management and public relations over the past 12 months and look forward to 2025.

They discuss:

• The Omnicom-Interpublic merger creates the largest marketing and public relations group. This will create opportunities for independent agencies as the merged entity focuses on cost efficiencies rather than innovation.
  
  
• AI in PR is overhyped. We need to see harder evidence of efficiency and effectiveness gains and better consideration of risk issues. There will be a back-to-basics focus on authentic communication and human relationships in 2025.
  
  
• Despite 2024's challenging economic climate, with many organisations still managing post-pandemic effects, there is greater certainty around areas of risk, and encouraging signs for the public relations sector moving forwards.
  
  
• Notable management and public relations failures in 2024 include the Grenfell Tower and Post Office crises. Reputation was prioritised over victims in both cases.
  
  
• Successful campaigns included the Northumberland National Park's response to the Sycamore Gap tree felling and Led by Donkeys’ activist work to highlight children’s deaths in Gaza.
  
  
• Looking ahead to 2025, key focus areas include employee wellbeing, organisational culture and the ongoing challenge of establishing public relations' value within management structures.

Presented by Sarah Waddington and Stephen Waddington

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