Reputation, Technology, and Tapping into Culture: What’s shaping the future of Corporate Communications?  

Following the recent PRWeek Corporate Communications Summit 2025 and a jampacked day of energising discussion, practical insights, and new ideas, we unpack some of the trends that the Corporate Comms industry is facing today. 

1. Moving From Risk Management to Value Creation 

Championed by Laura Doyle, Chief Corporate Affairs Officer at Autoglass, is the position that reputation is no longer just about mitigating risk, it’s at the heart of business growth and value.  

Trusted reputation enables organisations to attract investment, win talent, and unlock new commercial opportunities. The best comms teams are moving beyond just defending their business; they are proactive value creators, bringing in external insights, spotting growth opportunities, and connecting the right internal stakeholders at the right time. The evolution of comms from firefighting to enabling strategy means corporate affairs often now has a seat at the top table, shaping commercial direction and influencing business outcomes.  

2. Culture Tapping Isn’t Just for Consumer Brands 

Even in the B2B and corporate worlds, customers – and employees – are human. The boundary between business culture and broader societal culture is increasingly porous. 

Employees, customers, and stakeholders now expect brands to show empathy, and tell authentic stories that resonate – not just with industry insiders, but with wider society. This means corporate comms can’t afford to stay in the background – brands are expected to demonstrate real values and purpose. 

For B2B brands in particular, there’s a growing opportunity to step outside the technical product space and tap into the cultural conversations that matter to clients and talent alike. A “cool corporate” is one that connects in authentic and creative ways, using everything from trend-led social content to employee advocacy to build trust and relevance. 

3. It’s About Communities, Not Just Coverage 

There’s a growing importance of building and breaking into highly engaged communities, rather than aiming for maximum reach that doesn’t necessarily cut through. The most effective comms strategies are laser-focused on identifying and nurturing the right audiences – those who will truly care, share, and advocate. 

This shift requires comms teams to think more like community managers than broadcasters. It’s about understanding the unique ecosystems – whether industry-specific forums, employee groups, LinkedIn thought leadership circles, or even niche social platforms – where relevant conversations are already happening. By crafting tailored stories and content for these micro-communities, brands can foster genuine engagement, spark dialogue, and build lasting relationships with stakeholders. 

Taking a more targeted approach means being selective about where to invest time and resources. It’s about picking your battles, diving deep into the spaces that matter, and measuring success by the quality of engagement, not just the quantity. In a fragmented media landscape, resonance and relevance are far more valuable than blanket visibility (even though the dream of wall-to-wall coverage shouldn’t disappear forever!). 

4. AI is Pushing Earned Media into the Spotlight 

AI is still a hot topic, and for good reason. There’s no doubt that it is transforming how we monitor, analyse, and even create communications. But what’s really standing out is the way AI values earned storytelling as king. Earned media isn’t just about reaching readers anymore; it’s about shaping the data sets and narratives that AI systems themselves learn from and amplify.  

This puts corporate comms in a unique and exciting position. As paid marketing loses some of its traditional power and algorithms reward credibility, organisations that invest in building real trust, credibility, and strong relationships with the media and stakeholder communities will find themselves at a distinct advantage.  

5. Agility, Collaboration, and the Agency Partnership 

The pace and unpredictability of today’s environment require comms teams to operate with greater agility – often leveraging agency partners for flexibility, specialist skills, and strategic counsel. Feedback from the industry and our clients shows that best partnerships are genuine extensions of the in-house team, generously sharing time, contacts, and creativity. 

Final thought: 

In such turbulent times, businesses that win will be those that build trust, tap culture, and communicate with nuance and courage. Whether you’re preparing for the next crisis or chasing the next opportunity, the role of corporate comms is only becoming more central – and more exciting. 

If you’re interested in discussing how these trends could unlock growth or resilience for your business, get in touch!