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1 min read
Geopolitical tensions. Financial uncertainty. Leadership ambiguity. Shrinking budgets. Sound familiar?
According to our latest New Age of Unknowns research, 66% of senior comms professionals say they receive little to no strategic direction from leadership on major geopolitical events. Yet, they’re expected to pivot at speed, manage crises, and drive reputation resilience in an unpredictable world. Does this sound familiar?
This constant state of adaptation is creating major challenges - but also big opportunities for comms pros who step up to lead.
What the Data Tells Us About the State of Comms in 2025
Financial uncertainty is putting pressure on comms teams: 57% say economic instability is shaping company strategy. That means budgets are getting squeezed and short-term ROI is in the spotlight -even though brand trust and reputation-building require long-term investment.
Leadership clarity is missing: With 66% of comms pros receiving little to no strategic guidance from leadership, teams are often left guessing when it comes to major geopolitical and regulatory changes.
Comms teams are constantly adapting: 59% of respondents say they’re updating comms strategies every 2–3 months - or more. 58% describe their adaptation pace as “moderate,” while 11% admit they’re too slow to respond.
Crisis comms & storytelling are major skills gaps: 30% of comms professionals feel underprepared for crisis management. 27% say storytelling is a weak spot.
At a time when businesses need trust and clarity more than ever, comms teams must take control of the narrative.
What Comms Leaders Must Do Now
- Secure a stronger seat at the table – If leadership isn’t giving you clear direction, be the function that provides it. Push for strategic influence.
- Prepare for adaptation fatigue – Comms teams need proactive planning, real-time sentiment monitoring, and clear decision-making frameworks to keep up with constant shifts.
- Invest in crisis comms & storytelling – These aren’t “nice to haves” - they’re essential for brand trust and business resilience.
- Make the case for long-term reputation investment – Yes, leadership wants short-term ROI, but brand credibility and market positioning require consistency.
2025 belongs to comms pros who lead the conversation - not just react to it.