CHECK LIST: Are you doing these? 10 trends that no longer work in 2025 backed up with data

A truth I keep repeating is there’s been more change in the last 12 months than the last 12 years.

But that’s all well and good but where’s the evidence, I idly wondered to myself. Here’s some randomly selected changes from earlier in my career.

Press offices sending out press releases as a way to manage the message

Earlier in my career, the emphasis of the communications team I was working in was largely about the local paper. A dozen media queries was not uncommon and between 15 and 20 press releases was about par. In 2025, the idea of ‘managing the message’ sounds archaic. You can contribute to the debate but local information gets shared in different spaces. The local news title plays an important but diminished role. 

In 2025, the Facebook group is twice as likely to be the source of local government information for over 18s. Source: Ofcom. Sharable content posted to Facebook groups is more effective.

Posting toolkit content to your social channels

Toolkit content is the generic national messaging that’s centrally created. Those that created mean well. It’s just that it no longer cuts through with engagement.

In 2025, toolkit content is 36 times less likely to get engagement on Facebook. Source: my own research of 250 public sector posts from the UK.

Posting content routinely with the nominated person

At the start of my career, the press release was signed off with the quote from the cabinet member pretty much regardless. Those were different times. If you want your message to truly connect with an audience it would be better served to create content that reflected them. Someone like me is far more likely to be given house room.

In 2025, ‘someone like myself’ was the second most trusted group of people with 71 per cent two per cent behind the most trusted group which is scientists. Source: Edelman Trust Barometer.

Posting a piece of designed artwork 

Someone has designed a poster. It’s been printed off and pinned to noticeboards. Can you just post this to Facebook and Instagram? When this is done, you need to repeat the text on that poster as body text to the update. But even if you do, the content is often not that engaging.

In 2025, a carousel of suitable images is twice as engaging as a piece of artwork on Facebook and three times as engaging on Instagram. Source: My own research based on 250 public sector posts on both channels. 

Not responding to comments on Facebook

We’re all busy, it’s far easier to ignore or hide questions and comments. There’s a time and place for that, sure but as a policy this is not a good approach. Take the complaints offline but try and engage and if needs be draw a line in the sand on challenging views.

In 2025, a more nuanced approach of engagement is needed. Evidence: Cheng, Bala and Yang academic research ‘Engaging users on social media business pages.’

Not having an AI policy to shape your communications

We’re all busy (still) but using a cheeky five minutes to create an image to share is likely to be challenged. Trust is important and it can be burnt far quicker than it is earned.

In 2025, a policy to shape your communications is important. Evidence: GCS policy for generative AI. 

Not including traditional media in your emergency planning 

As the Liverpool trophy parade incident shows, far-right misinformation can land online within minutes of an incident. So, it’s far better to have a message to share swiftly and with traditional media. A press conference and message were shared widely by an array of news channels which drowned out the misinformation.

In 2025, a message to social media during an incident can be followed by a press conference or media statement. Evidence: Merseyside Police following the trophy parade incident.

Sending out multiple press releases

Newspapers have changed. For a start, they don’t call themselves newspapers anymore. For a second, they are more bothered about clicks. Yes, this can mean recycling contentious content. But it can also be an approach of ‘solutions journalism’ where the audience is put first. What’s bothering them and what can help with the solution? So, 10 things to do for free and for nothing for parents with under 12s can cover several press releases you may have once sold.

In 2025, solutions journalism is an approach your organisation should tap into. Evidence: BBC policy.

Sharing one piece of content everywhere

Back in the olden days, one video or form of words was shared everywhere. We live in a fractured media landscape where people consume media in different ways. A 30-second video to an audience of professional people may work on LinkedIn but wouldn’t on TikTok.

In 2025, the media landscape across demographics is varied. Source: Ofcom.

I deliver training to help you make sense of the changing landscape ESSENTIAL AI FOR PUBLIC SECTOR COMMS, ESSENTIAL COMMS SKILLS BOOSTER, ESSENTIAL MEDIA RELATIONS and ESSENTIAL VIDEO SKILLS REBOOTED.