A 2025 PR Playbook for an Unpredictable World
RedNote's PR situation, changing media landscape and what to do about it, and crisis comms.
In a spectacular reversal, TikTok is back and has officially become a US-China geopolitical bargaining chip. RedNote emerged as the biggest winner from last week's events, gaining newfound street cred and influx of #tiktokrefugees. I'm fascinated to see how RedNote will rise to the occasion and capitalize on this surge of media interest, if TikTok’s going full MAGA will save it, and how will these companies communicate with their stakeholders: from investors, users, policymakers, and media.
What's the PR playbook for 2025 with a fragmented media landscape and black swan events? Let's start with the challenges, perfectly summarized by Biden's outgoing Communications Director:
It's harder than ever before to break through
Most Americans under 35 have moved away from traditional news sources.
There's a global anti-incumbent, anti-institution wave.
These points deeply resonate with me. I see a widening schism between what serious, top-tier media wants to cover and companies’ expectation of cov…
