Navigating the Future of Communications: Key Skills for 2025

Riding the Waves of Uncertainty: Crisis and Issue Management

The world of 2025 is a turbulent one. Shifting political landscapes, activist shareholders, and trade wars create a volatile environment where reputational risks can emerge unexpectedly. It's no wonder crisis and issue management is a top priority for communicators. According to Ragan's 2025 Communications Benchmark Report, 41% of communicators identify it as a key specialization for future-proofing their careers.

With partisan groups targeting organizations across various sectors, a robust crisis communications strategy is essential. Ragan's 2024 survey revealed that nearly four in ten organizations felt at risk from left-leaning groups, and that number rose to 45% regarding right-leaning groups. The ability to navigate these choppy waters is paramount to protecting reputation and maintaining stability.

The increasing importance of this area is evident in the fact that communications teams now lead crisis communications strategy in 40% of organizations, showcasing the critical role of skilled communicators in developing strategic frameworks and coordinating messaging during turbulent times.

The Human Connection: Executive and Employee Communications

In times of crisis, clear and consistent communication from leadership is more crucial than ever. Maintaining trust and engagement amongst employees is not just a feel-good initiative; it directly impacts the bottom line.

Research conducted by Fractional Insights paints a stark picture: 44% of the workforce experiences angst that negatively affects organizational performance. This translates to lower productivity and disengagement, potentially costing a 10,000-person company a staggering $240-330 million annually.

Communicators play a pivotal role in shaping leadership messaging to foster motivation and alignment with organizational goals. While access to the C-suite can be challenging, communicators are prioritizing soft skills like relationship building (61%) and emotional intelligence (38%) to bridge this gap and drive meaningful engagement.

Furthermore, honing fundamental skills like writing, editing, and storytelling remain vital, with 76% of communicators prioritizing these classic competencies to deliver impactful messages.

The AI Revolution: Challenge and Opportunity

Generative AI continues to dominate the conversation, holding the top spot as the number one specialization communicators need for future success. With nearly seven in ten (67%) expecting increased AI utilization in their roles within the next three years, it's clear that AI is transforming the communications landscape.

However, this rapid adoption presents a significant challenge. Ragan's 2025 Benchmark Report reveals a concerning statistic: over half of the surveyed communicators are either playing no role or are unaware of their team's involvement in shaping their organization's AI strategy.

This lack of involvement is a warning sign. To avoid being left behind, communicators must proactively upskill in generative AI, participate in cross-departmental innovation teams, and explore advanced AI applications beyond mere productivity gains. The future of communications is inextricably linked to AI, and those who embrace its potential will be best positioned to thrive.

The complete 77-page Ragan Communications Benchmark Report, based on a survey of over 900 communicators worldwide, provides further insights and is available exclusively to members of the Ragan Communications Leadership Council.