1. “Hope” as the key message.

Brands that communicate optimism, resilience, and belief in the future gain stronger audience trust.

2. Attention economy.

People are overwhelmed with content — those who deliver real value, not noise, win.

3. Impact and social responsibility.

Businesses that contribute positively and speak about it transparently earn loyalty.

4. Inclusivity.

Products and communications must consider diverse groups of people — this is now the norm.

5. The rise of women’s roles.

Women’s leadership and voices are becoming essential for brand reputation and modern positioning.

6. Personalization.

Tailored, individual messaging is more effective than mass communication.

7. Video as the dominant format.

Short-form videos (Reels, TikTok) remain the most powerful way to grab attention.

8. Artificial intelligence in PR.

AI speeds up processes and supports content creation, but human touch remains crucial.

9. Cybersecurity = trust.

Transparency and data protection directly affect a company’s reputation.

10. Power of personal branding.

People trust people. A strong personal brand is a key influence tool.

What this means for PR specialists, entrepreneurs, content and creative managers:

— Move away from superficial “salesy” messages. Focus on authenticity, values, and trust.

— Plan content and offers to match modern audience expectations: personalization, inclusivity, and adaptation to new formats (video, social).

— Invest in long-term reputation through ethics, transparency, and social responsibility.

— Use empathy, gender diversity, and personal storytelling to build real human connections.

— Don’t fear AI — it can amplify your content creation, but always preserve humanity, sincerity, and values.

Source: https://mmr.ua/