2025 was a year that stripped away the gloss from public relations and demanded substance, steadiness, and sharper judgement. In a landscape shaped by uncertainty, AI acceleration, geopolitical flux, regulatory scrutiny, and rising reputational risk, Bloomingdale Public Relations navigated the year with what it calls “quiet confidence,” choosing depth over noise and counsel over theatrics. For Adgully’s REWIND 2025, Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations, reflects on how the year reshaped client expectations, elevated the role of advisory-driven PR, redefined accountability, and set the tone for a future where credibility, clarity, and ethical conviction will matter far more than surface-level visibility.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?2025 was a year of quiet confidence for us. Not flashy, not noisy, but deeply defining. What stood out was not one big win or a headline moment, but the consistency with which we showed up for our clients in a year full of uncertainty. An uncertain environment, rapid digital transformation driven by AI, geopolitical noise, regulatory shifts, and rising reputational risks became part of everyday conversations; and that changed the nature of our work. One defining moment for us was how often clients brought us in before decisions were made, not after things went wrong. That shift from reactive execution to early-stage counsel told us that trust had deepened. We were no longer being seen as just an external agency, but as a thinking partner who understands context, consequences, and nuance.Another standout was internal. We invested time in sharpening our fundamentals: talent, process, and judgement. We said no to work that didn’t align with how we want to practise, and yes to work that demanded rigour, maturity, and long-term thinking.If I had to summarise 2025 in one line, it would be this: fewer fireworks, more foundations. And in an industry like ours, that’s often the most meaningful kind of progress.When you look at the broader PR and communications industry, what defined this year for the industry?For the PR and communications industry, 2025 was the year the illusion finally dropped. The idea that PR is only about visibility or storytelling quietly gave way to a far more serious expectation. Brands needed judgement. They needed context. They needed partners who could help them think through consequences, not just headlines.What defined the year was uncertainty becoming the norm. Leadership transitions, regulatory pressure, geopolitical tensions, social media volatility, and AI-led misinformation meant that reputation risk was no longer episodic. It became constant. That changed how PR was valued.Another big shift was accountability. Clients started asking tougher questions. Not just “what coverage did we get” but “what did this actually change” and “what risk did we avoid.” Measurement moved beyond volume to impact, credibility, and trust. The industry also saw a clear separation. Agencies that stayed transactional struggled. Those that leaned into advisory, ethics, and long-term reputation found stronger relevance. There was also a noticeable pushback against overpromising. Realism started to matter more than hype.If I had to sum it up, 2025 was the year PR stopped trying to look glamorous and started being useful again. And honestly, that’s a healthy place for the industry to be.Which new big clients did you onboard this year, and what made those wins special?We did onboard a few significant clients this year, but what made those wins special wasn’t the size of the brand or the logo value. It was the nature of the conversations that led to the partnership.Most of these clients came to us with very clear problems, not vague mandates. They were looking for counsel in moments of transition; leadership changes, market expansion, regulatory scrutiny, or reputational sensitivity. In many cases, the brief was less about “getting coverage” and more about “help us think this through.”What stood out was that these relationships didn’t begin with pitch theatrics. They began with honest discussions about what PR can and cannot do. That mutual clarity upfront set the tone for a healthier partnership.Another important aspect was trust transfer. Several of these wins came through referrals; from existing clients, journalists, or senior leaders who had seen us work in high-pressure situations. In an industry crowded with options, that kind of endorsement still matters.So for us, the real win wasn’t onboarding new names. It was onboarding clients who value depth over noise, realism over hype, and long-term thinking over short-term visibility.How has the role of PR evolved, has it shifted from just managing images to creating deeper, more authentic engagement?PR has definitely moved beyond managing images. In 2025, its real value lies in shaping understanding and building trust over time. Earlier, PR was often called in to polish perception or manage moments. Today, it is increasingly involved in helping organisations engage with their stakeholders in a more honest, human, and sustained way. That means listening as much as speaking.What has changed is the depth of engagement expected. Audiences are more informed, more sceptical, and quicker to call out inconsistencies. Brands can no longer rely on one-way narratives. They need to show intent, action, and accountability - repeatedly, not occasionally.PR now sits closer to business decisions. It plays a role in how leaders show up, how organisations respond to criticism, and how values are communicated through behaviour, not just messaging. The focus has shifted from visibility to credibility.So yes, PR still manages reputation, but the method has evolved. It is less about controlling the story and more about earning the right to be believed. That shift is subtle, but it defines the future of the profession.
