Reflections from the Axios Communicators Event: Top 5 Considerations for 2025

Last week, I had the privilege of attending the third annual Axios Communicators event, on behalf of MikeWorldWide’s Corporate Reputation Media Center of Excellence team. The event brought together prominent communication leaders from the worlds of business, technology, and sports, sparking conversations that are shaping the future of the communications landscape. Insights from Katie Hill of the NFL, Lindsey Held Bolton of OpenAI, Rob Shilkin of Google, and many more provided a clear picture of the challenges and opportunities that lie ahead over the next year.  

Here are five key takeaways that resonated with me and should be top of mind for other PR professionals as we head into 2025: 

• Curiosity fuels great communication. Katie Hill reminded us that the best communicators are those who remain curious, seeking inspiration not just from their own brands but from others across industries. 

• Direct engagement is critical. Rob Shilkin emphasized the growing symbiosis between traditional media and going direct through owned channels. In a fragmented media landscape, integrating earned, owned, social, and influencer strategies is no longer a luxury but a necessity. 

• AI as an enabler of thoughtful storytelling. Lindsey Held Bolton highlighted how generative AI can do more than just handle mundane tasks—it can unlock creativity by enabling communicators to focus on what truly matters: crafting impactful narratives. She shared how AI tools are helping teams quickly analyze audience sentiment, refine message strategies, and even draft personalized communications at scale. (Something we are actively doing at MikeWorldWide.) For example, one of the anecdotes involved using AI to quickly sift through hundreds of customer feedback points to identify emerging themes, which then informed a tailored campaign that resonated deeply with the target audience. This underscores that when used strategically, AI doesn’t just save time, it enhances the quality and relevance of the work we do as communicators.  

• Message discipline matters. With today’s wide array of stakeholders—supporters, critics, and everyone in between—maintaining a consistent, focused message is essential. Katie Hill’s simple yet powerful mantra for the NFL, “Football is for everyone,” is a great example of this clarity. 

• Big challenges, bigger opportunities. Whether it’s the NFL addressing domestic violence or OpenAI working to demystify artificial intelligence, brands that confront challenges head-on and turn them into opportunities will lead the way. 

A recurring theme throughout the evening was the value of building meaningful relationships—with consumers, stakeholders, media and even critics. As communicators, our work is rooted in trust, and nurturing relationships remains the cornerstone of impactful communication strategies. 

As we look ahead to 2025, the evolving media environment presents great opportunities to connect brands with the stakeholders they want to reach. With a thoughtful, relationship-first approach, communicators can successfully navigate the complexities of the landscape and drive meaningful outcomes. 

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