Audience-led communications will be at the forefront of thinking in 2025. It’s so important to make sure you’re talking to the right people, at the right time and in the right place, and not rely on a ‘spray and pray’ approach, which no longer works.

As the media landscape continues to evolve and shrink (not just in Australia but around the world), building relationships will be crucial as well as looking at new ways people are telling stories. Whether it’s through new social media sites like BlueSky or through publishing platforms like SubStack - these are impacting where audiences are getting their news from.