BrandMap/ New Dynamics in Corporate Communication

MURAT GÖLLÜ

Founder of BeReady -President of the Corporate Communicators Association

New DYNAMICS IN CORPORATE COMMUNICATION

Corporate communication is playing a more critical role than ever in the changing world order. Geopolitical turmoil, economic uncertainty, trust issues, digital transformation, and sustainability demands have transformed this field from merely a communication tool to a strategic management function.

In this issue of BrandMap, we discuss the opportunities and challenges corporate communicators will face in 2025. To gain a broader perspective, we included insights from Altuğ Ünüvar, Corporate Communication Manager at Mey|Diageo, Burçak Türkeri, Corporate Communication and Sustainability Leader at Ford Otosan, Levent Ulusoy, Senior Director of Corporate Communication and Marketing at ÜNLÜ&Co, and Selen Tokcan Hacaloğlu, Corporate Communication Director at Boyner Group.

With insights from leading CCOs, we had the opportunity to discuss how corporate communication will shape in 2025 and how to adapt to these new dynamics. Their contributions are invaluable, and I sincerely thank them all. Happy reading...

Are Corporate Communicators Ready for 2025? The 2025 Agenda and 6 Key Realities

2024 was truly a turning point for communicators. Geopolitical upheavals, trust crises, and societal uncertainties were felt across all sectors, and the communication world did not remain unaffected by these storms. At the same time, artificial intelligence (AI) transformed all communication processes, from accessing information to storytelling, crisis management, and internal communication strategies. And yes, this transformation occurred at a breathtaking pace.

However, we must acknowledge one thing: trends no longer point to the future as they once did. The trends of the future have become the realities we live today. Rapidly changing digital world and technologies like AI have ceased to be "forecasts for tomorrow" and have become integral parts of our daily lives. This speed clearly shows that communicators can no longer rely on traditional methods.

Yes, trust and reputation remain indispensable priorities. However, surviving in the communication world now requires building modern tools and strategies on top of these two fundamentals. Here are 6 key realities that communicators are facing as we enter 2025:

Those unprepared to fight misinformation will lose

Misinformation and disinformation are no longer academic terms; they are daily realities we face in the communication world. Especially with the rapid spread of fake news and manipulative content in the digital age, the credibility of brands is at risk. So, what will brands do in this information bombardment to maintain their trust and defend the truth?

First of all, having a robust 24/7 monitoring system is no longer a luxury but a necessity. Brands must track the information spreading about them across all platforms, identify any false or misleading information in real-time, and respond appropriately. The most critical issue for reputation here is that responses must be reliable and consistent.

In this context, the strength of a brand's digital presence is also crucial. A strong corporate website and active social media accounts are the most effective tools for brands to tell their stories accurately and effectively.

However, as important as digital assets are, it is equally valuable for the brand to have stayed true to its essence over the years. Brands that demonstrate consistency between their past statements and present actions gain the trust of stakeholders. A "brand with its essence in sync" will be far more persuasive when responding to misinformation, making it much easier for stakeholders to trust the brand during a crisis. Crises don’t just knock on the door; they can break it down.

Crisis management is no longer just a task for communicators; it is an inseparable part of daily life. In this era of geopolitical and economic uncertainty, the challenges brought by digitalization have made crises even more complex. The dizzying speed of social media, the urgent need to deal with misinformation, and stakeholders’ growing demand for transparency are continuously putting organizations through trust and reputation tests.

However, those who are prepared for crises, rather than those who panic during them, are better able to protect their reputation. Brands that operate under the principle "the best crisis management is not creating a crisis" can effectively mitigate risks. Adopting a proactive approach not only prevents crises but also ensures the preservation of reputation.

During this process, it is a top priority for leaders to be prepared. Crisis management is not only a communication skill; it is also a leadership test. Bold decisions made at the right time and clearly communicated messages solidify the company’s trust. However, it must be remembered that speed without strategy will lead you straight into a wall.

The key to maintaining reputation is always staying one step ahead of the crisis. As media relations evolve, reaching stakeholders becomes more challenging.

The media world is rapidly transforming under the influence of digitalization, and this change creates new challenges for corporate communicators. As traditional media platforms lose their influence, LinkedIn, TikTok, Instagram, podcasts, and micro-influencers have become the powerful actors of the new media order. This transformation forces brands to rethink how they communicate their messages and make fundamental changes.

2025 will be a year when media relations are redefined. In corporate communication, it will no longer be possible to effectively engage with stakeholders through a single press release or traditional methods. Companies need to adopt a multi-channel, flexible, and goal-oriented approach to reach different stakeholder groups. The complexity brought by digitalization makes selecting the right channels and building strong relationships through them more critical than ever.

In the new media order, reaching stakeholders is not just about creating content; it requires speaking their language, understanding their needs, and establishing a genuine connection. This is not only about delivering the message but also about building trust and reputation.

For corporate communicators, success in this transformation lies not only in keeping up but also staying one step ahead of the process. In 2025, brands that want to make a difference in communication must take a multidimensional approach to their relationships with stakeholders. Holding on to traditional media habits will only weaken communication strategies in this rapidly changing world.

People want real stories, not artificial ones

Artificial intelligence (AI) is revolutionizing both visual and written content production and offers unique opportunities for corporate communicators. Integrating AI into our work provides significant advantages in terms of speed and efficiency. However, it is important to view AI as just a tool and keep it at that level. While the conveniences AI offers are impressive, sincerity and human touch remain indispensable values in communication.

The critical factor here is striking the right balance. Real photos, real stories, and messages that touch people have a sincerity beyond the content generated by AI. People form emotional connections with authentic stories shared by humans, not algorithms. Real stories, true glimpses of life, are the most powerful way to earn stakeholders’ trust and differentiate the brand.

Using technology wisely is important, but it should not be forgotten that the strongest communication tool will always be sincerity and authenticity.

Sustainability is not a trend; it is a fundamental necessity

Sustainability is no longer just a communication strategy or a nice campaign theme; it is the way to make a real contribution to employees, stakeholders, society, and the planet. In 2025, sustainability will continue to be one of the most important issues in corporate communication.

However, society and stakeholders are tired of empty promises and superficial projects under the name of sustainability. People no longer expect brands to appear "greener" but to be more effective. Therefore, symbolic projects under the banner of social responsibility fall short. These projects need to be taken a step further and turned into concrete, measurable, and long-term social impact initiatives.

2025 will be the time for action, not just talk. Brands that make a difference through meaningful and measurable results, not sustainability slogans, will earn the trust of their stakeholders and become the winners of the future.

Building reputation from within with employee branding

In 2025, having a strong employee brand will continue to be one of the most critical elements in managing a company’s reputation. Employees are no longer just team members; they are also the most effective spokespeople and advocates of the brand. Therefore, internal communication strategies should not only focus on sharing information but also on increasing employee engagement, motivation, and affiliation with the brand.

When employees internalize the values of the brand and represent them in the outside world, they make a direct and powerful contribution to the brand's reputation. Corporate communicators play a critical role in leading this process. A communication approach that listens to employees, takes their feedback into account, and integrates it into corporate strategies forms the foundation for building a strong employee brand.

2025 Will Be the Year of Corporate Communicators

In 2025, corporate communicators will further strengthen their strategic importance within companies. In an era where digitalization, crises, and stakeholder expectations are so intense, communicators are not only the voice of companies but also key players in shaping strategic roadmaps.

Communication departments are no longer just message carriers; they are strategic think tanks that manage corporate reputation, predict risks, and seize opportunities. Therefore, the communication function should be strongly represented in management boards and should take its rightful place in executive committees. The involvement of communicators in the highest decision-making mechanisms not only enhances the resilience of brands against crises but also guides their long-term success. Companies that see communication as a strategic priority will be one step ahead of their competitors in the future.

2025, despite all its challenges, will be the year of corporate communicators. Because communication is the heart of business and the key to brands' sustainable success.

ALTUĞ ÜNÜVAR

Corporate Communications Manager at Mey Diageo Board Member of the Corporate Communications Association

"Companies will try to tell their stories in the most powerful way possible to bring their brands closer to consumers and make them understandable."

The world is constantly changing and evolving. Technological and economic developments, changes like the global pandemic we experienced a few years ago, and many other factors have made adapting to this rapid change an inevitable skill. As my dear Murat Göllü often emphasizes, "Communication is the heart of the business," it is crucial to recognize the transformation brought by this change early on and effectively apply new trends in communication. A few key themes emerge: technology, sustainability, storytelling, and authentic communication...

In recent years, especially with the pandemic, technology, also known as digital transformation, has gained significant momentum, and it directly impacts communication, as it does in every other field. With the addition of artificial intelligence technologies, it is not hard to predict that digital transformation and AI-supported communication will become even more important in corporate communication.

Sustainability is another prominent issue. As we saw in recent years, sustainability will likely remain a key part of business life in 2025. We are in an era where sustainability-related efforts are no longer limited to environmental actions. With the developing collective consciousness, social issues are also being grouped under the sustainability umbrella. Companies and brands will need to genuinely adopt sustainability topics within the environment-social-governance triangle and shape their actions accordingly. Of course, effectively and consistently supporting these efforts with communication will be more important than ever.

The values and worldviews of the new and old generations are vastly different. For instance, the need to connect with companies/brands... In the past, consumers would consider tangible factors such as price and value balance when making decisions. Today, when it comes to preference, they want to believe in and be persuaded by the story of the company/brand. Therefore, storytelling has gained importance; in fact, I believe that in 2025, storytelling will become one of the core elements of corporate communication. Companies will try to tell their stories in the most powerful way possible to bring their brands closer to consumers and make them understandable.

And of course, we cannot forget authentic communication. A significant shift brought on by the pandemic is the increasing role of sincerity and trust in communication. Today's consumers demand brands to communicate more transparently and ethically. They also expect sincere and transparent communication from leaders. This is because they are now completely fed up with anything that feels fake. Additionally, this topic is essential for strengthening a company's reputation. Therefore, the 3 Rs in communication (Responsible communication, Rational communication, and Authentic communication) will be of great importance in 2025.

To summarize, in 2025, when technology, sustainability, storytelling, and authentic communication are expected to stand out as trends, corporate communicators will have a lot of work ahead of them.

BURÇAK TÜRKERİ

Corporate Communications and Sustainability Leader at Ford Otosan

"In 2025, human-centered communication and individual stories will be the strongest weapon of brands."

Communication in the Post-Reality Era: Building Trust in the Search for Reality

In 2025, we will be in a period where not only truth but also the "perception of reality" will constantly be questioned in the world of communication. It is no longer enough for brands to simply speak the truth. People trust what they feel more than what they see. We are moving beyond the post-truth era and entering the post-reality era. In this new period, building trust will be possible not only through transparency but through sincere narratives that align with reality.

Social media, artificial intelligence, and technologies like deepfake can manipulate reality. Algorithms cause users to see content that only confirms their existing beliefs, while individuals trapped in information bubbles miss the opportunity to engage with different realities. This undermines trust in brands. People are now focusing more on how brands behave during crises and how they contribute to society rather than just what they say. In this era, trust is built not on promises but on real actions in the field. Now, the stories of employees are more prominent than the spokespeople of companies. Because people trust the employees, CEOs, and field representatives of a brand. Society measures the authenticity of a brand by the sincerity of the individuals who make up that brand. In 2025, human-centered communication and individual stories will be the most powerful weapon for brands. To build trust, the following will be critical:

•            Transparency and Sincerity: Clear, honest, and heartfelt narratives.

•            Creating Social Value: Taking an active role not only in business but also in social responsibility.

•            Real Human Stories: Real stories of employees’ successes, experiences, and contributions.

In the post-reality era, brands must stand alongside individuals who are trying to connect with reality. Trust will no longer be just a strategy but a bridge that brands will rebuild every day.

LEVENT ULUSOY

Senior Director of Corporate Communications and Marketing at ÜNLÜ&CO

"The ability of brands to authentically and sincerely show sensitivity to societal issues through storytelling forms the foundation of long-term reputation."

At the beginning of 2025, corporate communication is preparing for a future where both opportunities and challenges will coexist. The global and local agenda, which changes much faster than before, is making it more critical than ever to adopt a communication strategy based on transparency and reputation.

The ability of brands to authentically and sincerely show their sensitivity to societal issues through storytelling not only strengthens their ties with stakeholders but also forms the foundation of long-term reputation. The bond created with society and stakeholders can be considered an unspoken goal for communicators. However, in this process, there is also the danger that communication activities may sometimes overshadow the work itself.

Another significant theme is artificial intelligence, which brings both innovation and risks to corporate communication. On one hand, innovations that increase operational efficiency and accelerate content production like never before; on the other hand, there is the risk of losing originality and the human touch. This has become one of the major dilemmas for communicators. We will see that brands that can maintain their unique stance while integrating AI into business processes will stand out in competition. I also believe that artificial intelligence tools will have an impact on the career development of communicators.

The need for effective representation of the corporate communications function in management is also increasing. Corporate communication is not just about delivering specific messages; it plays the role of a "conscience" that reflects the company's values and guides strategic decisions. Using this strategic role more effectively in management and decision-making processes ensures that companies sail towards their long-term goals in a healthy way. In situations where this is lacking, we all see how unexpected crises can divert the company's course.

SELEN TOKCAN HACALOĞLU

Corporate Communications Director at Boyner Group

"Companies now need to prioritize transparency by sharing not only their successes but also their challenges and setbacks."

A new year, transformation, and strategic communication plans that need to be designed for the new era… Our industry, due to changes in technology, consumer behaviors, and the growing demand for transparency and authenticity, has undergone a significant transformation, and this process will continue to grow in importance through 2025. Companies must inevitably build more meaningful and strategic dialogues with their stakeholders.

That’s why, as we create our strategic plans for the new year, let’s take a look at what we need to prioritize...

An Undeniable Priority: New Media

Although traditional media channels still maintain their effectiveness today, we need to think more actively about how to effectively use new media channels in the coming period.

The increasing use of artificial intelligence brings us prototype strategies with repetitive solution proposals, and while we should not miss out on benefiting from these, we must also focus on developing new openings and tactical approaches that are in line with the times.

Repetitive Work Goes to the Trash

The demand for originality is reaching new heights. Stakeholders now expect companies to be open and honest in their communications, especially during crisis periods. Companies must now prioritize transparency by sharing not only their successes but also their challenges and setbacks. It’s impossible to catch the spirit of the times without designing communication strategies that promote trust and credibility through authentic communication.

At this point, creating new stories becomes our priority. Through these new stories, which highlight the company’s values and purposes, we can establish emotional connections. It’s time to leave the old stories behind!

Multiple Channels, Good Channels In the new era, to effectively reach the target audience, we must use a mix of traditional and digital channels, embracing hybrid communication.

We need to carefully monitor and choose from webinars, podcasts, forum environments, blogs, multiple WhatsApp groups, and social media platforms, but we must not neglect conventional media. As we diversify our presence, let’s not forget that it’s not about messages getting lost but about making sure they’re clearly communicated, tailored for different audiences.

Focusing on Stakeholder Engagement

The saying "The customer is king" has never been more true.

Consumers now buy not what you’re selling, but why you’re selling it. They look at what you offer to me, my environment, and society. Social responsibility projects are no longer a trendy term. The concept of responsibility, which should be adopted not as a project but as an approach, must be supported with realistic steps through certain topics aligned with the corporate culture.

Inclusion and Equality Are a Must!

An inclusive and equal language that embraces all groups is the key to carrying our institutions into the future. When considering sustainability principles, developing projects in line with these principles will create a significant impact both internally and externally.

Institutions that manage to position each of their employees as brand ambassadors will definitely stand out positively from others. This proactive approach will not only enhance the brand’s reputation but also contribute to a fairer society.

As Kierkegaard once said, "Life can only be understood backwards; but it must be lived forwards."