Five critical factors to consider when raising your organisation’s profile in 2025

  • Published: 03 February 2025,
  • Say Healthcare Team

Are you planning to raise your organisation’s profile in 2025? Perhaps you’re shaping a new campaign or looking to refresh an existing one?

Whether you’re looking to raise public awareness of your profession, attract and recruit young people into the career or engage your members, here are five critical factors to consider to increase your effectiveness in 2025.

1. The expert voice is on the rise

The rise of the online health influencer has passed its peak. People are becoming disillusioned with unqualified lifestyle gurus peddling unverified advice, sometimes with devastating consequences (remember the influencer who died of starvation after eating a diet of nothing but raw and vegan food?). Today we are increasingly looking for authentic, evidence-based advice. But there’s no point being an expert and having an informed viewpoint if no one hears it. Now is the time to lead the conversation on your members’ areas of expertise. Be proactive; turn your members into ambassadors for their profession, so that they can provide authentic, qualified opinion.

2. The rising value of earned media

Paid digital marketing is losing its appeal. The rising costs of advertising and the anticipated loss of cookies play a big part in this shift, as digital advertising is becoming less measurable and sustainable for professional organisations. Authenticity is also a key driver, with earned media seen as more transparent and trustworthy than overpromising adverts. Audiences are increasingly seeing the value of credible, third-party content, and organisations will recognise the advantage of PR for its ability to be cost-effective and deliver long-term brand awareness. This will increasingly lead to a shift away from online ads to media that is “owned” (channels and platforms created and controlled by you) and “earned” (news vetted by independent journalists and editors). Is it time to up your PR game?

3. The changing social media environment

As individuals and organisations continue to leave X (Twitter) and new social media channels come and go, is it time to revise your channels strategy? Each social network presents pros and cons that need to be carefully weighed up to decide whether they are the right fit for your organisation. The type of posts, language and media required to succeed on these platforms could also be very different, and reaching your members will require a clear plan, and new skills and resources. Partnering with social media experts could be a shortcut to success.

4. A new generation’s values, needs and behaviours

As more members of Gen Z enter the workplace, they bring a fresh perspective with their need for purpose-driven, meaningful work, collaboration, self-care and well-being, alongside concerns that AI may take their jobs. Are your organisation’s values and messaging aligned with these new ways of experiencing the world? If you’re looking to expand your membership or attract the next generation into your profession, you may want to refresh how you communicate.

5. The issues of the day

The world has changed radically over the past five years. Alongside the specific needs of Gen Z, other issues such as sustainability, diversity and inclusivity, and hybrid working should also be considered when engaging with your membership. Any effective communications strategy needs to move with the times, but as change seems ever more rapid it’s hard to find the right moment for a reset. Could 2025 be the time to embrace change, find your purpose, and communicate with impact?

Find out more about how SAY can support your professional organisation with public relations and member engagement

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