Proactive PR for trends & tumult

1. UnitedHealth Group CEO shares mournful communication following his colleague’s death
2. Top measurement trends to watch for in 2025 as PR goes digital
3. 60-second close: Strategic communications are proactive

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1. UnitedHealth Group CEO shares mournful communication following his colleague’s death

• In an op-ed for the New York Times, UnitedHealth Group CEO Andrew Witty mourned the death of Brian Thompson, former CEO of UnitedHealthcare. Witty acknowledged the American healthcare system’s flaws, calling it a “patchwork built over decades” that needs improvement.
• In the quasi-press release, Witty stressed UnitedHealth’s collaboration with stakeholders, governments, employers, and healthcare providers, using a poignant delivery to show transparency.
• Media relations specialists can note the impact of Witty’s crisis communications strategy, which included expressing empathy, addressing public anger, and promising collaborative improvement initiatives moving forward. 

2. Top measurement trends to watch for in 2025 as PR goes digital

• The PR measurement landscape is all in on digital strategies for 2025. These trends include emphasizing domain authority and brand awareness, enhancing digital PR through high-performing external links, and boosting brand visibility.
• Other 2025 communications trends incorporate branded search (brand-specific searches) and improved share of voice through online conversations. These movements should provide more actionable insight into campaign performance and brand visibility for communication professionals.
• To stay at the forefront, adopt intentional ROI measurements beyond traditional initiatives. Digital assets like MOZ and Google Analytics can help produce concrete metrics on strategy success in 2025. 

3. 60-second close: Strategic communication is proactive

• Whether you’re managing a historic crisis or anticipating trends in PR measurement, communication strategists should be proactive in their efforts. While no one can predict the future, you can prepare for it with an effective communication strategy.
• A rock-solid PR plan always has a team to manage a crisis or develop thought leadership to create a stronger future.
• Axia’s experts can help your organization plan PR strategies for maximum impact in 2025. Just ask me how we can help.

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