When people think about PR, they often think about headlines. Magazine features. Splashy articles. But in 2025, PR is so much bigger—and harder to measure with just one number or moment.
Because PR today is about what it has always stood for at its core: Public Relations.

It's not just about press. It’s about how the public relates to your brand. How they share it. How they perceive it. How they talk about it when you're not in the room.

Sometimes, the very thing you hope for—the packed event, the viral launch, the flood of customers—can become your biggest challenge.

Every once in a while, a campaign lands that makes you pause—not because it’s big and shiny, but because every single move is intentional. Nothing feels forced. Everything hits.

That’s exactly how I felt watching the Robert Irwin x Bonds rollout. It was executed to perfection. From the casting to the community engagement to the teasing to the timing, it was one of those rare examples where you can feel the strategy underneath the surface.

The biggest players in your industry? They’re not just thinking about 2025—they’re already mapping out their strategies for 2026. It might feel overwhelming to think that far ahead, but setting long-term goals is one of the most powerful ways to future-proof your business. Here’s why planning ahead matters and how to make it manageable.

With proposed tariffs—including a universal 10-20% on imports and an additional 60-100% on goods from China—set to impact key categories like apparel, toys, furniture, and travel goods, brands must prepare for the likelihood of these changes being implemented in the near future. While these shifts may feel daunting, they also present a unique opportunity for brands to stand out.

The start of a new year is the perfect time to set intentions and take actionable steps toward growing your business. Whether 2024 was a whirlwind or a triumph (or maybe a little of both), Q1 offers a clean slate to evaluate, refine, and get ahead. Here are five things to focus on this quarter to kickstart the year ahead.

Running a business while raising little ones is a balancing act—and let’s just say more clients than I’d like to admit have seen my kids pop into Zoom calls this year. But it’s also exactly why I started Birdie. I wanted to do work I love with people I admire while having the flexibility to be present for my family.

Let’s be real: as the year wraps up, it’s easy to stay in “just-get-it-done” mode. But if you want your brand to crush it next year, now’s the time to hit pause and start planning. Taking a little time now to map out your strategy will save you from scrambling later—and put you ahead of the competition. Here’s how to make it happen.