The Cision–PRWeek 2025 Comms Report: Why Employees Are Your Most Powerful Influencers

In February 2025, Cision and PRWeek released the 8th edition of their annual Comms Report, a survey of 310 senior communications professionals across the US and Canada. Interestingly enough, the findings confirm what many leaders already sense: the communications landscape is shifting fast.

How so? Well, AI is no longer a futuristic experiment, it’s solidly embedded in strategy. Measurement is improving, boosted by advances in technology, but executive buy-in still lags. And most strikingly, employees have become the single most trusted influencers for brands today. Needless to say, this is not necessarily what everyone saw coming five years ago, but that’s what makes moments like this so necessary. Companies have to take stock, adjust, and evolve in order to stay competitive.

Which is why for communication leaders, these insights are more than industry chatter. They’re a wake-up call to rethink priorities and align strategies with both business objectives and employee realities. With that in mind, we thought it would be helpful to break down the most important findings, and explore how companies can respond with a smarter, more human-centered approach.

Because at Sociabble, that is precisely what we strive to help companies do.

Insight #1: Employees Have Overtaken Celebrities as Primary Influencers

Talk about surprises! One of the headline stats from the report is impossible to ignore:

• 52% of communicators rank employees as the most effective influencers, surpassing consumers (51%) and executives (40%).
• Celebrities have dropped to last place at just 24%, a dramatic reversal from 2017, when they dominated the influencer space.
• Content shared by employees generates 8× more engagement than content shared by corporate channels.

It goes without saying that this is a seismic shift. The era of celebrity-led messaging is fading, replaced by a more authentic model: people trust people like them. When an employee speaks, it feels personal, credible, and grounded in lived experience.

So what does this mean for the future of ambassadorship? Well, this is exactly why platforms like Sociabble’s employee advocacy solution exist: to make it easy for employees to share content, amplify the company’s voice, and build trust at scale. It’s not about replacing marketing or PR; it’s about unlocking a resource that’s been there all along: your own people.

Insight #2: AI Is Moving From Experimentation to Adoption

Another headline that really stood out from the 2025 report is the mainstreaming of AI in communications. Specifically:

• 65% of communicators say generative AI improves their data and analytics capabilities.
• The most common uses: content creation (internal and external), brainstorming campaigns, and content optimization.
• 63% of organizations already have an AI policy in place.

What’s the significance of these stats? Simple. They tell us that communications leaders have moved past the hype cycle. AI isn’t replacing human creativity; it’s becoming a companion tool that helps teams work faster, test smarter, and tailor content more effectively.

At Sociabble, we’ve seen this shift firsthand, and we’ve been at the forefront. Our cutting-edge AI-powered features help companies streamline content creation while preserving the authenticity of employee voice. For example, employees can generate personalized post suggestions that remain aligned with corporate tone. The result? More confidence, more consistency, and more participation across the workforce.

Insight #3: Measurement Is Improving, but Proof of ROI Remains a Challenge

No doubt you’ve heard it before: for years now, one of the biggest frustrations in communications has been measurement. But alas, there is hope! The 2025 Comms Report shows encouraging progress:

• 68% of communicators now have tools to prove the link between comms and business outcomes.
• Engagement metrics like comments, shares, CTR, impressions, and conversions are increasingly prioritized.
• Yet, 27% say proving PR’s value to the C-suite is still a major hurdle.

So how do you convince a skeptical C-suite that their investment is worth it? This is precisely where analytics platforms make a real difference. With Sociabble’s centralized dashboards, communication leaders can connect employee engagement and advocacy directly to measurable outcomes: reach, engagement, leads, and even equivalent paid media value. That kind of data doesn’t just keep teams on track; it builds credibility with executives who expect clear ROI.

Insight #4: Priorities vs. Challenges: Bridging the Gap

Lastly, the report also highlights a mismatch between communicators’ tactical priorities and CEOs’ strategic goals.

• For communicators, the top priorities are analytics and reporting (46%), content creation (45%), and influencer/media management (37%).
• For CEOs, the focus is sustainable growth (47%), responding quickly to market changes (45%), and driving revenue (42%).

At the same time, communicators cite persistent obstacles: being too reactive instead of proactive (39%), measurement difficulties (37%), and poor alignment with other departments (35%).

This probably isn’t breaking news to many in the field. Such tensions are familiar to most HR and comms leaders. You’re expected to deliver tactical wins today, while also contributing to long-term business growth tomorrow.

Is there a solution? We think so. Here’s where Sociabble creates real alignment:

• For communicators, the platform delivers advanced analytics, streamlined content distribution, and AI-driven efficiency.
• For executives, it provides evidence of business impact, alignment across departments, and the ability to scale employee influence into real growth.

When the two sides work together, everybody wins.

Final Thoughts

If nothing else, the Cision–PRWeek 2025 Comms Report makes one thing clear: communications is evolving into a more data-driven, employee-powered, AI-enhanced discipline. The days of leaning on celebrity endorsements or generic campaigns are over. Trust, authenticity, and measurable impact now define success.

For communicators, the message is simple: your employees are your strongest influencers. But to activate their voices effectively (and prove the value of your strategy to the C-suite) you need the right tools.

That’s where Sociabble comes in. Our platform is purpose-built to centralize communications, empower employee advocacy, and deliver analytics that matter. We’ve already partnered with companies like Coca-Cola CCEP, L’Occitane Group, and Primark to drive these transformations, and we’d love to help your organization too.

Want to learn more? Sign up for a free, personalized demo today. We’re excited to chat and share our ideas.