2025 Newspaper Headlines Again Delivered PR Lessons Not Found in Textbooks
Editor’s Note: This article reflects the personal opinions and perspectives of the author and is intended to stimulate discussion and professional reflection within the communications community. The views expressed do not necessarily represent those of CommPRO.
In addition to the political developments surrounding President Trump, the sports betting scandal, the Epstein disclosures, and a Republican-controlled House and Senate closely aligned with the administration, there were also many lessons last year that PR practitioners can learn by keeping up with daily news coverage — as I have said for decades.
Below are several examples.
A page one article in the Jan. 7 New York Times provided the first PR lesson of 2025. It was headlined, “Inauguration Won’t Put End to Legal Woes,” and detailed why some of President Trump’s legal challenges will continue during his second term.
Lesson to remember: Just as President Trump’s legal issues will continue to be referenced in the future, so will major PR crises, such as BP’s oil spill, Boeing’s safety problems, and many other high-profile cases. When preparing a new program, it is imperative for PR professionals to conduct an intensive background review of a client to ensure the proposed program does not inadvertently provide journalists with a roadmap to revisit past problems.
The following day, a page one article in The Wall Street Journal was headlined, “How to Fix Boeing: A Repair Manual.”
Lesson to remember: See above.
“Keep Performance Notes to Bolster Career Goals” was the headline of a Jan. 9 Wall Street Journal article. The piece reinforced what I’ve been saying for decades: you never know when documentation may be useful. I continue to believe that maintaining a detailed record of accomplishments and “memos to self” can be valuable when seeking a new role, addressing workplace disputes, or documenting patterns of idea ownership and performance recognition.
Lesson to remember: Our industry is known for disputes over idea ownership. Finding appropriate ways to ensure leadership understands your contributions can protect your career growth. As a senior executive once told me early in my career, “If you don’t take credit for your good ideas and work, someone else will.”
The sports section of the Jan. 10 New York Times published a subhead that read, “N.F.L. owners rarely think to blame their own ineptitude.” The article examined the annual firing of football coaches and noted that losing seasons are often driven by ownership decisions rather than coaching failures.
Lesson to remember: In our business, when things go poorly, organizations often look for scapegoats. Too often, those scapegoats are lower-level account professionals who are executing flawed management directions. Always protect your professional reputation and document your contributions.
The Jan. 12 edition of the New York Times contained two headlines that offered additional lessons. A page one article titled “Say Anything: Remaking Meta for Trump Era” detailed how Meta revised its online speech policies following the election.
Lesson to remember: Whether one agrees or disagrees with Meta’s decision, the communications lesson is clear: if a strategy is not producing desired results, clients should be informed promptly and mid-course corrections should be made.
The second article, “Is the H.R. Department Really on Your Side?” explored employee hesitation in raising concerns due to potential career risk.
Lesson to remember: Human Resources departments ultimately represent the organization. Employees should carefully consider how and when to escalate workplace concerns and ensure they maintain appropriate documentation.
Within days of each other, articles in the New York Times and Wall Street Journal reinforced a reality I have long shared with clients: when there is a legitimate issue supported by facts, public relations efforts cannot override investigative journalism.
Lesson to remember: Attempting to conceal or deflect legitimate issues damages credibility and long-term media relationships.
A Feb. 14 Wall Street Journal article, “Trump Family Reaps Bonanza, Making Millions Since Election,” examined business activities connected to the Trump family.
Lesson to remember: Investigative reporters pursue stories regardless of power, influence, or perceived political alignment. Once a story is supported by sufficient documentation, publication is likely, and efforts to suppress coverage can damage professional credibility.
A Feb. 25 New York Times “Work Friend” column titled “Why Do Apple Polishers Get Ahead?” explored frustrations around workplace advancement and office politics.
Lesson to remember: Promotions are not always driven solely by performance. Professionals must thoughtfully advocate for their contributions and visibility.
A March 13 Wall Street Journal article, “Promotion Denied? Don’t Flee Company,” reinforced similar dynamics.
“The First Response Isn’t Always the Best Response,” a March 23 New York Times column, reminded readers of the importance of accuracy and professionalism in communications.
Lesson to remember: Attention to detail, including correct names, titles, and respectful forms of address — remains fundamental to maintaining productive media relationships.
A May 4 New York Times “Work Friend” column, “Help! My Boss Wants to Be My Roommate!” addressed blurred professional boundaries.
Lesson to remember: Workplace relationships require appropriate boundaries, regardless of perceived closeness.
A May 18 New York Times column by David Brooks discussed challenges facing job seekers navigating algorithm-driven hiring systems.
Lesson to remember: Personalized outreach and thoughtful research remain effective strategies in competitive job markets.
A June 16 Wall Street Journal article, “The Trick to Saying No at Work,” addressed professional boundaries and values.
Lesson to remember: While flexibility is important, professionals should thoughtfully evaluate assignments that conflict with deeply held values.
A July 21 Wall Street Journal article revisited resume conventions.
Lesson to remember: Refer to earlier guidance on personalized outreach and strategic positioning.
A series of New York Times articles in late July and early August examined violence linked to former professional athletes and the long-term health impacts of C.T.E.
Lesson to remember: Organizations with past crises must remain prepared for renewed scrutiny and avoid any appearance of minimizing or obscuring established facts.
A Sept. 7 New York Times “Work Friend” column discussed shrinking protections around workplace speech.
Lesson to remember: Employees should document workplace issues carefully and escalate concerns strategically.
Additional September reporting related to Epstein investigations underscored the persistence of investigative journalism and reputational risk.
Lesson to remember: Once statements are made publicly, they remain part of the record and may resurface in future coverage.
An Oct. 19 New York Times “Work Friend” column highlighted how underperforming employees are sometimes retained for reasons unrelated to performance.
Lesson to remember: Managers must balance accountability with organizational realities.
A Newsweek article on Oct. 30 detailed revisions to Justice Department court filings.
Lesson to remember: Attempts to quietly change policy or messaging often attract greater scrutiny when discovered.
A Nov. 2 New York Times “Social Q’s” column emphasized listening.
Lesson to remember: Listening and collaboration often generate stronger outcomes than dominating conversations.
A Nov. 14 Reuters article addressed political responses related to Epstein investigations.
Lesson to remember: Attempting to redirect attention away from an issue often amplifies scrutiny rather than reducing it.
Coverage in December involving a high-profile criminal case demonstrated how insensitive remarks can prolong negative coverage.
Lesson to remember: In moments of tragedy, restraint and empathy remain essential.
Additional reporting on interviews with senior political aides reinforced a longstanding truth.
Lesson to remember: There is no reliable way to control how an interview will ultimately be framed once published.
During this year, as in every year, PR practitioners can learn valuable lessons by paying attention to media coverage. One principle I have consistently shared throughout my career is simple: professionals should protect their own integrity and judgment, because organizations will always prioritize their own interests.
