Freedom, Trust and the Power of Communication in a Changing America
As the United States celebrates its independence this July 4th, those of us in media and communications are reminded not only of our freedom, but also of our responsibility. At CommPRO, our community—now 10% larger than this time last year and consuming 20% more content—recognizes that with the right to speak, publish, and advocate comes the duty to inform, protect, and build trust.
This year, we’ve seen remarkable shifts in how stories are told, how credibility is maintained, and how communicators adapt in a fast-evolving landscape. From crisis response failures at the highest levels of government to new opportunities in broadcast media and the enduring power of storytelling, 2025 has been a year of critical reflection and transformation.
What TV Producers Want—and What PR Must Deliver
Our most-read report this year, “TV Producers Just Revealed What They Really Want from PR,” offered a crystal-clear wake-up call to PR professionals everywhere. The 2025 TV News Producers Report from D S Simon Media revealed that 91% of producers are open to pitches but 85% now prefer in-house spokespeople over third-party experts. It’s a striking shift, highlighting the importance of preparing internal talent to speak with clarity, authority, and authenticity.
As I shared with several agency leaders recently, “Communicators must be connectors, they must be trainers, strategists, and confidence builders for internal voices.”
The report also confirmed what many of us already suspected: Zoom is here to stay. With 82% of producers relying on virtual interviews, communicators must prioritize virtual polish and professionalism to keep pace.
Perhaps most meaningful in a time of eroding public trust is this: local TV news remains among the most trusted sources of information. For brands, nonprofits, and government agencies, this is a call to action to craft regional angles, invest in community-driven messaging, and show up where audiences still believe what they see.
Communicating for a Fuller Life
In another standout piece this year, Michael Zeldin’s “That Said” podcast brought an unexpected yet profound perspective to the communications world. In his conversation with happiness researcher Shigehiro Oishi, we’re reminded that good communication starts with a good life, one built on curiosity, exploration, and experience.
For professionals navigating stress, change, and complexity, this episode offered more than self-help; it delivered strategic guidance. “Embracing curiosity and exploration isn’t just a personal virtue,” Zeldin noted, “it’s a professional necessity in our line of work.”
This insight resonates now more than ever as communicators are asked to interpret not only facts but feelings—and to translate them into action.
Crisis Communications on the National Stage
In what may be the most sobering analysis of the year, Helio Fred Garcia’s dissection of the Signal Chat leak and its botched response exposed how unchecked communication practices can create a global crisis. His article, “How a Signal Chat and a Botched Response Shattered U.S. Credibility,” is more than a cautionary tale—it’s a masterclass in how not to handle crisis communications.
Garcia’s conclusion is both damning and essential: “Most failed crisis responses begin with denying the problem. Here, all the players denied.” For communication leaders, the lesson is clear, when trust is broken at the top, the consequences ripple across every institution and every citizen who relies on them.
Leading with Purpose: Troy Blackwell’s Story
And finally, Troy Blackwell, featured in our PR Masters Podcast Series, embodies the best of what our industry has to offer. From his time in the Peace Corps to his leadership at the U.S. Department of Commerce, Troy’s message is one of empathy, equity, and impact. His mantra—“Lead with empathy. Communicate with purpose. Deliver with impact.”—serves as a north star for a new generation of communicators.
Blackwell’s rise is not just a personal triumph but a testament to the power of mentorship, public service, and communications rooted in values. His story reminds us that great communicators don’t just represent—they inspire.
What’s on the Mind of Communicators This Independence Day?
As we reflect on what it means to live and work in a free society, one truth stands out: the power of communication is not just in what we say, but how responsibly we use it.
This year, our community is thinking deeply about:
Trust in a fragmented media landscape
AI’s impact on how our messages are interpreted and amplified
Training internal voices to lead conversations authentically
Rebuilding credibility in institutions through transparent, values-driven storytelling
Living fuller lives that enhance our ability to lead and connect
Freedom of speech is not just a right. It is a platform for responsibility. And as communicators, we are its stewards. Happy Independence Day to all—and thank you for making CommPRO your home for dialogue, insight, and community.
