Well, if we were hoping for a calm start to the new year, we better look ahead to 2026. January 2025 has been full of everything from natural disasters, national and global political shifts and star-studded drama. Behind each of these news-making issues lives a team of communication pros who are working overtime on messages, media interviews and in today’s hyper-driven online world, social influence. Let’s take a quick look back, shall we? 

The End of an Era

After nearly two years, the historic Taylor Swift Eras Tour came to an end in early January. The show’s final curtain call was marked by an elaborate and heartfelt PR campaign that captivated fans worldwide. Taylor’s team (led by the incomparable Tree Paine) meticulously crafted the narrative of the tour’s conclusion, emphasizing its emotional significance and the journey it represented for both Taylor and her Swifties. The campaign included exclusive behind-the-scenes content, heartfelt messages from Taylor, and a series of reflective posts on social media recounting memorable moments from the tour. For those of us who lived it, it’s an era not soon to be forgotten!

Southern California Wildfires

The wildfires that started on January 7 and ultimately ravaged the Los Angeles area demanded a swift and coordinated PR response. Authorities and aid organizations leveraged social media and traditional outlets to keep the public informed and safe. The campaign focused on real-time updates, evacuation orders, and safety tips, utilizing platforms like Twitter, Instagram and local news channels. Celebrities and influencers were also roped in to amplify messages, encouraging donations and support for affected communities. The narrative stressed resilience and community spirit, showcasing stories of heroism and solidarity amidst the crisis.

Baldoni vs. Lively

The legal battle between actors Justin Baldoni and Blake Lively captivated public attention, with each side employing PR tactics to sway public opinion. Baldoni’s team focused on transparency and empathy, sharing his narrative through interviews and social media posts that emphasized his commitment to family and values. Lively’s camp, on the other hand, underscored her professionalism and integrity, using endorsements from colleagues and friends to bolster her case. Both campaigns sought to humanize their clients, painting them as relatable figures caught in a difficult situation, while subtly discrediting the opposition. Every day a juicy new detail emerges and with the influx of online influencers constantly sharing their take, along with screen grabs, movie lines and conspiracy theories, it’s damn near impossible to keep up with the drama. While the Lively side continues to fight for a gag order (is 3rd time a charm?) against Baldoni’s camp, it could be a race to release more material. On January 27 the judge set a trial date of March 2026 so buckle up for a long, bumpy ride!

TikTok’s (Brief) Ban

Not gonna lie, I was kind of excited about the TikTok ban, and I say that as a parent of teens, not as a communications professional. While it ultimately fizzled out after 14 hours, the TikTok ban spurred a massive PR effort from the company in the weeks and months leading up to January 19. TikTok’s campaign focused on user voices, highlighting the platform’s positive impact through testimonials from creators and businesses. They employed hashtags like #SaveTikTok and #TikTokForGood to mobilize users and generate public support. The company also engaged in direct dialogue with policymakers, presenting data on privacy measures and economic contributions. Their goal was to shift the narrative from security concerns to the platform’s role in fostering creativity and community. If you’re like my youngest daughter who deleted the app, you still can’t get it back, but for everyone else, you’re back up and doomscrolling, although the future is murky at best.

Trump’s Return 

The inauguration of Donald Trump for a second term as President was a polarizing event, complete with billionaires seated with the first family, a statement hat pulled so low that a kiss wall was built and a music snafu that had Carrie Underwood displaying grace under pressure. The event was obviously a carefully orchestrated PR effort. The strategy aimed to project an image of stability and progress, countering the divisive rhetoric often associated with Trump’s tenure.  It was clear that he was under strict order to stay on script during his speech! The inauguration events were broadcast with an emphasis on inclusivity and unity, featuring diverse voices and highlighting plans for economic growth and national security. Social media campaigns targeted different demographics, aiming to build a more favorable public image and mitigate backlash.

All that to say…

January was a lot, but there’s so much to learn from and dissect from a communications standpoint, and I find that fascinating! Let’s check back in February.