The World’s Greatest PR Research

Welcome & Introduction

Ben Smith, founder, PRmoment

The UK Results of the Edelman Trust Barometer 2025

Louise Jenkins, co-head, Edelman DXI EMEA

• Why has society arrived at The Age of Grievance?
• The elite’s trust divide
• The battle for trust: The implications for brands and communicators
• UK trust trends over the past 25 years: The Media, NGOs, Business and Government
• What is a good trust score for a business? What is a good trust score for a country?
• The 2025 trust breakdown by media channel: social, search, print, TV, radio and digital

UK Consumer’s Media Consumption Habits: An analysis of Kantar’s TGI Report

Eleanor Sharp, executive, Kantar TGI

• Media consumption trends - print, digital, social and broadcast over the last 20 years
• The UK’s consumers most used social media channels, by demographic
• What values do UK consumers hold?
• How different interest groups interact and combine media use

A Study of corporate Affairs strategies, structure and operations in times of uncertainty

Mark Hutcheon, director, Deloitte UK

• The rise of Corporate Affairs as a business function
• Understanding the structure, size and spending trends of the Corporate Affairs function
• Have we entered a golden age of Corporate Affairs?
• Transformation times: The ripple effect of Trump on Corporate Affairs
• Profit versus purpose or profit and purpose?
• The role of Corporate Affairs in driving organisational growth?

Journalism and Technology Trends and Predictions 2025

Nic Newman, lead author, Reuters Institute Digital Report, senior research associate, Reuters Institute

• AI: Disruptor and enabler
• Platform shifts and the search for new gateways
• The evolving landscape of search and content discovery
• Copyright issues and content licensing agreements with AI platforms
• The rise of audio and video
• News fatigue and audience engagement
• New interfaces and the future of news consumption

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