This year brought change to the communication profession, from the growing role of AI to evolving expectations around culture and leadership. Communicators were asked to adapt, clarify, and lead through complexity. Throughout 2025, authors and thought leaders across the IABC community shared their experiences, strategies, and perspectives, helping peers navigate these challenges and shape the way the profession works today.
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Drawing the Line: What Communications Is — And Isn’t
By Tanya Pikula Most communications professionals know the feeling: you’re looped in late, after the decisions are made, the strategy is set, and now it’s time for a press release, a slide deck, and a social plan. We’ve long advocated for earlier involvement, and rightly so. Our work shapes how something is understood and received, which means we need a seat at the table from the start. But just as importantly, we need to be clear about what communications doesn’t own. We are responsible for the corporate voice and channels. And while we can support more individual or program-specific content, we do so as strategic partners, not as owners. When those boundaries blur, roles get distorted, expectations drift, and the work suffers on all sides.
Telling Your Story: Five Tips from First Idea to Final Draft
By Jill Marquardt Bylines, blog posts, profiles, listicles — articles today take many names and forms. But they all share a few things in common: They tell a story, whether it’s about your organization, a new product or service, or a point of view. And they’re competing for attention in a crowded digital landscape. How can you stop the scroll and communicate your message in a way that sticks? And how do you get there in the drafting process? Here are a few thoughts from the Garfinkel + Associates writing team, who grapples with this challenge every day. 1. Start at the finish line Articulate what success looks like. For thought leadership, this could involve a certain number of views, citations, and shares, with low bounce rates. For sales and fundraising, measure how well the piece moves the needle from clicks to cash. Consider value from the other side as well. Readers seek many things: new information, fresh takes, helpful tips, entertainment. (Never underestimate the power of being a light pause in someone’s heavy workload.) Have a clear picture before you begin.
AI Can Make Us Better Thinkers, If We Let It
By Tanya Pikula In an age of unpredictable technological advancement — so fast that even experts struggle to forecast five years ahead — the arrival and rise of generative AI have been truly seismic. I remember the first time I used ChatGPT. Like so many others, I was astonished. It pulled together a travel itinerary in seconds that would have taken me hours to research. It offered social media posts, email drafts, and creative content ideas, all with startling fluency and immediacy. It was hard not to feel dwarfed by it. In communications, where language is the core product, the sensation of being overshadowed is especially acute. We’ve always relied on our ability to distill complexity into clarity. Suddenly, here was a machine that could articulate things more quickly and, often, more cleanly. Yes, it made mistakes. Yes, its output needed editing. Still, its speed and coherence left many of us wondering, “Where does this leave me?” That question lingered, but, as I began experimenting with AI more regularly, my perspective started to shift. What began as simple, low-stakes tasks — proofreading, drafting itineraries, brainstorming titles — soon evolved into something more meaningful. I started using AI to stretch my thinking, stress test arguments, and clarify expression. Rather than feeling diminished, I felt empowered. Perhaps most significantly, I found myself with more mental space to think deeply and creatively.
When AI Speaks for You: Navigating Brand Voice in the Age of Synthetic Messaging
By Soumik Roy Artificial intelligence (AI) is no longer just a tool in the communicator’s kit, it’s increasingly a co-author, a voice actor, and, in some cases, the face of the brand. From automated blog posts to AI-generated videos and synthetic voices on podcasts, we are witnessing a quiet revolution in how brands express themselves. The shift is efficient, scalable, and fraught with reputational risk. While generative AI promises speed and content scale, it also invites new questions about trust, authorship, and the thin line between automation and authenticity. Brands that once prided themselves on human connection are now flirting with tools that generate thousands of words or images without a single person involved in the creative process. For communication professionals, especially those responsible for brand reputation, the rise of AI-generated messaging poses a fundamental challenge: How do we ensure our brand voice remains credible, consistent, and human, even when AI is doing much of the talking?  Note: This piece was written by my colleague, Sue O'Hora. It originally appeared on the website for her company, Rising Night Productions. Rising Night is a video production company based in Washington, DC. How to Expand Your Video Production Reach Without a Huge Budget
By Sue O'Hora Imagine being able to fill your organization’s website or social media feed with quality video content filmed wherever a good story exists. Now imagine being able to do that without dedicating a ton of manpower or a huge budget to the effort. The right producer can handle 75% of the work for you, offering creative guidance, experienced crews anywhere they’re needed, and post production services. I call my approach “Video Production Anywhere,” and it’s allowed me to cover stories in locations as varied as Denver, Nashville, Portland (Maine and Oregon), California, Alabama, and Paris. Whether you’re trying to capture interviews with executives who will all be in one place for a conference, or you’re sharing stories from an organization with a large geographic footprint, this approach to video production is a cost-effective way to create high-quality videos. It relies on three components: ☑️ A producer to plan and oversee the production ☑️ A trusted source for experienced crews wherever needed ☑️ An exceptional team of post-production professionals
IABC DC Metro Hosts Podcasting Expert Doug Downs
By Eli Natinsky Thank you to Doug Downs, president of Stories and Strategies, for leading “Why Most Podcasts Fail (And How Yours Can Succeed)” in March for IABC DC Metro. Doug is a podcast producer specializing in podcast development, analytics, and marketing. His company, Stories and Strategies, makes professional podcasts and videos for clients worldwide. “The fortune seekers of our time in podcasting dig into microphones,” said Doug, comparing these communicators to the miners of the California gold rush. “They start their podcasts with grand visions of instant success only to quit before they find their first real audience. The ones who keep going, who refine their craft and improve their message and persist even when the numbers aren’t there are the ones who will find what everyone else is searching for.”  Note: I want to share this piece by my colleague, Carlanda Jones. She originally wrote it for IABC DC Metro, and I serve on the chapter board. The International Association of Business Communicators (IABC) is a membership-based organization that connects communicators around the world. In Between Roles? Here’s How to Stay Productive, Organized, and Ready for What’s Next
By Carlanda Jones Periods between roles can be challenging but are also an opportunity to reflect, regroup, and grow. This time can be used to strengthen your professional skills, expand your network, and reinforce your readiness for your next career move. Whether you’re looking to level up in your career or pivot in a new direction, here are some practical ways to stay productive, connected, and confident during this time.  Note: There was so much outstanding content in IABC Catalyst this year that I had to share “2024 Catalyst Rewind: This Year’s Top Articles, Podcasts, and Webinars.” I serve on the IABC DC Metro board. The International Association of Business Communicators (IABC) enables a global network of communicators working in diverse industries and disciplines to identify, share, and apply the world's best communication practices. 2024 Catalyst Rewind: This Year’s Top Articles, Podcasts, and Webinars
By IABC Staff As 2024 wraps up, we’re celebrating the standout contributors and content that made Catalyst a must-visit source for comms professionals. From thought-provoking articles on ethics, accessibility, and AI to podcasts on brand-building and the future of comms, this year’s contributors have inspired and empowered communicators around the globe. Whether you’re catching up on lessons from IABC World Conference or exploring LinkedIn strategies to grow your business, these top picks highlight some of the year’s best ideas. Let’s revisit the content that shaped and supported our profession in 2024.  Note: I enjoy passing along comms content I find valuable, such as this IABC Catalyst article, “All the Things I Wish I’d Known: A Love Letter to Young Professionals” by Alyssa Long. Long, an organizational storyteller and empathy advocate, shares advice for those in the early stages of their career. This includes emphasizing work-life balance, how best to manage stress, and traits to borrow from senior leaders. The International Association of Business Communicators (IABC) is a global network of communication professionals, and I serve on the IABC DC Metro board. All the Things I Wish I’d Known: A Love Letter to Young Professionals
By Alyssa Long Congratulations, you’re embarking on a career in communications! As a young professional, you will occupy a specific niche as both a storyteller and ethical barometer. In the coming years, you will engage in both strategic planning and execution, seeing your projects and initiatives come to life. It’s an exciting time, and I hope you’ve found an organization that will empower you to grow, contribute and thrive. When I think about my earliest years in the workforce, there were times I was overworked, overwhelmed and downright scared. A decade later, I can’t help but think, “If only I’d known…” I want to share some of the essential skills that can help you navigate your career, improve your quality of life and set you apart in the workplace. This is my love letter to young professionals, wherever and whenever you are. |
AuthorI'm Eli Natinsky and I'm a communication specialist. This blog explores my work and professional interests. I also delve into other topics, including media, marketing, pop culture, and technology. Archives
December 2025
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