The International Public Relations Research Conference (IPRRC 2025) has once again proven why it remains the preeminent gathering for communications measurement innovation. This year’s event showcased groundbreaking research, new methodological approaches, and strategic frameworks that are reshaping how senior communications leaders demonstrate value to their organizations. As longstanding supporters and active participants in IPRRC, Fullintel was deeply engaged in advancing the conversation around measurement excellence.
The Convergence of Crisis, AI, and Crisis Response with AI
A key theme emerging from IPRRC 2025 was the intersection of crisis management and artificial intelligence (AI). Three primary research areas dominated discussions:
1. Crisis Communications Research – Studies examined how various crisis response strategies influence brand reputation, media coverage, and financial outcomes.
2. AI in PR Measurement – Researchers showcased how AI is revolutionizing media monitoring, sentiment analysis, and narrative detection.
3. AI’s Role in Crisis Response – A growing body of research is exploring how AI-powered tools can enhance crisis response effectiveness, from early threat detection to real-time crisis scenario modeling.
The interplay among these three themes illustrates the future of PR measurement, with AI becoming an integral tool in both media analysis and crisis response planning.
Research-Backed Crisis Management: New Predictive Models Emerge at IPRRC 2025
Crisis communications strategies received significant attention at IPRRC 2025, with Fullintel’s Head of Insights, Angela Dwyer, and research partner Dr. Tyler Page presenting their highly anticipated study, “Brands with Baggage.” The research, which underwent IPRRC’s rigorous selection process, examined how different crisis response approaches affect long-term brand reputation, media coverage patterns, and financial outcomes.
“What makes this research particularly valuable for senior communications leaders is its mixed-methodology approach,” explained Dwyer during the presentation. “By triangulating reputation data, media impact, and stock performance metrics, we’ve identified specific patterns that determine the cost of a crisis for a brand in reputation and financial terms–and one trend is sure, the long tail of reputational damage of today’s crises.”
Key takeaways from crisis research at IPRRC 2025 include:
- Pre-crisis reputation strength is a quantifiable buffer, with strong brands experiencing 37% faster recovery rates than those with neutral or negative pre-crisis perceptions.
- Visual elements in crisis communications significantly impact public response. Data showed that crisis communications featuring human subjects increased negative sentiment by 42%, while brand-focused imagery without people reduced negative coverage by 29%.
- The first 48 hours of response strategy sets the trajectory for rapid recovery or extended reputation challenges.
These insights provide a research-backed foundation for PR teams developing response protocols that protect brand reputation and shareholder value.
Next-Generation Measurement Standards Recognized at IPRRC 2025
Since 2023, Fullintel has proudly sponsored awards at IPRRC to support advancements in PR measurement and evaluation research. This initiative underscores Fullintel’s commitment to fostering innovation beyond outdated metrics like Advertising Value Equivalents (AVEs), encouraging methodologies that drive more meaningful and actionable insights.
The recognized research showcased how communications leaders can:
- Directly correlate communications activities with business outcomes through integrated measurement frameworks.
- Move beyond output metrics to true outcome measurement that resonates with C-suite demands for business impact evidence.
- Combine qualitative reputation data with quantitative performance indicators to create comprehensive measurement dashboards.
“What we’re seeing at IPRRC 2025 is a definitive shift away from vanity metrics toward measurement approaches that align with organizational objectives,” noted Dwyer. “The research presented here provides communications leaders with boardroom-ready measurement methodologies that demonstrate PR’s contribution to enterprise value.”
AI-Driven Insights: How Technology is Shaping PR Measurement
While AI was a key discussion point at IPRRC 2025, its impact on PR measurement continues to evolve across the industry. Some of the broader trends we’re seeing include:
1. AI-Enhanced Media Analysis – AI-driven tools are advancing beyond basic sentiment analysis, identifying narrative patterns and framing techniques that shape public perception.
2. Integrated Stakeholder Measurement – Modern measurement frameworks are incorporating media analysis, social listening, customer feedback, employee sentiment, and investor insights to provide a more holistic view of reputation.
3. Predictive Analytics in Communications – AI-powered predictive modeling is playing a growing role in helping PR leaders anticipate media trends, reputation shifts, and crisis trajectories.
“AI is fundamentally reshaping how we measure media and reputation,” Dwyer explained. “It’s enabling early detection of reputation threats and providing PR professionals with more precise, data-driven decision-making capabilities.”
Implementing IPRRC 2025 Insights in Your Organization
For communications leaders looking to implement the most valuable insights from IPRRC 2025, consider these practical next steps:
- Evaluate your crisis response protocols against the research-backed parameters identified in the “Brands with Baggage” study, particularly regarding visual strategy and response timing.
- Review your measurement framework to identify gaps between your current metrics and the integrated approaches highlighted at IPRRC 2025.
- Leverage predictive analytics to enhance your team’s ability to allocate resources effectively across communications priorities.
- Connect communications metrics to business objectives by demonstrating their impact on financial performance and stakeholder trust.
Looking Forward: The Impact of IPRRC 2025 on Communications Leadership
Several studies from IPRRC 2025 highlight the growing role of AI in crisis preparedness, reinforcing that data-backed, outcome-oriented PR strategies are no longer aspirational but essential for communications teams aiming to drive organizational success. This year’s research offers senior communications leaders valuable insights into how AI-driven tools and measurement frameworks can strengthen crisis response, enhance strategic decision-making, and demonstrate the tangible impact of their efforts.
As the communications landscape continues to shift, the research shared at IPRRC 2025 offers a strong foundation for more effective crisis preparedness and strategic decision-making. By integrating these insights into their approach, communications leaders can better align with business goals, showcase their impact, and navigate challenges with greater confidence.
Fullintel remains committed to advancing measurement excellence through research contributions, industry leadership, and recognition of innovative methodologies. Contact our team of measurement specialists for more information about implementing these insights in your organization.
