The looming start of 2025 is both a time to reflect on the year that was and to look ahead at what’s in store for our industry, communities across Florida, and the sectors in which our firm is engaged – from finance and law, to real estate and hospitality.
Our SMS team members take it upon themselves to keep up with the latest trends, and here’s a sampling of what we see on the horizon going into 2025 —
Tadd Schwartz, President
AI & Communication — AI is changing the way we work. It’s also reshaping our world and how audiences communicate. Audiences are being inundated with AI-generated content. As communicators, we must continue to adapt. Those who thrive will be the ones who differentiate content, results and strategic counsel by incorporating human expertise and critical thinking into their work for clients. At the end of the day, human relationships and trust matter most. In the right hands of a trusted advisor, AI will serve as an efficient and effective tool for communicators, CEOs and companies alike.
Yudi Fernandez Kim, Partner
The Power of the Podcast — Following the influence of podcasts on this year’s presidential election, we expect to see a greater emphasis on positioning clients for thought leadership opportunities across local and national podcasts. From business and real estate to politics and art, the variety of content allows us to reach highly targeted audiences, making podcasts an increasingly powerful platform for storytelling.
Aaron Gordon, Partner
Crisis Breeds Opportunity — The 24-7 news cycle, coupled with the ubiquity of social media, has raised the stakes for companies. Every brand is now one Google review, Instagram post, or Tweet away from a debilitating crisis. We’ve seen a gradual increase in the number of crises that have ‘broken through’ in recent years, and this will crescendo in 2025 as more companies use AI (risks be damned), more consumers turn to branded content and digital media as their primary information source, and as President-elect Trump’s ever presence on social media sparks around-the-clock dialogue. Companies that have crisis plans in place will seize these moments as opportunities to amplify their brands and ignite conversations of their own.
Allie Schwartz Grant, Senior Account Director
AI-Accuracy — As artificial intelligence and automation tools become more advanced, we predict that PR agencies will continue to further integrate these technologies to improve media outreach, reporting, and crisis communication. AI-powered tools will streamline processes, giving teams more time to focus on creative strategy while enhancing efficiency and measuring accuracy.
Victoria Cela, Account Director
Central Florida is Having a Moment — Having seen firsthand the increase in commercial real estate activity throughout Central Florida, particularly within the multifamily and industrial sectors, I anticipate more developments popping up along the I-4 corridor as the Tampa and Orlando markets continue to experience significant population growth and heightened demand from out of market companies looking to expand or open in Florida.
Sara Gaggia, Account Director
Luxury Living — I am looking forward to seeing the renovation of the Ritz-Carlton Key Biscayne. An icon within Miami’s hospitality scene, The Ritz-Carlton Key Biscayne, majority-owned by Gencom, will undergo a $100 million renovation in 2025. Reaffirming its status as a premier luxury resort and adhering to Maimi’s growing appeal.
Paola Colberg, Senior Account Executive
Residential Real Estate — In 2025 we can expect Miami’s luxury residential condo market to remain strong, driven by continued demand from both domestic and international buyers seeking prime waterfront properties and high-end amenities. Despite economic uncertainties, Miami’s status as a global hub for finance, culture, and tourism continues to fuel confidence. I’m excited to see many of the condos we have been working with since they broke ground be completed and adorn the Miami skyline.
Ivanna Agudo, Senior Account Executive
Insurance Vulnerability — Recent storms have exposed Florida’s patchwork of building codes. While Miami-Dade and Broward Counties boast some of the nation’s most stringent standards, much of Florida, particularly the west coast, still allows more vulnerable construction. From an insurance perspective, I think is critical to address the disparity in construction codes. Additionally, the expansion of private flood insurance markets is becoming increasingly crucial as 40% of all floods occur in non-flood zones.
Gracie Kaplan-Stein, Senior Account Executive
Legal Perspective — On the legal side, I’m particularly interested in how the new administration will approach product safety and corporate accountability. Specifically, I’m curious to see if any new policies will prioritize stricter consumer protection measures, like enhanced safety standards/enforcement or lean toward deregulation to foster business growth. Potential changes could significantly impact liability laws, compliance requirements, and the overall dynamic between consumer rights and corporate responsibilities.
Jenna Bernstein, Account Executive
Authenticity is Key — In 2025, social media will continue to evolve as a critical tool for brand storytelling and audience engagement, with authenticity taking center stage. As audiences increasingly demand genuine, relatable, and transparent communication, authentic content will revitalize social media platforms meaning less filters and curation and more raw storytelling, unfiltered moments, and meaningful connections.
Ashley Frenchman, Account Executive
Media Boom — In 2025, I expect to see the continued rise of non traditional media – meaning podcasts, short form video content, social media platforms, and interactive marketing campaigns that continue to push strong narratives in front of different audiences and generations.
Katherine York, Account Coordinator
Retail Mania — Miami Worldcenter is transforming Downtown Miami and I’m excited to see the $6 billion development come to life. In the past year, several new retailers and restaurants have opened. In 2025, the retail will be 100% complete and open, adding to the vibrant energy of the area, shaping this thriving community in the heart of Miami.
Annemarie Suarez, Account Coordinator
Projects Come to Life — As a Miami native, I’m excited to see the new developments and ideas that will unfold by 2025. The city is constantly evolving, with fresh projects emerging every year. I’m particularly looking forward to seeing more mixed-use developments, such as the Watson Island project, come to life.
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