2025’s days are officially numbered, and that means just about everyone is sharing their year-end takes and new year predictions. While the Darby team has weighed in with PR predictions in the past, we’re taking a different approach this year. Given the meteoric rise of all things AI in 2025, we decided to let ChatGPT come up with some prompts to guide our reflections. That said, our responses are just that…our responses. From “polite” hot takes (warm takes?) to underrated job skills to our personal Gear of the Year picks, these are the moments, tools, and, of course, products that shaped our year.
Section 1: Polite Hot Takes
The PR or marketing hill I will die on
“It’s still all about human connections. AI might’ve ruined the em-dash for all the PR pros out there, but it can’t take away our ability to shoot the breeze with journalists. As PR professionals fine-tune pitches for AI-readability, journalists still gravitate toward thoughtful, handcrafted stories—where someone clearly cared about the wording and the human on the other side of the screen. With fewer journalists in newsrooms than ever, the key is knowing when AI helps streamline the work and when it’s time to slow down and connect like a human.” – Tim
The most overused word or phrase I hope we retire next year
“I have never seen the word “stellar” used so much until I started in PR. I never see it in any context outside of Linkedin marketing bros trying to find another way to say “good.” I might be crazy, but I would argue it’s used far too much in marketing jargon. Knock it off. No one uses that word. To transition this into something more constructive, I’ll say that I think writing should be more natural in general. We’ll have to distinguish human writing from AI more and more. Write how you speak, they say. We can say ‘good.’” – Jared
Section 2: The Work Behind the Work
The skill our team used this year that isn’t technically in our job description
“As a PR agency, our job often requires us to step outside of the day-to-day media relations and pivot into the role of trusted advisor to the executives who lead our client’s brands. It can be lonely at the top, and for these executives, it is helpful for them to have an advocate who can listen and consult on big issues at hand. In the past year, we have had the pleasure of being executive consultants for many of our clients. Whether it was preparing them to speak with the media, building a strategy to announce impactful news, or hopping on a call to run through scenarios and offer support, this is work our team takes great pride in. As President of the agency, it has been especially rewarding to help create and lead an environment where this level of trust and partnership can thrive.” – Angie
Section 3: Quiet Wins & Real Moments
The moment this year that made me think, “This is why I like this work.”
“This year, I found myself more in an observer’s seat, and unexpectedly, that’s where the work became most meaningful. Watching the team and our leadership fully engage during the November strategic planning retreat reinforced what I already sensed: this team’s passion for the work, the agency, our clients, and each other runs deep. That energy was palpable and reaffirmed why this work matters to me. This experience highlighted the importance of alignment and trust when everyone works toward a shared vision. It also emphasized the value of listening closely and learning from each other as a team. This group is a force, and I couldn’t be prouder of their 2025 achievements.” – Coral
“I got to take on a pro bono PR project with RE:PUBLIC this year, a nonprofit news organization dedicated to covering stories about America’s public lands. Not only do I get to work with former Outside editor-in-chief Chris Keyes, which is an honor, but it feels incredible to share my time and expertise with such a worthwhile cause. I’ve been lucky to have some big PR wins in my time here at Darby, but some of the most rewarding moments have come on projects like this where we’re really able to make an impact through our work for causes that matter.” – Suzanne
The project that taught me the most (even if it wasn’t the splashiest)
“Nearly a year of planning went on behind the scenes of Jetboil’s Flash 1.0L Fast Boil launch in March. Our team identified key media events to connect with target journalists throughout the summer and fall of 2024, demoing the embargoed product to 80 editors, freelancers, and content creators, and seeding product samples to over half of these individuals. Thanks to the super organization of the rockstar Jetboil team and our effective PR strategy, we achieved our KPIs and then some–leading us to establish a precise formula of success for future Jetboil product launches.” – Katie
The best piece of work advice I ignored for way too long
“Never feel bad or guilty about asking for advice or a second opinion about anything. Even on the small things.” – Abby
Section 4: Tools, Habits, & Culture
My most‑used work tool this year (that isn’t Slack or email)
“Phone calls. Picking up the phone became the fastest way to cut through the waiting. A five-minute call routinely replaced a dozen back-and-forth emails, eliminated confusion, and increased productivity by getting answers and solutions much faster. It created clarity, accountability, and momentum in a way no tool or platform could replicate. When speed mattered, relationships mattered, or something simply needed to get done, a phone call was the most efficient path forward for the Hunt/Fish team.” – Kaleb
“Noise-cancelling headphones, a good playlist, at least 2 beverages (water, coffee, or matcha), and a DND (Do Not Disturb) status.” – Abby
Section 5: Looking Ahead
One thing I’m absolutely bringing into next year — and one thing I’m leaving behind
“One thing I’m leaving behind: My phone. Yes, I’ll still have it on me, but trying to break the reflex to fill every quiet moment with scrolling, notifications, and noise. One thing I’m bringing into next year: Boredom. I want to make more space for stillness – the kind that sparks creativity and deeper connection. Letting my mind wander and being okay with nothing happening feels a bit like something worth leaning into.” – Abby
If this year in PR/marketing were a movie or TV show, it would be…
“Bravo’s Below Deck. Agencies are constantly striving to deliver next-level service with out-of-the-box ideas, white-glove experiences, and memorable moments for both clients and media, often under tight timelines and evolving expectations. At the same time, we could be juggling big personalities, a shift in goals, limited resources, and the occasional curveball. Just like the crew, the real work happens out of sight, even when the pressure is very much on.” – Abby
Section 6: Gear of the Year
This was my favorite new product from our clients in 2025
“My favorite new product from 2025 is the KUIU Mountain PRO Hooded Jacket. I wore it on a boat out in the Atlantic setting up on sea ducks, in a tree stand in Orange County, NY, duck hunting down on public land on Maryland’s Eastern Shore, and hunting in the Adirondacks, and it performed in every environment.” – Gordon
“Hands down my favorite product of the year is my Farm to Feet Greensboro socks. I was lucky enough to score a pair of the 1/4 crew during the Farm to Feet sales meeting earlier this year, along with an early sample of the new Greensboro striped crew at OMA, and I wear them multiple times a week. They’re truly the goldilocks of socks: not too thick, not too thin, and comfortable with every pair of shoes I own, from my Blundstones, to trail shoes, to my colorful Adidas Spezials.” – Abby
“I’ve been obsessed with my Lems Shoes, both the Primal 3 and the Trail Blazer. They truly deliver on the ‘less equals more’ concept, and the fit is like a hug for my feet. They have been my go-to for gym days, errand running, dog walks, and travel. Also, shout out to BRANWYN for designing the most comfortable and flattering wool leggings out there. These have been my go-to companions for cold-weather days where my legs stay warm and cozy. The second-skin sculpting is truly next level.” – Stacy