Seven attention-grabbing PR moments of 2025
Posted on Dec. 23, 2025 / Member Highlights / Subscribe 0
2025: The year of six-seven, celebrity space tourism, Labubus, an American pope, T-Swift’s engagement, a brief TikTok ban, and Jet2 holidays. In the PR world, the spotlight was on artificial intelligence, with discussions on topics such as ethics, GEO, copyright law, best practices and more. Walk with us through some of the most newsworthy moments of the year, both here in Phoenix and nationally, while we gear up for another year of the unexpected.
1. Kiss Cam Controversy
A routine kiss cam moment at a Coldplay concert on July 15 became one of the year's most viral PR moments when the CEO and Chief People Officer of tech startup Astronomer were caught embracing on the jumbotron before quickly ducking away from view, bringing a personal moment to the global stage.
Rather than retreating into damage control mode, Astronomer hired Ryan Reynolds' advertising agency Maximum Effort to transform the crisis into a marketing opportunity. The result was a hilariously self-aware video featuring Gwyneth Paltrow (the ex-wife of Coldplay frontman Chris Martin).
Marketing insiders called the move a textbook example of never wasting a crisis, with Astronomer elevating its brand beyond the traditional tech audience, while some commentators expressed concern that the families at the center of the mess had to process their private family matter very publicly.
2. That Rafi guy, he’s everywhere
Personal injury attorney Brandon Rafi of Rafi Law Group is practically ubiquitous in Phoenix. A quick search of his name on TikTok yields hundreds of results from audiences poking fun at his ever-persistent presence on buses, billboards and commercials. What better way to capitalize on this popularity than jumping on the trending concept of “look-alike contests”?
On June 25, Phoenicians dressed up in their best Rafi costumes and headed to a party hosted by the law group. The contest was judged by prominent figures, including Arizona Secretary of State Adrian Fontes. The stunt generated news coverage in nearly every major Phoenix outlet, and numerous TikToks went viral, with one reaching over half a million views. Sometimes, embracing the silly and unconventional can have a meaningful payoff.
3. LA Wildfires
On Jan. 7, excessive winds in Southern California sparked the first of what would become several devastating wildfires that ripped through the greater Los Angeles area, claiming the lives of an estimated 440 people and destroying more than 16,000 structures. The crisis became one of the costliest and most destructive disasters in California history.
Communities rallied together. Companies like T-Mobile, Airbnb and Planet Fitness were among the many businesses that provided resources to those directly affected. Mutual aid groups gathered supplies, food and funds. The GRAMMY Awards, held in LA shortly after the blazes, was dedicated to raising awareness and donations. When companies lead with heart and aim to make a tangible difference, it’s remembered.
4. PRSA Phoenix honors top PR campaigns of 2024-25
Nearly 200 of the Valley’s top communications and public relations professionals gathered at the Peoria Sports Complex on Oct. 23 for the 2025 PRSA Phoenix Copper Anvil Awards. The annual celebration honors the best of Arizona’s public relations work, recognizing outstanding campaigns, tactics, and professionals whose creativity and strategy continue to elevate the industry. Check out who won the top honors this year and gear up to submit your own stellar campaigns in 2026.
5. Arizona has its moment at SEMICON
SEMICON West, a premier semiconductor industry conference, was held in Arizona for the first time this October and will continue to be hosted in the Valley on a rotating basis. The conference welcomed 35,000 attendees over one week in October, a testament to the region’s strong technology and manufacturing ecosystems. “With ongoing growth and major investments from Intel, TSMC, Amkor, and ASM, Arizona is recognized globally as a hub for advanced manufacturing,” said event organizers. The conference was a win for these major companies and the PR/communications industry professionals that support them.
6. Blue jeans take on a new meaning
Sydney Sweeney’s jeans: Are they tone deaf, tongue-in-cheek, or something even worse? That was the debate that swirled for months following the launch of a new ad campaign by American Eagle. The company removed the controversial ad from its channels but stood behind the campaign in a posted statement. Was the PR response enough for the brand to maintain its relationship with stakeholders? In a politically fractured America, it’s not so easy to tell. But in an earnings call, the company’s Chief Marketing Officer noted 700,000 new customer acquisitions.
7. ASU educates the world
The largest public university in the country seemingly announces groundbreaking research, expanded learning options and innovative new discoveries every other week. Earlier this year, ASU and the City of Phoenix announced the location of ASU Health, which will serve as the home of the brand-new School of Medicine and Advanced Medical Engineering. This new program will produce physicians who blend medicine, engineering, technology and humanities.
Later in 2025, ASU also announced the creation of ASU London, a U.K.-accredited higher educational institution that combines a three-year U.K. bachelor’s degree from ASU London with an accelerated, one-year master’s degree from Arizona State University. As the university continues to grow its presence, it's bringing in new audiences and stakeholders to its PR mix.
That’s a wrap! Wishing great PR moments – and limited controversy – for you and your clients in 2026!
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