If 2025 taught us anything, it is that standing still is not an option. For mission-driven organizations, the world of digital communication changed faster this year than in the last decade combined.
At The Harbinger Group, we met them head-on. As we close the books on 2025, we are celebrating a year defined not by the challenges we faced, but by three distinct accomplishments that prove mission-driven work is stronger than ever.
Here is a look at the three milestones that defined our year.
1. Navigating the AI Shift: From Traffic to “Authority”
The biggest question we had this year was: “Why is our traffic dropping?” The rise of the “Zero-Click” trend, where AI answers user questions directly on the search page, terrified many industries.
This year, our greatest internal accomplishment was successfully rewriting our strategies in real-time. We transitioned from measuring website visits to a new standard: ‘Authority Training.’ By doubling down on high-impact earned media, we ensure our clients are cited as the primary experts by platforms like ChatGPT, Gemini, and Google’s AI Overviews. This shift ensures that the ‘right’ kind of third-party coverage is directly influencing the AI models that customers now use for discovery.
2. A New Partnership
In 2025, we were proud to announce our partnership with the National Funeral Directors Association (NFDA).
For The Harbinger Group, this partnership is a reaffirmation of our agency’s core purpose. We built The Harbinger Group to serve mission-driven organizations—those dedicated to community, care, and service. The funeral profession is the embodiment of those values.
We are now working alongside the NFDA to oversee their public relations and media relations strategies. By helping this essential profession navigate the complex media landscape and articulate its value to the public, we are ensuring that the story of funeral service is told with the dignity and accuracy it deserves. This partnership highlights exactly why we do what we do: to protect and amplify the voices of those who serve others.
3. Winning Two Golden Trumpet Awards
Here is the rewritten section. I have incorporated the specific details for both clients, highlighting the distinct nature of each win (Integrated Marketing vs. Media Relations) while keeping the focus on the impact of the work.
Finally, we are thrilled to celebrate winning two Gold Golden Trumpet Awards from the Publicity Club of Chicago this year.
These awards are a testament to the strength of our partnerships and our shared commitment to telling stories that matter.
Win #1: Integrated Marketing Communications: Powering Chicago
We received a Gold Trumpet for our work with Powering Chicago on “The Power of Better” campaign. This series was developed to spotlight the innovation, technology, and expertise of Powering Chicago contractors and union electricians. By focusing on the process improvements driving the electrical construction industry, we were able to tell a story of excellence that resonated across the sector.
Win #2: Media Relations – Nonprofit: Golden Apple
We earned our second Gold Trumpet for our long-standing work with Golden Apple on the Golden Apple Awards. This recognition reflects a shared mission to elevate educators whose work is essential to building a stronger society. Beyond just media coverage, this campaign helped shine a light on the mentors and leaders who are actively combating the teacher shortage and shaping the future of the profession.
We are incredibly grateful to both Powering Chicago and Golden Apple for trusting us with their stories. Seeing this work recognized among the best in the industry confirms that when you lead with mission and purpose, the results follow.
The Mission Remains the Same
Whether we were highlighting the innovation of union electricians, honoring the educators shaping our future, guiding funeral directors through the media landscape, or rewriting the playbook on search, the core of our work remained constant. We used every tool at our disposal, from new AI strategies to traditional media relations, to ensure that stories of impact were heard.
As we look toward 2026, the tactics may evolve, but our commitment won’t. Happy holidays, everyone!