The end of the year marks a natural time of reflection. Born from that desire to recap the past 365 days and understand what might come next, industry predictions have become almost as commonplace as New Year’s Resolutions. Come Q4, reporters, analysts, talking heads and more release their takes on the future of their chosen sectors – from retail to cybersecurity to HR tech to supply chain – oftentimes seeking input from subject matter experts to fortify their stories.
Securing quotes in these predictions pieces is an important part of thought leadership strategy. Thought-provoking commentary in a well-regarded trade publication can solidify a spokesperson’s expert reputation for the year to come and establish B2B tech leaders as go-to sources.
But with reporter time and media space limited, how can you break through the noise and make the most of this annual opportunity?
Share Bold Insights
Reporters are looking for fresh, unexpected insights – not recycled talking points. Leaders must carefully walk the fine line between providing a hot take and staying true to their company’s values and messaging, but striking a balance is possible. Encourage your spokespeople to share contrarian views, challenge conventional wisdom, or make confident predictions that spark conversation. Bold predictions rooted in fact stand out in a crowd of pitches.
For instance, LogicGate CEO Matt Kunkel shared his perspective on M&A trends with Forbes and Schwab Network, commenting on the IPO landscape and the impact of AI on risk strategies. Kunkel references companies he thinks will make a splash in financial news in the coming year and notes how a shifting climate will create opportunity.
Deliver Data
While no one knows the future with certainty, predictions backed by proprietary data or unique research carry more weight. Journalists seek substance, not speculation from their sources. Arm your experts with stats, trends, or customer insights that support their forecasts and make their commentary more credible and quotable.
Insights from Parsec’s “2024 State of Manufacturing Survey” were featured in a December 2024 TechTarget piece alongside comments from CEO Eddy Azad on the industry’s digital shift into 2025.
Engage Media Early
Don’t you feel like holiday decorations go up in stores earlier and earlier every year? It’s the same with year-end media coverage. Many predictions pieces are drafted weeks before the ball drops in Times Square, so waiting until mid-December to pitch is often too late. More than that, it’s not sound strategy to use predictions pitches as your first touchpoint with key reporters. Build relationships and start outreach early, proactively offering expert sources well before reporters begin compiling their predictions lists.
But if busy year-end schedules prevent your leaders from participating in Q4 media opportunities, don’t file your predictions away. Outlook pieces continue into the new year. ITProToday released its “Cybersecurity Trends and Predictions” series in late January 2025, featuring insights from experts like Greg Parker, Global VP of Security and Fire, Life Cycle Management at Johnson Controls.
Year-end prediction pieces aren’t just a check-the-box tactic – they’re strategic opportunities. When done right, predictions coverage can amplify your brand’s voice, elevate your experts, and position your company at the forefront of industry conversations. By being bold in your perspective, backing up your insights with compelling data, and engaging with media early, you increase your chances of being not just included but remembered. In the final weeks of 2025, make sure your predictions spark ideas, drive dialogue, and deliver real value.