December 11th 2024 By Pic PR 4 minute read
As we head into 2025, the PR industry is gearing up for another year of change – but let’s be honest, when has it ever stood still? From AI advancements to the rise of TikTok as the new Google, the landscape is shifting and keeping up means staying sharp, savvy and maybe just a little bit caffeinated.
So, what’s on the cards for PR in 2025? Let’s take a look see.
AI is your PR pal
Artificial Intelligence isn’t coming for your job just yet (*laughs somewhat despairingly and with a note of suppressed hysteria*), but it’s definitely sticking around – and hopefully making your life easier. From rustling up starting point press releases to analysing media trends, AI tools are becoming a standard part of the PR toolkit.
The key for 2025 then is to use AI to handle some of the heavy lifting, while we focus on the creative, human side of PR, which, in our book, is the bit that actually gets results. Whilst a robot can get results, of course, journalists don’t tend to overly like PRs as it is, let alone terminator-esque ones spamming their inbox with ChatGPT spiel. No, thankfully, there’s still a need to have a human on the phone when you’re sorting a client interview with the BBC so PR pros are safe enough for a bit.
Micro-influencers packing a punch
Mega-influencers might still grab headlines, but micro-influencers are quietly stealing the spotlight. With smaller, more engaged audiences, they’re seen as more trustworthy – and in a sea of AI-generated content, these accounts are being seized upon for their authenticity.
So what do we reckon then? 2025 will see a lot of focus on building meaningful partnerships with influencers who actually connect with their followers, rather than going after the big numbers and fancy filters for the pretty metrics.
SEO isn’t dead
Social media as a search engine
TikTok isn’t just for dance trends anymore – it’s where Gen Z goes to search for everything from news to restaurant reviews. PRs pros, then, need to optimise content for its discoverability on social platforms – including trending audio and keywords.
Social media has made crisis management a 24/7 job, and 2025 will be no different. Quick, transparent responses are the name of the game, and brands need to be ready to act fast if (or when) something goes sideways.
The good news? Being prepared means fewer panicked phone calls at midnight. Hopefully. But if they do happen, we’ll be there to field them.
If 2025 teaches us anything, it’s that PR is all about adaptability. AI tools, influencer strategies and SEO smarts are shaping the future, but at its heart, PR is still about building trust and telling stories that resonate.
So, whether you’re diving into TikTok trends or crafting the perfect press release, keep your wits about you – and maybe a spare umbrella, because if there’s one thing PR pros know, it’s that storms can roll in when you least expect them.
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