PR Trends in 2025: What’s in store?

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

Google results may be a bit mad these days, but SEO, despite every year signalling the end of SEO, is very much alive and kicking. Despite its ills, Google still dominates the market and it’s important for brands to focus on SEO – heavily supported by a backlink building PR offering that creates eye-catching, engaging content and campaigns.
 
Personalisation is non-negotiable
 
Journalists like mass one-size-fits-all pitch emails as much as they like being cold-pitched over the phone for a product or service that doesn’t fit their beat, which – needless to say – isn’t a lot. Audiences and media alike want content that feels tailored to their needs, and with data tools getting smarter and more accessible, the excuses for bland, generic messaging grow ever more thin. So, whilst this isn’t a new ‘trend’ the expectation for a personalised approach continues to ratchet up if we’re to cut through the noise.

 

Purpose over promotion

Brands that stand for something are standing out, and that’ll carry on. Whether it’s sustainability, diversity, mental health awareness or a commitment to fairtrade coffee by the bucketload, purpose-driven campaigns are what many audiences want to see – despite the seeming political lurch to the right. Doing some good is far more likely to resonate, especially in a pessimistic climate, but the key is to be authentic. If you’re going to shout about your values…make sure you’re living them too and not just paying lip service.

 

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.

 Crisis management stays in the spotlight

 
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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