As we look ahead to 2025, the world of public relations is on the brink of transformation. Driven by dramatic technology advancements, shifting consumer expectations, and evolving media landscapes, PR professionals will need to rethink traditional strategies and embrace new approaches.
In this article, we explore five key predictions for PR in 2025 that will shape the industry's evolution and redefine how brands communicate, engage, and build relationships with their audiences.
Ethics and transparency
A big theme for 2025 will be greater transparency from businesses and brands, whether that’s the marketing strategies they use, or how the day-to-day operations work. From the Ticketmaster data breach or McDonald’s explanation of a deadly E.coli outbreak, consumers have been demanding answers. It will fall to PR professionals to find creative, honest ways of telling the stories of decisions that may also be unpopular. In an era of misinformation and fake news, consumers and the public will demand greater transparency from brands and PR professionals. Ethical PR practices, such as honesty in media relations, clear communication, and responsible reporting, will become the standard.
De-centering influencer collaborations
With things like ‘cancel culture’ on the rise, the U.S’ planned Tik Tok ban, and the overall saturation of the influencer market, brands and PR professionals will be looking to de-center influencers from key campaigns. Prime examples of this include the controversy of influencers like Matilda Djerf, Molly Mae, and more, whose personal profiles put brand partnerships at risk. Consumers are increasingly looking for brands that align with their values, and influencers are no longer just promoting products but advocating for social causes. In 2025, we’ll see PR campaigns that combine advocacy, sustainability, and influencer partnerships to amplify impact.
Immersive and experiential campaigns
Traditional media releases will continue to decline, while experiential and immersive PR will increase, driven by VR (virtual reality), AR (augmented reality), and interactive storytelling. Many brands will be looking to use immersive tech to engage with audiences directly, creating memorable experiences rather than just one-way communication.
Increased AI presence in day-to-day tasks
Both the promises and fears of AI are beginning to level out slightly in 2025. More organisations and people are realizing that AI isn’t a saviour nor a job killer. It can actually be a super helpful tool and can improve productivity in any number of areas, but it isn’t a replacement for even a single creative, thoughtful, innovative person!
Balancing branded messaging and link generation
A big focus of 2024 was link generation. In 2025 PR professionals will be taking everything they learnt about links, google rankings, and more, and blending it with traditional PR goals of brand building and awareness. Finding a balance between these two goals will be a key aim for PR professionals in 2025, and finding a way to hit that sweet spot between measurable link KPI’s and building brand reputation.
