Never offer undisclosed payments or incentives, and don’t demand editorial approval over their coverage. They care less about your press release and more about how your story serves their community. Diversification means you’re not dependent on any single gatekeeper to reach your audience. Journalists are building their own platforms, from newsletters to YouTube channels, and many now operate independently with dedicated followings. Traditional media doesn’t control the narrative like it used to.
It uses AI to dramatically speed up PR content creation. With the platform’s capability to monitor 400K+ online news channels, blogs, print and broadcast media, you’ll never miss a critical mention again. Artificial intelligence is reshaping public relations far beyond basic media monitoring.
- Right now, 59% of pros rank AI as their top priority, using it to draft press pitches and spot emerging narratives before they go mainstream.
- Don’t treat PR as just support, run separate measurement systems, or ask for coverage after campaigns are already locked.
- Then, turn that into short, reusable content for PR, socials, and interviews.
- Hyperpersonalization in PR means using AI and real-time data to tailor each pitch to a specific journalist, not a broad list.
How Smarter Storytelling Builds Trust in MedTech: Lessons from the 2025 MedTech Online PR Summit
Highlighting genuine efforts in sustainability, diversity, and community impact will set brands apart. Consumers are increasingly aligning with brands that stand for more than just profit. Personalization isn’t just about addressing someone by name—it’s about delivering relevant content through the right channels at the perfect time.
The tools have changed, the platforms have multiplied, and the rules for earning visibility have been rewritten. Brands that openly communicate both their achievements and challenges build deeper credibility. In 2024, TMX Newsfile reported that terms like “transparency” and “governance” dominated financial press releases, especially in sectors like energy, mining and financial services. By partnering with individuals with smaller but highly engaged followings, the brand achieved authentic promotion and significantly increased brand awareness and sales. For example, Daniel Wellington effectively utilized micro-influencers to promote its watches.
Trend #2: Data-driven strategies
And you can use an AI tool like Cyabra to find fake profiles, harmful narratives, disinformation, and AI-generated content that could threaten your reputation, without having to actually keep tabs on it yourself. For instance, Muck Rack’s Recommended Journalists tool uses AI to curate a list of journalists who are most likely to respond to your releases. It also eliminates some of the guesswork around sending press releases. And according to 2025 data from Muck Rack, 75% of PR professionals are already using it. PR firms also have to get better at connecting with influencers creatively. The days of mass emailing and releasing press statements are long gone.
Podcasts are becoming a key medium for messaging.
Research the person you’re pitching and make sure your message speaks directly to them, for example, by mentioning something they recently wrote or shared on social media. At Influize, we’ve already committed to building strong relationships with media contacts instead, which is how we’re able to share releases they’ll use with such accuracy. The potential for success in social media marketing is undeniable, particularly when it comes to TikTok, Reels, and Shorts. As social media grows in popularity every year, prominent celebrities are increasingly seen as disingenuous.
They optimize for AI visibility using the same authoritative placements and expert positioning that have always driven credibility. The PR teams succeeding in 2026 aren’t chasing every new platform or tool. With Generative Engine Optimization deciding whether your brand shows up in AI-powered answers that influence purchases, PR now goes beyond awareness.
Top Public Relations Trends to Watch in 2025
In 2025, people want to see real people using real products. Micro-influencers have seen a huge increase in engagement and credibility because they’re more relatable and better connected to their audience. Brands that stay informed and adapt to these shifts will be better equipped to connect with audiences meaningfully. PR That Gets You Funding and Noticed – We help you build relationships with key investors and secure endorsements to fuel your growth. During each review, look at what kind of coverage you’re getting, how visible your brand is in AI results, and whether your key messages still connect.
They can go deep on topics, publish on their own schedule, and experiment with formats like case studies, data visualizations, or ongoing series. If you offer exclusive content, original insights, or highly relevant stories, they’ll cover it in more depth. Writers care more about what their paying readers want than standard press releases. Don’t just copy-paste the same content across platforms as it flops fast.
- There are more ways than ever for your audience to consume video content.
- This approach not only improves brand visibility but also enhances ROI by leveraging resources more efficiently.
- For instance, Adobe’s “Create Change” initiative wove a single creative-empowerment narrative across Adobe.com, social channels and media partnerships, generating over 20 million impressions in 2024.
- Create quick-turn videos for announcements and thought leadership using tools like Descript or CapCut.
Top 20 PR Trends for 2025
Your contribution as a PR professional isn’t only managing messages but also originating ideas that make brands worth talking about. Don’t force visibility if it’s not their style, and if personal issues come up, be transparent early as it builds more trust than silence. Then, turn that into short, reusable content for PR, socials, and interviews. Thought leadership matters too as founders who share their perspective on industry trends and challenges become voices people actually follow. Founder-led branding builds around the idea that a company’s story is strongest when told by the person who started it.
Substack & Newsletter Media as Primary Outlets
According to Cision, email is the primary method journalists prefer to receive pitches (96%). According to Muck Rack, LinkedIn is the most valuable social platform for journalists in 2025 (28% vs. 22%). Consumers expect brands to lead by example in addressing climate change, reducing waste, and adopting ethical practices. PR professionals will need to work closely with marketing teams to align goals, share data, and create cohesive narratives. The lines between PR and marketing will blur further in 2025 as brands adopt integrated communication strategies. By 2025, brands will need to enhance their crisis management strategies to address issues instantly and transparently.
When companies take a stand on social or political issues, people notice. If PR teams treat these trends like passing fads, they won’t just fall behind, but they’ll become invisible. AI runs the tools that help teams track news and spot opportunities. In an era rife with misinformation, audiences are quick prtrend to discern and penalize insincere messaging. A study of 2 million purchases further confirms that nano-influencers consistently outperform larger influencers in driving real business results. While they offer massive reach, audiences today prioritize authenticity over star power.
Research shows that nano-influencers (with fewer than 10K followers) deliver 20x the ROI per dollar spent compared to macro-influencers. This makes them far more effective in shaping brand narratives, especially in niche B2B and B2C markets. By using owned media, it not only bypassed media filters but also built an authentic connection with listeners, enhancing its credibility as a thought leader in the tech space. Meanwhile, personalization isn’t just for customer-facing content anymore. This shift has enabled the PR team to keep pace with aggressive growth goals while maintaining high-quality, brand-consistent communications. By leveraging the Writer platform, Bamboo Rose’s CMO, Jennifer Schiffman, reports that press releases which once took two days to draft now take just an hour to produce a strong first draft based on a few facts and quotes.
If it’s wrong or outdated, that becomes your brand’s reality to most people. Hyperpersonalization in PR means using AI and real-time data to tailor each pitch to a specific journalist, not a broad list. Brands build trust faster because they put people first, showing the human element and creative thinking behind business decisions.
This means that you should be prepared to provide journalists with expert, credible sources for quotes. So, clearly journalists are in need of credible sources, which makes sense given some of the craziness surrounding fake experts getting cited in stories (covered here by the Press Gazette). Aside from relevant pitches (66%), which we’ll discuss in the next trend, journalists said they most wanted interview access to relevant sources (27%). According to Cision’s report, journalists most appreciate how PR professionals connect them with relevant sources (63%) and provide access to people and places (57%). I also believe that pressures caused by AI Overviews and low readership are forcing journalists to look for stories that will drive traffic. Cision’s study found that journalists prefer news announcements or press releases 72%.
How PR Can Combat Misinformation: Strategies and Best Practices
AI is handling research, media monitoring, and data analysis, while PR professionals focus on creativity, strategy, and real connection. The most successful teams are using smart tools to save time but keeping creativity and storytelling at their work. These trends show that PR is becoming more human and more data-driven at the same time. Each one affects how brands get noticed, earn trust, and stay visible. They build relationships with creators the same way they’ve always built them with journalists.
PR Trends: The Shifts You Can’t Ignore in 2025
It’s early, but if this expands, brands might soon pay to appear in AI-generated answers much like ads on Google or Facebook. AI platforms like ChatGPT, Gemini, and Claude are exploring new monetization models that could change how brands gain visibility. Then, identify a few ideal client types where your experience really makes a difference like Series A SaaS startups or healthtech companies heading into a rebrand. Fractional PR directors are becoming the solution for startups and small companies that need expert communications help without full-time overhead. But if teams invest in both communication and tech know-how, they’ll stay competitive and build a stronger, more balanced future. Newcomers have fewer ways to learn the basics, and mid-career pros are under pressure to quickly build tech skills they never needed before.
