As the PR landscape continues to evolve, staying updated with emerging trends is critical for industry professionals. With AI disruption on the horizon and changing consumer behaviours, the upcoming year brings exciting opportunities and challenges. Here’s what to expect in 2025:
Ethical Use of AI for PR Success
The rise of AI has transformed PR, but maintaining the human touch remains critical. According to a survey by Brandwatch, 71% of marketers agree that effectively blending AI tools with human creativity will define success in 2025.
AI excels at analysing data, generating content drafts, and predicting trends, but the human element ensures messages resonate authentically. For instance, while AI can draft press releases, only humans can refine them to align with brand values, tone, and audience nuances. PR practitioners should strike this balance to harness AI’s potential without compromising authenticity.
A Renewed Focus on Community Building
Communities will take centre stage in PR strategies as brands recognise their power in driving loyalty and trust. Brandwatch survey revealed that 44% of marketers consider community growth beyond traditional social media as a top trend for 2025.
Building or participating in authentic interactions can be a game changer. Start by identifying where your audience gathers—forums, loyalty programs, or special-interest groups. Monitoring tools can garner insights into their behaviours and interests, helping you identify opportunities for meaningful engagement.
Once you understand their passions, create experiences that align with them. For example, a fitness brand could sponsor local running clubs or host virtual yoga sessions, fostering genuine connections and generating meaningful conversations around these experiences and the brand.
Adapting to Changing Search Behaviour
The ways people search for information are shifting. Platforms like TikTok, Reddit, and AI tools like SearchGPT are becoming go-to sources, often replacing traditional search engines.
PR teams should adapt by optimising content for these new platforms. Leverage hashtags to improve discoverability, engage in relevant conversations on forums, and create content that answers frequently asked questions. Visual storytelling, such as short videos and infographics, will be particularly effective in capturing attention. Monitoring these trends helps brands remain visible and relevant in the evolving digital media landscape.
The Rise of Peer-to-Peer Recommendations
Consumers are turning to peers for trusted advice amid growing scepticism around AI-generated content. Brandwatch found that 45% of marketers believe peer recommendations will be a dominant force in 2025.
User-generated content and employee-generated content will play crucial roles in building trust. Deinfluencing, where consumers promote mindful consumption and discourage unnecessary purchases, is also gaining traction, particularly with Gen Z.
To ride this trend, brands should empower paid and organic advocates to share their authentic experiences. For example, creating shareable and memorable moments can encourage your audience to organically promote your brand through social media, driving engagement and trust. Brands that embrace authenticity and align with this shift can strengthen their connections with consumers.
The Trend to Leave Behind: Spray-and-Pray Pitching
As journalists face an overwhelming influx of irrelevant pitches, it’s high time to bid farewell to mass email blasts. Personalised outreach is no longer optional—it’s essential.
Generic, one-size-fits-all pitches harm credibility and damage relationships with media professionals. Instead, research the journalist’s beat, tailor your message, and offer genuine value. While this approach takes more effort, it strengthens your relationship and increases the likelihood of your pitch being considered.
As we navigate these changes, one principle remains constant: authenticity wins. By ethically leveraging AI, tapping into communities, and creating memorable experiences, PR professionals can drive impactful campaigns that resonate deeply. Let our team of experts help you craft authentic campaigns that resonate with your local audience and tell stories that convert. Contact us for an initial consultation at www.midas-pr.com or email us to discuss how we can support your 2025 communication efforts.