Major PR Trends To Look For in 2025
As we step into a new era of public relations, the landscape is shifting faster than many professionals can keep up with. With the year 2025 on the horizon, understanding the pivotal trends that are set to redefine our industry is crucial for any PR professional looking to stay relevant. In the latest episode of the Public Relations Review Podcast, we engage in a rich dialogue with Brandi Sims, the founder of Brand Inc PR, who shares her insights on the five key trends that should be on every practitioner's radar.
First on our agenda is the notable transition of media professionals into content creators. With recent waves of layoffs affecting journalists and traditional media figures, we see a growing cohort of media pros who are choosing to carve their own paths by establishing personal platforms. They are no longer mere cogs in the machinery of corporate media but are instead taking control of their narratives through blogs, podcasts, newsletters, and other digital formats. This trend speaks to a broader shift where individuals are using their voices to connect directly with audiences, creating communities around their unique perspectives.
Next, we delve into the intricate relationship between AI technologies and authentic communication. As Brandi notes, while tools like ChatGPT can be beneficial for productivity, a heavy reliance can lead to inauthentic messaging. Audiences are becoming increasingly adept at spotting robotic or generic content, a development that underscores the importance of authenticity in communication. In 2025, we can expect brands to dial back their AI usage and recommit to crafting communications that resonate on an emotional level. Brands that prioritize human connection will stand out in a sea of AI-generated noise.
Our conversation also sheds light on the evolution of online media collaboration. With a staggering 60% of people using social media for news instead of traditional broadcast methods, PR practitioners must adapt by integrating digital platforms into their communication strategies. In this environment, digital platforms are not secondary; they are primary channels through which brands disseminate information and connect with audiences. Beyond simply experimenting with content forms, brands need to form partnerships that leverage the power of influencers, reputable blogs, and podcasts. As demonstrated by successful campaigns such as the sponsorship of popular podcasts, businesses should actively seek and foster these relationships to enhance their visibility.
Another major trend Brandi highlights is the growing prevalence of creative brand partnerships. In previous years, we’ve witnessed unconventional collaborations that have resulted in successful marketing campaigns—like the partnership between a superhero film and a condiment brand, producing viral moments that entertained and engaged audiences. The success of these creative alignments suggests a shift away from traditional collaborations to more evocative and out-of-the-box partnerships that align with brand messaging while granting access to broader audiences.
Finally, we touch on the evolution of speaking engagements. Previously characterized by informal outreach and cold pitches, this practice has transformed. Now, there is an increasing expectation for speakers to present structured packages that align with event marketing goals. This fosters a mutually beneficial environment where both the speaker and the event organizers can derive value, manifesting in emerging opportunities for newer, qualified speakers.
In summary, the changes in PR demand adaptability, creativity, and a focus on authentic communication. By embracing these five key trends, professionals can equip themselves to navigate the complexities of 2025 and beyond. Continuous learning and proactive engagement with evolving practices will be the foundation upon which the future of public relations is built—one that respects and uplifts genuine connection, creativity, and informed communication.
