New and Timeless PR Practices
The world of PR is always evolving, but some things never change. As we continue to navigate 2025, staying up to date means embracing new trends while doubling down on the timeless strategies that have always delivered results.
So, what’s new this year, and what’s still as effective as ever? Let’s break it down.
What’s New in PR for 2025?
1. AI-Powered PR Strategies
AI isn’t just a buzzword anymore—it’s a game-changer. From crafting hyper-personalized pitches to analyzing media trends in real-time, AI tools are being leveraged to personalize media pitches, analyze sentiment in real-time, and even predict potential PR crises before they escalate. Making PR smarter and more efficient.
2. Authentic Influencer Partnerships
Gone are the days of generic influencer marketing. In 2025, authenticity is everything. While they have been on the rise for some time now, micro and nano-influencers with engaged communities are more valuable than big names with passive followings. The key? Long-term partnerships that feel natural rather than one-off sponsored posts.
3. Employee Advocacy as a PR Tool
People trust people, not corporate press releases. Employees are becoming some of the most powerful voices for brands. LinkedIn, TikTok, and Twitter are flooded with employee-driven content, and companies that encourage their teams to share authentic workplace stories are reaping the benefits in brand reputation and reach.
4. Crisis PR in the Age of Virality
Social media moves fast, and brands need to be even faster. A crisis can escalate within minutes, so having a plan in place is more important than ever. Crisis PR in 2025 demands speed, transparency, and a proactive approach. Having a proactive crisis plan, social listening tools, and a strategy for responding quickly and authentically is more critical than ever.
5. PR & SEO Are More Connected Than Ever
Media coverage now play a bigger role in search rankings. A well-placed article isn’t just great for credibility—it boosts a brand’s online visibility. Digital PR and SEO teams are working together more closely to maximize impact.
What’s Timeless & Always Works?
1. Storytelling Wins Every Time
No matter how tech-driven PR becomes, compelling storytelling remains at the heart of great PR. A well-crafted narrative captures attention, builds emotional connections, and makes your brand memorable.
2. Relationships Still Matter
Strong media relationships are invaluable. Journalists are still drowning in emails, but personalized outreach and strong media relationships continue to cut through the noise. Taking the time to build genuine connections with reporters, journalists and even influencers offer better results than relying on mass pitches.
3. Transparency & Trust Are Non-Negotiable
Spin and fluff don’t work anymore! Audiences demand honesty, whether it’s addressing a crisis, launching a product, or responding to criticism. Brands that prioritize transparency win long-term loyalty.
4. Consistency is Key
One viral moment won’t build a brand, but consistent, strategic PR efforts will. Regular press coverage, ongoing media relations, and a steady content flow ensure brands stay relevant.
5. Adaptability is Everything
PR is always shifting, and the best brands stay flexible. What works today might not work next year. Staying ahead means keeping an eye on trends, testing new strategies, and pivoting when necessary.
The Bottom Line
PR in 2025 is all about balance. AI, influencer authenticity, and real-time crisis management are reshaping the industry—but at the end of the day, great storytelling, trust, and relationships are still the foundation of successful PR. Brands that balance both will thrive in an ever-changing media landscape.
Anastasia Zafiriadis, Account Executive
