What’s Next for PR in 2025?
As some of us ease into 2025, others are diving headfirst into the new year. The PR world is evolving faster than ever. Technology, shifting audience behaviors, and new client priorities are reshaping how we communicate, tell stories, and measure success. Here’s what’s coming next, based on insights from our global partners, and how PR professionals can stay ahead of the curve.
The Skills You’ll Need
AI and data are no longer “nice-to-haves” for PR—they’re at the core of how campaigns are planned and measured. Almost unanimously, our partners agree that knowing how to use these tools effectively is a must. But being tech-savvy isn’t enough. What really stands out is the ability to pair innovation with authenticity. In an age where trust is everything, the best PR work is still grounded in ethical, meaningful storytelling.
Another growing priority? ESG (Environmental, Social, and Governance). Clients and audiences alike expect PR to align with broader societal values. From sustainability to social responsibility, these aren’t optional boxes to tick—they’re central to how brands show they care.
Where PR Lives Online
TikTok and podcasts are where it’s at. While TikTok’s future in the U.S. remains uncertain, many PR professionals agree that the platform is effective and a must in any comms toolkit. These platforms are powerhouses for storytelling, offering dynamic ways to engage audiences. However, TikTok’s rise isn’t without its challenges, such as regulatory concerns and debates about its impact on younger users.
LinkedIn continues to shine as the go-to platform for professional dialogue and thought leadership. While Instagram and YouTube might not dominate like they once did, they still play a key role in building brands and telling visual stories. Emerging platforms are also gaining traction, as audiences look for more niche and tailored digital experiences. Meanwhile, Facebook and messaging apps are fading into the background, reflecting a broader move away from traditional platforms.
What Clients Want in 2025
Clients are more results-driven than ever. It’s not just about making noise; it’s about delivering measurable outcomes. They want to see clear ROI, whether it’s increased sales, engagement, or another business impact.
But creativity is still the secret weapon. Data matters, sure, but it’s the stories you tell and how you tell them that make campaigns memorable. Clients also value long-term trust and transparency. They want partners who align with their values and act with integrity. And in today’s fast-paced world, being able to move quickly and adapt to new opportunities is key.
What the Experts Say
Industry leaders agree: the future of PR is about balance. As Juergen H. Gangoly, Managing Director at Skills I Team Farner, Vienna, Austria, puts it,
“PR experts need to be hands-on masters of AI tools with a clear, strategic background to consult and to provide solutions for demanding clients.”
Amna Saleem, Head of Business Development at East River Digital, adds,
“Influencers bring the flair, AI brings the finesse – together, they redefine ROI.”
This highlights the powerful combination of human creativity and technological precision in delivering impactful campaigns.
Valentina Humar also emphasizes the importance of blending innovation with authenticity:
“In 2025, PR in Colombia should blend authentic storytelling with AI-driven insights, creating meaningful connections and measurable impact.”
These perspectives underscore the need for PR professionals to embrace technology while keeping the human element at the heart of their strategies.
What It All Means
The PR industry in 2025 is about integration—bringing together technology, strategy, ethics, and creativity. It’s about using the right tools while staying human. It’s about telling stories that not only resonate but also matter. And it’s about building campaigns that deliver real impact, not just for clients, but for the communities and causes they care about.
The landscape is shifting, but at its heart, PR is still about connecting people. And that’s something no amount of change can replace.
