The Public Relations Blog

You're probably noticing more than ever how public relations is shifting. With 2025 on the horizon, staying ahead in this field means understanding these changes and preparing for what's next. Let’s explore the latest dynamics shaping PR and why you need to adapt your strategies to succeed in this fast-paced environment.

You're probably aware of how much technology is shaking up industries everywhere. Have you noticed Google's latest development, AI Mode? As it continues to evolve, it's bound to impact public relations, changing how brands approach PR and media strategies. As a professional tracking these shifts, understanding the implications of AI Mode could be pivotal for your future campaigns.

Google continues to refine how we interact with information online. Two tools that play a big part in this are the Google Knowledge Panel and the Google Knowledge Graph. At first glance, they may seem like similar features, but they serve different purposes and understanding how they operate can significantly influence a business's digital strategy.

It’s one of the first questions many business leaders ask when exploring public relations. After all, in most areas of business, service providers give clear projections: accountants promise compliant filings, IT teams guarantee uptime, ad agencies guarantee placements. So why do those in PR — a powerful driver of reputation, trust, and influence — resist putting outcomes in writing?

How AI is shaping brand visibility through media coverage

AI is no longer just a technological buzzword. You’re using AI, whether you realize it or not, to shape your brand’s reputation. It’s now a central part of how companies shape their public image and manage their brand's reputation.

From the way people search for companies to how those companies are represented in search results, AI plays a growing role. As AI tools evolve, they’re pulling content from media sources to inform answers, fuel conversations, and even frame public perception across digital channels.

You’re busy juggling many tasks at your company, trying to hit your goals and stay ahead of competitors. It’s easy to prioritize immediate concerns and push public relations to the bottom of your list. Many companies are in the same boat, thinking they’ll address PR when there’s time. But delaying your attention to PR can actually cost your company in ways you might not realize.

When you think about improving your media outreach, the approach isn’t to dive straight into the deep end. Imagine you're prepping for your first NFL game. Would you really want your debut to be against a powerhouse like the Patriots? Probably not. You'd want to start with a team that gives you a fighting chance, or in this case, publications that are more accessible to establish your footing and boost your confidence.

Building a gradual media outreach plan is about understanding the field and pacing your efforts smartly. It's about gaining traction with smaller wins and using those to drive momentum forward.

Public relations isn’t just about making announcements. It’s about building trust, shaping perception, and creating lasting connections with your audience. In a world where consumers are flooded with content, you need more than visibility: You need impact.

To stay ahead, PR efforts must leave a memorable impression. They must have the wow factor. It’s about capturing attention and making sure your story remains vivid in the minds of your audience long after they've heard it. But what actually contributes to that wow factor?

What’s the ROI of a public relations “project”? If you think about it in isolation, a single PR push might deliver a spike in visibility, but that momentum fades fast. The truth: Short-term, project-based PR rarely delivers lasting impact. PR is most valuable when you treat it as a strategic, long-term investment.

You need your brand to show up when artificial intelligence delivers the answers. As AI changes how people find information online, earned media has become more important than ever. When AI tools like ChatGPT or Google’s Gemini pull data to generate responses, they often rely on trusted third-party sources like news articles, podcasts, and interviews.

That means your visibility now depends less on ads or owned content and more on how others talk about you. If you're not already prioritizing earned media, you're missing a key piece of the AI-driven discovery puzzle.