The state of PR in 2025

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.

Today, brands aren't just communicating. They're operating in an environment where traditional and digital communications blend together. The focus is shifting toward integrating earned media, social media, and owned content. Staying current with these trends is essential if you're going to build and protect your brand’s reputation effectively.

The growing role of AI in PR

You might be curious about how AI is transforming PR. It’s quickly becoming a key component of daily operations. In fact, 59% of PR professionals say AI will become even more important over the next five years, according to a Muck Rack study. Tools like ChatGPT are already in widespread use, with 77% of professionals reporting they’ve incorporated them into their workflows.

So how exactly is AI changing the PR landscape? Here are a few important developments that are already creating impact:

1. Automated content creation

AI helps generate blog posts, press releases, and social posts more efficiently, giving teams more time to focus on high-level strategy.

2. Media monitoring

AI tools can scan thousands of sources in real-time to flag important mentions and emerging trends.

3. Predictive analytics

With AI, you can forecast potential media coverage or public reactions based on current trends and similar events.

These advancements not only increase efficiency but also help you remain proactive. Adopting an AI-powered approach early will give you an advantage as these tools become standard industry practice.

Challenges in securing earned media

Have you noticed that getting your story picked up by major outlets is tougher than it used to be? You're not imagining it. According to recent data, 72% of PR professionals say it's more difficult now to secure earned media. With media outlets consolidating and newsrooms shrinking, competition for attention has intensified.

Here are several strategies to help overcome these challenges:

1. Build stronger media relationships

Personalized pitches and consistent communication can go a long way. Focus on offering value to journalists, not just coverage for your brand.

2. Adapt to media preferences

Some outlets prefer multimedia content or data-rich visuals. Tailor your materials to match the format and tone of the specific channel you're targeting.

3. Leverage data for better pitches

Analyzing your past successful placements can help identify what works best. Use this insight to craft pitches that align with what reporters and editors are actually seeking.

These techniques can improve your odds of gaining earned media in an increasingly competitive space. Staying flexible and responsive to the needs of reporters will make your brand stand out in the inbox.

The value of measurable results

One of the rising trends in PR is the emphasis on proving value through measurable results. In fact, 67% of PR professionals say delivering tangible metrics is a key part of improving how their work is perceived within the organization.

Quantifying PR success doesn’t have to be complicated. You can start with a few core steps:

1. Set clear objectives

Define what success looks like. This could be boosting brand awareness, increasing engagement on social media, or improving sentiment after a product launch. Having clear goals gives you a direction.

2. Use data and analytics

Tools are available to track press mentions, web traffic, backlinks, and social sentiment. Choose the ones that align with your goals and monitor them regularly.

3. Regular reporting

Visual dashboards make your metrics easier to share with stakeholders. Present your data in a way that tells a story, showing progress and identifying areas that need improvement.

By demonstrating the impact of your efforts, you help validate the PR department's role in driving business outcomes. Over time, this data-backed approach can shape a stronger voice for PR at the leadership table.

Media relations and platform use

Despite the rise of tech-driven PR strategies, media relations remains a top priority. A strong 84% of PR professionals agree that it still plays a crucial role, according to Muck Rack. While emails and phone calls are still effective, one platform stands out in today’s digital communication game: LinkedIn.

LinkedIn isn’t just for job hunting. According to recent surveys, 57% of PR pros say it’s their most valuable network, and nearly 90% include it in their core strategy.

Here are a few ways to make the most of LinkedIn:

1. Optimize your profile

Your personal and company profiles should clearly communicate your value and expertise. Keep your information fresh and showcase your latest work.

2. Engage with industry thought leaders

Connect and interact regularly with journalists, clients, and industry professionals. Commenting on posts or sharing insight can build organic relationships.

3. Join and participate in relevant groups

Whether industry-specific or local, these groups help position you as an active, informed voice in your space.

Using LinkedIn effectively helps elevate your visibility and can open doors to interviews, guest articles, and partnerships you might not reach otherwise. It supports traditional media efforts by extending your presence and influence in professional circles.

Staying flexible and forward-focused

As we move further into 2025, PR continues to shift with technology and audience behavior. Staying current isn’t an option anymore. It’s the foundation of your success.

Whether you're adopting AI-powered tools or figuring out how to stand out in the crowded earned media space, there's no shortage of priorities to juggle. But by focusing on measurable results and refining your approach to platforms like LinkedIn, you can strengthen your overall strategy and make a more lasting impact.

PR professionals who make the effort to stay informed and flexible will be the ones who lead. If you’re proactive about change — whether learning new tools or building smarter relationships — you’ll be better prepared for whatever challenges come next.

For more expert insight, check out our webinar on leveraging AI for stronger PR.