New technology is constantly pushing public relations to evolve. Social platforms, AI integration, data-driven metrics, and the cookieless future are all challenging traditional PR practices, requiring professionals in the field to expand their focus into new areas for success.
But there's plenty of room for opportunity: with AI, for instance, there are now opportunities to produce several times more PR content than before, and send it out with more precise targeting.
The past few years have undoubtedly been revolutionary for every industry. And as you look ahead, your PR and marketing have to address the critical trends we've identified to grow in the face of a rapidly changing landscape.
What PR trends will play a significant role in the upcoming year?
The importance of PR is continuously growing as brands look for genuine yet creative ways to reach their audiences.
As for the trends we expect to shape the future of public relations, here are our top picks.
Micro-influencers will continue to dominate
Influencer marketing has the same benefits it always has.
- Influencers connect with consumers on the platforms they already use.
- Audiences know and trust influencers because they offer relatable experiences.
- Their product placements and sponsored posts feel natural and less intrusive.
- Influencer content is easier to repurpose across channels and platforms.
As social media grows in popularity every year, prominent celebrities are increasingly seen as disingenuous. People know the biggest influencers get paid millions to promote products or services. It's just money to them.
But they did that to themselves — from A-list celebrities promoting crypto pump-and-dumps to TikTok stars promoting unhealthy diets, 60.1% of consumers now say they actually trust brands less when celebrities endorse their products.
Micro-influencers have seen a huge increase in engagement and credibility because they're more relatable and better connected to their audience. They're generally making money from something related to their content (e.g., fitness, finance), and the products they promote fall into that category. This adds a level of authenticity and trust to their endorsements.
In fact, Forbes reports that micro-influencers generate up to 60% more engagement than their ultra-prominent counterparts, while 79% of consumers acknowledge the huge impact user-generated content has on their buying decisions.
Take Cristiano Ronaldo. He's been partnered with Herbalife, a nutrition and wellness company, since 2013. In a 2024 promotional post, he shared:
"Start your day the right way with Herbalife Nutrition. My go-to breakfast choice! #HerbalifeAthlete"
While Ronaldo's endorsement reached millions, it was criticized for lacking transparency and was Community Noted for failing to disclose the sponsorship.
Compare that with lifestyle and beauty influencer Keaton Milburn (@kkeeaattoonn), who shared an Instagram Reel promoting Sol de Janeiro's jumbo-sized fragrance in April 2025.
It's still a paid partnership, but her approachable demeanor and enthusiasm feel more like a personal recommendation, which fosters trust among her 160k followers.
UGC plays an increasingly important role.
In 2025, people want to see real people using real products. They don't want polished ads. They want proof.
That’s where UGC comes in: it proves your product works without you having to say it. In the abovementioned Forbes report, nearly 8 in 10 (79%) of consumers acknowledged that it had a huge impact on their buying decisions.
What does that look like in practice?
- TikTok reviews
- Testimonials
- Unboxing videos
- Product tutorials
- Real-life use cases
If you have a system for getting customers to continuously pump out these kinds of content for you, it'll be (a) your highest-converting and (b) your lowest-cost PR/marketing channel.
GoPro was a pioneer of turning customers into creators. They share user-generated content across all of their channels, which inspires others to create and share their own experiences. And they drive that output even further through challenges and competitions.
In addition to the content being some of the coolest on the internet, it demos real-life applications and testimonials for their cameras. And since they've created that positive feedback loop, they have this continuous stream of new GoPro content being published 24/7, all around the world.
Businesses will co-create content with other creators and influencers.
The potential for success in social media marketing is undeniable, particularly when it comes to TikTok, Reels, and Shorts. The viral power of a single video means you can get well over 10x your initial investment if the algo pushes it far enough. And it happens every day.
While influencer marketing and UGC fall on the creator to ultimately shape the message, you can capitalize on their already-established audience while staying 100% on-brand by partnering with influencers and creators to co-create content.
This strategy has several benefits:
- Humanize yourself by partnering with already-trusted creators.
- Stand out from competing companies and make an impact on your target market.
- Eliminate the guesswork of creating content that resonates using their proven track record of success.
The Botanist (@thebotanistnwtc) is a UK-based bar and restaurant chain with 25+ locations, known for its botanical-themed interiors, creative cocktails, and live music. To promote the launch of their 25th location in Edinburgh, they collabbed with Scottish TikTok influencers like @topscottishscran and @edibleinedinburgh.
According to TikTok, the content garnered over 1.5 million views, 700+ bookings, and a 29.74x ROAS at just £1.83 per booking.
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PR strategies will rely more heavily on customization and connections.
From a global PR standpoint, third-party data collection has already become heavily regulated. The EU and the United Kingdom have already set strict regulations governing data collection and usage, with the United States likely to follow suit in the near future (as of early 2025, 15 U.S. states have already done this).
To win at PR in 2025, you'll have to get used to targeting your consumers with personalization and one-to-one marketing strategies.
Press release distribution services also have to use personalized marketing to create successful interactions with media outlets. The days of mass emailing and releasing press statements are long gone. At Influize, we've already committed to building strong relationships with media contacts instead, which is how we're able to share releases they'll use with such accuracy.
PR firms also have to get better at connecting with influencers creatively.
A few examples include:
- Creating exclusive content and collaborations
- Offering influencers early access to products or services
- Sending personalized gifts to thank them for their efforts
- Hosting virtual events or giveaways
When executed correctly, these strategies can help you to reach new audiences and build brand loyalty in a competitive market.
AI and automation are PR's biggest innovations.
In fact, Prowly's 2025 PR Trends Report finds that 85% agree it's the biggest trend shaping the industry today.
- Research
- Press release drafts
- Media list building
- Coverage tracking
- Sentiment analysis
Rather than spend hours/days doing these things, AI-powered software can handle most (or all) of the work for you in seconds. And according to 2025 data from Muck Rack, 75% of PR professionals are already using it.
It also eliminates some of the guesswork around sending press releases. For instance, Muck Rack's Recommended Journalists tool uses AI to curate a list of journalists who are most likely to respond to your releases. Low response rates are one of PR's biggest challenges. This largely solves that.
And you can use an AI tool like Cyabra to find fake profiles, harmful narratives, disinformation, and AI-generated content that could threaten your reputation, without having to actually keep tabs on it yourself.
A tip from our PR experts: With AI being so commonplace, the human touch matters more than ever. Your audience are becoming experts at spotting AI-generated content, so the optimal way to use AI is to (a) automate the routine stuff while (b) leaning twice as hard into what makes your brand your brand.
Video content will still be the focal point of campaigns.
The majority of people are visual learners, so it makes sense that visual content will be a major focus of campaigns in the near future. And video content is the most effective tool for capturing attention.
A few video content statistics that PR professionals should be aware of:
- Video content is 1,200% more shared than text and images combined.
- Video consumption on mobile devices has increased 17x since 2012
- Video content offers the highest ROI of any media format
We've already talked in-depth about influencers, UGC, and short-form content, but those aren't your only options.
The cricket league "The Hundred" shared behind-the-scenes videos of their recent draft event, showcasing candid moments and team interactions, which humanized the event.
There are more ways than ever for your audience to consume video content. Your goal with PR should be to leverage them.
Podcasts are becoming a key medium for messaging.
Podcasts are quickly becoming one of the most popular media formats. Insider Intelligence's 2022 Podcast Industry Report projected that by 2025, there will be 144 million monthly podcast listeners in the US alone. They weren't far off — Backlinko reports the figure at just shy of 130 million, which is more than one-third of the entire country's population.
Given the diversity of podcast topics, this medium offers PR professionals a unique opportunity to reach and engage with target audiences in a more intimate setting.
You could use podcasts as part of their PR campaigns for any of the following:
- Creating branded podcast series
- Nurturing relationships with influencers who host podcasts
- Seeking out guest speaking opportunities on podcasts
- Creating content partnerships with podcasters
- Increasing visibility by sponsoring or advertising on podcasts
The first bullet (branded podcasts) is one we're seeing a lot more today than we have previously. Slack's Work in Progress podcast and Sephora's #LIPSTORIES podcast are two great examples.
Meghan Markle is another example. She just launched her podcast Confessions of a Female Founder in April 2025 to feature candid conversations with female entrepreneurs, including herself, and discuss the challenges and triumphs of building businesses.
In addition to promoting her lifestyle brand, As Ever, it also positions Meghan as a relatable and insightful voice in the entrepreneurial space.
PR pitches are becoming more personalized.
The trend of personalization and customization has been increasing over the past few years, and it's no surprise that PR departments are incorporating these elements into their pitches. Getting a personalized pitch that’s tailored to your interests and needs is much more likely to result in coverage than a generic email blast sent to hundreds of contacts.
The key to personalizing a PR pitch is to connect with the journalist or influencer on an individual level.
Research the person you’re pitching and make sure your message speaks directly to them, for example, by mentioning something they recently wrote or shared on social media.
PR firms should also focus on creating personalized content that journalists will actually find valuable. This could be anything from a custom-made infographic to a personalized newsletter that highlights the latest industry trends.
PR should serve a purpose.
In 2025, people want to support a cause. And they're putting their money where their mouth is.
A global survey by Double the Donation found that 77% of consumers prefer to buy from companies involved in corporate social responsibility (CSR) initiatives. And 79% of consumers have altered their purchasing habits to support businesses that prioritize corporate responsibility.
This is exactly why companies like Patagonia and Ben & Jerry’s have built such a loyal following. Beyond ice cream, they’ve become known for taking bold stances on climate action, racial justice, and fair trade.
Their PR strategy doesn’t shy away from hard conversations, it leans in. And that authenticity has turned customers into people who proudly (and publicly) advocate for you.
Frequently Asked Questions
What will PR look like in 2025?
PR in 2025 is faster, smarter, and more personal. You’ll see a blend of AI-driven tools with human storytelling, meaning content gets created and distributed quicker, but with a sharper focus on authenticity. Relationships still matter, but they’re being scaled through automation.
Micro-influencers, UGC, and value-driven messaging dominate the media landscape. And earned media isn’t just about coverage anymore; it’s about conversation, trust, and alignment with your audience’s values.
What challenges will PR teams face in 2025?
The biggest challenge is standing out. With AI-generated content flooding inboxes and timelines, quality and originality matter more than ever. PR teams also need to navigate a fragmented media landscape, where attention spans are shorter and audiences are more skeptical.
Balancing automation with authenticity, measuring ROI across platforms, and staying culturally relevant in real time are all ongoing hurdles. That’s why at Influize, we’ve built our team around staying agile, embracing tech, without losing sight of the human connection.