Top 5 PR Trends for 2025<\/h2>\n\n\n\n\n- Trend: AI-powered PR<\/li>\n\n\n\n
- Trend: Data-driven strategies<\/li>\n\n\n\n
- Trend: Hyper-personalization<\/li>\n\n\n\n
- Trend: Focusing on the niche<\/li>\n\n\n\n
- Trend: Strategic partnerships<\/li>\n<\/ol>\n\n\n\n
Trend #1: AI-powered PR<\/h2>\n\n\n\n
In 2025, AI will no longer be excluded from anyone\u2019s workflows.<\/p>\n\n\n\n
It has already reshaped the industry and altered how professionals conduct research, analyze data, write press releases, and create content. While initially met with hesitation, AI has become a valuable partner, assisting in day-to-day tasks and providing insights that once required significant time and effort.\u00a0<\/p>\n\n\n\n
This comes as no surprise, given that 74% of the PR professionals we surveyed said incorporating AI into their everyday PR work is the leading trend this year<\/strong>. Looking back on statistics we\u2019ve gathered over the last two years, it\u2019s safe to say that most of the industry has adjusted to this trend. With the numbers jumping from 19% in 2022 to 36% in 2023, and now skyrocketing to 74%.<\/strong><\/p>\n\n\n\nThe key benefit?<\/p>\n\n\n\n
AI\u2019s capacity to process large volumes of data. This can help you examine media coverage, social media patterns, and audience sentiment in real time.<\/p>\n\n\n\n
\ud83d\udca1 For example, Prowly has incorporated AI features<\/a> that help draft press releases by having you answer custom questions based on what journalists would ask, ensuring all information is included and nothing is overlooked. Email pitches? Attention-worthy subject lines? You can now brainstorm it all with the help of AI.<\/p>\n\n\n\n![\"\"](\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2023\/11\/AI-press-release-example-1024x696.png\")
<\/figure><\/div>\n\n\nWhile AI is powerful, it still requires human oversight.<\/p>\n\n\n\n
Sure, it can assist with analyzing data and even in writing content for you, but it often lacks context, understanding, and emotional intelligence\u2014things only a PR professional can provide. A lot of bad things can happen if, for example, you summarize data using AI and it disseminates inaccurate information, such as false reports about public figures. When that happens, trust is quickly broken, and your brand, company, and even you risk serious reputational damage.<\/p>\n\n\n\n
That said, you can\u2019t deny how much AI has increased efficiency and improved the ability to analyze large amounts of information quickly. Tasks that once required extensive manual effort, such as checking a press release multiple times for typos, grammar, and resonance, can now be completed in a fraction of the time. This automation allows you to focus on strategic initiatives and informed decision-making instead.<\/p>\n\n\n\n
Practical applications<\/h3>\n\n\n\n1\ufe0f\u20e3 Research your audience<\/strong><\/h4>\n\n\n\nNo, you won\u2019t be able to just ask a question and get a credible answer. However, you can gather massive amounts of data and let AI process it for you. Additionally, you can ask it to analyze your data and make recommendations. Who knows\u2014maybe you\u2019ll come up with an idea you hadn\u2019t thought of before?<\/p>\n\n\n\n
2\ufe0f\u20e3 Personalize your pitches<\/strong><\/h4>\n\n\n\nYou can input all the recent work your target journalist has done and find a way to capture the recipient\u2019s attention. You can also use tools like Prowly to ensure the email aligns with your press release, along with tailor-made subject lines designed to increase open rates.<\/p>\n\n\n\n
3\ufe0f\u20e3 Automate repetitive tasks<\/strong><\/h4>\n\n\n\nCreative work is your oyster, but do you dread checking grammar and punctuation? You\u2019re not alone\u2014but thankfully, AI can help. You don\u2019t even need to train it to do the work for you. This, along with many other Sisyphean tasks, can be handled using AI.<\/p>\n\n\n\n
\n\"With the growing presence of AI tools in our industry, it's essential to adopt an AI Code of Conduct policy to set the standards and expectations for PR pros and clients alike. We have created an AI Policy discussing how we have adopted AI in our business, how we ethically use it, and where we would never use it. We also provide clients with this code of conduct so they know our policy, and what is expected of them, as well. We want to ensure that no answers to interview questions or pitches generated by AI will ever be sent to an editor... EVER!\"<\/p>\nJen Berson<\/a>; Jeneration PR & Jeneration Academy<\/cite><\/blockquote>\n\n\n\n\nDOWNLOAD THE FULL REPORT FOR FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nTrend #2: Data-driven strategies<\/h2>\n\n\n\n
Did you know that 37% of the people we surveyed said they will be basing their strategy on concrete data<\/strong>? While intuition\u2014especially in our field\u2014rarely fails, working in line with hard numbers is more than just a competitive advantage. Managers want to see it and clients are interested as well. With an oversaturated market and the current economic climate, no one wants to invest in predictions based purely on gut feelings.<\/p>\n\n\n\nData-driven PR is the practice of using analytics, audience insights, previous campaign statistics, and other performance metrics to inform decisions that impact messaging, branding, and story angles. However, it goes well beyond that. Rather than relying on vanity metrics like impressions and reach, savvy PR professionals are taking a more strategic approach\u2014evaluating their outcomes against revenue, lead generation, and customer retention.<\/p>\n\n\n\n
Not showing tangible business impact? It\u2019s hard to stay ahead if that\u2019s the case. Don\u2019t worry, though\u2014you don\u2019t need to completely forgo creative storytelling in favor of strategies that drive direct revenue, but it\u2019s important to align your efforts with larger company objectives.<\/p>\n\n\n\n
Practical applications<\/h3>\n\n\n\n1\ufe0f\u20e3 Integrate PR with a CRM<\/strong><\/h4>\n\n\n\nUse tools like HubSpot or Salesforce to analyze customer journeys and sales. While setting them up may require some assistance, the insights you can gain are invaluable. For example, imagine most customers from Instagram click the link but abandon their purchase in the cart, whereas TikTok users complete their transactions. Without a specialized tool, you wouldn\u2019t be able to see that.<\/p>\n\n\n\n
2\ufe0f\u20e3 Analyze your audience\u2019s behavior<\/strong><\/h4>\n\n\n\nWhether your brand is stronger on social media or entirely web-based, you can use tools like Google Analytics or Hotjar to analyze user behavior. Depending on your findings, you may be able to make concrete decisions about your strategy moving forward.<\/p>\n\n\n\n
3\ufe0f\u20e3 All metrics are not \u201cyour\u201d metrics<\/strong><\/h4>\n\n\n\nJust because something is a PR metric doesn\u2019t mean you should be using it. You should do your research and focus on KPIs that are actually applicable to what you\u2019re doing and that align with your unique business goals and priorities.<\/p>\n\n\n\n
\n\n\"Analytics are becoming even more important. But your role shouldn\u2019t focus on collecting the data, AI will do that, but how to correctly interpret and share it with your senior leadership to influence business decisions. It will be our job to understand the emotions behind the numbers.<\/strong>\"<\/p>\nDoug Downs<\/a>; President of Stories and Strategies\u00a0<\/cite><\/blockquote>\n<\/blockquote>\n\n\n\n\nDOWNLOAD THE FULL REPORT FOR FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nTrend #3: Hyper-Personalization<\/h2>\n\n\n\n
Once a novelty, now a necessity. Being precise in all communications is what drives results and 1 in 3 of our respondents agree. <\/strong>Consumers now have higher expectations, making generic campaigns simply ineffective. Yes, hyper-personalization takes more time, but it also translates to success.<\/p>\n\n\n\nHowever, keep in mind that hyper-personalization in PR is not just about segmenting audiences by demographics. It involves much more than that. Real-time data, behavioral insights, and predictive analytics can help you craft emails, pitches, and messages tailored to individual interests, beat preferences, and engagement patterns.<\/p>\n\n\n\n
Unlike traditional personalization, where you simply insert a token for their name or the outlet they work for, hyper-personalization ensures that each touchpoint resonates on a deeper level. That means sending the right message at the right time, using the right format and channel.<\/p>\n\n\n\n
This strategy is the secret weapon of the most successful PR specialists. Additionally, those with access to advanced tools have a clear advantage. These tools can analyze engagement patterns, sentiment trends, media coverage, and even track how many times your recipient clicks on the email you\u2019ve sent.<\/p>\n\n\n\n
It\u2019s a shift, a fundamental one to be quite honest, as audiences become more selective and more brands fail to deliver personalized storylines and experiences. Beyond just reaching targets with this method, you\u2019ll also build long-lasting relationships with journalists and your audience.<\/p>\n\n\n\n
Practical applications<\/h3>\n\n\n\n1\ufe0f\u20e3 Customize outreach on a deeper level<\/strong><\/h4>\n\n\n\nJournalists receive hundreds of pitches daily. They\u2019re tired of getting nonsense emails that aren\u2019t even remotely relevant to their beat. To capture their interest, reference their recent work, interests, or social media activity to show that you\u2019ve done your research. Tailor your message to fit their coverage style and audience. A hyper-personalized pitch is far more likely to get noticed and result in actual press hits.<\/p>\n\n\n\n
2\ufe0f\u20e3 Use social listening tools to find and target smaller, engaged communities<\/strong><\/h4>\n\n\n\nThe most valuable opportunities aren\u2019t always right in front of you. To find them, dig through niche forums, Slack groups, LinkedIn communities, and other conversations. Prowly\u2019s Media Monitoring and Social Listening tools can help you track emerging discussions, identify key influencers, and get your message heard by the right people in a context that fosters trust and credibility.<\/p>\n\n\n\n
3\ufe0f\u20e3 Use AI to segment your audience\u00a0<\/strong><\/h4>\n\n\n\nHowever, don\u2019t just ask AI to pull up information and do it for you. Gather larger datasets and categorize audiences based on behavior, engagement patterns, sentiment, and more. Analyzing this information can help you determine which content is most likely to perform well, on which platform it has the highest chance of success, and where your audience is most active.<\/p>\n\n\n\n
\nDOWNLOAD THE FULL REPORT FOR FREE<\/strong><\/a><\/div>\n<\/div>\n\n\n\nTrend #4: Focusing on a niche<\/h2>\n\n\n\n
If I had a cent for every time someone in public relations told me about a story where their client harassed them for a mention in Tier 1 media, I\u2019d be a multimillionaire by now. And while there\u2019s absolutely nothing that can warm a heart more than seeing your brand mentioned in a fancy outlet, there are other ways to get it recognized\u2014and leave an impact.<\/p>\n\n\n\n
Think of it this way: marketers started utilizing micro-influencers to sell their products some time ago because they yield better results. That\u2019s because they\u2019re more authentic and speak to highly engaged audiences. Well, the same goes for niche outlets.<\/p>\n\n\n\n
Unlike mainstream media, niche outlets have specialized audiences who are already deeply interested in your topic. You don\u2019t need to convince them\u2014they\u2019re ready to hear you out. This means that any coverage secured is more likely to convert into meaningful actions, whether it\u2019s brand awareness, new leads, or increased sales.<\/p>\n\n\n\n
Additionally, journalists and editors at niche outlets are often more receptive to tailored pitches, as they\u2019re constantly on the hunt for high-quality, relevant content rather than something generalized. In effect, niche outlets give you the opportunity to foster truly impactful relationships rather than just securing one-off placements.<\/p>\n\n\n\n
Practical applications<\/h4>\n\n\n\n
1\ufe0f\u20e3 Explore community-driven platforms<\/strong><\/p>\n\n\n\nSometimes, putting more energy into places like Reddit, Discord, or even LinkedIn can yield great results. Some brands have strong, community-led conversations there that you wouldn\u2019t know about from things like customer feedback or social media comments. Bonus tip: check for sentiment while you\u2019re at it. People on these platforms can be unhinged\u2014both positively and negatively.<\/p>\n\n\n\n
2\ufe0f\u20e3 Identify niche-focused mediums<\/strong><\/p>\n\n\n\nEven if your brand or product is ridiculously narrow in terms of the audience it can serve, you\u2019ll probably find a community that follows it religiously anyway. Whether they have a podcast, newsletter, or Reddit thread, it\u2019s smart to pitch stories directly or offer things like invitations to interviews, if possible.<\/p>\n\n\n\n
Trend #1: AI-powered PR<\/h2>\n\n\n\n
In 2025, AI will no longer be excluded from anyone\u2019s workflows.<\/p>\n\n\n\n
It has already reshaped the industry and altered how professionals conduct research, analyze data, write press releases, and create content. While initially met with hesitation, AI has become a valuable partner, assisting in day-to-day tasks and providing insights that once required significant time and effort.\u00a0<\/p>\n\n\n\n
This comes as no surprise, given that 74% of the PR professionals we surveyed said incorporating AI into their everyday PR work is the leading trend this year<\/strong>. Looking back on statistics we\u2019ve gathered over the last two years, it\u2019s safe to say that most of the industry has adjusted to this trend. With the numbers jumping from 19% in 2022 to 36% in 2023, and now skyrocketing to 74%.<\/strong><\/p>\n\n\n\n The key benefit?<\/p>\n\n\n\n AI\u2019s capacity to process large volumes of data. This can help you examine media coverage, social media patterns, and audience sentiment in real time.<\/p>\n\n\n\n \ud83d\udca1 For example, Prowly has incorporated AI features<\/a> that help draft press releases by having you answer custom questions based on what journalists would ask, ensuring all information is included and nothing is overlooked. Email pitches? Attention-worthy subject lines? You can now brainstorm it all with the help of AI.<\/p>\n\n\n While AI is powerful, it still requires human oversight.<\/p>\n\n\n\n Sure, it can assist with analyzing data and even in writing content for you, but it often lacks context, understanding, and emotional intelligence\u2014things only a PR professional can provide. A lot of bad things can happen if, for example, you summarize data using AI and it disseminates inaccurate information, such as false reports about public figures. When that happens, trust is quickly broken, and your brand, company, and even you risk serious reputational damage.<\/p>\n\n\n\n That said, you can\u2019t deny how much AI has increased efficiency and improved the ability to analyze large amounts of information quickly. Tasks that once required extensive manual effort, such as checking a press release multiple times for typos, grammar, and resonance, can now be completed in a fraction of the time. This automation allows you to focus on strategic initiatives and informed decision-making instead.<\/p>\n\n\n\n No, you won\u2019t be able to just ask a question and get a credible answer. However, you can gather massive amounts of data and let AI process it for you. Additionally, you can ask it to analyze your data and make recommendations. Who knows\u2014maybe you\u2019ll come up with an idea you hadn\u2019t thought of before?<\/p>\n\n\n\n You can input all the recent work your target journalist has done and find a way to capture the recipient\u2019s attention. You can also use tools like Prowly to ensure the email aligns with your press release, along with tailor-made subject lines designed to increase open rates.<\/p>\n\n\n\n Creative work is your oyster, but do you dread checking grammar and punctuation? You\u2019re not alone\u2014but thankfully, AI can help. You don\u2019t even need to train it to do the work for you. This, along with many other Sisyphean tasks, can be handled using AI.<\/p>\n\n\n\n \"With the growing presence of AI tools in our industry, it's essential to adopt an AI Code of Conduct policy to set the standards and expectations for PR pros and clients alike. We have created an AI Policy discussing how we have adopted AI in our business, how we ethically use it, and where we would never use it. We also provide clients with this code of conduct so they know our policy, and what is expected of them, as well. We want to ensure that no answers to interview questions or pitches generated by AI will ever be sent to an editor... EVER!\"<\/p>\nJen Berson<\/a>; Jeneration PR & Jeneration Academy<\/cite><\/blockquote>\n\n\n\n Did you know that 37% of the people we surveyed said they will be basing their strategy on concrete data<\/strong>? While intuition\u2014especially in our field\u2014rarely fails, working in line with hard numbers is more than just a competitive advantage. Managers want to see it and clients are interested as well. With an oversaturated market and the current economic climate, no one wants to invest in predictions based purely on gut feelings.<\/p>\n\n\n\n Data-driven PR is the practice of using analytics, audience insights, previous campaign statistics, and other performance metrics to inform decisions that impact messaging, branding, and story angles. However, it goes well beyond that. Rather than relying on vanity metrics like impressions and reach, savvy PR professionals are taking a more strategic approach\u2014evaluating their outcomes against revenue, lead generation, and customer retention.<\/p>\n\n\n\n Not showing tangible business impact? It\u2019s hard to stay ahead if that\u2019s the case. Don\u2019t worry, though\u2014you don\u2019t need to completely forgo creative storytelling in favor of strategies that drive direct revenue, but it\u2019s important to align your efforts with larger company objectives.<\/p>\n\n\n\n Use tools like HubSpot or Salesforce to analyze customer journeys and sales. While setting them up may require some assistance, the insights you can gain are invaluable. For example, imagine most customers from Instagram click the link but abandon their purchase in the cart, whereas TikTok users complete their transactions. Without a specialized tool, you wouldn\u2019t be able to see that.<\/p>\n\n\n\n Whether your brand is stronger on social media or entirely web-based, you can use tools like Google Analytics or Hotjar to analyze user behavior. Depending on your findings, you may be able to make concrete decisions about your strategy moving forward.<\/p>\n\n\n\n Just because something is a PR metric doesn\u2019t mean you should be using it. You should do your research and focus on KPIs that are actually applicable to what you\u2019re doing and that align with your unique business goals and priorities.<\/p>\n\n\n\n \"Analytics are becoming even more important. But your role shouldn\u2019t focus on collecting the data, AI will do that, but how to correctly interpret and share it with your senior leadership to influence business decisions. It will be our job to understand the emotions behind the numbers.<\/strong>\"<\/p>\nDoug Downs<\/a>; President of Stories and Strategies\u00a0<\/cite><\/blockquote>\n<\/blockquote>\n\n\n\n Once a novelty, now a necessity. Being precise in all communications is what drives results and 1 in 3 of our respondents agree. <\/strong>Consumers now have higher expectations, making generic campaigns simply ineffective. Yes, hyper-personalization takes more time, but it also translates to success.<\/p>\n\n\n\n However, keep in mind that hyper-personalization in PR is not just about segmenting audiences by demographics. It involves much more than that. Real-time data, behavioral insights, and predictive analytics can help you craft emails, pitches, and messages tailored to individual interests, beat preferences, and engagement patterns.<\/p>\n\n\n\n Unlike traditional personalization, where you simply insert a token for their name or the outlet they work for, hyper-personalization ensures that each touchpoint resonates on a deeper level. That means sending the right message at the right time, using the right format and channel.<\/p>\n\n\n\n This strategy is the secret weapon of the most successful PR specialists. Additionally, those with access to advanced tools have a clear advantage. These tools can analyze engagement patterns, sentiment trends, media coverage, and even track how many times your recipient clicks on the email you\u2019ve sent.<\/p>\n\n\n\n It\u2019s a shift, a fundamental one to be quite honest, as audiences become more selective and more brands fail to deliver personalized storylines and experiences. Beyond just reaching targets with this method, you\u2019ll also build long-lasting relationships with journalists and your audience.<\/p>\n\n\n\n Journalists receive hundreds of pitches daily. They\u2019re tired of getting nonsense emails that aren\u2019t even remotely relevant to their beat. To capture their interest, reference their recent work, interests, or social media activity to show that you\u2019ve done your research. Tailor your message to fit their coverage style and audience. A hyper-personalized pitch is far more likely to get noticed and result in actual press hits.<\/p>\n\n\n\n The most valuable opportunities aren\u2019t always right in front of you. To find them, dig through niche forums, Slack groups, LinkedIn communities, and other conversations. Prowly\u2019s Media Monitoring and Social Listening tools can help you track emerging discussions, identify key influencers, and get your message heard by the right people in a context that fosters trust and credibility.<\/p>\n\n\n\n However, don\u2019t just ask AI to pull up information and do it for you. Gather larger datasets and categorize audiences based on behavior, engagement patterns, sentiment, and more. Analyzing this information can help you determine which content is most likely to perform well, on which platform it has the highest chance of success, and where your audience is most active.<\/p>\n\n\n\n If I had a cent for every time someone in public relations told me about a story where their client harassed them for a mention in Tier 1 media, I\u2019d be a multimillionaire by now. And while there\u2019s absolutely nothing that can warm a heart more than seeing your brand mentioned in a fancy outlet, there are other ways to get it recognized\u2014and leave an impact.<\/p>\n\n\n\n Think of it this way: marketers started utilizing micro-influencers to sell their products some time ago because they yield better results. That\u2019s because they\u2019re more authentic and speak to highly engaged audiences. Well, the same goes for niche outlets.<\/p>\n\n\n\n Unlike mainstream media, niche outlets have specialized audiences who are already deeply interested in your topic. You don\u2019t need to convince them\u2014they\u2019re ready to hear you out. This means that any coverage secured is more likely to convert into meaningful actions, whether it\u2019s brand awareness, new leads, or increased sales.<\/p>\n\n\n\n Additionally, journalists and editors at niche outlets are often more receptive to tailored pitches, as they\u2019re constantly on the hunt for high-quality, relevant content rather than something generalized. In effect, niche outlets give you the opportunity to foster truly impactful relationships rather than just securing one-off placements.<\/p>\n\n\n\n 1\ufe0f\u20e3 Explore community-driven platforms<\/strong><\/p>\n\n\n\n Sometimes, putting more energy into places like Reddit, Discord, or even LinkedIn can yield great results. Some brands have strong, community-led conversations there that you wouldn\u2019t know about from things like customer feedback or social media comments. Bonus tip: check for sentiment while you\u2019re at it. People on these platforms can be unhinged\u2014both positively and negatively.<\/p>\n\n\n\n 2\ufe0f\u20e3 Identify niche-focused mediums<\/strong><\/p>\n\n\n\n Even if your brand or product is ridiculously narrow in terms of the audience it can serve, you\u2019ll probably find a community that follows it religiously anyway. Whether they have a podcast, newsletter, or Reddit thread, it\u2019s smart to pitch stories directly or offer things like invitations to interviews, if possible.<\/p>\n\n\n\n<\/figure><\/div>\n\n\nPractical applications<\/h3>\n\n\n\n
1\ufe0f\u20e3 Research your audience<\/strong><\/h4>\n\n\n\n
2\ufe0f\u20e3 Personalize your pitches<\/strong><\/h4>\n\n\n\n
3\ufe0f\u20e3 Automate repetitive tasks<\/strong><\/h4>\n\n\n\n
\n
Trend #2: Data-driven strategies<\/h2>\n\n\n\n
Practical applications<\/h3>\n\n\n\n
1\ufe0f\u20e3 Integrate PR with a CRM<\/strong><\/h4>\n\n\n\n
2\ufe0f\u20e3 Analyze your audience\u2019s behavior<\/strong><\/h4>\n\n\n\n
3\ufe0f\u20e3 All metrics are not \u201cyour\u201d metrics<\/strong><\/h4>\n\n\n\n
\n
\n
Trend #3: Hyper-Personalization<\/h2>\n\n\n\n
Practical applications<\/h3>\n\n\n\n
1\ufe0f\u20e3 Customize outreach on a deeper level<\/strong><\/h4>\n\n\n\n
2\ufe0f\u20e3 Use social listening tools to find and target smaller, engaged communities<\/strong><\/h4>\n\n\n\n
3\ufe0f\u20e3 Use AI to segment your audience\u00a0<\/strong><\/h4>\n\n\n\n
Trend #4: Focusing on a niche<\/h2>\n\n\n\n
Practical applications<\/h4>\n\n\n\n