The Future of PR: Key Trends for 2025

2. 12. 2024

 

Given the technological changes in public relations and marketing, the demands on companies are expected to increase. In its report, the Worldcom Public Relations Group, which brings together 115 companies from around the world, predicts the main trends for 2025 based on a survey of executives at leading PR agencies and companies. This insight reveals which direction the industry will evolve in response to changing market needs.  

The previous prediction already presented specific recommendations and opinions regarding the emergence of artificial intelligence (AI) in this sphere. In response to this trend, 55% of companies are investing in upskilling their employees in generative AI (GenAI) and 64% expect AI to significantly improve their productivity. However, this progress is not without its pitfalls: 75% of customers are concerned about the risk of AI-related misinformation and 24% of companies are worried about potential cyber-attacks. 

Stefan Pollack, President of The Pollack Group, mentions the potential of hyper-personalised co-communication in the context of AI. These tools will free PR professionals from routine tasks, allowing them to focus on more strategic aspects and building closer relationships with stakeholders.  Brands have the opportunity to take their storytelling to the next level through technologies such as virtual reality, creating personalized experiences for their customers. "However, for this to be effective, brands need to be mindful of authenticity and human touch, and ensure that tech-technology facilitates their interactions, not dehumanises them," says Cinzia Sartori of BPRESS. Many experts agree that the human factor remains an indispensable element of communication. "People will seek out and value moments of authentic interaction, empathy and shared experiences that no algorithm can truly replicate," adds Chris Baldwin of True Digital Communications.  

 

Source: Freepic

 

The influence of traditional media continues to wane, opening up space for new ways of communicating. LF Channel's Joel Marquez stresses that in order to stay relevant in the digital age, it is essential to use less conventional channels such as micro influencers, short-form video, streaming and other interactive formats. Larissa Lago of Planin Comunicação also predicts that over the next five years, traffic to official portals from organic search could fall by more than 50% as consumers increasingly turn to search engines powered by GenAI. This trend may fundamentally impact traditional SEO strategies, lead generation and conversion processes. 

Younger audiences are placing increasing emphasis on transparency and accountability of brands and it is crucial to clearly understand the values that a company represents, otherwise it loses its relevance. Ciara Flaherty of Springboard Communications explains that Generation Z, shaped by pandemics and new expectations around work-life balance, will push for flexibility, transparency and communication in line with their values. At the same time, organisations will face the demands of global ESG standards. "Under the EU's Corporate Sustainability Reporting Directive (CSRD), all large companies will be required to produce an ESG report from the 2025 financial year. From 2026, ESG reporting will also be mandatory for listed SMEs," summarises Serge Beckers of Wisse Kommunikatie. Standardising ESG reports and ensuring their credibility and clarity represent a significant challenge. 

Crisis management must adapt to the fast pace of digital platforms that can cause rapid escalation of crises. Emily Greifield of The Pollack Group stresses the need for prepared tactics, an authentic approach and continuous monitoring to detect problems before they get out of control. "Increasingly, companies are facing crises that cross industry boundaries, requiring collaboration with specialist agencies that have expertise in these areas," notes Serge Beckers. Mariana Mirrha of Planin Comunicação warns that as AI's autonomy and its ability to generate content grows, so does the risk of errors and bias.

 

Source: Freepic

 

Patrik Schober of PRAM Consulting in the Czech Republic points out that growing social disparities may make quality journalism accessible only to the wealthier classes, while leaving poorer citizens vulnerable to disinformation. In this context, it warns that it is important to recognise disinformation, to educate those around you about it, and not to inform or advertise on disinformation sites. Furthermore, prepare crisis communication procedures. Every PR manager should use independent sources to verify information and carefully consider how to refute misinformation to avoid reinforcing it. 

In the area of client work, experts say the use of data-driven decision-making in corporate management and financial analysis is expanding. Clients are now increasingly demanding transparent, real-time reporting on campaign performance, making investment in advanced analytics platforms essential. This is particularly important at a time when some once significant revenue streams are becoming increasingly automated, forcing agencies to focus on providing more strategic and highly skilled services. Leah Walker of True Digital Communications stresses that PR agencies should move to data-driven financial models to justify their fees and demonstrate the true value of their services. 

PR in 2025 will bring new challenges but also huge opportunities. The key to success will be to combine modern technology with authentic and transparent communication. Those who adapt and use innovation to strengthen relationships and trust will set the direction and create communications that have real impact. 

 

The article was prepared by PRAM Consulting s. r. o. on the basis of the report 2025 Future of communications: Worldcom Public Relations Group.

Source of pfotos: Freepic