As we head into 2025, the public relations landscape is evolving at a rapid pace. The fundamental principles of PR remain the same, storytelling, relationship-building, and reputation management, but the way we execute these strategies has changed dramatically. To stay ahead, brands must evolve with the times, embracing the latest trends and technologies while keeping authenticity and consumer engagement at the core of their PR efforts.

Anticipating the next wave of change is crucial to helping brands thrive. Whether it’s tapping into new technologies, rethinking how we measure success, or responding to shifting consumer expectations, the PR landscape of 2025 will demand that brands be more agile, more innovative, and more human than ever before. Here are a few key PR trends for agencies and brands to watch in 2025, backed by real-world examples, along with actionable insights for brands looking to stay ahead of the curve.

1. Authenticity is non-negotiable

In recent years, consumers have become increasingly savvy. They can spot a disingenuous message from a mile away and they’re not afraid to call out brands that fail to live up to their promises. As trust becomes harder to earn, authenticity will be the foundation of any successful PR strategy in 2025.

Take Patagonia, for example. Known for its unwavering commitment to sustainability, the outdoor apparel brand has built its reputation not just on the quality of its products but on the authenticity of its mission. In 2022, when the company famously announced it was giving away its entire $10 million in profits from Black Friday sales to environmental causes, it underscored its dedication to preserving the planet, a message it has been delivering consistently for years. Patagonia’s commitment to both environmental and social causes resonates deeply with consumers, reinforcing the idea that authenticity is essential to maintaining consumer loyalty.

For PR professionals, this highlights the importance of aligning brand messaging with core values and staying true to those values across all touchpoints. In 2025, it will be essential for brands to amplify their genuine commitments to social causes, sustainability, and diversity, nothing less will suffice. Authenticity must be demonstrated, not just promised.

Takeaway for brands: Prioritize transparency and consistency in messaging, especially when addressing sensitive issues. Consumer trust is earned through action, not just words.

2. The rise of AI and data-driven PR

Artificial intelligence (AI) is revolutionising industries across the board, and PR is no exception. In 2025, we’ll see even greater integration of AI tools to streamline media outreach, analyse consumer sentiment, and predict trends. These tools allow PR professionals to make data-driven decisions and personalise campaigns at an unprecedented scale.

Coca-Cola is already leading the way in AI-driven PR strategies. In recent years, the brand has used AI to predict consumer behaviour and adjust its marketing strategies in real time. Coca-Cola has also embraced AI to enhance personalisation, tailoring messaging to specific audience segments to increase engagement. This enables the brand to respond quickly to market shifts and stay ahead of the competition.

For PR professionals, AI presents an opportunity to not only optimise media outreach but also to personalise brand narratives based on real-time data. As AI continues to evolve, brands will be able to refine their messaging to resonate more deeply with specific demographics, increasing both relevance and impact.

Takeaway for brands: Invest in AI tools that allow you to analyse data and measure sentiment in real time. Use these insights to create highly personalizsd campaigns that speak to your audience’s unique interests and values.

3. Influencer marketing gets more purpose-driven

Influencer marketing has long been a staple in PR campaigns, but in 2025, we will see an even greater shift toward purpose-driven partnerships. Consumers are looking to brands to not only provide high-quality products but also to align with their personal values, and they expect influencers to do the same.

Glossier, a brand that has been at the forefront of influencer-driven PR, has mastered the art of building a loyal community of brand advocates. The beauty brand leverages everyday influencers and customers, not just celebrities, to create authentic connections with its audience. But in 2025, Glossier is shifting its focus toward even more purposeful collaborations, working with influencers who champion causes like mental health, body positivity, and sustainability.

This trend signals that in 2025, consumers will increasingly reject influencer endorsements that feel inauthentic or profit-driven. Instead, they’ll gravitate toward influencers who truly embody the values of the brand they’re representing. The takeaway here is clear: successful influencer partnerships organised by an influencer marketing agency will require authenticity, transparency, and alignment of purpose.

Takeaway for brands: Look for influencers whose values align with your brand’s mission and message. Partnerships should feel authentic, and your PR team should prioritise long-term relationships over one-off promotions.

4. The importance of multichannel storytelling

As the digital landscape grows more fragmented, digital PR teams must be nimble in their approach to storytelling. The traditional methods of relying solely on media outlets or press releases are no longer enough. In 2025, multichannel storytelling will become essential, as brands need to meet consumers where they are—across social media, podcasts, YouTube, and beyond.

One prime example is Apple, which has been a master of multichannel storytelling. From launching product events streamed globally to utilising YouTube and podcasts to dive deeper into the innovation behind their products, Apple creates a unified narrative across a variety of platforms. Each channel is tailored to its audience, but the overall story remains consistent and compelling.

In 2025, PR professionals will need to create content that is adaptable and tailored to different platforms, while still maintaining a cohesive message across all channels. Whether it's through social media engagement, podcasts, video content, or interactive events, brands must be able to deliver their message consistently and creatively.

Takeaway for brands: Develop a multichannel PR strategy that includes diverse platforms, from podcasts and YouTube to social media and events. Ensure your messaging remains consistent across these touchpoints while customising content for each platform’s unique audience.

5. Crisis management in the age of transparency

In 2025, brands will need to be more prepared than ever for the inevitable PR crisis. With information moving at lightning speed and public scrutiny at an all-time high, brands must act swiftly and transparently when a crisis arises. Gone are the days of spin-doctoring and hiding behind vague statements. Consumers expect brands to own their mistakes and respond in real time.

A prime example of effective crisis management was Johnson and Johnson during the recall of its baby powder in 2019. The company’s transparent communication strategy helped maintain consumer trust even during a challenging period. They communicated openly about the situation, took responsibility, and provided clear steps for resolution, ultimately mitigating long-term damage to the brand.

For PR professionals, this underscores the importance of being prepared with a crisis communications plan and an authentic, transparent approach to messaging. In 2025, your brand’s ability to manage a crisis will be just as important as its ability to tell its story in the good times.

Takeaway for brands: Be proactive in crisis management and work with crisis communications firms to develop a comprehensive communication plan. Transparency, timely responses, and a commitment to doing the right thing will help protect your brand’s reputation in the face of adversity.

The bottom line: Adapt, innovate, and connect

As we look ahead to 2025, the key to successful PR will be agility, being able to quickly adapt to emerging trends, respond to consumer demands, and create authentic connections with new audiences. The brands that lead the way will be those that embrace AI, prioritise authenticity, and commit to delivering a message that resonates across multiple platforms. Whether you’re managing a crisis, crafting a purpose-driven influencer partnership, or launching a personalised campaign, PR in 2025 will be about making real, meaningful connections.

For PR professionals, it’s time to embrace the future, harness new technologies, and, most importantly, stay true to the core of what makes a brand’s story resonate. The challenge is daunting, but for those who get it right, the rewards will be significant.