It feels like we have come a long way from the traditional scope of PR. Gone are the days of faxing the latest press release and calling up national journalists; enter the time of micro-influencers and AI.
As times change around us, the role of PR has altered to reflect this. Here, we dive into the old, the new, and what we can expect from the industry in 2025 and beyond.
PR through the ages – a whistlestop tour
Let’s start from the beginning. The origins of PR were laid out back in the late 19th century when the infamous American showman, P.T. Barnum (which we would know from the iconic movie – The Greatest Showman) utilised publicity stunts to promote his circus and other attractions.
Now to the late 20th century and we arrive at a time when faxing over press releases and ringing up journalists for a boxout of coverage was the norm of PR practices. These are now viewed as ‘traditional’ in the fast-paced world of communication.
As time moves on, the key developments of PR have relied upon the rise of social media and other online channels which has broadened organisations’ ability to connect with consumers and profile their brands. A range of digital tools and tactics, such as content marketing and influencer outreach, to engage current and new audiences and develop relationships have come into play
PR today
As we move into 2025, there has already been a shift in trends and what we are seeing in the PR landscape. AI is and will continue to play a serious role in the way we communicate, specifically how we streamline media outreach, analyse consumer sentiment and predict trends.
While AI’s presence will rise, so will the takeover of digital channels and opportunities, which emphasise real-time communication and the ability to track the impact of PR campaigns. Many publications have stopped their print versions and are now simply running on digital alternatives.
This multichannel storytelling is becoming essential, so maintaining a consistent and creative message for brands is crucial to capturing audience attention and building trust.
We are now focusing less and less on traditional efforts and making outreach and engagement with the media more organic. By doing so, the messages that target audiences receive are more natural and specific to their interests, crafting a stronger sense of connection and trust.
PR in 2030 and beyond
As we look to the future, it is certain that technology will be a crucial asset to us, allowing us to identify precise target audiences that aligns with individual preferences.
Analysing and categorising people based on their attitudes, aspirations, and other characteristics, will also transform how messages are crafted. This approach will enhance the effectiveness of communications, seamlessly influencing audiences without them knowing.
Bring it on
Whatever the future looks like, the crux of PR and the drive for connection between brands and consumers will forever remain the same. It’s now down to us to adapt to these new developments and continue delivering results to meet the changing needs of brands. That means being curious, maxing out learning opportunities and being open to change.