In 2012 when NAKEDPR was in its infancy, the world of PR looked very different to what it does today. The industry was seeing the evolution of digital communications and the increasing use of social media was influencing how organisations were engaging with their audience.
Digital disruption was real with nearly a quarter of the world’s population (22%) using social media each month, and Instagram and Pinterest were increasing in popularity. ‘Twit Pitches’ were predicted to replace the email pitch; blogs and websites were becoming critical for sharing stories and establishing thought leadership, and we were beginning to see brands partnering with emerging social media influencers to amplify their digital footprint.
Fast forward to 2025 and the PR industry has evolved at an astronomical pace, driven by technological advancements, changing consumer expectations and global events. Today a staggering 63.8% of the world’s population is now active on social media, highlighting the importance of social media and digital channels to organisations seeking to increase their brand presence online.
Looking ahead to 2025, we’ve listed five of what we believe, will be the key trends in the PR industry this year!
- AI Driven PR Content
Artificial Intelligence (AI) has been around for some time but it’s only in the last few years that it has really gained traction in the world of PR. However, many PR professionals have been cautious about using AI, arguing that it undermines authenticity and can be less impactful.
We believe that, when used correctly, AI has the potential to transform the way PR strategies and campaigns are designed, executed and measured.
AI technology can provide comprehensive audience insights that will help inform campaigns, it can identify relevant media contacts and influencers, automate routine tasks such as media monitoring and press release distribution, and also identify trends. If you don’t embrace it, you’re going to be left behind! (See point 3).
2. Rise of Micro-Influencers
Influencers are not a new addition to the PR industry – they have played an integral role in the success of clients’ campaigns in recent years, but this year, we expect to see an increase in the use of micro-influencers.
Micro-influencers tend to have a smaller audience than their more well-known counterparts, however their audience is more engaged, and they generally boast a stronger sense of authenticity. Gaining this level of exposure within your target audience can make your campaign more impactful, ultimately being the difference in a successful and not-so-successful campaign.
3. Importance of Authenticity and a Humanised Approach
With the rise of AI Driven content, it’s important that the PR industry maintains the authenticity of our clients messaging and content otherwise the credibility of the industry, in addition to our client, will be impacted.
All messaging needs to be personalised for the audience we are targeting through human-centred strategies that showcase empathy, honesty and reliability. This is where the knowledge and expertise that PR professionals have acquired through years of working with clients can enhance AI generated content! Don’t get complacent.
4. Changes in Social Media Usage
2025 could be the year we see a shift in social media usage, particularly with the recent news that Meta is removing factcheckers from its Facebook, Instagram and Threads platforms. This news has prompted many users to voice their concerns about miscommunication and the promotion of inaccurate information, which in turn could see a downturn in users across Meta’s platforms. Something to consider if your brand has a presence on Facebook.
Alternatively, we expect TikTok to continue its rise to global domination throughout 2025 – not only within the B2C sphere, but also the B2B sphere, as an increasing number of businesses join the platform, We see LinkedIn and X (formerly Twitter) remaining important for showcasing thought leadership and building relationships with media and customers alike, and YouTube being the pinnacle of short and long-form video content.
5. Increase in In-Person Engagement
Despite the convenience of our post-COVID online meetings and events, we expect 2025 to be the year that in person engagement picks up pace again. Here at NAKEDPR, we’ve seen first-hand the benefits of in-person meetings – from increased employee morale following employee appreciation events, to an uptake in new customers off the back of customer engagement and in-person industry events. Face-to-face engagement is something that should be prioritised in PR strategies throughout 2025.
We have come a long way in the world of PR since NAKEDPR’s early days, but as we know in this fast-paced evolving industry, no day, never mind year is ever the same. It’s hugely important that we continue to be agile and reactive to the evolution of our industry, incorporating the latest trends, and keeping abreast of the latest advancements in the industry, for the benefit of our client base.
If you have an upcoming project that you need assistance with, or want to enhance your brand’s presence, contact us today or visit our website, www.naked-pr.com.
