What 2025 holds for PR – From AI, to the art of storytelling

Ana By Ana

With the festivities well and truly over and most of us back at our desks, it’s a good time to look to what the year ahead might bring for the PR industry. Here are some of the key trends we are likely to see:

  • Rise of the machine – AI is never far from anyone’s lips these days. While 2024 saw most PR professionals experimenting with AI in one form or another, 2025 will be the year where the technology becomes ingrained into more of our business processes. As this happens, the industry will need to ensure that there are guardrails in place for fact checking and to tackle disinformation.

  • The art of storytelling – Perhaps in part due to AI and mass produced content, there has never been a greater need for storyboarding and messaging to stand out. Journalists will always value unique viewpoints and pitches. In the cyber security market in particular, it can be very difficult to differentiate. PR teams must first and foremost work out the interesting angles and storylines that will help them communicate their key messages.

  • Events will make a comeback – While it's been challenging to attract journalists to in-person events since 2020 – 2024 saw more media return to conference halls across the US and Europe. This will continue in 2025, giving an essential opportunity to secure in-person briefings. That said, PR teams should remember that large events can be oversaturated with news and therefore think about pre and post event strategies.

  • Relationships will matter – Relationships with journalists will be more important than ever in 2025. While great content and ideas will get you some way towards success, the reality is that journalists are inundated with communications from PRs. It is therefore critical to be able to stand out from the crowd. Teams that have the right foundation of interesting angles and storylines, married with solid relationships nurtured over time will win out.

Here is to a 2025 filled with tech industry success and opportunities for us all to network. We might just need to get dry January out of the way first!