The PR world is always evolving, and with technology like AI and automation advancing at lightning speed, we’re gearing up for some big changes in 2025.
The 100% senior-level team at mPR is peeling back what we think the future might look like for PR—and how we can stay ahead of the curve...
AI is already shaking things up, and in 2025, it’ll surely be even more integrated into how we work. But here’s the thing: a lot of organizations might feel a little nervous about diving in. As PR professionals, it’s our job to be upfront about how we’re using AI and to make sure we’re doing it responsibly. Guardrails, transparency, and ethical practices are going to be non-negotiable.
Another trend? Companies might start building their own AI tools instead of relying on big-name platforms. Whether it’s a custom solution or a common tool, the key is to approach AI with both curiosity and caution. We shouldn’t blindly trust it, but we also shouldn’t write it off before we really understand its potential.
That said, AI isn’t replacing us anytime soon. Sure, it can crank out content, but having skilled writers and editors will still be critical. It’s one thing to generate words—it’s another to make sure they actually connect with the right people in strategic ways.
If you’re in PR, the toolkit is expanding. Here are a few skills that’ll be more important than ever in 2025:
Data Analytics: Newsrooms are shrinking, so we’ll need to do more of the legwork ourselves. Finding compelling stories in data is going to be a superpower.
Social Media Mastery: Social is a critical piece of PR — not just marketing. Clients aren’t just looking for someone who can “do social”; they want experts who know every platform inside and out, from TikTok trends to paid ad strategies.
Inclusive Communication: Audiences expect brands to get it right when it comes to diversity and accessibility. That means we’ll need to ensure everything—social posts, pitches, campaigns—is inclusive and representative.
What Challenges Are on the Horizon?
Some brands think tools like ChatGPT can handle everything—blogs, media pitches, social posts—you name it. But the result is often a flood of poorly written content. One of our biggest challenges will be showing the value of well-crafted, human-centered communication.
And, of course, the economy remains a challenge. With tighter budgets, more companies are pulling PR in-house. Agencies will need to prove their worth by offering something clients can’t do on their own through specialized expertise, creative ideas, and measurable results.
2025 is shaping up to be an exciting, challenging year for PR. mPR is nimble and can pivot to address new issues or changing business and media environments in real time.
We look forward to helping the fast-growth organizations we support navigate whatever unfolds in the new year. Cheers!
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