As we move into 2025, let’s retire the overused phrase, ‘In the ever-changing media landscape.’ Today, the media environment offers more formats than ever before. Advising clients now demands continual updates and a proactive approach. While traditional tools like press releases and media coverage remain essential, the way we engage and build relationships with the public is rapidly evolving.
If you’re new to PR or curious about its future, here’s a quick guide to the trends you should watch in 2025.
Authenticity and personalisation
In 2025, people will continue to value authenticity. In an age where anyone can fact-check information instantly, brands and leaders must be honest and relatable. Gone are the days of overly polished, “perfect” messages. Instead, audiences will connect with stories that feel genuine and honest.
By 2025, PR strategies will be even more personalised. With data and AI helping businesses understand their audience better, we’ll see more tailored messages that speak directly to individuals’ needs and interests. Whether through email, social media, or events, PR will become even more personal.
New social media strategies
Video content has been popular for years, but its role in PR will be even more significant in 2025. Audiences are hungry for live, real-time engagement. Whether it’s a CEO’s live address on social media, behind-the-scenes videos, or live Q&A sessions, the video will be key to building transparency and trust with audiences.
Influencer marketing will continue to play a huge role, but in 2025, it will be less about one-off sponsored posts and more about long-term, authentic partnerships. Brands will collaborate with influencers who align with their values, leading to more meaningful and impactful campaigns.
Employees are becoming some of a brand’s most powerful voices. In 2025, we’ll see more businesses empower their staff to speak up about the company’s mission, values, and culture. Employee advocacy is not just about getting them to share social media posts—it’s about creating a culture where they genuinely feel proud to represent the brand.
Proactive PR for crisis comms and ESG
The speed and nature of communication during a crisis will evolve. In 2025, PR professionals will have access to real-time data and tools to help them respond faster, allowing them to address issues more swiftly and effectively. Being proactive and prepared will be key to protecting a brand’s reputation.
People care more about how companies impact the world, and this will continue to grow in 2025. However, with pressing near-term challenges like jobs and living costs at the forefront of organizations’ minds, they will need to take care when positioning their sustainability credentials. PR will play a key role in communicating these efforts transparently and authentically, ensuring the message aligns with a brand’s core values and the expectations of its stakeholders.
Focusing on Arabic media relations
If you work in the Middle East, Arabic media is critical in amplifying a client’s voice. Around ten pan-Arab broadcast outlets, like Asharq Bloomberg, CNN Business Arabic, and CNBC Arabia, focus on business news across key sectors. These media typically prefer shorter stories, often under 300 words, written in Arabic or adapted from English.
The launch of Khaleej Times’ Arabic edition highlights the increasing importance of Arabic-language media. PR professionals must also engage with emerging digital platforms like Blinx in Dubai, which cater to younger generations and prioritize engaging, story-driven content over traditional press releases to enhance media relations.
The future of PR is about more than messages—it’s about building trust, staying authentic, and using technology to forge deeper, more personal connections with your audience. As the lines between traditional and digital media blur, PR professionals must remain adaptable, strategic, and proactive.
By Natasha D’Souza, Senior Director of Corporate Practice at Golin MENA.
