PR and Communications predictions for 2025

Change in the PR, Communications and Marketing landscape will continue at a rapid pace in 2025. 

Battling against the tide of fake news, working out how to utilise AI and navigating continued changes in digital and traditional media will remain key areas of activity for practitioners. 

But what is clear is that the need for high-quality PR, Communications and Marketing will remain strong, especially against rising costs and the continued opportunity owned platforms provide. 

Here are my insights into the key considerations for this year. 

Quality content

Content is king and the public’s unquenchable thirst for it will continue in 2025. Having a strategy and quality over quantity approach (in an era of information overload) will remain key to success. 

Make sure you remain true to your brand values and focus on storytelling, which will continue to be a must-have to drive purposeful narratives that build deep connections. A genuinely decent story will continue to hold its own amid the growing volume of generic AI generated content this year. 

This year we will advise clients to continue to use communications to develop human connections, based on trust, understanding and synergy to gain the greatest success.

Businesses should prioritise concise, engaging content that adds value via storytelling. An integrated approach that combines visual content, video and articles will deliver the strongest results. 

Authenticity and trust 

In 2024 I saw a positive increase in the volume of businesses posting more authentic content, that put people at the forefront of communications. However, broadly speaking this approach was used more keenly on social media and in 2025 I’d recommend businesses take a more authentic approach to communications across all platforms to ensure consistency and greater engagement. 

Fake news and misinformation on social media grew in 2024 and will continue to do so this year. Therefore, trusted sources will continue to increase in value and earn greater audience engagement. Post genuine, true information that informs, educates and adds value. 

For PR professionals this also means verifying all information and being discerning about where to pitch remains vital. 

Aligned to the growth of misinformation is the growth of AI generated content and there is a danger for some brands of losing a human connection. Content focused on real time events, activities and interactions with colleagues and clients will therefore continue to achieve stronger engagement. 

With the continued diversification of the media and the increase in niche platforms adapting a PR approach remains important. Focusing on smaller, but highly specialised audiences can yield powerful results. 

AI

While AI can make content creation quicker and easier, it has produced a tidal wave of generic, bland, similar content. 

It can be used to support activity, but this year the brands that stand out will be the ones that invest in the human-touch and expertise to cut through the noise with quality content. People still want to hear from people and getting the balance right will grow in importance. 

Increased emphasis on owned media 

There will be an increased emphasis on owned media and ensuring all platforms are joined-up, as a priority. 

Owned media provides the perfect opportunity to build meaningful relationships with audiences, via personalised content. With continued advancements in analytics and content management tools the opportunities owned media provide will only increase.

Video will continue to grow in 2025, as businesses catch-up on the power of utilising video to engage audiences. 

Broadcast

While traditional print media circulation will continue its decline it remains an important part of the mix. Securing online articles in traditional titles will remain a big win for PR campaigns in 2025, due to the reputation enhancement and SEO value it delivers. 

This year broadcast media will grow in its value for PR outreach. Last year all radio in the UK attracted a record audience of 50.9 million adults.

In 2025 the big opportunity for PR practitioners in this space will be the increasing amount of content that will be shared between radio and online. Media houses now want to re-purpose content to maximise platforms and develop digital reach. Last year we noticed an increase in the amount of radio guests who are interviewed via Teams or Zoom to provide audio and video via one interview that is then used across different platforms. 

BBC local radio stations will grow in popularity this year, as more people seek hyper local information that resonates with them. This will provide increased opportunity to land stories. 

At Fortitude we’re looking forward to keeping on top of market trends to maximise all opportunities available to help our clients enhance their brand profile, perception, awareness and engagement via a mixture of tactics. 

Get in touch

If you would like to chat about how to improve your communications this year get in touch with us here.