PR Trends for 2025
Looking ahead at upcoming trends and industry changes
The approach of a new year always leads to reflections on the year gone by, and predictions for the future. It’s no different in the public relations industry, with agencies like ours keeping their ears to the ground for PR and marketing trends, new features and tools we should be aware of on behalf of clients, and any wider shifts in the sector that might impact our campaigns.
From top PR trends that reflect how our work is undertaken to ideations that cross the boundary between PR strategies and digital content campaigns, we’ve delved into the media landscape and how this has changed over the past twelve months or so, and our predictions for the PR industry moving forward. We’ll be looking at the changing media landscape, the role of digital PR, the implementation and growth in the use of AI, the importance of building human connections, and how influencer marketing can be an effective solution not only for social media channels but as part of your PR campaign.
Digital PR - what has changed over the last few years?
There is an increasing range of online channels to promote the work and expertise of interior brands, designers, or architects, and we continue to embrace this. While print media remains challenged—with daily newspaper circulations declining by almost 20% over the last few years and teams dedicated to print-only content shrinking in size—publication houses have shifted manpower and money to digital teams.
Digital PR - what next?
Where content used to be recycled and repurposed for digital platforms from print titles, dedicated teams now churn out online-only content, with some journalists writing up to ten articles each week. This encourages content that is more reflective of exactly what is happening in the industry at that specific moment.
There are benefits and challenges that come with this, of course, with the need for speed, meaning clients must shift their thinking and perhaps their resources, with quick approval needed for expert commentary or the ability to dig out industry statistics or sales data to accompany trend features. It does, however, mean that journalists can often construct and publish a story within a few hours if your brand has timely content relevant to readers of that specific publication - for NDA’ed projects or launches, this can be helpful, allowing you to target online media as soon as you’re able to, and still aim to secure same week coverage.
When recently asked what makes a great client, perhaps the ideal answer could have been: the perfect client dedicates enough resources to help us help them, a client who can offer a specific team member for same-day queries and quick turnaround digital content.
Digital PR - how can we maximise these opportunities?
Digital content can range from informative ‘how-to’ type features, dissections of current trends and wider fads in the industry, to e-commerce listicles or in-depth brand overviews, allowing plenty of scope for growth of your brand awareness across channels.
With clients increasingly aware of their SEO score and Google ranking, PR agencies need to ensure 2025 strategies include structured digital campaigns, which consider everything from audience segmentation of each target media title to the Domain Authority boosts that follow versus no-follow links will bring, to less obvious ways of maximising on digital opportunities. Have you considered collaborative advertorial newsletter slots, or affiliate marketing, or hosting competitions with target publications? There are many ways we work with clients to boost their SEO, grow their audience, and increase potential revenue.
AI-Driven Content - a 2024 recap
2024 was undoubtedly the year that AI started seeping further into PR, marketing, advertising, and editorial work. We recall the confusion surrounding Sheerluxe’s announcement of a computer-generated fashion and lifestyle editor, increasing numbers of adverts using CGI instead of real models (Coca-Cola, Mango - we see you), and AI integration available in certain PR assistant tools that claim to help write pitches and press releases. It certainly is a different world from that of just five years ago!
AI-Driven Content - What Next?
Do we think AI will replace us? No - many PRs will attest that the resulting content lacks the brand tone of voice, elements of a spokesperson’s personality, and those personalising touches that we know journalists look out for. There are times when it can be helpful to make a pitch more succinct or check an email for obvious language confusion, but reliance on such platforms is not typical - not at Sandford anyway!
With multiple platforms available and an increase in use, new guidelines may emerge, encouraging transparency and honest conversation about the use of AI. Perhaps this will be similar to influencers who have to inform the public about ads or gifted products. Brands and designers may also have to disclose content created through computer programmes to balance innovation with fairness and ethics.
Human Connection & Transparency - was 2024 the year of honesty?
With consumers spending more time than ever researching brands before committing to a purchase, openness and honesty are key to building relationships with potential customers. In 2024, we saw more brands openly discussing sustainability goals, social responsibility, ethics, and occasionally even political beliefs within marketing communications than ever before, and the public honestly welcomed this (even if divisive).
Social media and newsletters were used to promote brands' values and offered insights into behind-the-scenes charitable work or eco-initiatives. Interviews with founders and CEOs within manufacturing facilities gave us a real glimpse at the design and build process, imparting more than just sales pitches on followers and subscribers and encouraging deeper connections.
Human Connection & Transparency - What Next?
Both traditional and digital PR campaigns can be utilised as platforms for honest narratives and to improve connections with new and existing customers. Certain media titles are increasingly stringent on brands that they are featuring, ensuring there is clear alignment between the ethos of the brand and publication.
Country & Town House, for example, is B Corp certified and looks to promote an eco-conscious narrative throughout - across fashion, beauty, lifestyle, wellbeing, and interior design content. Ensuring your own internal social responsibility messaging is clear will encourage these contacts to be comfortable including your brand.
Not all press releases need to be product-centric. For clients with the right story to tell, we will often spend just as much time looking at ways to convey that narrative and build a reputation for trust. Within our upfront PR strategy for brands, we look for relevant thought leadership and profiling opportunities, award schemes, and opportunities to partake in wider industry discussions that inspire further conversation on topical themes and leadership on specific subjects.
The impetus may end up on publications to motivate their readers to do better for the planet, better research the ethics of brands, and encourage open discussion on important topics. However, PR agencies should stay on the front foot, encouraging clients to be open and providing validated content within their online and offline marketing campaigns - information which clarifies their core values and communicates measurable goals.
Influencer Marketing & Collaboration - what role has this played?
Work with influencers used to be contained on social media platforms, and product-focused content was created to drive awareness back to the brand pages, perhaps eventually leading to a growth in sales. These posts were obvious amongst the other elements of a person’s feed, and the conversation felt forced. Influencers were chosen for the size of their following, with little thought put into aligning values and wider messaging.
The past few years have seen a shift towards placing emphasis on choosing content creators for their ethos. Nano and micro-influencers, who perhaps have fewer followers but are more loyal and engaged, will be favoured as brands and designers prioritise authenticity over reach. For brands who focus as much on social responsibility as on driving sales, selecting partners who align with these credentials is becoming key, to avoid overconsumption.
The content itself has also evolved, away from static Instagram posts with very overt brand messaging and product placement. We’re seeing increasing numbers of brands and designers capitalising on such partnerships for blog or newsletter content, providing further insight into the process. A few brands have taken this further, utilising influencers as brand ambassador types.
IKEA has done just this brilliantly, launching their Ambassador Club more than four years ago to leverage the power of micro-influencers. Through this network, over 9,000 pieces of brand content were generated, reaching more than 63 million social media users, and resulting in a traceable increase in both sales and showroom visits.
Influencer Marketing & Collaboration - What Next?
As discussed, agencies and in-house teams will become more specific with the influencers that they work with, looking at social media audience breakdowns more closely to consider not only age and gender but the location of their followers, their interests and what other brands or media they are interacting with. This encourages collaboration, which is more targeted, resulting in increased brand awareness in specific sectors or areas - tending to be much more effective than blanket influencer outreach. Nano and micro-influencers have built a reputation for trust, which we can capitalise on, with followers usually being more engaged and more likely to be swayed into purchasing a product or utilising a service.
Content creation will become much more collaborative, with the influencer and brand working closely to ensure resulting imagery and copy is reflective of both parties. The public is more savvy now, and less likely to simply purchase an item just because a personality with a large following has recommended it online. Content now needs to be thoughtful and well curated, to get that message of authenticity and trust across.
We think 2025 will see more examples of brands working with popular figures to bridge the influencer/brand spokesperson divide. Benefitting from their comfort on camera, public speaking abilities and their existing following, brands can demonstrate key areas of focus within the business to a wider audience. Alternatively, utilising micro-influencers with more niche demographics, brands can be far more targeted in their campaigns.
Influencer Marketing & Collaboration - how can a PR agency help?
Influencer content can be used increasingly within PR campaigns. Collaborative imagery properly credited can reflect positively and grow awareness of both the brand and personality. Additional insight can be used to position the influencer as a sort of brand spokesperson for certain opportunities, adding another element to existing conversations on design and trends in media outreach.
The benefit of an agency like Sandford, with both PR and digital marketing strands, is how closely we collaborate. Looking at the bigger picture, we can ensure marketing activity, the current PR strategy, and social media goals are all front of mind when devising an outbound influencer marketing plan. We’ve worked with brands collaborating with influencers and with influencers collaborating with brands, so we understand both sides of this complicated coin. We can ensure that the resulting content is suitable for all channels and track the strategy's efficacy as a whole.
Conclusion
In conclusion, the public relations landscape in 2025 is poised for significant evolution, marked by the convergence of technology, authenticity, and strategy. As digital PR continues to dominate, agencies must embrace the fast-paced nature of online content while maintaining the integrity and personalisation that define successful campaigns. The integration of AI offers exciting possibilities but also demands a thoughtful approach to ensure ethical usage and preserve the human touch that remains central to PR’s impact.
Transparency and authenticity are no longer optional - they are prerequisites for connecting with modern audiences. Consumers seek brands that not only deliver quality products but also share their values and contribute to societal progress. By aligning campaigns with these expectations, PR professionals can build trust and long-lasting relationships.
Influencer marketing will further mature, with an emphasis on micro-influencers and meaningful collaborations that prioritise authenticity overreach. Similarly, leveraging human connections and thought leadership can help brands stand out in a crowded market, offering value beyond transactional interactions.
Ultimately, the role of a PR agency will be to navigate this complex landscape, bridging traditional and digital strategies while remaining agile, innovative, and client-focused. By embracing these trends, PR can remain a powerful driver of brand awareness, loyalty, and growth in 2025 and beyond.
