PR trends and predictions in 2025: Insights for communicators and marketers
Kathryn Goater and Anthony Caruana, co-CEOs at Media-Wize, share their top PR predictions for the new year.
The public relations (PR) industry in Australia and globally stands at a crossroads.
In 2025 we will see the rise of powerful new technologies with growing challenges around credibility, authenticity, and evolving media consumption habits.
The rapidly accelerating use of generative AI in copywriting and pitch automation to the continuing battle against misinformation mean businesses must stay agile to keep up and safeguard their reputation.
Here are some of the key PR trends that will shape the year ahead, along with the potential risks and strategic considerations for organisations, marketers and comms teams.
1. Misinformation and the battle for truth
With misinformation spreading faster than ever, businesses communicating publicly need to be on alert and quickly clarify and correct any inaccuracies about their brand, products and services in traditional and on social media.
PRs, marketing and social teams need to be proactive in monitoring traditional media, social platforms and review sites and only respond if facts are incorrect. There is a careful line between feeding the trolls and correcting misinformation.
2. Gen AI and automation
Many PR and marketing teams are already using Gen AI to help write all forms of copy. Tools ChatGPT, Copilot, Gemini and Jasper, make it easier than ever to generate quick copy for press releases, blog posts, articles and media pitches. AI can also automate the task of outreach to journalists and podcast hosts.
But embracing these tools without understanding the risks can lead to trouble.
AI can help streamline tasks, but it lacks the nuance, creativity, and relationship building skills critical to effective communication. AI is known to hallucinate and make up facts, statistics and studies that can land clients and brands in reputational hot water.
It doesn’t understand the wider context, organisational goals or the shifting social climate and public opinion. While it helps kick off research and generate ideas, a human needs to carefully fact check everything. And journalists can spot AI copywriting a mile off and frequently call it out.
3. Election year and the risks of political engagement
2025 is an election year in Australia so politics will inevitably shape public discourse.
Weighing in on political issues, even with the intent to be edgy or provoke viral conversation, can be risky. Public perception can shift rapidly, and taking a controversial stance could alienate customers or provoke backlash.
Even if an organisation has a genuine commitment to a cause, commenting on political matters can backfire. In an increasingly polarised environment, businesses should consider staying neutral or focusing on issues where they can make a positive, non-partisan impact.
4. New social media platforms
Social media users can be fickle and move from platform to platform.
As X (formerly Twitter) loses favour, and Facebook increasingly skews to an older demographic, new platforms like BlueSky and Threads and can give PRs and brands early mover advantage in campaigns.
5. Diversity, equity, and inclusion impacts
Diversity, equity, and inclusion will continue to be an important part of PR campaigns in 2025.
Consumers are increasingly holding brands accountable for their social and environmental impact, as well as their hiring strategies, pay parity, female speaker representation at events and other outward-facing activities. Be mindful of the language, visuals, spokespeople and partnerships you forge and consider the social context.
6. The acceleration of pay-to-play
In many verticals in Australia placing on merit opinion or thought leadership is increasingly difficult to secure.
Many publications have moved to pay-to-play models in the fight for their survival amidst dwindling advertising revenue.
PR and marketing teams need to factor this into 2025 budgets to also demonstrate they are supporting the ongoing viability of trade press.
Kathryn Goater and Anthony Caruana are co-CEOs at Media-Wize.
