December 11 2024
Looking ahead to 2025, PRGN agency leaders are gearing up for a year that promises significant changes in public relations. Every December PRGN collects predictions from its member agency leaders globally to look ahead into what the new year holds for the PR and communications sectors and the practitioners, agencies and brand representatives working in them.
From the tech hubs of Silicon Valley to the bustling streets of Singapore, PRGN agency owners and professionals are preparing for a future where artificial intelligence and human authenticity must work side by side. The consensus among our global leaders is clear:
AI will boost efficiency, but the human touch in PR will become even more essential.
2025 PR Predictions from our PRGN members highlight diverse regional priorities. In the Middle East, agencies are honing in on data-driven personalization, while European partners focus on transparency and ethical communications. In Latin America, there’s a noticeable shift toward corporate storytelling through owned channels. Meanwhile, Asian market leaders anticipate a surge in luxury sector communications, particularly in India, where economic growth is reshaping consumer behavior. U.S. agency leaders are highlighting the growth of omnichannel communications, predicting that the metaverse will become a key platform for brand storytelling, while also underscoring the continued importance of authentic content creation even as AI tools advance.
As AI takes on roles like crafting press releases and managing media inquiries, the most valuable PR skill in 2025 may not be technological expertise, but the uniquely human ability to build trust in a skeptical world. As one PRGN member aptly put it, “In the age of AI, being human is becoming our greatest competitive advantage.”
Scroll down to read the full collection of 2025 PR Predictions from members of the Public Relations Global Network.
And here you can listen to the last episode of Season 5 in the PRGN Presents podcast in which host Abbie Fink of HMA Public Relations and I discuss how last year’s predictions worked in 2024 and what the PRGN members’ predictions now tell us what the PR sector will be like in 2025:
Leveraging AI and big data, we can tailor our messages to individual preferences, leading to more engagement and loyalty. Whether in Dubai, Riyadh, or Cairo, personalized content will resonate more deeply.
Nick Leighton, Founder, NettResults Middle East, Dubai, United Arab Emirates
Storytelling and podcasts will be an increasingly growing trend in the corporate world eager to communicate and where the credibility of the media is declining due to fake news. Today, companies and brands feel the need to use their own social networks to tell their own stories, without going through filters or editing by media, just as politicians or influencers are doing in their own channels. Companies will start to follow the same path.
Valentina Giacaman Hazboun, Founding Partner, RumboCierto Comunicaciones, Santiago, Chile
At times, when every intern knows how to write stories using AI, our consumers will increasingly seek authenticity from brands. PR strategies will prioritize transparent communication and genuine storytelling to build trust and foster long-term relationships with audiences.
Ieva Naujalyte, Managing Partner, Adverum, Vilnius, Lithuania
With so many global issues and changes, 2025 should be a year of bold transformations in public communications. We’re witnessing systemic shifts in the way people think and adapt to the new political, economic, and social realities. These are times of economic and political uncertainty, manipulation of reality and crisis.
Business communication is also at crossroads, as everybody needs to adapt. Brands and business actors must remain true to one’s core principles and speak out even against the unethical and sometimes immoral mainstream currents. Our role as PR experts is to help our clients navigate this brave new world, putting mirrors, helping them make the best choice for their brand and adapt their message to the public ears.
Alexandra Dinita, Founder & Managing Partner, Free Communication, Bucharest, Romania
Think Like a Futurist in the Age of Convergence
Data and technology are expanding at an exponential pace, with connectivity driving innovation. The trend of convergence is reshaping industries, products and technologies, giving rise to innovative business models and transforming markets. This trend mirrors the rise of “connected living,” where people rely on networks of devices for seamless services. Leaders who can anticipate future trends and embrace this interconnected world will thrive in an era of rapid transformation.
AI plays a key role in making this convergence possible. It helps different technologies communicate, improves operations and powers features like personalized recommendations and predictive maintenance. By connecting systems and streamlining processes, AI allows industries to offer innovative, user-friendly solutions that integrate seamlessly. As technology continues to converge, AI ensures it stays efficient and adaptable to our increasingly connected world.
To thrive in this connected world, leaders should build flexible ecosystems that can easily integrate new technologies and partnerships. Preparing for future disruptions will also require investments in continuous learning, scenario planning and innovation. By staying agile, companies can quickly pivot and create new value propositions that align with the changing needs of connected customers.
Terrie Ard, Partner, President & COO, The Moore Agency, Tallahassee, Florida – United States of America
In a world obsessed with soundbites and AI tools, influential organizations will continue to recognize the intrinsic value of educating and persuading key audiences with smart, strategic thought leadership content that can only be successfully written by and for human beings.
Ann Smith, President & Founder, A.wordsmith, Portland, Oregon, USA
“In 2025 and beyond, corporate communication will continue to be transformed, not only due to the use of technology, through AI, but also due to the need to humanize and be more empathetic, considering aspects of public interest. Industries, companies and brands of all types, and even more those that are over regulated, will have to use more and better resources to communicate effectively and efficiently with their audiences and obtain their valued attention. The use of unbranded communication will be increasingly recurrent to achieve multiple objectives, by positioning topics of interest in public opinion without necessarily mentioning the brand that promotes them, thus “building” reputation organically”.
Loreley Maldonado, Founder & CEO, Eje Comunicación, Mexico City, Mexico.
We are trusted advisors to the organizations we represent. And with this trust comes responsibility. Now more than ever, transparent and authentic communication will be the cornerstone of success for business and organizations.
Abbie S. Fink, President, HMA Public Relations, Phoenix, Arizona
Before predicting it helps to look back.
2024 has the highest number of countries in nearly a century who are on a war-footing – 56 different conflicts involving 92 nations.
The last twelve months have seen many climate-change related weather crises including record breaking heatwaves and severe storms. Many affecting those countries unfamiliar with the effects of extreme weather conditions.
2025 comes a year after nearly half the global population faced an election. Whether we liked the outcome or not in our own countries or elsewhere, history does show that calm, albeit often uneasy, usually follows.
And when the man (Elon Musk) who is at the very centre of government of the greatest nation on earth states he has an existential fear of AI, we can only tremble.
Predicting how business will respond in this unsettled landscape is, at best, a stab in the dark. However, I think it is the nimble who will win because the pace of change is ceaseless. As agency owners it is our job to lead, not simply be driven. No longer wafting on the breeze of client whims.
By commitment to our own values, we endorse our strategic advice. I firmly believe we are on the brink of a golden age for our industry, gone are the age-old prejudices against our ilk, instead we are Boudica’s at the forefront of change.
Sara Pearson, Chairman, KITH&KIND, London, UK
By 2025, AI and data analytics will play a key role in transforming PR, automating tasks like media monitoring and sentiment analysis to deliver more precise, targeted messaging. However, the need for authentic storytelling and strong relationships will remain a cornerstone of effective PR. At Mileage Communications, we believe the future of PR lies in balancing automation with the human touch, ensuring campaigns align with consumer values while upholding transparency and ethical standards.
As privacy concerns and decentralised social platforms rise, brands will face growing pressure for accountability and trust. PR will evolve to adopt a more holistic approach, integrating marketing and communications to build long-term, genuine relationships with audiences. We are committed to helping our clients navigate these changes, ensuring their communications are not only effective but aligned with the values that matter most to today’s conscious consumers.
Boh Tiong Yap, Managing Director, Mileage Communications, Singapore
My prediction for 2025 is that the validity of predictions in any respect and industry will further decrease as more and more people acknowledge the increasing unpredictability of the future. In all modesty, I think that at least this IS a valid prediction …
Robert Bauer, Managing Partner, accelent communications, Vienna, Austria
2025 will for sure be the year the adoption of generative artificial intelligence in agencies will accelerate. While it could be considered a threat to agencies and staff, it will in fact allow some necessary but low-added value tasks to be simplified or disappear, freeing up time for professionals to devote to more complex strategic issues, with higher added value for clients. Generative AI is, in that sense, a great opportunity for our activities, as it will confirm the role of PR practitioners as strategic business partners and trusted advisors on all opinion-related issues, which should multiply in a world that is more uncertain than ever.
Stéphane Billiet, Vice-President, We change, Paris, France
In the year ahead, the most effective PR professionals will be those who can balance authentic storytelling with the use of AI tools to create and disseminate their content. In this era of misinformation, real stories can win the hearts and minds of the public. Communicators can enhance their stories with AI created images, video, and audio. In addition, they can use AI to expand the reach of their messages — whether it’s to a narrow audience or the broader public.
Brad Kostka, President, Roopco, Cleveland, Ohio
The integration of corporate affairs and public affairs will become even more critical in the insurance and defense industries to confront emerging challenges. In the insurance sector, the impact of climate-related events will significantly affect these companies, particularly in terms of recovering from the damage caused. In the defense industry, which has always played an important role, its presence in our lives will intensify due to ongoing global conflicts. Steps will be taken to enhance transparency, and the industry’s structural role in society will be further consolidated, strengthening public engagement.
Furthermore, 2025 aims to mark a significant step forward in the professionalization of lobbying in Spain. The Government’s Action Plan for Democracy outlines measures to address regulatory gaps by creating a more transparent and structured framework. This would provide greater visibility into the sector’s scope and influence, fostering transparency and strengthening public confidence in lobbying as a legitimate and essential aspect of the relationship between companies and public institutions.
Marisa Toro, Founding Partner, Marlow Insight, Madrid, Spain
There are predictions which are not hard to predict – including the increased role of AI in our daily working lives, whether it be to support client work or increase productivity within an agency or corporate communications department. Otherwise, I believe we will see several other trends in 2025 including increased scrutiny of influencer marketing and the expectations brands have on the earned and paid influencer front. Brands are closely monitoring return-on-investment as many expect direct to consumer traffic and sales and this doesn’t always track accordingly. Therefore, I think brands will closely evaluate such partnerships and determine if their dollars will be better spent somewhere else.
In addition, I believe we will see an increasing return to consumer engagement in which brands interface with external audiences in a direct and meaningful manner. Experiential and grassroots marketing, after slowing due to Covid-19, will be back and stronger than ever in 2025.
Bill Southard, President and CEO, Southard Communications, New York, New York
Value-Based Communication
At its core, leadership is communication, and communication is leadership. The way we engage, share stories, and create value defines the effectiveness of our leadership. Looking ahead, it is crucial to prioritise what really matters. As technology, including AI, continues to shape and transform how we communicate, the real game changer will be our ability to make communication more human and ground it in a value-based framework. After all, great communication drives effective leadership—whether in governments, corporations, communities, or even individual relationships.
By 2025 and beyond, I believe we will transition from current communication practices to a framework rooted in values. This framework will focus on purpose, people, planet, partners, and publics (stakeholders). The essence of value-based communication lies in its ability to inspire meaningful impact and action through trust, authenticity, clarity, and empathy.
Andy See Teong Leng, Principal Partner and Managing Director, Perspective Strategies, Kuala Lumpur, Malaysia
Those who want to succeed in 2025 will begin shaping an omnichannel approach to their communications strategies. There is no question that AI will further refine how brands and organizations communicate, and now it will be critical to make sure the messaging across all channels is consistent. In addition, the metaverse is likely to expand as a prominent platform for communications and marketing. The work-from-home push back will continue but companies will continue to use virtual offices to host immersive events, and develop interactive brand experiences blending both the physical and virtual worlds. No doubt this evolution will create new challenges and opportunities for storytelling and brand-consumer interactions in 3D, immersive environments.
Leeza L. Hoyt, APR, President, The Hoyt Organization, Los Angeles, California
Go authentic
Over the last 10 years, companies and individuals tailored messages and covered themself in makeup to look prettier than they were. While it probably worked for a while, a fly to authenticity can be traced lately. A desperate thirst for truth among consumers and the general public, tired of soulless AI models and sophisticated narratives, can be felt in the air. As voters opt for more harsh candid politicians despising intellectuals, consumers also look for more human traces behind logos and products. Therefore maybe they are ready to have you even when you are not perfect. As mistrust is king, showing that you are flesh and bones could be a good vaccine, even for those that don’t like them.
Dominique Biquard, Partner, Identia PR, Buenos Aires, Argentina
In the current era of de-globalization and a shift towards right-wing politics, conflicts are becoming more frequent, making public affairs and research-based communications increasingly critical. This shift is not only changing values but also compelling companies to adjust their external communication strategies, steer clear of geopolitical disputes, and reassess their DEI and ESG communications to align with the new landscape. As businesses cut PR budgets, the focus on outcomes and cost-effectiveness has intensified. The rise of digital technologies like self-media and AI has diminished the authority of traditional media and eroded the traditional advantages of PR firms in terms of information disparity and experience, while also directly replacing some entry-level positions. In light of these changes, PR firms must recalibrate their positioning, choose the right industries, client mix, expertise areas, fee structure, and build a talent pool that fits these new parameters.
Shawn Jiang Xiaofeng, Managing Partner, China Advocate, Beijing, China
In 2025, the PR industry will be shaped by advancements in AI, a focus on authentic storytelling, and the rise of hybrid media. AI-driven tools have allowed PR professionals to analyze sentiment and predict trends, making strategies more data-driven and precise. At the same time, consumer demand for authenticity will push brands toward purpose-driven PR, emphasizing transparent storytelling that highlights their values. Additionally, the line between traditional media and influencer-driven platforms will continue to blur, with brands increasingly collaborating with micro-influencers and niche content creators to connect with targeted communities. This hybrid approach, combining earned, owned, and influencer-generated media, will redefine how PR campaigns engage audiences.
Lauren Reed Williams, APR, CEO & Founder, REED Public Relations, Nashville, Tennessee
The importance of paywall news media and the cost to access the validated, real and truthful information generated by it will grow in 2025. This increasing cost will further widen the socio-economic divide between the information haves and have nots. There are several forces at work here. First, the growing tsunami of free media through digital channels continues to distort the validity of information accuracy. One must use critical thinking to consider the intent and authenticity of primary sources. That takes time and time is money. Secondly (and ironically) AI tools are now acting as validators for AI-generated content. How is that information loop fact-checked? Thirdly, public relations agencies are going to be more valued and more needed for both strategy and credibility – that will force rising costs. Finally, international lawsuits filed by paywall media companies seek to protect their proprietary work from free sharing by other media companies. In short, truthful, useful information is going to cost more.
Sean Dowdall, President, Landis Communications Inc. (LCI), San Francisco, California
In 2025, corporate communication will increasingly focus on building strategic alliances that connect brands and stakeholders with shared social goals. In a global scenario marked by climate challenges and growing inequalities, companies that integrate sustainability and social impact into their communication strategies will assume a more active role as agents of transformation. In Brazil, brand engagement in relevant issues, such as energy transition and social inclusion, will drive collaboration between internal communication and public affairs, creating a cohesive narrative that connects employees, communities, and governments. This integrated approach will not only strengthen companies’ reputations but also highlight their relevance in advancing critical causes for contemporary society.
Rogério Artoni, CEO & Executive Director, Race Communications, São Paulo, Brazil
In 2025, India’s growing economic power, driven by an expected rise in GDP, could usher in a new era for PR and business communication strategies. As India’s economy continues to expand, there will likely be a notable increase in luxury consumption, with more Indian consumers seeking premium products and services. This shift could drive brands to focus on highly targeted communications, aimed at affluent and discerning audiences.
PR professionals may leverage AI tools to create more personalized, sharp, and effective messaging, enabling brands to engage their audience with tailored experiences that are both relevant and timely. As the market matures, businesses will likely rely on data-driven insights to shape their strategies and speak directly to the evolving aspirations of India’s growing middle class and luxury consumers.
Additionally, AI could play an instrumental role in helping brands refine their communication strategies to be more efficient and effective. By using AI to analyze data and identify emerging trends, PR teams may be able to craft hyper-localized and contextually relevant campaigns that align with consumer preferences, behaviors, and regional nuances. Social listening tools may also evolve, with brands employing them not just for crisis management, but as predictive tools that monitor sentiments throughout the year. This approach could help identify recurring events, such as seasonal shifts like monsoons and wildfires or key recurring events, and allow brands to plan their communications accordingly. By anticipating these patterns, businesses would be able to create more strategic, proactive campaigns that align with consumer needs and societal shifts, making their communication more impactful and resonant.
Sunil Puri, Managing Director, Mileage Communications India, New Delhi, India
Business leaders will seize more unconventional opportunities to step away and fully disconnect from their businesses. They will recognize that this is not a sign of weakness but a strategic move to empower their teams and drive expedited growth. Whether through sabbaticals or deliberate downtime, leaders who create space for their teams to thrive in their absence will experience transformative shifts in collaboration, innovation and resilience. By letting go of the “hero” mentality and shifting operations to emerging leaders, owners can refocus on vision, strategy and cultivating meaningful relationships. This year, I predict more organizations will reimagine structures that enable leaders to step back without fear, fostering cultures built on trust and sustainable growth.
Louise Oliver, APR, President and Founder, Peritus PR, Birmingham, Alabama
As in every field, public relations trends are affected by industry changes and developments such as technology, digitalization and consumer preferences.
Artificial intelligence is at the top of the trend list of the new era. Artificial intelligence will play a key role in the PR industry in 2025. In 2025, PR professionals will work more data-focused with powerful tools such as artificial intelligence and data analytics. Being able to quickly summarize and analyze data thanks to artificial intelligence applications will make PR efforts more efficient.
In 2025, social benefit projects will continue to remain in the focus of brands. Brands’ sensitivity to social problems and their egalitarian and inclusive approaches will continue to influence consumer preferences. LinkedIn will also remain an important platform to showcase thought leadership to audiences seeking expertise on various topics. LinkedIn will be an important tool for individuals and businesses who want to position themselves as industry leaders.
We expect to see more intense use of micro-influencers in 2025. It will be a powerful way for brands to engage with their audiences and build real connections. By partnering with niche influencers that resonate with their target audience, brands will be able to create unique and effective marketing campaigns.
Çınar Ergin, President, Aristo Communications, Istanbul, Turkey
Thriving in a World of Constant Change
The PR landscape in 2025 is defined by complexity, rapid change, and the imperative to build trust in a world of evolving challenges. Crisis and Change Communications are no longer a rare event – they have become more of a new normal and leaders and organizations need to keep a permanent crisis readiness. In 2025, the global landscape remains volatile, with organizations operating in a near-constant state of crisis and change management. Leaders must enhance their Crisis and Change toolkits, combining resilience, adaptability, and transparent communication to maintain trust during turbulent times. Crisis readiness is no longer an exceptional strategy but an integral part of daily operations.
Heightened Expectations for Leaders
The role of the C-suite in steering through crises and change has expanded significantly and this will continue in 2025. PR and Crisis Communications professionals are essential in shaping strategies that proactively address potential challenges and maintain stakeholder confidence. Executive teams are expected to lead with clarity, empathy, and decisive communication, cementing their role as the organization’s steadying force.
Christina, Rytter, Founder and CEO, Scandinavian Communications, Copenhagen, Denmark
Reputation as strategic capital
In 2025 we may see storytelling and brand reputation evolve into a more unified strategic asset. Companies will prioritize narrative power as a driver of reputational capital, with CEOs taking on more prominent storytelling roles. Organizational structures might shift, fostering closer integration of PR, marketing, and communications. Reputation will become a key factor in strategic decisions, moving from a reactive approach to a proactive, board-level priority. Brands that embrace purpose, authenticity, and integrity are likely to stand out.
Alessandra Malvermi, Managing Partner, Sound Public Relations, Milan, Italy
Lobbying in Brussels 2025: Agile, Strategic, Narrative-Driven
In 2025, lobbying in Brussels, as a hub for European policymaking, will thrive on powerful storytelling and agile strategy. Policymakers will demand clear, human-centric narratives tied to real-world impacts, making authenticity the cornerstone of influence. Success will belong to those who blend ethical transparency with tech-powered agility, crafting stories that resonate and strategies that deliver results in a heartbeat. The future of lobbying? Think fast, stay real, and own the narrative.
Natacha Clarac, General Director of Athenora Consulting in Brussels, Belgium, and President of PRGN
