PR Ins and Outs for 2025

A comprehensive list of what to do more of and what to do less of in 2025. Definitely not written by our Gen Z intern.

PR "Ins" for 2025

1. Data-Driven Storytelling (you heard it here first, right!?)
   

   • Facts don’t lie, and people love receipts. Use data to tell stories that hit different and actually make sense.
     

2. AI-Powered PR Tools (we know, we know, but hear us out...)
   

   • AI is like your personal assistant, but smarter. It can help you spot trends, track what’s popping off online, and even write your first drafts (but keep the spice in your tone).
     

3. Thought Leadership Campaigns (we've 'Googled' it back in 2023, ok?)
   

   • Be the blueprint. Position your brand or CEO as that trusted voice in the industry with podcasts, guest posts, or TED Talk-style content. Authenticity is everything.
     

4. Integrated Communications
   

   • PR, social media, influencer collabs—it’s all part of the same squad now. Make sure your vibes match across all platforms.PR now aligns with influencer marketing, SEO, and paid media to maximise reach.
     

5. Sustainability and Purpose-Driven PR
   

   • People (especially Gen Z) care about brands that care. If you’re making moves to help the planet or your community, don’t be shy—let PR make it loud and proud.
     

6. Micro-Influencers for PR

   
   

   • Forget the A-list. Micro-influencers are like your cool friends who actually know their followers. They’re real, relatable, and way more trusted.
     

7. Employee Advocacy
   

   • Your employees = your hype squad. When they’re posting about how awesome your brand is, it’s way more believable than a scripted ad.
     

8. Short-Form, Visual Content
   

   • Keep it short, sweet, and scroll-stopping. TikToks, Reels, and snazzy graphics are where it’s at. No one’s reading walls of text anymore—sorry, not sorry.

   
   

PR "Outs" for 2025

1. Traditional Press Releases as the Sole Focus (we know you know, but here it is again)
   

   • Press releases that read like a 2005 Word doc? Ew. Add some flair—videos, visuals, or interactive bits. Make it fun (please?)

   • 
     

2. One-Size-Fits-All Media Pitches
   

   • Mass pitching is giving lazy. Customize your pitches so journalists actually care. You wouldn’t copy-paste a DM, right?
     

3. Ignoring Crisis Preparation
   

   • Hope is not a strategy. Be ready to clap back or fix things fast if stuff hits the fan. A good plan = staying cool under pressure (or at least pretending to, right!?)
     

4. Over-reliance on Mega-Influencers
   

   • The days of spending $$$ on celebs who barely care about your brand? Over. Micro- and nano-influencers are the MVPs now—they bring the vibes and the engagement.
     

5. Static Media Monitoring
   

   • Manually scrolling for mentions? Nah. Use AI to keep tabs on what’s happening in real-time, so you’re always in the loop.
     

6. Corporate Jargon and Over-Polished Messaging
   

   • Talking like a robot? Big yikes. Keep it casual, human, and maybe even throw in a meme if the vibe is right.
     

7. Ignoring Gen Z’s Values
   

   • Gen Z wants inclusivity, accountability, and receipts. If you’re not walking the talk on things like sustainability or diversity, you’re gonna get called out. (This entire article was definitely not written by a Gen Z*)
     

8. Focusing Only on Earned Media
   

   • Don’t put all your eggs in the “media coverage” basket. Mix in some paid ads, owned blogs, and shared content to cover all your bases.
     

*that's a lie.

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