2025 media relations predictions from comms pros

The number one media relations trend for 2025, according to the PR pros who answered our LinkedIn post? The rise of independent journalism. Dozens of responses pointed to the 2024 presidential election as marking the moment that podcasts, Substacks and other forms of journalism outside the standard media ownership model came of age.

But below that top-line message, practitioners offered additional predictions for what lies ahead in 2025. Here’s a sampling of answers, edited for style and brevity.

Lauren O’Neill is partner and New York media health lead at Finn Partners.

More “no.” Public relations does not only equal earned media. There are so many options in our PR toolkits to be successful. I foresee that more earned media specialists are going to say pitching isn’t the right tactic to meet goal X and counsel clients on what else will be successful. I think we’ll continue to evaluate what the best route to success is and look to paid, social and owned activations to get us there – often instead of earned. We’ll send less pitches, but have more coffee chats (with our target journalists).

Kevin Petschow is corporate communications North America Lead at Nokia.
AI-driven media relations tools will fundamentally change how PR professionals craft and deliver pitches to journalists. Instead of relying on mass email blasts or static templates, AI will enable hyper-personalized, real-time pitches tailored to each journalist’s unique interests, writing history and engagement patterns.

Jay Weisberger is external communications lead at DPR Construction.

I think it could be a very tumultuous year, led by conflicts between the publishing and editorial sides (election endorsements offer a preview). I think we will see a retreat from any reporting that will be viewed as “controversial” by the end of 2025 except by large, well-funded outlets that not only believe it’s their duty to report hard truth, but also are willing to fight for it.

Campbell Levy is founder and CEO of Campstories.

Prediction: successful PR pros go backwards, to move forward. Huh? I call it analog PR — dynamic (and less so) clients require dynamic media relations, and this means bringing your pitches to life…in real life. For us, that means playing more into the experience economy (and spaces where ad and brand agencies have typically not entertained competition from PR agencies) with mailers, and in-person events that demonstrate expertise of a category as a whole. That also means (for us) less AI, and more direct use of the creator economy. Tangible and tactile story ideas you can actually hold in your hands, and that often live on editors’ desks in perpetuity.

Dan Farkas is professor of strategic communication at Ohio University.

Substack….Substack…Substack….

Media will continue to fragment, and great journalists will look for new ways to showcase their work in an ethically and financially viable way. PR practitioners will need to blend social listening, email marketing numbers, and media relation skills to connect with these journalists. Some will be 100% earned. Some will be 100% paid. Some will blend. It will be an adventure.

Grace Williams is VP of client relations at PANBlast.

The big trend this year was direct, founder-led comms. There was a sort of “death to the traditional media landscape” movement I couldn’t get behind. What I can agree on, though, is that communications is a puzzle with many pieces, and media outlets like NYT and WSJ can’t complete it on their own. Agencies like ours will definitely be doing more comms via other channels in 2025 — LinkedIn, email, speaking, internal, short-form video, etc. Media relations “only” agencies will need to pivot next year and figure out how to amplify their clients’ messages beyond the traditional.

Jeremy Tunis is head of public affairs & communications at Lyssn and senior client counsel at ENTENTE Network.

LinkedIn content (particularly from leaders) will increasingly become the “passive pitch” that journalists see and follow up about doing a story.

Tom Spalding is senior strategist at C2 Strategic Communications.

More perks for paywall-based subscribers. More DIY as traditional outlets become ever more fragmented.

An increase in curated e-newsletters (produced by media/content creators on behalf of their companies) that offers holistic one-stop aggregation. Less hard-hitting gotcha style and more about news-you-can-use.

I also see an increase in direct-to-audience large-scale curated SMS / texts … in other words, no need to necessarily look at social media or e-newsletters if your favorite columnist is offering something that goes direct-to-phone. Or if it’s posted as an exclusive Facebook group.

Both will be highly coveted by folks wanting to place news. They’ll also be devilishly difficult to track for metrics purposes!

Trevor Chapman is a communications consultant.

Earned media amplification is poised to become even more critical in 2025. As media consumption becomes increasingly fragmented and trust in paid advertising continues to wane, brands will need to double down on amplifying credible, third-party endorsements to cut through the noise. With advancements in data analytics, AI-driven targeting, and the convergence of paid, owned, and earned media strategies, companies will have more sophisticated tools to amplify earned media and measure its impact effectively. In this landscape, amplification will shift from a “nice-to-have” to an essential strategy for maximizing ROI and sustaining audience trust.

Alex Dudley is principal at Cloudbreak Communications.

The fractionalization that we have seen across the media landscape has provided an increased diversity of voices, but the distinct advantages (in cost and reach) of being affiliated with a larger organization will start to become more of a reality for smaller outlets. The monetary challenges of the content business notwithstanding, we are reaching the saturation point for one-offs like newsletters. Outlets that find creative ways to link up without losing their voice will be better positioned to cut through the cluttered landscape to build larger audiences that are willing to pay for content.

Melissa Sweredoski is managing partner, PR at Levy Public Relations and Events.

Our exclusives will shift away from traditional media and toward social media platforms, as well as newsletters. All media efforts will require full digital and visual assets in order for media to post across all channels. The more optimized for each platform, the higher the chance our stories will be picked up. When we are running exclusives, we also go as far to suggest social media copy and possible SEO-friendly headlines.

Matt Tatham is a senior communications consultant.

One trend gaining momentum is brands taking control as their own media companies, prioritizing direct audience engagement over traditional media relations. Salesforce set the standard by heavily investing in in-house content platforms, inspiring many B2B startups to follow suit. This shift is also driving the rise of unscripted, conversational communication — think of a certain social media owner’s unfiltered style — becoming the new norm for leaders aiming to build trust and foster authentic connections with their communities.

Laura Hoy is global corporate communications manager at Haleon.

2025 will be a turning point for media relations as companies lean into two key trends. First, senior leaders stepping up as influencers. Social media and external influencers will still matter, but the real trailblazers will be the ones tapping into their own leadership teams. People follow people, and companies that empower their execs to share authentic, employee-generated content will build stronger connections and trust.

Second, it’s all about community. The best brands will go beyond telling their story — they’ll create spaces where people feel part of something bigger. That means being more open, more vulnerable, and offering real value to their audiences. It’s less about broadcasting and more about building real relationships.

Anna Marie Imbordino is an executive communications strategist.

It will be impossible to silo media relations teams from digital planning teams. Today’s media environment is more hybridized and UVM driven then ever before. Campaigns that will see results going into 2025 and beyond will be the ones that seamlessly integrate traditional, new media and curated content. Additionally, future media relations teams will need to take into consideration dark social and closed networks, apps and subscriber platforms when planning narrative strategy. We have been saying it for years, but there has been a renaissance in how we as humans communicate and interact. The old system of saying this is media and this is something else has to be addressed. Communication is the art of connection. We need to understand that connection is key.

Lindsey Leesmann is senior copywriter at MERGE.

Media relations will actually be integrated naturally into larger content strategies leading to well-rounded, fully integrated communications plans.

(What? A girl can dream.)

Leah M. Dergachev is chief storyteller & principal at Austley.

In 2025, media training will undergo a significant shift. While traditional training has focused on preparing for sit-down interviews with journalists, the new approach will move away from rigid scripts, embracing a more dynamic and adaptable style. This shift will prioritize authenticity, emotional intelligence and versatility across various formats like podcasts, live streams and AI-powered Q&As. The emphasis will be on mastering real-time storytelling, confidently handling live audience questions, and addressing challenging topics honestly. Leaders who master these skills won’t just build trust with journalists, they’ll drive higher audience engagement and enhance their brand credibility.

Suzanne Forte is communications director at Comcast.

There will be an intense focus on owned channels, clearly defined audience segmentation, and a strong ability to respond and pivot during crises. Organizations must prioritize a defined owned channel strategy that directly connects to key audiences. Radio will see a resurgence as a trusted, immediate communication tool, especially during live events or emergencies. Additionally, we’ll witness the rise of low-key influencers—everyday individuals who share authentic, real-time updates and build credibility within niche communities.

James Sciales is head of communications at Tata Consultancy Services.

In response to the abundance of AI automation tools, there will be a flight to quality in media relations. We’ll see a return to pre-pandemic in-person relationship-building, a greater focus on authenticity, and an increasingly less-is-more mentality. It will be the only way to break through the noise.

Bonnie McLaughlin is vice president, public sector & public affairs, at Raffetto Herman Strategic Communications.

The trend of an extremely crowded and chaotic news media landscape will obviously continue in 2025. As we’ve lived through before, this will make it very difficult to plan for typical news of the day announcements and press releases. Companies will need to invest more in their owned channels to share their news and messaging. This also means a bigger investment in promoting those owned channels, using tools like paid media or social media boosting.

Lauren Hepburn is public relations manager at LevLane.

Transparency and authenticity will be prioritized over all else considering the current rise in misinformation. Readers are looking for straight answers on things that matter to them and that means PR folks need to coach sources on less complicated/less scripted answers. We have to work with journalists on finding a way to share information in a way that reaches readers where they’re at, not where we are.

Anna Marie Murphy is VP of marketing at Step Change Innovations.

Because of the shifts in Google Core Updates/search engine algorithm changes — primarily due to AI and generative search — I see an increased priority on pitching and offering up individuals as experts. This is because media outlets will likely be ranked higher than smaller company websites. Companies will be increasingly shifting resources to getting experts on panels, webinars, mentioned in content (either organic or paid), etc. as a way to become mentioned as a source that will be more likely to be found in generative search results.

Todd Templin is VP at Boardroom Communications.

think PR agencies are going to have to ramp up their digital and social capabilities, especially on the content side. Shooting short videos on iPhones won’t cut it anymore; you’ll need more sophisticated production gear and techniques (sophisticated cameras, lights, mics, editing software, storyboarding) and people who know how to use it effectively. Agencies will need to hire people who have a prior background in video storytelling, preferably those who come from a TV news background.

Christian Potts is director of public relations for Quickbase.

AI’s content creation limitations will make brands remember what true thought leadership looks and sounds like — authentic points of view, defined by customer experience, communicating value in real, practical language. The era of “impress me with $10 words” for content creators and communicators will come to a close.

Sonu Wasu is public information officer at the Chandler Police Department.

With newsrooms getting leaner they’ll start using more material that is already shot, edited, and written for them by PR folks. Pick up that camera and go to town! Amazing way to own your company’s messaging.