Over the years, PR went from faxing releases to instantly sharing news across platforms like Twitter and Facebook. It isn’t what it used to be, and many of the old ways don’t carry the same weight they once did. In 2025, PR is all about making the most of data, technology, and building connections.
So, if you’re looking to give your PR campaigns real impact, here’s the lowdown on the tips, best practices, and trends you need to know.
Make AI your new best friend
Many PR pros are still wary of using AI, thinking it’ll strip the heart out of their work. And they’re not entirely wrong; over-relying on AI can make articles sound and images look robotic. But when used strategically, AI can handle the repetitive tasks, freeing you up to focus on what really needs a human touch.
Integrate AI Assistants Without Replacing Your Team
- Precision targeting: Tools like HubSpot help you get to know your audience on a whole new level. Use them to build hyper-detailed personas, so your messages feel so spot-on, people might think, “Are they reading my mind?”
- Effortless content distribution: Managing your social content is a breeze with Hootsuite – you can schedule and distribute posts across all your social channels without breaking a sweat. Plus, you don’t have to keep logging in and out of different social apps since you can chat with your followers through one simple inbox.
- Automate media monitoring: Nobody wants to sift through endless media mentions by hand. Tools like Media Meter and Brandwatch track mentions and analyze sentiment, showing you how people feel about your brand so you can adjust your strategy accordingly.
Build authentic stories in a skeptical world
Since the rise of AI content and deepfakes, audiences have grown increasingly savvy about digital content. They value genuine connection over polished perfection, so focus on creating content that reflects your brand’s true voice and values.
What’s working now?
- Real voices through customer testimonials and community stories
- Transparent messaging that includes both successes and challenges
- Thoughtful, high-quality content over high-volume updates
- User-generated content that lets customers share their experiences
- Data-supported storytelling tailored to audience Interests
Plan for crisis
When a crisis hits, it can feel like a wrecking ball, so having a ‘break glass in case of emergency’ plan is necessary. Decide ahead of time who’s saying what, where, and how. You’ll want to be quick—don’t give the internet a chance to fill in the blanks—but make sure you’re accurate, too.
A solid crisis plan includes:
- Pre-approved response templates for common scenarios
- A clear chain of command for fast approvals
- Designated spokespersons for different crisis types
- Regular crisis simulation exercises to stay prepared
Apart from having a plan, it’s equally important to spot issues early, before they escalate. Using tools like Media Meter for real-time tracking keeps you aware of potential problems as soon as they arise, allowing you to get ahead of negative sentiment and address it immediately.
Know the metrics that tell a story
Don’t get dazzled by vanity metrics. Focus on what truly aligns with your goals and drives impact. For example, sentiment analysis tells you how people feel about your brand—positive? Keep it up. Neutral or negative? Time to rethink your message.
And if you want to see where you stand in the industry, Share of Voice (SOV) shows how you stack up against direct competitors, helping you sharpen your strategy to stay ahead. Other metrics that many PR pros are tracking now include:
- Key message penetration and topic clustering
- Executive share of voice in industry conversations
- ROI computation and media efficiency
Don’t sleep on the platform game
TikTok is beyond dance videos now. When Hyundai promoted their new vehicle models, their TikTok campaigns with creators drove more interest and brand awareness among younger audiences than traditional automotive advertising. Find out what platform works for your brand, and don’t be afraid to take risks.
Tips!
- Make it interactive: Want engagement? Let your audience join in. Polls, live Q&As, behind-the-scenes—give people a reason to interact instead of just consuming.
- Turn on the camera: There’s no excuse not to be using video. It’s eye-catching, it’s engaging, and it works. Do live streams, show the faces behind your brand, and get real with your audience.
Sustainability & corporate responsibility: Walk the talk
Find a cause that genuinely aligns with your brand—whether it’s sustainability, diversity, or social welfare—and make it part of who you are. Just remember, you don’t do CSR just for a show.
When Nestlé pledged to reach net-zero greenhouse gas emissions by 2050 and committed to sustainable packaging, it came with a real action plan and measurable goals that show their commitment to change.
Boost Your PR Success Today
In the end, great PR campaigns are about building trust and creating stories that stick. Today’s campaigns need data, tech, and a human touch to make real connections. So, get creative, stay genuine, and build a PR strategy that not only reaches people but also resonates with them.Media Meter helps you monitor brand mentions, analyze sentiment, and stay ahead of the conversation. Contact us today or view our sample reports.
