5 Insights into the Future of PR

Public relations is an ever-evolving business, continually having to adapt to new technologies, trends, political environments, crises, media shifts and so much more. In fact, the way we conduct our business today looks vastly different from what it did ten years ago, five years ago, and even mere months ago. With such ongoing shifts, PR practitioners are often left to wonder what their jobs might look like down the road.   

Therefore, as we continue to move forward through 2025, we are pausing to examine what the future of our industry will look like. While there will always be certain constants to the profession, such as the need for strong media relationships and good communications skills, PR pros are constantly changing how we approach the work we do.  

To help shed light on what might be coming next, we’re examining some trends that are shaping our industry and sharing some hypotheses about the way we are predicting our business might evolve in the near future. 

1. Increased adoption of AI and emerging tech tools leads to more thought leadership

Since bursting onto the scene at the end of 2022, AI is having a profound impact on the way in which we work and live. Searches in Google now return an AI summary at the top and Microsoft’s Copilot can be added to 365 apps (while it also appears in the Bing search bar). While we must learn to balance auto-generation with inclusion of the human touch. As many routine tasks become automated, there will be more opportunities for professional communicators to utilize the time freed up by technology to demonstrate higher level thought leadership and emotional intelligence skills.
 

2. Even more focus on media relationships

From the decline in traditional media consumption to publishing houses’ resultant digital shifts including layoffs and increased reliance on freelancers and owned social media sites, the media landscape has fundamentally shifted in recent years. With fewer journalists on staff, reaching top media and breaking through the clutter becomes even more of a challenge for PR professionals. Therefore, strong media relationships become even more invaluable to securing high-quality coverage. Blurred lines between paid and earned media only amplify this growing need.
 

3. More focus on reaching GenZ and Zillenials as they rise in the workforce

With the younger generations tending to drive pop culture trends and gaining disposable income as they find employment and begin advancing in their careers, it is critical that PR professionals develop clear goals, objectives, strategies and tactics for reaching them. When reaching out to GenZ and Zillenials, it will be necessary to incorporate the various channels they use to consume news and information, whether that be targeting a media outlet’s social feeds or a host of a top popular podcast.
 

4. Continued emphasis on DE&I initiatives… but perhaps not without difficulty

Following a quick expansion in the workplace after a number of social justice movements such as #BlackLivesMatter and #StopAsianHate, DE&I-related jobs increased 123% between May and September 2020 (source: Indeed, 2024). However, the prioritization of DE&I initiatives has since been declining despite workers citing it as important when considering a new job. Further, many corporations and government policies, including a recent executive order by President Trump, means PR practitioners will have to emphasize DE&I messaging even more to help mitigate the pushback.
 

5. Crisis communications moves further toward the forefront of PR

Changing political climates, healthcare crises, and – perhaps most significantly – climate change are here to stay, at least for the foreseeable term. With more wildfires, storms, and other natural disasters impacting people, businesses, and the environment, the need for more skilled and experienced crisis PR practitioners to help navigate difficult scenarios will only grow along with the increased occurrence of these events.   

Are you thinking about the future of PR and what it means for your business? If so, get in touch with Cathy Preece at cathy.preece@aboutdci.com to learn more and ensure your PR strategy remains on track for the coming years. DCI has more than 65 years of experience in the field and would be glad to discuss how we can put it to work for you.