Imagine a world where public relations is driven by empathetic storytelling ecosystems and hyper-personalized storytelling through AI. Industry leaders such as a Founder & CEO and a publicist have shared their insights on what will be the hottest trends in public relations in 2025. The first expert insight reveals a shift towards empathetic storytelling ecosystems, while the final expert emphasizes the increasing importance of podcast interviews. Discover these five key trends that are set to shape the future of public relations, according to leading experts.
- Empathetic Storytelling Ecosystems
- Affiliate PR
- Data-Driven Influencer Campaigns
- Hyper-Personalized Storytelling Through AI
- Rise of Podcast Interviews
Empathetic Storytelling Ecosystems
The way I see it, the hottest trend in PR will be the rise of “empathetic storytelling ecosystems“—a shift from one-way brand messaging to deeply interactive, trust-centered conversations. Consumers will no longer accept surface-level connections; they’ll demand meaningful dialogue that aligns with their values and addresses real-world issues. PR professionals will craft narratives that embrace vulnerability, highlighting not just a brand’s triumphs but its challenges and growth journeys.
By creating platforms where customers feel heard and co-create solutions with brands, companies will transform into trusted partners rather than mere service providers. This blend of transparency, shared values, and participatory storytelling will redefine how brands earn loyalty and foster community.
Matias Rodsevich, Founder & CEO, PRLab
Affiliate PR
The hottest trend in public relations in 2025 is affiliate PR. Media outlets across all verticals are embracing product endorsements that include the option to place an affiliate link. These product endorsements for commission are no longer exclusive to fashion and home media; even outlets like The Hollywood Reporter or New York magazine’s online section, The Strategist, focus solely on product recommendations for online shopping. As the media hires specific roles, the journalist roles are called e-commerce writers, commerce editors, and shopping writers. The media leverage the credibility of their editorial content, and brands need to prepare their offers to be included in the best affiliate networks. This goes beyond the traditional e-commerce brand, as hospitality and B2B companies work out merchandise to participate in affiliate PR.
Melanie Marten, PR Consultant, The Coup
Data-Driven Influencer Campaigns
Data-driven influencer campaigns that DO NOT focus on reach or follower count, but rather on traffic metrics such as ManyChat clicks in influencer’s direct messages.
Brands are STILL looking at reach and follower count as the standard when choosing partners, but smaller creators are learning to back up their pitching and pricing with data, and it’s catching on.
Lauren Howell, Publicist, Put Into Words
Hyper-Personalized Storytelling Through AI
I feel 2025 will bring a more dense use of hyper-personalized storytelling through AI-driven platforms. As artificial intelligence becomes more integrated into communication strategies, PR professionals will harness data analytics and machine learning to craft deeply personalized, emotion-driven campaigns. These campaigns will resonate with audiences on an individual level, delivered through immersive technologies like augmented reality (AR) and virtual reality (VR). This shift will prioritize authenticity, leveraging user-generated content and influencers to amplify credibility and foster trust in an era of increasing digital skepticism.
Donna Segura, Publicist, OleanderPR
Rise of Podcast Interviews
Podcasts played a big role in the US 2024 presidential election. Publicists should expect more clients to ask for mid to top-tier podcast interviews in addition to or in place of traditional media.
David Watkins, Publicist, Otter PR