The Ultimate Guide
The Ultimate Guide
The Ultimate Guide
Achieve your goals with expert insights from
PR Trends 2025 report
See what to leave behind, where to invest, and how to overcome upcoming challenges.
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Stay ahead of PR’s biggest shifts with the PR Trends report
Get data-driven insights, practical tips, step-by-step guides, and commentary from PR leaders — all in one report.
2025’s top PR trends - and expert tips to master them
Gain a deep understanding of top PR trends for 2025, with data-backed strategies and expert advice on how to implement them effectively.
Your PR budget in 2025: where to invest for higher ROI
Access up-to-date market commentary to make informed, data-driven decisions about your future investments.
Biggest PR challenges for 2025 — and how to overcome them
See the latest research and insights from PR experts to secure your strategy and be prepared for any industry changes.
What will be the biggest PR trend in 2025?
Filter results by company type
74
%
AI-Powered PR
32
%
Hyper-Personalization
37
%
Data-Driven PR
25
%
Purpose-Driven PR
22
%
Micro and Nano Influencers
23
%
Ethical PR and Data Privacy Compliance
28
%
Real-Time Crisis Management
13
%
Performance-Based Budget Allocation
12
%
Employee Advocacy and Internal Influencers
5
%
Other
71
%
AI-Powered PR
38
%
Hyper-Personalization
32
%
Data-Driven PR
30
%
Purpose-Driven PR
20
%
Micro and Nano Influencers
20
%
Ethical PR and Data Privacy Compliance
18
%
Real-Time Crisis Management
18
%
Performance-Based Budget Allocation
11
%
Employee Advocacy and Internal Influencers
10
%
Other
73
%
AI-Powered PR
26
%
Hyper-Personalization
42
%
Data-Driven PR
21
%
Purpose-Driven PR
22
%
Micro and Nano Influencers
25
%
Ethical PR and Data Privacy Compliance
22
%
Real-Time Crisis Management
11
%
Performance-Based Budget Allocation
14
%
Employee Advocacy and Internal Influencers
1
%
Other
86
%
AI-Powered PR
47
%
Hyper-Personalization
23
%
Data-Driven PR
28
%
Purpose-Driven PR
7
%
Micro and Nano Influencers
19
%
Ethical PR and Data Privacy Compliance
9
%
Real-Time Crisis Management
14
%
Performance-Based Budget Allocation
2
%
Employee Advocacy and Internal Influencers
9
%
Other
85
%
of PR Pros will invest in strategic partnerships in 2025
"Everyone dreams of being on the front page of The New York Times or Wall Street Journal, but sometimes that is more likely to boost an ego than drive real benefits. It ultimately comes down to where your target audience is."
Stephanie Roberts
Head of Global Communications for Hitachi Industrial Equipment Systems
Make 2025 your best year yet
Make 2025 your best year yet
Make 2025 your best year yet
Lead the way with our ultimate guide to what’s next!
Exclusive insights from top PR experts for 2025
Gini Dietrich
Founder of Arment Dietrich, author of Spin Sucks, and creator of the PESO Model
About Prowly
We help PR Pros save time on everyday tasks, reach more journalists, and report on brand performance. For the past 10 years, Prowly has been used by over 7,000 customers from more than 70 countries.
Our platform provides access to a media database of more than one million journalists, the easy distribution of press releases, advanced media monitoring, and coverage reporting tools.
About the survey
Our survey was conducted with a sample of 301 PR practitioners from companies of various sizes, ranging from 1 to 500+ employees (including non-profits, PR agencies, in-house teams, and others).
It was distributed through the 2024 ICON event, the Future of Communications Conference, the Spin Sucks community, the PRSA LA network, and Prowly’s and Semrush's databases.
