by Linda Zebian
Senior Director Communications, Muck Rack
As we step into 2025, the communications and public relations landscape is evolving faster than ever. According to the Pew Research Center, one in five Americans now regularly turn to social media influencers for news. The 2024 election has also underscored the growing importance of audio and video content, pushing organizations to prioritize these mediums more than ever. Meanwhile, AI is transforming PR workflows, with our latest State of AI in PR report revealing that three out of four PR professionals are leveraging generative AI in their daily tasks.
Amid this rapid transformation, Muck Rack has identified several key opportunities and challenges to keep in mind for 2025:
AI-Powered Metrics
The integration of AI into PR tools has revolutionized how we measure success. Gone are the days of relying solely on outdated metrics like ‘unique visitors per month’ and subjective sentiment analysis. In 2025, AI-powered metrics will enable PR pros to make data-driven decisions, anticipate campaign success, provide real-time insights on audience engagement and sentiment, and directly link PR efforts to business outcomes.
LinkedIn Video
LinkedIn has emerged as a powerhouse platform for thought leadership, and in 2025, video content on the platform will be a priority to showcase an organization’s personality. In a saturated attention economy, consumers crave authenticity and personalization, and 51% percent of consumers also say that feeling part of a brand’s community is important to them, according to a study by Confidant and Vytal. LinkedIn videos allow organizations to deliver key messages to specific audiences, humanize their organization and share authentic perspectives on industry trends. Those who don’t take advantage will find themselves losing when it comes to building brand loyalty.
Verification of Journalists and Outlets
Distinguishing real news sites and journalists from fake ones is becoming increasingly tricky as AI tools improve and the bar for creating content lowers. For PR pros, verifying a journalist’s or news outlet’s legitimacy will become more critical when conducting media outreach. We’ll need to rely even more on our technology tools and the quality of our media data to ensure that the people we pitch are real people at verified outlets.
Social Listening for PR pros
As audiences have become more segmented, a one-size-fits-all message no longer resonates. In 2025, social listening will be table stakes for communications and PR pros. It will enable them to better monitor consumer sentiment and make informed targeting decisions—who, where and with what message. This will also allow them to understand brand reputation in real-time and proactively address potential crises.
Staying ahead of the curve requires us to embrace new technologies, platforms, and strategies that redefine how we connect with audiences and measure impact.
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