Founder & CEO of Slova Tech PR agency
Since the founding of the Slova Tech PR agency a decade ago, we have helped clients expand their communications in more than 20 countries. Our experience working with the tech world has given us the skills to grow and quickly adapt strategies to other markets. Let me share some honest insights about what’s working in 2025, what’s not, and why good PR is more crucial than ever.
The Game Has Changed
Gone are the days when PR meant simply pushing out press releases and hoping for the best. Today, it’s about orchestrating a symphony of communications that resonates with multiple audiences – from potential employees to investors, and from clients to partners. And here’s the kicker: each of these audiences is now global, yet craves local authenticity.
The Real Challenges
From where I sit, the biggest hurdles businesses face in 2025 aren’t just about getting media coverage. They’re about:
1. Building Trust Across Borders: Trust is built differently in different markets. What signals reliability in London might spell uncertainty in Singapore.
Companies need to tell their story in a way that resonates with consumers across different cultures and markets. Studies show that consumers are increasingly basing their purchasing decisions on brand values and ethical alignment. As a result, companies need to carefully navigate cultural sensitivities while communicating in an authentic way across all markets.
2. Reality of Resources: Even well-funded companies struggle to allocate resources between global presence and local authenticity. This includes investments in market research, technology, and talent development to support effective communications strategies across multiple channels and geographies.
3, The Talent Chase: Here’s something few are talking about – good PR today is not just about attracting customers; it’s also about attracting talent. Microsoft and LinkedIn’s 2024 Annual Work Trend Index reveals a dramatic shift in hiring preferences, with 71% of executives now prioritizing AI expertise over traditional experience, creating both opportunities for newcomers and challenges for seasoned professionals who haven’t embraced AI skills.
The challenge also lies in finding and retaining talent that can navigate both global strategy and local execution amid a trend toward downsizing PR departments and increasing workloads, as it happened in the U.S. between 2008 and 2020.
What Actually Works
After hundreds of campaigns, here’s what I’ve seen work consistently:
1. Authentic Storytelling: increase the company’s inbound job applications simply by sharing authentic stories about their team’s cross-cultural collaboration – no fancy campaigns, just genuine stories that resonate across markets.
2. Investor Relations 2.0: Financial metrics matter, but investors increasingly want to see social proof. A well-planned PR strategy that showcases a company’s culture, innovation, and market understanding can significantly impact investor interest.
3. Partnership Power – the Triple Win: When a company wants to enter a new market, it should first focus on building its reputation through strategic partnerships. Media coverage and business opportunities will follow naturally.
Looking Forward
The future of PR in 2025 is blending different communication aspects – a single campaign can now simultaneously attract talent, impress investors, and build partnerships, provided it balances cultural intelligence with local sensitivity.
In today’s interconnected world, every interaction shapes global reputation. The key is ensuring all communications tell consistent yet locally relevant stories. Success requires making your message global enough to travel, but flexible enough to resonate locally with different audiences – from employees to investors.
The winners will be companies that master this global-local balance, treating PR as a reputation architect rather than just a publicity tool. Success means delivering core brand values consistently while adapting them to local audiences’ preferences and cultural nuances.
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