5 Evolving PR Trends in 2025
The world around us is constantly changing. So, what does this mean for the modern brand?
To stay relevant in a competitive market, startup founders and CEOs must evolve their PR best practices.
Recently, I had the pleasure of chatting with Tod Perry, host of PR 360, to share the latest PR trends startups can leverage to build powerful brands that remain relevant in today’s world.
1. Become an Authentic Thought Leader
Sixty-four percent of buyers consider an organization's thought leadership content a reliable way to assess its skills and competence.
If you have something to say with conviction, there’s an audience out there eager to hear it - and if they trust you, they’ll buy your products and services.
People are drawn to raw, unfiltered perspectives and can easily detect “manufactured” thought leadership from a mile away.
Everyday, journalists and freelance writers are looking for the right voice to add “legs” to their pieces. If you want to engage with the right journalists and freelance writers in your industry, make sure to build your thought leadership presence ahead of time.
We love working with freelancers because they are so important to partnering with PR professionals. They're early adopters of putting out newsletters, asking for sources, and even offering to train PR professionals to be better at their jobs.
Building an authentic thought leadership presence takes time. Here are some platforms where you can grow and establish your thought leadership presence to attract the right journalists and freelance writers:
Publishing Platforms. Platforms like Medium and Substack allow you to directly engage with your followers with high-value content. You can Subscribe to freelance writers’ newsletters who are seeking sources and collaborators.
Owned Media Platforms. If your brand has a company blog or podcast, you can share your unique insights and case studies directly to your audience on these platforms.
Social Media Platforms. LinkedIn is a great platform to share insights into your industry and engage with a professional audience. Pro tip: use hashtags for journalists and freelance writers to find you.
In today’s saturated media landscape, authentic and unique viewpoints cut through the noise and capture the attention of the right audience. Make sure your voice stands out from the crowd!
2. Adapt to the Changing Media Model
Media organizations are under economic pressure to stay afloat, so they are increasingly relying on new business models. This includes events, affiliate revenue and paid subscriptions.
While PR professionals traditionally focus on earned media opportunities, we are now helping clients explore paid sponsorships, memberships within organizations and affiliate programs as part of their strategies.
3. Embrace Affiliate Links
Many large media outlets require brands to have an affiliate program in place before getting a product or service featured on their platform.
Affiliate links allow writers and publications to take a commission from any product sales that result from the mention of your brand.
Let’s take holiday gift guides, for example. Many publications are looking for products to feature in their articles as gift ideas.
On Amazon, Prime Day deals have become a significant part of the news cycle. Participating in Prime Day can increase your chances of gaining media coverage.
We can help you set up an affiliate program tailored to your industry.
4. Sponsor a Booth at a Conference
Landing a speaking engagement at a conference can be highly competitive. However, sponsoring a booth is an excellent way to get your foot in the door and gain valuable exposure. It allows you to connect with your audience face-to-face while gaining insights into their interests and needs.
At your booth, you can showcase your product, service, and expertise through demos and workshops, creating memorable experiences for attendees.
Booth sponsorship is also the gift that keeps on giving. It provides content opportunities for social media updates and blog posts.
Sharing photos, videos, and key takeaways from your booth interactions extends your reach far beyond the event itself.
5. Partner with Editorial Influencers
You can also expand your reach organically by partnering with journalists who are influencers in their own right.
First, make sure they genuinely love your products or services and are already sharing them with their readers and social media followers. This approach is more authentic and impactful than paying someone who hasn’t used your product before.
By implementing this strategy, brands can extend their reach through social media and leverage the credibility of influential journalists.
