Public Relations Predictions for 2025

At Magnolia, we’ve always got our ear to the ground for the latest trends in PR and marketing, in Vancouver, Canada, and beyond. Be it branding, content, PR, crisis communcications or SEO solutions, we’ve done it all! So when our clients come to us for advice, we make sure our feet are planted in reality and not drifting away in the industry la la land. Only if we are aware of the latest industry trends, can we deliver valuable support to our clients. 

So, when our clients asked us for predictions on what’s next, specifically in Public Relations, we gazed into our (metaphorical) crystal ball and made predictions for the future. Here’s what we see lighting up the PR landscape in 2025.

Goodbye Blanket Pitching!

Mass pitching and press releases are so last decade, and the days of “spray and pray” are officially on life support. In 2025, PR pros will be shifting gears towards hyper-personalized outreach — think journalist-specific angles, tailored pitches, and deeper research. With fewer journalists in Canada and more fierce competition in the journalism industry, making your client’s story stand out will be a non-negotiable skill.

AI is Your PR Agency’s New Sidekick, but we Advise CAUTION!

Artificial intelligence isn’t just for sci-fi stories anymore; it is transforming numerous industries, with PR being one of them. From automated media monitoring to predictive analytics, AI is helping B2B companies refine their strategies with laser precision. Imagine your press note lands in the exact inbox it should, optimized for timing, audience interest, and engagement. (And yes, you might even have AI drafting your next campaign brief!).

While AI does make life a lot easier, the key lies in using it responsibly. Mindlessly relying on it can be catastrophic to any industry, and your brand’s reputation. The human element must never be discounted. AI should be used as a supportive tool, not as a complete replacement for PR professionals.

Videos, Podcasts (and Memes!) Take Center Stage for PR Agencies

If a picture is worth a thousand words, then a video or podcast is worth a million. Storytelling in 2025 will be all about that age-old adage, “show, don’t tell”. Whether it’s an expert panel discussion, a thought leadership podcast, or a LinkedIn advertisement, dynamic content will rule the roost. Especially since platforms like LinkedIn and YouTube that prioritize video content are where your audiences are hanging out. 

Tiktok reels and Instagram memes will become a game changer for not just B2C brands (or US elections!), but also B2B players. So staying ahead of these trends will boost businesses’ brand awareness.

The Heart of PR

In 2025, PR without purpose will feel like a donut without the hole — it just won’t work. Audiences are already scrutinizing brands for authenticity, and expect the brands they favour to share their values. From sustainability to inclusivity to charity work, PR campaigns that align with the end customers’ core values will thrive over gimmicks. Anything less than complete authenticity risks being called out faster than you can say “cancel culture.”

Looking Ahead as a B2B PR Agency in Vancouver

2025 promises to be an exhilarating ride for PR professionals. The magic word? Adaptability. Whether it’s embracing AI, redefining storytelling, or centering your brand’s values, the winners in PR will be those who lean into change.

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