Public Relations and investor communications are evolving fast. AI, data-driven messaging, and transparency now drive how companies engage investors, regulators, and media.
42% higher engagement on Thursday press releases and the rise of AI-driven personalization show the need for strategic timing and precision in outreach.
This blog unpacks the top seven PR trends shaping 2025—helping you craft clear, compliant, and high-impact messaging that resonates with key stakeholders.
1. AI-Driven Personalization Reshapes PR Trends 2025
AI is changing the game in PR, but are you using it to its full potential?
What’s Changing in 2025?
AI is now your strategic partner in PR, expanding beyond content drafting into personalization and predictive analytics.
You can use AI to refine messaging, analyze journalist preferences, and boost engagement. But, human oversight is essential to keep it authentic and original.
With AI-generated press releases and social posts on the rise, creativity and brand voice consistency matter more than ever.
AI can enhance your PR efforts, but your ability to refine and personalize its output will set you apart.
The Numbers: AI Adoption & Growing Impact
Here’s what the latest data reveals about how PR pros—just like you—are using AI to stay ahead.
Key 2025 AI Stats in PR
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The key takeaway? PR professionals who refine AI output, rather than just using it as-is, will stay ahead.
2024 vs. 2025: How AI in PR is Evolving
This comparison shows the shift in how PR professionals use AI and what skills matter most today.
2025 Trends | 2024 Trends | |
AI Adoption | 75% of PR pros now rely on generative AI at work. | 25% of PR pros used generative AI in early 2023, before adoption tripled by 2025. |
Top PR Use Cases for AI | 82% use AI for brainstorming, 72% for first drafts, 70% for refining drafts, 59% for research & social copy. | 64% used AI for social media copy, 58% for research, 58% for press releases, 54% for crafting pitches. |
Challenges & Risks | 98% of PR pros still edit AI-generated content, with 61% concerned that AI may reduce originality and creativity in messaging. | AI-generated content can reduce quality if not reviewed, and content overload makes it harder for PR messages to stand out. |
Personalization Skills | 61% of PR pros had to edit most AI-generated text before using it, most likely pointing to the increased ability of the rapidly improving AI models. | 61% of PR pros had to edit most AI-generated text before using it, and 30% revised at least a few paragraphs. |
AI Policy & Training | 38% of PR teams now have AI policies in place. | Only 21% of PR teams had AI policies. |
Source: Muck Rack's "State of AI in PR January 2025" is based on a survey conducted from Nov. 13 to Dec. 17, 2024 (Muck Rack, 2025). "Muck Rack's "State of AI in PR January 2024" reflects data collected from Nov. 2 to Dec. 14, 2023 (Muck Rack, 2024).
Why AI Personalization Matters Now More Than Ever
With AI becoming more powerful, the biggest mistake PR professionals can make is publishing AI-generated content without human refinement.
Even the best AI tools can produce bland, repetitive messaging without careful tweaking.
"A key to success lies in striking the right balance between leveraging AI’s capabilities and maintaining the human touch that customers value." (Forbes, 2024)
If you’re not refining AI-generated content, you’re missing out on its full potential.
Upcoming Conferences Covering AI in PR (2025)
As AI becomes central to PR strategy, industry events are focusing on how to integrate AI effectively. Here are some key conferences to keep an eye on:
AI Horizons Conference 2025 – Ragan Communications | February 24-26, 2025 | Miami, USA Explores AI’s impact on business, communication, and marketing innovation.
Global PR Summit Canada 9 – P.World | December 5-6, 2025 | Toronto, Canada Explores PR’s evolution in an age of AI, focusing on strategy, innovation, and resilience.
ANZ PR and Comms Leaders' GEN AI Summit 2025 – IBR Conferences | May 7-8, 2025 | Sydney, Australia Examines how generative AI is transforming PR, media monitoring, and audience engagement.
2. The Shift to Niche & Alternative Influencers
What’s Changing in 2025:
Brands are ditching macro-influencers and celebrity endorsements (think Kim Kardashian) and shifting to micro-influencers, niche creators, and independent media voices.
Consumers trust smaller, engaged communities more than mass followings, making authenticity the key to influence.
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Instead of paying for expensive endorsements, brands are investing in smaller, trust-based influencers who connect deeply with their audiences.
Key Insights:
Experts say that brands are moving toward micro- and nano-influencers for more targeted and cost-effective collaborations.
Podcasters & News Influencers Are Growing. 34% of news influencers host podcasts, shaping public conversations. (Pew Research Center, 2024)
Nano-Influencers Deliver Higher ROI. A study of 2 million purchases found nano-influencers outperform macro-influencers in cost-to-impact.
Niche & Alternative Influencers | Description |
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Micro-Influencers (10K–100K followers) |
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Nano-Influencers (1K–10K followers) |
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Industry Experts & Thought Leaders |
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Community Leaders & Advocates |
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Podcast Hosts & YouTube Educators |
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Gamers & Twitch Streamers |
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Creators on Emerging Platforms |
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Anonymous or AI-Generated Influencers |
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Example: How a Niche Influencer Transformed Brand Strategy
When Aisles named Jesus Ortiz Paz as chairman, it wasn’t just a leadership move—it was smart PR. As a niche influencer in regional Mexican music, he brings a highly engaged audience, giving Aisles instant credibility.
Pairing his cultural influence with the company’s AI-driven innovation creates buzz and expands reach.
This press release shows how the right influencer can amplify your brand’s impact.
Click on thumbnail to view press release
What This Means for You
🔹 Target niche content creators, not just big influencers.
🔹 Use podcasters and independent voices to reach trust-based audiences.
🔹 Focus on engagement, not just follower count.
3. Short-Form & Interactive Content Takes Over PR
What’s New in 2025
Short-form video is no longer just an add-on—it’s evolving into great AI-powered, interactive video content that adapts to audience behavior in real time.
Viewers now expect more than passive consumption. Brands are using AI to personalize video experiences, while shoppable and actionable content lets audiences purchase, book, or sign up directly within the video.
🔹 AI-Generated Video Briefings – Personalized video updates tailored to journalists and stakeholders based on past engagement. 🔹 Shoppable & Actionable Video Content – PR and marketing videos that enable instant interactions, from purchases to event sign-ups. 🔹 Immersive & Interactive Storytelling – AI-enhanced content that allows viewers to explore key moments, choose their journey, and engage deeper.
With 93% of marketers seeing strong ROI from video and 78% of consumers preferring short videos over text, the shift is clear: your PR strategy should prioritize interactive, action-driven content.
4. Data-Backed PR Strategies Take Center Stage
What’s New in 2025:
PR isn’t just about storytelling—it’s about making every decision backed by data. If you’re still measuring success by impressions alone, it’s time to rethink your strategy.
AI is revolutionizing PR with smarter coverage tracking, trend analysis, and personalized messaging.
PR is shifting away from surface-level metrics like reach and impressions to outcome-driven measures like conversion rates.
PR pros are increasingly using real-time social listening to anticipate sentiment and crises.
Greater focus on measuring how internal messages influence employees.
51% of PR professionals believe that social listening is one of the most effective ways to measure and assess reputation. (Meltwater, 2025) |
44% of PR professionals plan to spend more time on internal communications. (Meltwater, 2025) |
Data-Driven PR Timing: The Best Days to Publish Press Releases
Published Nov. 21, 2024
🔹 Timing is Everything. TMX Newsfile’s analysis shows Thursdays drive 42% more engagement than Mondays—proving that timing matters.
🔹 Wednesday is Gaining Traction. Engagement on Wednesday press releases is rising, making midweek a key window for visibility.
Real-World Example: How Spotify Reaches the Right Audience
Guesswork won’t cut it—Spotify knows who’s listening and when they’re most engaged. Here’s how Spotify leverages first-party data to optimize outreach:
🔹 Smarter Targeting – By analyzing first-party data, Spotify predicts audience engagement and delivers ads at the right moment.
🔹 Higher Engagement – Spotify’s audience engages 24% more than visual media and 38% more than social media. Ads placed after music or podcasts see a 17% boost, demonstrating the power of data-driven ad placement.
What This Means for You: If you’re not using data to optimize your PR strategy, you’re already falling behind.
What This Means for You
If you’re not using data to optimize your PR strategy, you’re already behind.
Know your audience’s behavior for optimal timing.
Refine messaging based on real-time data.
Measure success by tangible outcomes, not just views.
Where to Focus Your Efforts in 2025
Integrate AI Tools: Automate analysis and enhance targeting.
Adopt Real-Time Analytics: React quickly to audience feedback.
Prioritize Business Impact: Track metrics that tie directly to revenue and growth.
5. Transparency & Brand Authenticity Define PR Success
What’s New in 2025
Transparency isn’t just a talking point—it’s what your stakeholders expect. Investors, customers, and regulators want clear, honest communication, and companies are adjusting their PR strategies accordingly.
TMX Newsfile’s 2024 data shows that "transparency" and "governance" are represented by key financial and regulatory terms dominating press releases.
For example, industries like energy, mining, and financial services are emphasizing financial disclosures, regulatory compliance, and precise investor communication to build trust.
Key Takeaways from 2024 Press Releases:
Energy & Oil & Gas: Your stakeholders demand clear numbers. Companies are using terms like "financial," "net," and "approximately" to ensure transparent investor communication.
Mining & Precious Metals: Governance is front and center. Keywords like "securities" and "statements" highlight the industry’s focus on compliance, accountability, and regulatory reporting.
Real-World Example: Patagonia’s Commitment to Transparency
It’s not just regulated industries prioritizing transparency—leading brands are making it a core part of their identity. Patagonia continues to set the standard for authenticity, using honest storytelling and sustainability efforts to build trust with consumers
Why This Matters for You
If your PR strategy isn’t prioritizing authenticity and transparency, you’re falling behind. Whether it’s investor relations, sustainability reports, or regulatory disclosures, your messaging needs to be clear, factual, and trustworthy to stay ahead in 2025.
Want to see how transparency shows up in real press releases?
Check out the full 2024 Press Release Trends: Top Keywords by Industry for insights into what companies are actually saying.
6. AI-Powered Crisis Management Becomes the New Standard
What’s Changing in 2025
Crisis communication is no longer about reacting—it’s about staying ahead. AI-powered tools now let you predict risks, test messaging instantly, and adjust in real time before a crisis escalates.
AI-generated personas simulate diverse viewpoints, helping you refine crisis messaging before it goes public. Instead of relying on slow focus groups or gut instincts, you can see how different audiences might react and adapt instantly.
How AI Gives You an Edge
Test Crisis Messaging Instantly – AI models simulate real audience reactions, giving you faster, more reliable insights.
Adapt in Real Time – AI helps tweak messaging within minutes, ensuring the right response at the right moment.
Keep Control – AI-based testing allows for private, confidential message refinement before public release.
AI won’t replace human judgment, but in today’s fast-moving media landscape, it’s a must-have tool to help protect your brand.
7. ESG & DEI Strategies Evolve Amid Changing Political Climates
In 2025, ESG and DEI strategies are shifting amid political changes.
While Canada and Europe continue prioritizing sustainability and inclusion, U.S. companies face increasing scrutiny. Companies are mindful of anti-ESG sentiments in the United States, which may influence strategies.
Companies like Loblaw are advancing Diversity, Equity, and Inclusion (DEI) efforts.
JPMorgan Chase remains committed to DEI, recognizing its role in innovation and growth (Forbes), while McDonald’s has retreated from its diversity goals.
To maintain credibility and avoid greenwashing, companies are refining ESG messaging, ensuring transparency, and aligning efforts with business goals.
While some are scaling back, many continue investing in ESG and DEI, recognizing their long-term value.
Success in 2025 means data-driven, AI-powered, and transparent communication. Whether you are handling investor relations or brand reputation, credibility and engagement are key. Adapt now to stay competitive.
