Public relations is evolving fast, and as we step into 2025, brands again have to consider how they will stay ahead of the curve to remain relevant - and it has had people talking.

Here’s what we see as shaping the PR landscape in New Zealand and across the Asia-Pacific region:

• AI is the new PR assistant - Whether generating insights, monitoring media, or crafting data-driven campaigns, AI will be here to help, as it has been for a while.  We will see more advancements this year, but it will not replace human creativity, relationships, intimate knowledge, or other factors!  People will become more savvy, spotting AI-generated text and copy being used, and disengage. The key challenge will be ensuring AI is used as an enabler rather than a shortcut to ticking a box.
• Transparency is everything – PR spin is out; real, open, and honest storytelling is in [as it should be]. Audiences want to know what brands truly stand for and will be emboldened to ask more questions.
• Values continue to rise in importance – Corporate social responsibility isn’t optional. Customers expect brands to take a stand on key issues.
• Crisis Management is a must-have – The digital world moves at lightning speed, and so do PR crises. Brands that prepare in advance will navigate challenges with confidence.
• PR and other marketing will become greater friends - siloed communications no longer work. A seamless PR and social media strategy with other marketing channels is the way forward. Think YouTube, EDM, affiliate marketing, and podcasts.

As 2025 unfolds, brands that embrace these shifts will thrive and move on from 2024 faster and in a better position to reap an upturn. 

Is your PR strategy ready? Contact us if you think we can help.