What’s new
The PR landscape isn’t just evolving—it’s undergoing five seismic shifts that are redefining how brands connect, influence, and grow in 2025 and beyond. Drawing from insights like those from Jim O’Leary at Weber Shandwick (axios.com), let’s unpack these emerging forces —what they mean, why they matter, and how your brand can adapt, whether you’re B2B, B2C, startup or a legacy brand.
1. The Attention Economy: Ideas That Earn Cult Status
In the age of infinite scrolling culture attention is currency. It’s no longer about getting mentioned —it’s about making content that people want to share. That could be
- a clever meme
- an off-the-shelf video moment
- an authentic behind-the-scenes glimpses.
The real PR win is jumping from exposure to cultural relevance. And that’s where earned attention turns into gold.
2. The Creator Economy: Creators as Credibility Powerhouses
Creators have outpaced brands at building trust. If your product gets a shout-out from a respected influencer—whether tech reviewer or parenting mom on TikTok—that endorsement rings truer than any ad. It’s time brands co-create: bring creators into ideation, involve them in campaigns, and treat them as partners, not just amplifiers.
3. The Stakeholder Economy: Where Values Drive Visibility
Today, what your brand stands for influences consumer trust, employee loyalty, investor support. Comments on social issues, ESG commitments, DEI policies—all of these are public stances that affect business outcomes. It’s PR work to zero in on your values and align actions so stakeholders no longer just hear your values—they evaluate if you live them.
4. The Experience Economy: PR Beyond Press Offices
From live AR events to immersive product launches, PR has leapt out of newsrooms and into the tangible, digital world. A press release turns into an interactive microsite. A founder speech becomes an immersive virtual meet-up. Brands that blend media strategy with experiential design will win loyalty like never before.
5. The Intelligence Economy: AI With a Purpose
AI in PR isn’t future talk—it’s now. From predictive media analysis, chat assistants for journalists, to hyper-personalized media pitches—AI can sharpen PR’s edge when used responsibly. But only when teams understand why they use it, not just how. It speeds you up, but needs a human eye to guide it.
So what should brands actually do?
| Action | Why It Matters |
|---|---|
| Design sharable content formats for your team | Culture-first content wins attention, press releases don’t. |
| Include creators in your story arc | Their authenticity gives your brand a stronger voice. |
| Clarify your values, then walk the talk | Stakeholders are watching, not just listening. |
| Rethink PR as an immersive discipline | Media mentions are nice—but experiences stick. |
| Use AI as your assistant—not your replacement | Think “tool for insight,” not “tool for output.” |
Final word
PR isn’t a tactic. It’s a confluence of culture, relationship, and tech. The brands that thrive in 2025 are those that:
- Understand that attention is earned—fast, shareable, culturally relevant
- Embrace creator partnerships as credible voices in their ecosystem
- Speak and act with stakeholder authenticity—no lip service
- Create immersive experiences that blur PR and brand activation
- Apply AI smartly—as insight drivers, not replacements
These five Xs aren’t just trends—they’re your blueprint for brand resilience. If your current PR playbook doesn’t include at least three of these shifts, it’s time to rewrite it—before someone else rewrites your story.
