WHAT IS THE NEW PR PLAYBOOK FOR 2025

Our Insights Into PR Success For 2025 And Beyond

The world of PR has changed immeasurably over the years, with no signs of slowing down.

New platforms have risen while others have disappeared. AI is becoming part of everything we do. Social and cultural trends have transformed the way we interact with media and society, and a generation of consumers has come of age. A generation that has never experienced life without the internet and social media.

So what does this mean for us? How do PRs get results and create stories that captivate both publishers and audiences? To succeed in 2025 and beyond demands a fresh, agile approach, and a new playbook.

How PR Has Evolved, From Pitching to Publishing

The way we pitch stories has changed. Instead of the morning and afternoon news conferences, newspapers now hold multiple editorial meetings throughout the day, responding to breaking news, TikTok trends, and Google searches in real time. What’s more, many journalists are aggressively measured  on page views and other usability metrics.

Not only do PRs need to act fast, but this relentless search for news also places a larger premium on stories that are strong and unique.

Debunking Newswires

Journalists don’t have time!  The days of phoning journalists for a quick chat are over. Fewer use phones, and many prefer pitches via email or even social media DMs. Individual journalists get up to 800 emails a day and newsdesks are fielding 10,000+ so it’s easy for an email pitch to get lost or bypassed.  Newswires have become a necessary tool in order to reach all the major national media and guarantee that your story is seen by the relevant team.

They’re scalable and efficient, and help to  open the door for further follow-up discussions. That’s when your traditional PR and relationship management skills are put to use.

PR x Journalist Relationships

Relationships still matter (a lot), but they won’t save a weak story!  A clever subject line and enticing hook will still grab attention, but if your pitch lacks substance, it’s dead, regardless of how well you know the journalist.

Having good relationships means that IF a journalist has time and they see a glimmer of hope in your release they may take time to help you craft it further into a newsworthy story.

Instead of just pitching, PRs need to think like publishers and journalists. Do your research!  Know your journalist, research the topics they cover, read recent stories they’ve written and know when they work.

Stories need to drive readership while making a journalist’s job as easy as possible. That means crafting full-package stories offering more than just a press release. They need multimedia assets suitable for print, digital, video, audio and social media, real insights informed by data and expert-led commentary, and copy crafted with SEO and AI in mind.

So, which stories are wowing journalists in 2025?

The Stories That Will Cut Through The Noise in 2025

Modern audiences and consumers are smarter, and they can see through inauthenticity like tracing paper. At the same time, safe and reliable PR strategies can easily get lost in the noise. Boldness pays!

It can be tempting to shy away from saucy, provocative or controversial topics but in today’s noisy media landscape brands that lean into these angles and challenge the status quo win BIG – earning widespread coverage and generating engaging conversations on and offline.

So, what does that look like in practice?

Elements of Successful PR

• Research-led stories: Journalists and editors love stats and trend backed data, especially if it’s new and proprietary, like that derived from surveys. Campaigns that blend insightful surveys with relatable, human angles are set to dominate this year.
• Index rankings: You can see the headline now… “Birmingham residents get more sleep than anyone else”. “Revealed: The Top 10 UK Towns Addicted to TikTok”. They might be a bit predictable, but they work.
• Human Interest, Expert Commentary & Case Studies: This is what brings stories to life and adds that level of authenticity and connection that readers crave. First-person voices, compelling stories and expert insight make it much easier for editors to run with your piece.  In the current climate, stories about the cost of living, energy prices, climate change, social issues, personal finance and money-saving hacks, home & garden, and more all remain popular.
• Influencers & UGC: Again offering something tangible and real, stories that feature influencers and/or user generated content remain a vital part of any PR strategy. What’s more, if it makes the reader laugh, get angry or think ‘WTF’, you’ve got yourself viral potential.
• Reactive News Jacking: Jumping on trending news is still viable to get coverage, as long as you’re quick and Only jump on what you can genuinely contribute to, and make sure your content is up to scratch.
• Localised angles: the growth in regional sites has meant that many publishers are now re-prioritising local angles, so having stories that tap into this will allow you to target a highly engaged audience and boost SEO authority and credibility
• Multimedia: We’ve touched on it already, but successful PR in 2025 has to look beyond print and online. Standard news may not cut it anymore, it has to cover print, digital, video, imagery and all social media platforms.
• Product Reviews: Product PR is very powerful to build sentiment and improve sales, but most media outlets will not touch a story unless it has affiliate opportunities. Rates vary, but if you’re serious, you have to offer something in return.

AI & The Google-Shaped Elephant in The Room

Content has to be created with SEO in mind. Publishers care about Organic Search traffic, which means journalists do. That means you have to throw AI into the mix and you have to consider a new approach to getting eyes on content.

Coverage is no longer just about getting links. Google’s algorithm also considers brand mentions, sentiment, context and topical relevance, EATT, media assets and more. This means crafting keyword-rich content and headlines, optimised images and videos, and showcasing real-world expertise in your stories to get noticed.

What’s more, with Gemini now being used directly in the SERPs (for right or for wrong!), readers may not even need to click through to a site to get the information they need but you can still get in front of them.

Measurement Still Matters

With budgets being squeezed and the media landscape ultra competitive, measurement is an essential part of the PR playbook. Understanding what stories and campaigns work (or don’t) is vital for learning and evolving.

Links, Organic Search traffic, keyword visibility, brand mentions, social media engagement and revenue are all metrics that can be used to demonstrate ROI. You may know the value of good PR, but clients sometimes need the cold, hard data to judge success and green light future budgets.

PR for 2025

In 2025, the rules of PR have changed. It’s no longer just about sending out a press release and making a call. Even carefully planned stories pitched to familiar contacts might not be enough.

Success lies in being bold and creating stories with substance and strategic thinking. Stories that resonate with journalists and audiences across every channel. But with the right playbook, and the right partner agency, PR remains one of the most powerful tools to build brands, shape culture and drive meaningful impact.

Are you ready to try a different approach to PR? Contact us today to find out how we can wow you with our range of PR services.