Industry leaders discuss what 2025 holds for PR and marketing, focusing on AI and sustainability.
- AI remains a focal point, despite last year’s overestimations, promising further transformation in PR and marketing.
- Sustainability emerges as a central theme in advertising strategies, emphasized by Open Media’s creative direction.
- Government changes necessitate a reevaluation of marketing tactics, as highlighted by leaders like Paul Corcoran.
- The fusion of AI insights and human creativity becomes vital in addressing complex marketing challenges.
Despite last year’s inflated expectations, artificial intelligence continues to be a significant factor in the PR and marketing sectors. It is reshaping content strategies and audience engagement as industry figures grapple with its evolving role and capabilities.
At Open Media, sustainability is transforming from a trend into a fundamental business practice by 2025. The focus is on environmental responsibility in campaign production and delivery, aiming to connect with audiences who value genuine, sustainable actions.
The election of a new government has spurred organisations to reassess their marketing strategies. Leaders urge businesses to ensure clarity in their purpose, positioning, and communication plans to exploit emerging opportunities and align with sustainability and growth.
Caroline Aspinall from Smoking Gun argues that while AI is revolutionising various aspects of content creation and analysis, success in PR will require a blend of technological precision and authentic storytelling. Brands must balance AI-driven insights with emotionally resonant narratives to stand out.
Julian Pearce suggests that the ability to deliver tangible results, rather than reputation or cost, will guide client-agency relationships. A focus on value for money and the strategic appointment of agencies based on specific expertise or strong local connections will be crucial.
Patrick Rose points to AI’s continued influence on search engine landscapes, urging teams to leverage AI for automating routine tasks while dedicating resources to develop unique content informed by top-tier internal insights.
The Bigger Boat identifies video content as a dominant force on social media, with tools simplifying video creation. This shift encourages brands to capitalise on dynamic content to engage audiences and strengthen online presence.
Kirstie Wilson notes an increasing journalistic reliance on video content, creating opportunities for PR teams to drive traffic through innovative narratives. The fast-paced digital environment demands timely and trending content pitches.
Trust and storytelling in PR are underscored by Ellie Ismail’s emphasis on data and targeted campaigns that demonstrate real-world impact, a strategy expected to prevail in 2025. Meanwhile, as traditional media contracts, brands gain direct reach through submissions.
Andrew Blenkinsop highlights AI’s pivotal role in creating personalised customer interactions. Combining AI insights with human expertise allows brands to foster meaningful connections and long-term consumer loyalty.
Brands must adapt to subtle consumer feedback patterns, as noted by Paul Sheldon. This demands an approach focused on social listening and predictive analysis to preemptively address consumer dissatisfaction without direct feedback.
Chloe Tetmajer stresses the importance of comprehensive consumer journeys in search marketing, advocating for synchronised channel strategies to enhance overall visibility and conversion efficiency.
Finally, Ben Foster discusses the broadening horizon of SEO into ‘search everywhere optimisation.’ Brands are encouraged to establish omnichannel presences that integrate AI within business processes for enhanced data management and strategic advantage.
As 2025 approaches, the PR and marketing sectors remain dynamic fields, driven by AI advancements, sustainability, and the necessity for strategic adaptation.
