PR in 2025: AI is here to stay, but what else will prevail?

As we step into 2025, the landscape of public relations (PR) is undergoing a transformative shift, driven largely by the rapid integration of artificial intelligence (AI). According to data from Agility PR, approximately 80% of PR professionals now recognise AI as a critical tool for enhancing efficiency, monitoring media, and generating insights.

AI's impact is evident across various aspects of the industry. From AI-powered media monitoring and sentiment analysis to predictive analytics, these tools are streamlining tasks and enabling PR teams to focus more on strategic initiatives and relationship building

Beyond AI, some of the other areas PR professionals are highly impacted with are the usage and implementation of data-driven strategies, the integration of PR with other business functions such as programmatic, and the increasing importance of authenticity and social responsibility.

In this article, we explore expert opinions on the future of PR in 2025, delving into how these advancements are shaping the industry and what PR professionals can expect in the years to come.

Don't miss: Key insights shaping marketer strategies in 2025

Pei Lin Cho, managing director for APRW 

In our 24/7 media environment, PR professionals will be expected to respond even faster and more effectively to crises. Social media will continue to amplify news quickly, requiring us to manage reputations in real-time. We will definitely see more companies and brands use increasingly sophisticated AI tools like GPT in creating media releases, social media posts, and other content quickly. We will also continue to improve the technology of monitoring tools with AI to track public sentiment and media coverage continuously.

Jamie Tan, principal consultant (PR Lead) for Archetype Singapore

As AI and automation deliver significant efficiency and productivity gains, a clear tension is emerging: While brands and consumers alike recognise the importance of human interaction in building trust and loyalty – brands will increasingly need to reflect on how they’re balancing efficiency with fostering genuine human connections as automation advances.

In a landscape where artificial intelligence and automation are settling into monotonous sameness, audiences will inevitably crave more meaningful, authentic engagement. Brands that rise above this sameness by prioritising genuine, human-centred connections will stand out and thrive.

Authenticity, long valued as vital for trust and loyalty, is now set to become a key differentiator. By leveraging AI as a tool to enhance rather than replace personalised human communication, forward-thinking brands can successfully navigate this shift, fostering deeper relationships and long-term loyalty in an increasingly discerning marketplace.

Peter de Kretser, CEO of GO Communications

Transformative tools versus robust respect - it takes two hands to clap!

When asked to share thoughts on the subject, one could simply conform to the relentless advancements of technology, specifically AI and its obvious advantages within the communications realm.

No doubt, this editorial will be littered with technological rhetoric, which is perhaps well justified. From AI integration, data-driven campaigns, hyper-personalized purpose-driven narratives and advancements in crisis management correction through tech or tools, PR or ‘Communications’ will indubitably undertake a mighty sea change in the coming years.

But there could also be a much simpler elevated reality moving into 2025.

Humbly speaking, the largest gradual trend, for me, is actually the maturity of the PR landscape within the country and the pendulum swing of respect from brands toward the profession and industry. May I say, this is a testament to those agencies putting forward top caliber strategies and council, articulating the truism of what PR or Comms stands with tangible results. 2025 could well mark a paradigm shift for Public Relations. Powerful storytelling could well take centre stage and become the jewel in the crown within the marketing constabulary!

Shouvik Prasanna Mukherjee, vice president of global creative innovation for Golin

Public relations is at a thrilling crossroads, ready to evolve mass communication into personal conversations. Enter programmatic PR — where automation and AI meet tailored outreach, enabling brands to engage audiences in intimate dialogues.

Increasingly global brands are reshaping value through mergers and divestments, and more Asian brands are seeking global relevance. Simultaneously in a world divided, some consumers chase quick transactions, while others crave authenticity and transparency.

Programmatic PR can help navigate this era of skepticism. With AI-enhanced workflows, we can grab attention as well as forge genuine connections. And make every interaction count!

Upali Dasgupta, marketing director for Meltwater APAC

In an age where the key to brand success is deeper, data-driven consumer insights derived from fast-moving online conversations, companies need tools that can not only aggregate information, but analyse it. Undoubtedly, we will see increased integration of artificial intelligence in PR and marketing tools in 2025.

AI's ability to analyse extremely large datasets ranging from news articles to social media platforms and online forums, and surface insights is a massive efficiency driver for PR professionals. AI-powered tools that deliver natural language summaries of a brand's performance will make it easier for PR professionals to identify patterns and trends, as well as the underlying drivers of spikes in sentiment and engagement.

By quickly gaining granular insights into what's driving conversations, PR professionals can respond more swiftly to crises or capitalise on opportunities with great efficiency.

Lars Voedisch, CEO of Precious Communications

AI is set to elevate PR by automating tasks and adding speed and depth to requirements such as message dissemination, research, content production and sentiment analysis. However, its adoption raises significant privacy and ethical concerns. As PR evolves into a collaborative ecosystem, social media, influencer marketing, and community-based media will play crucial roles in maintaining brand authenticity.

Content prioritising genuine human connection, especially on platforms such as TikTok, is becoming increasingly important and gaining prominence. While AI will drive some changes, traditional PR tactics, such as CEO activism, will continue to hold significant influence. In 2025, integrated communications, blending PR, social, and digital media, will emerge as a core strategy.

Related articles:
5 contradictory consumer behaviour marketers will need to be ready for in 2025
The future seems to be looking bright for agencies in 2025
As you plan for 2025 consider if it is time to rethink the PR value metric