As another year draws to a close, brands around the world are reflecting on their marketing and communications strategies, analyzing what worked and what didn’t. Over the past few years, the media landscape has undergone significant shifts, and 2024 was no exception. From the Los Angeles Times cutting over 20% of its newsroom in January to advancements in generative AI leading to a surge in automated news stories, the journalism industry is evolving at an unprecedented pace. For brands, this evolution underscores the need to stay ahead of media trends. With shrinking traditional media outlets and the constant transformation of social platforms, a top public relations firm must adapt to this new normal and leverage the right channels to share their clients’ stories. As we head into 2025, three key areas stand out for shaping effective PR strategies in the year ahead.
It’s Not Just Who You Know — It’s How You Pitch
For decades, a top-tier contacts list was the hallmark of every leading public relations firm. A robust rolodex of editors, writers, and reporters could make or break a pitch. However, with widespread layoffs and buyouts reshaping newsrooms, many journalists have turned to freelancing, making reliable contacts harder to maintain as writers move between roles more frequently.
While relationships remain critical in media, their nature is shifting. Journalists are inundated with pitches daily, and building trust requires more than just familiarity—it demands quality. To stand out, PR professionals must focus on crafting concise, compelling, and targeted pitches that quickly capture attention. Journalists are busier than ever, so clear, well-researched pitches that make their jobs easier will be the ones that succeed.
Social Media Is Media
Since its inception, social media has continually reshaped how content is consumed. In 2024, the dominance of short-form video content became undeniable. Users crave engaging, informative content in digestible formats. Major outlets like The New York Times and Vogue are embracing this trend, making waves on Instagram and TikTok to connect with broader audiences.
If your media relations strategy is limited to websites or print publications, you’re missing a significant opportunity. Social platforms are now integral to media consumption, and alternative outlets like @losangelesbucketlist and @dietprada are flourishing. These accounts blend traditional news with social media-savvy content, offering quick, shareable headlines that resonate with followers. In 2025, such hybrid outlets will only grow in importance, making it vital for PR teams to engage with them strategically.
Influencers Are Moving Beyond Online
The rise of micro-influencers in 2024 marked a shift toward community-driven content creators. Today’s most effective influencers are more than digital personalities—they’re thought leaders who foster real-world connections through events and activations.
We’re seeing that in-person engagement is making a comeback. As such, influencers who bridge the gap between online and offline presence offer brands a unique advantage. Whether it’s hosting local events or creating interactive experiences, these influencers bring stories to life in ways that resonate deeply with their audiences. As we move into 2025, prioritizing partnerships with influencers who can connect with communities both on and offline will be key to impactful storytelling.
Looking Ahead
The media and communications landscape is evolving at breakneck speed, and staying relevant means embracing change. By focusing on quality pitches, the power of social media, and community-based influencers, brands can position themselves for success in 2025 and beyond. For more of our top public relations firm predictions, click here.
