Expert Predictions For PR In 2025

The Chartered Institute of Public Relations has released its 2024 State of the Profession report that looks at the state of the public relations industry. Drawing insights from over 2,000 practitioners, the study looks at different aspects, and here’s what we found…

The report showed a drop in average income for full-time PR professionals, dropping to £53,052 in 2024 from £56,340 two years ago. Consultancy workers earn the highest, with an average of £59,718, while those in NGOs are at the lower end with £47,999. Bonuses remain prevalent, with 86% of respondents confirming they received one, regardless of whether they worked in the private or public sector.

Consultancy fees have seen some growth, with 43% of firms increasing their rates. Independent practitioners report more stability in fees but are less likely to see increases compared to agency professionals.

 

Who Has Access To Training And Skill Development?

 

Training continues to be important for the PR industry, with 77% of practitioners attending job-related development sessions over the past year. AI and digital PR topped the list of sought-after skills, but access is not equally distributed. Ethnic minorities and NGO employees are more likely to have their training requests denied compared to their counterparts in consultancies.

Skill shortages are a pressing issue, with 36% of respondents identifying AI as a key gap, followed by digital PR at 30%. Consultancy professionals are more likely to align their training with long-term planning, while private sector firms often focus on immediate needs.

 

Is AI Changing PR Practices?

 

Artificial intelligence has become a regular tool for many PR professionals. The report shows that 17% use AI daily, with private sector practitioners leading the trend. Even with more people using AI, consultancy firms are less likely to have AI policies in place, with only 52% reporting such frameworks compared to 74% in the private sector.

2/3 of respondents have received AI-related training, but disparities remain. Those in consultancies are less likely to have access to this training than their in-house counterparts. AI has also been identified as the industry’s biggest challenge for 2025, alongside a growing skills gap.

 

What Else Is In Store For 2025?

 

Experts share their 2025 predictions as we reach the closing of 2024. Some think it’ll be a promising year, while others see some challenges…

 

Our Experts

 

• Lydia Oakes, Co-founder and COO, Bluestripe Group
• Hayley Knight, Co-founder & Communications Director, BE YELLOW
• Alice Walker-Gibbons, Digital PR Lead, Embryo
• James Crawford FPRCA, Managing Director, PR Agency One
• Lottie West, Global Head of PR, Fox Agency
• Gareth Clements, Co-Founder, Rumpus PR
• Francesca Baker-Brooker, Consultant, And So She Thinks
• Ed Low, CMO, We Are Group
• Lydia Hoye, Founder & CEO, Bound to Prosper Communications
• Megan Boyle, Head of PR, TAL Agency
• Charlotte Stoel, Managing Director, Firefly Communications
• Yaroslav Verinchuk, Co-Founder, Snul Comms narrative design studio
• Elena Davidson: CEO at Liberty Communications

 

Lydia Oakes, Co-founder and COO, Bluestripe Group

 

 

“I’m sure that most predictions for the PR industry in 2025 will focus on the impact AI will have, be that negative or positive. However, I find this to be totally missing the point. Of course AI will be having an impact in PR like any other industry, but it is just a tool.

“While it may be true that many agencies and in-house teams are already using AI to write articles or complete other such tasks. In fact the human relationship will always be one of the most important in the PR industry’s toolbox. As AI gets more and more prevalent, the outputs become increasingly obvious, more blunt and less nuanced than the human relationship. We have important stories to tell and we as PRs will only triumph when the stories are told to and by people that truly understand the industries that are impacted. In 2025 the use of AI will continue to grow but it will not replace industry expertise, great relationships and excellent storytelling.”

 

Hayley Knight, Co-founder & Communications Director, BE YELLOW

 

 

“PR will continue to evolve beyond traditional media relations in 2025, with AI playing a large role in both communications and campaigns. Beyond content creation, AI will be used for media monitoring, reporting and in campaign development and data collation, as clients want more from their PR results. Also, from a consumer perspective, this year, there has been a demand for socially impactful communications, and campaigns developed to drive real change will be an expectation, not a choice.

“With AI and data at our disposal, journalists will demand hyper personalised content that speaks directly to them, and connects with their audience. Ethics and transparency will also be vital. As a PR professional, I will be investing more into building authentic relationships.”

 

Alice Walker-Gibbons, Digital PR Lead, Embryo

 

 

More collaboration between social and digital PR teams

“As we see more ‘Social News’ reporters across the National media outlets, we predict a blend of PR and social-first content for 2025.

“Video-first social content will be key, that can be used for both social strategies and amplified through Digital PR activity to drive awareness and authority in the space.

“PR will work collaboratively with other channels, such as social, rather than working in silos – to see the most success.”

Blended use of ‘traditional’ and ‘digital’ PR tactics

“As marketing budgets get stripped back, clients will be looking for agencies that can deliver rounded PR strategies.

“This means PR teams will need to become adaptable and able to deliver and report on ‘traditional’ PR goals such as awareness and reputation as well as ‘digital’ objectives that tie back to organic performance and visibility in the SERPs.”

 

James Crawford FPRCA, Managing Director, PR Agency One

 

 

“In 2025, the year of the second coming of Trump, misinformation will escalate as a critical challenge for PR professionals and media organisations. Fake news will become almost indistinguishable from legitimate content, putting immense pressure on the big tech to verify both social media accounts and published material. We’re already seeing steps towards this with Australia’s age verification initiatives and platforms like Bluesky emphasising their troll-free credentials.

“I anticipate big tech companies will take significant steps in verification, with Apple likely leading the way in safeguarding privacy while addressing this issue. While full-scale verification systems may take up to five years to implement, 2025 will mark the beginning of this movement. Blockchain technology could play a pivotal role in creating secure, traceable verification processes.”

 

Lottie West, Global Head of PR, Fox Agency

 

 

“In 2025, we will see businesses take a more nuanced stance towards the value of PR. While other functions of marketing have been forming an ever-closer union with sales, comms teams have long grappled with how to attribute ROI to PR activity.

“But with corporate reputation facing unprecedented challenge – from combatting disinformation, getting to grips with the opportunity posed by AI, while also mitigating risk, to navigating conversations around ESG, the mood is changing.

“Increasingly we will see comms – both internal and external – elevated to being an essential building block of corporate strategy, and not simply a driver of sales. In short, the value of reputation will take centre stage. How this is measured is another question, but when a corporate misstep can wipe millions off a company’s share price overnight, complacency is not an option.”

Gareth Clements, Co-Founder, Rumpus PR

 

 

“2024 saw major government leadership changes in both the UK and US, geopolitical tensions, and yet tentative signs of market recovery. As we move into the new year, we’ll see companies ready to invest again in their public image after a period of cautious spending.

What’s interesting is the elevation this year of communications to board-level significance. Communications and reputation management are now central to corporate strategy. In turn, PR professionals are stepping beyond execution into strategic advisory roles, helping shape company direction at the highest level.

As business goals and communications objectives merge, sustainability commitments will undoubtedly be woven into business messaging in 2025. Stakeholders want hard data behind ESG commitments – and so do journalists. For PR teams, this means building campaigns around concrete metrics rather than just narratives – transforming how we measure and demonstrate success.”

 

Francesca Baker-Brooker, Consultant, And So She Thinks

 

 

“PR in 2025 is going to be all about purpose and connection. People are sharper than ever at spotting inauthenticity, so brands will need to genuinely walk the talk. It’s not just about having a purpose, but living it, whether that’s tackling sustainability, prioritising inclusivity, or supporting communities. The most successful campaigns will show real impact, backed up with stories that resonate emotionally and actions that speak louder than words. PRs will get excited by making a difference in people’s lives, transforming society, and moving us to a better world.

“Tech will still play a big role. AI will keep making our lives easier, giving us better insights and helping us personalise messages. But the real magic will happen when brands keep it human, showing trust, empathy, and a bit of vulnerability. People want to feel like they’re engaging with something real, not a slick campaign.

“Social media will also stay front and centre, with influencers and creators who truly believe in the brands they work with leading the way. And let’s not forget crisis comms – it’ll be about staying ahead of the game and responding fast when the unexpected happens, but never jumping on a bandwagon.

“The PR space will be a mix of strategy, technology, and good old-fashioned human connection. Purpose-driven, relatable, and authentic is the way forward.”

 

Ed Low, CMO, We Are Group (We Are Collider, Seven Communications, Arq)

 

 

“With PR-friendly brand experiences becoming an increasingly important part of the marketing mix, alongside ongoing breakneck speed leaps forward in AI, next year will see experiences further enhanced with more impressive image-generation booths. From a consumer finding themselves in the team line-up for the England football team to becoming a member of their favourite band, such booths can create so create a lasting impression by generating hyper-realistic renders of consumers embedded in their passion environments.”

 

Lydia Hoye, Founder & CEO, Bound to Prosper Communications.

 

 

“PR in 2025 will continue to see the content ecosystem evolve, led by PR teams who are crafting brand stories from a multi-channel content perspective rather than a PR silo.

“PR will craft ‘story buckets’ that harness the power of nostalgia, the connection with an audience from their personal sense of self-esteem or through communities and a sense of belonging. PR’s superpower in 2025 is an ability to build a sense of customer and brand attachment rather than just fleeting loyalty, which is crucial in a time when remaining faithful to a brand is low.”

 

Megan Boyle, Head of PR, TAL Agency

 

 

“Brands, PRs and the agencies employed will need to move towards more purpose-driven PR campaigns that align with social causes. Without worrying too much about the fear of being ‘cancelled’, more PRs are recognising that issues such as climate change, mental health, and social justice can no longer be ignored.

“However, this is a tricky tightrope to walk, and PRs will need to be cautious and ensure their campaigns are authentic to avoid ‘purpose-washing’ or capitalising on social issues solely for their own promotion and profit. It will be up to socially conscious PRs to lead the way in creating genuinely impactful initiatives that still align with a brand’s core values.

“Leading on from this, there’s also the growing issue surrounding ethics and trust within the PR industry. Misinformation and “fake news” are still a major concern, and PRs will face more pressure to achieve results in an increasingly competitive world. They must do it without compromising the integrity of their communications. Authenticity and transparency will become even more essential as brands strive to build trust with customers who are becoming increasingly wary and sceptical.”

 

Charlotte Stoel, Managing Director, Firefly Communications

 

 

The rise of ‘corporate influence’

“More PR resource will be put behind the faces of organisations and this will play a major part in cutting through the AI generated sludge. With more human-to-human communication done right, we get more authenticity and more impactful connections.

Conversational tone for the win

“I’m going somewhere with this, so hear me out! There’s a major shift in how we absorb information – podcasts are on the rise, and many younger generations are switching on subtitles whilst watching TV shows, I mean, many videos we watch on TikTok and Instagram have subtitles.

“We enjoy the informality of this. This love for a more conversational tone is creeping into content from organisations, and I’m here for it. It brings more dynamism to what’s being communicated, making it more memorable.”

 

Yaroslav Verinchuk, Co-Founder, Snul Comms narrative design studio

 

 

AI agent will redefine newsrooms

“The next year will see a surge in AI-driven media outlets. I observe pros from traditional outlets venturing into new territory, with many building autonomous platforms powered by advanced AI agents like ones based on GAIA. These “free-people media outlets” are supposed to eliminate human-related costs while optimising content generation. This trend promises to disrupt the conventional media market and redefine how content is produced and consumed.

“Will this spell the end of classic journalism and PR? Absolutely not.

“Instead, I believe it will create a counterbalance. Just as the rise of generative AI has led to a greater appreciation for well-crafted writing and unique angles, the influx of agentic content will elevate the value of authentic journalism. Real authors with distinctive voices and strong storytelling skills will become more respected and sought after. Similarly, PR folks with the ability to create genuine narratives and foster real connections will stand out amidst a sea of synthetic, AI-driven communications.”