2025 PR Predictions: Transforming Work Life and Business

[Editor’s Note: This is the first in a series of 2025 PR predictions.]

As 2025 approaches, it pays to take stock of everything that occurred in 2024 and how it could impact the next year of the PR industry. Some friends in the communications world approached PRNEWS with predictions for the coming year in regards to business and work life in PR.

With a workforce adapting to and utilizing artificial intelligence, possible country-wide policy changes that come with a change in federal leadership, huge industry mergers and acquisitions, and a continuous eye on the economy, communicators are reflecting and preparing for any and all changes for their organizations. 

Orla Graham, Insights Consultant, CARMA

The demands on PR professionals are intensifying. It’s not just about mastering traditional skills anymore; we need to embrace new platforms, get comfortable with AI, and become fluent in data, research and measurement. PR pros who hesitate to adapt will find themselves left behind in an industry that’s moving too fast for the ‘same old’ approach. This is a wake-up call for the profession as a whole: we must establish robust standards and expectations for ongoing skills development to keep pace with the challenges ahead.

Julie Karbo, CEO and Founder, Karbo

In 2025, client expectations for PR deliverables will continue evolving, especially in the tech sector, where C-suites and boards demand clear ROI and a direct connection between PR efforts and business outcomes. Success will require going beyond traditional metrics like coverage volume or reach. Agencies must demonstrate how PR drives tangible business goals—whether it’s filling the top of the funnel, accelerating customer decision-making, or creating differentiation that opens new markets.

Aaron Kwittken, CEO and Founder, PRophet

Enter autonomous agents: Next-gen AI assistants will transform workflows, acting as personalized, intuitive extensions of communications professionals by creating reports, analyzing campaigns, and tailoring outputs to individual styles aka “mini you’s”.

Joel Richman, Founder and Partner, Escalate PR

Deregulation could shake things up in 2025, sparking innovation and a PR and marketing boom: Less red tape could mean big changes for businesses in 2025. We might see a surge of new companies, faster innovation, and a whole lot of competition. This could be a golden opportunity for tech, but it also means PR and marketing folks need to be on their toes, building trust and navigating a less-regulated world. Of course, we can’t forget about the potential downsides, like less protection for consumers and the environment. It’s a balancing act, but 2025 could be a wild ride!

Cortney Stapleton, CEO of The Bliss Group

We see the addition of AI as a major enabler of all of our professionals, and particularly junior talent. Teams are already experiencing the benefits. For example, our proprietary AI assistant provides a baseline of research, thought starters for pitches or articles, initial drafts of briefing books and more. It’s a clear opportunity to work more efficiently and focus time on creative and critical thinking, problem solving, relationship building and professional education.

That is going to allow junior professionals to stand out earlier in their careers by enhancing their value to clients and teams from day one.

AI also offers a good opportunity for junior professionals to focus on the human and soft skills that will be even more important in the age of AI. Responsiveness, clarity of communication, empathy and personal connections will remain critical to our business.

Linda Thomas Brooks, Chief Executive Officer, PRSA

My prediction is that the job of the communications professional is going to get both much harder and infinitely more valued in 2025. Companies are going to need constant strategic assistance and assessment of possible complications on every aspect of their business. And wherever regulatory pressures might be easing, stakeholder pressures in those same areas will be intensifying. A comms leader with both historical understanding and a visionary looking glass to the future will be a key driver of business value.

Nicole Schuman is Managing Editor at PRNEWS.