PR Trends
We’re now over halfway through 2025, and with the media landscape evolving at pace, we wanted to take a moment to share the latest trends shaping the world of PR. From AI-powered campaigns to radically transparent storytelling, these are the shifts that matter especially for businesses looking to stay relevant, responsive and ahead of the curve. Whether you’re an estate agent, housebuilder, or part of the wider property ecosystem, here’s what’s hot in PR right now.
1. AI is here—but people still matter more
Artificial intelligence is transforming how we plan, monitor, and measure PR. From generating real-time insights to predicting media sentiment, AI tools can now support everything from press release optimisation to crisis detection. It’s faster, smarter, and undeniably useful especially when it comes to data-led decision making.
But let’s be clear: AI should enhance, not replace, human connection. Relationships remain at the heart of successful PR. Journalists still want relevant, personal pitches. Clients still need trusted advisors who understand nuance, tone, and timing. And audiences still respond to authenticity.
At Proper PR, we embrace the power of AI but we’ll never let it take the place of experience, intuition, or the conversations that build real trust.
2. Authenticity, radical transparency & accuracy
- Authenticity is essential: Brands must align messaging with genuine values. Transparency in social causes, sustainability, and diversity is crucial
- Radical transparency combats misinformation and deepfake fears—openly sharing data and motives builds trust
- Accuracy against disinformation: Fact-checking and ensuring credible sourcing are key to maintaining media and audience trust
3. Micro‑influencers & purpose‑driven storytelling
- Micro- & nano-influencers deliver 5–8× higher engagement than stars—brands are partnering more with everyday creators to maintain authenticity. We have some great ideas and contacts which could work well for your organisation.
- Purpose‑driven collaborations: Tying brand partnerships to social impact enhances relevance, especially for Gen Z audiences seeking alignment on sustainability and ethics
4. Integrated & multimedia storytelling
- Cross‑channel cohesion: Audiences hop between platforms; a unified narrative strategy across social, podcasts, video, written, and live experiences is essential
- Rich content formats: Press kits now include short videos, data visualizations, audio snippets
- Brand-owned media: Podcasts and voice-optimized content (e.g. Alexa news briefs) are growing as audiences embrace smart speakers
5. CEO & founder‑led communications
- Direct narratives: Executives are increasingly sharing communications on their platforms, with behind-the-scenes support
- CEO communicators being built: Companies are hiring comms leaders with digital-first strategies to boost credibility with stakeholders