Navigating Change: PR Trends from 2024 and What’s Ahead in 2025

2024 is now coming to an end, and it has been another transformative year for the public relations industry. With the continuous evolution of Artificial Intelligence (AI), shifting audience behavior and the ever-changing media landscape, the ability to adapt has been as important as ever for PR agencies and professionals.  

As we reflect on the changes that shaped this year, a few trends stand out as key shifts for the industry. Here’s a closer look at the trends that defined public relations in 2024. 

The Changing Landscape of News Consumption 

As media consumption continues to evolve, both traditional news platforms and the rise of news influencers are shaping the way the public stays informed. According to the Pew Research Center, only 26% of U.S. adults at least sometimes turn to print for news, while 86% say they turn to digital devices at least sometimes.  

As PR professionals, we need to be aware of the rise in alternative sources, such as podcasts, Bluesky and Substack. News influencers – individuals who use social media to cover and comment on current events – have also continued to emerge as popular sources for information. A different study by the Pew Research Center found that 21% of U.S. adults said they regularly got news from news influencers on social media. However, despite their influence, 77% of these influencers have no background in traditional news organizations, raising concerns about the continuing spread of misinformation.  

The Rise of Podcasts 

One notable shift this year has been the growth in popularity and influence of podcasts. According to HubSpot, 53% of Americans aged 18 and older say that they listen to podcasts at least monthly. With such a rise in listeners as well as in time spent listening, podcasts – once considered fringe news sources – have been able to position themselves among other mainstream mediums. This rise has also seen notable figures begin to use podcasts in order to reach a broader audience. During the recent presidential election, Donald Trump appeared on The Joe Rogan Experience and This Past Weekend w/ Theo Von, while Kamala Harris appeared on Call Her Daddy. 

Bluesky: The Newest Social Media Platform to Watch 

Bluesky has experienced substantial growth, now boasting over 24 million active users. This surge in users is partly due to a large number of users leaving X (formerly known as Twitter) for other platforms. Some brands and celebrities have also followed suit by proactively moving to Bluesky. Although Bluesky’s future is uncertain, the platform has the potential to become an important player of the social media landscape, offering PR agencies and professionals new opportunities for engagement and outreach. 

Substack Is Reshaping the Media Landscape 

Substack, a platform for publishing subscription-based newsletters, currently has 35 million active subscriptions and over 3 million paid subscriptions. Recently, Taylor Lorenz, a former reporter for The Washington Post and technology commentator, shared that her decision to join Substack stemmed from her desire to have creative freedom, allowing her to write about whatever she wants. Substack’s model allows creators to build relationships directly with their audiences, making it an attractive option for PR agencies looking to expand their media relations efforts. As the platform continues to grow, Substack has proven to be a valuable addition to PR strategies. 

Artificial Intelligence: Revolutionizing The PR Landscape 

Artificial Intelligence (AI) continues to be a hot topic years after its introduction. While some communications professionals from well-known organizations have been open about embracing AI and how they’ve benefitted from it, there are others who are still reluctant to adopt it. As AI continues to evolve, so will its role within public relations. However, it’s important for PR professionals to be careful of the risks, such as misinformation and privacy concerns, when incorporating AI into PR strategies. 

Looking Ahead: What to Expect in 2025 

As we move into 2025, the public relations landscape will continue to evolve with consumer behavior and technological advancements.  

As media consumption continues to change and with the social media landscape changing through the rise of new platforms and migration of users, PR and social media strategies will need to be more flexible to effectively engage audiences. 

With digital platforms, podcasts and platforms such as Substack growing in influence, public relations professionals will need to broaden their approach. Going forward, media relations strategies may need to start looking into more niche sources to reach appropriate audiences. Additionally, as podcasts become a larger part of the media landscape, PR professionals will need to consider media training for podcast appearances if they haven’t already. 

Get ready! The future of PR is set to get even more interesting.