By Edward M. Bury, APR, MA (aka The PRDude)
Let’s start with a full disclosure: I have faced some challenges in the past few months, perhaps years, in identifying and commenting on developments within and the practice of modern public relations.
Why?
Well, for one thing I am employed at an academic institution transportation research unit, a somewhat structured and focused entity that produces technical studies along with others that address subjects that are of interest and relevance to the general population. We don’t engage with influencers or pitch too often to general interest or even trade media.
So, with the March calendar more than halfway completed, I racked my brain for a true “public relations” topic to address. How about “PR trends to watch in 2025?”
Great! But regular readers may recall this January 30 post written following an excellent webinar sponsored by the Public Relations Society of America. (Yes, I am a long-standing PRSA member.) I gained a great deal in terms of insight related to future national and even global developments that will impact strategic communicators.
But, I felt I needed to learn more. I needed to learn more about practical tactics and strategies that I could perhaps apply to my work. A google search led to this excellent report from the folks at media monitoring site Meltwater.
The eight trends cited here certainly are poignant and compelling; some — like incorporating relevant data analytics, personalizing a media pitch, and focusing on authenticity — have for decades driven sound, strategic public relations practices. In the past decade or so, embracing diversity and inclusion, the continued emergence of influencers of all types representing many industries, initiatives that help build awareness for the many challenges we face, and regular and well-executed thought leadership communications continue to factor into strategic campaigns.
That leaves the eighth trend cited here by Meltwater — continued industry consolidation — one I feel compelled to analyze and address further.
Back in my agency days, back before digital resources became the dominate factor across public relations and most professions, there was a “consolidation” of sorts. The small shops I worked for primarily engaged in media relations, then assuredly the dominate tactic, as well as marketing communications and even print advertising in general interest and industry trade publications.
What the trends cited here reveal to me: Public relations continues to be a dynamic, evolving profession, one that reflects the state of the world around us. What’s more, even though I more than likely will not engage an influencer in my current position, it will be to my benefit to fully grasp the role they play in public relations today.
Prdude's Blog 