Refreshing your PR strategy for 2025

The PR landscape is constantly evolving, making it essential to stay on top of marketing trends, SEO considerations and algorithm updates, and the specific sector relevant to your brand or your clients.

Your digital PR strategy should always be challenged and open to scrutiny and adaptation in response to shifts in the media and the wider industry. Even if your current digital PR approach is delivering strong results, scheduling quarterly strategy reviews can help you navigate the fast-changing world of PR.

As you look ahead to 2025, take time to reflect on what has worked well – and what hasn’t – over the past year, this should be the focus of your strategy planning. Ask yourself why certain tactics fell short and what factors contributed to the success (or lack thereof) of others. Have there been changes in how journalists create content? What was your most successful tactic? These are the kinds of questions that can refine and future-proof your approach.

So, where should you start?

Reintroduce yourself to your target media

Journalists often move roles or publications, so keeping your media lists updated with the most relevant contacts is essential. This ensures your pitches and press releases reach the right people and maximise their impact. Regularly reviewing and refreshing these lists can save time and boost the effectiveness of your outreach efforts.

It’s equally important to reassess your brand’s positioning, the experts you collaborate with, and the topics you cover. These may have evolved over time, so providing a clear, updated overview helps journalists understand how you fit into their stories in the new year. A concise yet compelling summary can set you apart from competitors and strengthen your media relationships.

Focus on seasonal trends that align with your brand and ditch the others

If your seasonal, trend-led content has been falling flat, consider focusing on evergreen content instead. This type of content remains relevant year-round, providing consistent value and appeal over time. It’s a great way to build long-term engagement and strengthen your brand’s presence.

If you have content that has performed well in the past, it’s worth updating it, especially if it’s a topic that tends to get picked up annually. For example, if you work in the beauty industry you will find success with end of year content such as “the biggest beauty trends of the year” or seasonal skincare tips and tricks, particularly when tied to forecasts of extreme cold or heat, aligning with timely press trends and consumer needs. Timing is crucial as popular subjects will likely attract competition, so aim to pitch early to secure coverage.

If trends align well with your brand, you can explore fresh, trend-led ideas but ensure you stand out from the crowd. Identify seasonal events that are relevant and resonate strongly with your audience and tailor your content accordingly, for example interior brands can focus on refreshing your home and ‘spring cleaning’ when Spring is approaching. To spark creativity, plan a fun brainstorming session – a collaborative approach can inspire innovative ideas and give your campaigns a unique edge.

For example, getting the team together in person in a new environment is a simple yet effective way to spark creativity. If the weather permits, plan an outdoor brainstorm or walking discussion.

Use events, experiences and creative campaigns to support your digital PR strategy

Integrating your digital PR efforts with things like events, experiences and creative campaigns can elevate your strategy. According to Brandwatch, over 60% of marketers predict that bold, creative live experiences will be a defining trend in 2025. Events like pop-up shops or exclusive workout classes can generate excitement, scarcity and urgency, making them ideal for social media buzz.

These visually engaging, interactive activations encourage user-generated content (UGC), with features like 360-spin selfie booths or Instagram-worthy settings that are hard to resist. Don’t work in silos, collaborate with your social and influencer teams to maximise impact.

You can leverage their successful campaigns to inform your PR strategy, and if influencers have interviews or content commitments in their contracts, use these opportunities to align and integrate efforts. In the fashion industry, brands like Gymshark amplify their reach by featuring testimonials and workout tips from fitness influencers, seamlessly blending UGC with their campaigns. Sharing these insights across teams can uncover new angles, amplify reach, and create cohesive, high-performing campaigns that resonate with audiences.

However, executing these ideas requires buy-in from internal teams/clients who have the capacity and vision for larger-scale campaigns. When feasible, they can bridge the gap between offline and online engagement, amplifying brand visibility and impact.

Want to chat about refreshing your PR strategy in 2025? Drop us an email today.