Over the past few years, the public relations industry has seen an immense transformation. Media relations in 2025 has changed due to advancements in AI, the growth of independent journalism, and shifting media consumption patterns. However, one thing hasn’t changed—successful PR still depends on having solid ties with the media.
This article will discuss current tactics that are effective, as well as ways to improve your media relations in 2025.
1. Personalisation Is Non-Negotiable
Before, public relations specialists could send press releases to hundreds of reporters and cross their fingers. That strategy is no longer effective now. Every day, journalists receive hundreds of pitches, and they can recognise a generic message at a glance.
Best practice: Customise every pitch. Name the reporter, bring up a recent piece they wrote, and clarify why your story suits their beat. Make it clear that you took the time to learn about their audience and areas of interest.
Advice: Always write the final message personally to keep a human touch, even if you use AI techniques to learn more about the subjects and writing styles that journalists favour.
2. Authentic Storytelling Captures Attention
Journalists and audiences alike can distinguish between a real story and a marketing gimmick in today’s world. Brands that prioritise authenticity over promotion will be the most successful in media relations in 2025.
Best Practice: Describe actual events involving actual individuals. Pay attention to your brand’s emotional impact rather than the features of your goods. Share employee highlights, company behind-the-scenes stories, and consumer experiences.
Example: Tell the tale of the engineer who spent three years perfecting the product and how it will address a real-world issue rather than announcing its launch.
3. Build Relationships, Not Transactions
Media relations is not about deals; it’s about connections. Journalists would rather collaborate with public relations specialists who provide genuine value rather than merely a press release when it suits them.
Best Practice: Even if you don’t require coverage, get in touch. Respect their deadlines, send them useful articles, and congratulate them on their published work. Become a reliable source rather than a mere requester.
Pro Tip: Journalists are more inclined to support your success if you help them.
4. Understand the New Media Landscape
YouTube channels, blogs, newsletters, podcasts, and micro-influencer platforms have grown in number as traditional media outlets have shrunk. Reaching audiences wherever they are is the goal of media relations in 2025, not only TV stations and newspapers.
Best Practice: Add non-traditional outlets to your list of media. A story in a large newspaper with a large, disinterested readership may not be nearly as important as a mention in a specialised podcast or newsletter.
Bonus Tip: Freelancers frequently write concurrently for several publications. One freelancer with whom you have a good rapport may get you published in three or four different magazines.
5. Multimedia Content Is a Must
Journalists are often under pressure to produce interesting content. Offering multimedia, including pictures, films, infographics, or short audio clips, makes it simpler for them to report on your topic.
The best method: For any significant announcement, prepare a media kit. Add pull quotes, brief films, high-resolution photos, and important statistics in an easy-to-copy-and-paste format.
Data Point: A 2025 PR Newswire poll found that pitches with multimedia attachments open 72% more frequently than those with only text.
6. Use AI to Work Smarter
AI is improving our work, but it won’t replace public relations specialists. AI can assist with pitch writing, journalist matching, media monitoring, and even tracking coverage in real time.
Best Practice: Always incorporate your distinct brand voice into final messaging, even when using AI tools for research and initial drafts. It is impossible to automate authenticity.
Note: Journalists can quickly identify robotic pitches authored by AI. Before sending, always evaluate and personalise your outreach.
7. Speed Is Essential in 2025
News is moving more quickly than ever. When covering breaking news, journalists almost instantly require sources and statements from experts. You will lose out on opportunities if you are unable to react promptly.
Best Practice: Prepare a system for quick responses. To quickly provide pertinent opinions, prepare spokespeople, keep pre-approved statements handy, and keep an eye on popular subjects.
Advice: Quoted and Help a Reporter Out (HARO) are still useful, but only if you reply within minutes rather than hours.
8. Transparency Is Non-Negotiable
Transparency is important to both audiences and journalists. These days, trying to “spin” a situation or conceal unpleasant news rarely succeeds. Strong media connections are maintained by brands that are forthright, truthful, and prepared to face their faults head-on.
Best Practice: Communicate openly with reporters at all times. Declare that you don’t yet have all the details, but pledge to provide updates as soon as they become available. Credibility is increased by integrity.
Crisis Tips: Prepare a communication strategy in advance for a crisis. These days, media crises happen quickly, and you won’t have time to create a plan from scratch when one happens.
9. Long-Term Strategy Beats Short-Term Wins
In 2025, a single press release won’t be enough to achieve real media relations success. It results from establishing credibility, continuously providing value, and considering the long-term viability of your media connections.
Best Practice: Create a media relations calendar for the year. Throughout the year, schedule not only your product launches but also thought leadership pieces, interviews with industry experts, and human interest stories.
Final Thoughts
In 2025, the field of media relations is lively, hectic, and highly individualised. Technology and empathy, strategy and authenticity, and speed and careful narrative are all used by successful PR practitioners. The future will belong to those who prioritise true values, build genuine connections, and use technology responsibly.
Are you prepared to change your approach to media relations for 2025 and beyond?
