Gone are the days when public relations meant writing a press release, sending it to your media list, and waiting for coverage to roll in.
Technically, those days aren’t gone yet, but they don’t have the same impact as they used to.
In 2025, PR is faster, smarter, and way more connected. It’s happening across more places than ever before. And new tools are changing how PR teams do their jobs day to day.
Let’s look at the tools that are making the most significant impact.
The changing rules of engagement in PR
How people interact with brands has completely shifted. For example, social media platforms are now the primary channels for consumer-brand engagement.
It’s why many talk about the role of social media as the new press release.
Take online reviews, for example. What better way to gain social proof. This helps build brand reputation and trust, as most U.S. adults trust reviews from other users or customers of a product or service.
So, in PR, it’s no longer enough to get a mention in a magazine and call it a win. Today’s audiences expect more. They want transparency, quick responses, and a sense that brands are listening to their wants and needs.
That means PR has to foster ongoing engagement. In addition to writing press releases, you must manage conversations across email, social media platforms, podcasts, and even DMs.
However, doing that manually is highly difficult. The volume is too high, the platforms are too fragmented, and the expectations are too fast.
Emerging technologies are drastically reshaping PR practices, and ERP system examples (enterprise resource planning) are key to this transformation.
Platforms like Microsoft Dynamics 365 provide PR teams with advanced tools to streamline operations, improve media tracking, and enhance audience engagement.
By integrating AI-powered analytics and real-time data processing, these ERP systems help PR professionals monitor campaign effectiveness, improve data quality, and optimize strategies backed by data-driven insights. This allows for better targeting of press releases, blog content, and social media efforts, making them more impactful and aligned with audience needs.
6 Emerging PR Technologies
PR work looks different than it did even a few years ago. Teams can now access tools that help them work faster, make better decisions, and keep up with changing expectations.
Here’s what’s gaining traction in the industry:
1. AI and automation
AI tools can write first drafts of press releases, generate headline ideas, and suggest media outreach lists. Automation takes care of repetitive tasks like sending emails, scheduling posts, and managing responses.
This saves time and lets teams focus on creative and strategic decisions. Even though tools like OpenAI are helpful, they need thoughtful input to ensure the final message feels human and relevant.
2. Real-time media monitoring
Media monitoring tools help PR professionals see what people are saying about their brand or client as it happens. These tools track news coverage, social media mentions, and online conversations.
This makes responding quickly when joining a trending topic before it fades easier. Monitoring also helps track a campaign’s success by showing what messages media outlets are picking up and how people are reacting.
During the early months of the COVID-19 pandemic, Delta used real-time customer feedback to guide its public messaging. After seeing consistent concern around health and safety, the airline extended its middle seat blocking policy and announced the update on X:
3. Natural language processing (NLP)
Natural language processing (NLP) powers sentiment analysis, a process that aims to understand everyday language, including tone and meaning. In PR, NLP tools can review articles, social media posts, and comments. This helps determine how people feel about a brand or topic.
NLP shows whether the coverage is positive, negative, or mixed. This helps PR teams fine-tune their messaging based on how people talk and react.
Netflix uses NLP and sentiment analysis to track subscribers’ reactions to new show releases across X, Reddit, and entertainment blogs. This data helps their PR and content teams decide which shows to promote harder and where to steer the conversation when there are mixed reactions.
4. Predictive analytics
Predictive analytics uses past data to help teams plan future campaigns. These tools look at trends, audience behavior, and media patterns to suggest the best time to launch, the type of content to use, and how consumers will likely respond.
This reduces guesswork and helps PR teams make data-driven decisions. It also makes it easier to adjust strategies before problems arise.
5. Augmented and virtual reality
Augmented reality and virtual reality (AR/VR) give brands new ways to present their stories. Instead of sending written materials, PR teams can invite people to explore a virtual product launch, take a digital tour, or try a product through their phone or headset.
This makes the experience more interactive and memorable. It’s especially helpful when in-person events are limited or when teams want to offer something more engaging than a standard press kit.
Christian Dior launched an AR try-on campaign for its luxury lipstick line. Shoppers could see how different shades looked on their faces in real time.
6. Web3 and Blockchain
Web3 tools give users more control over how they connect with brands, often through smaller online communities or platforms. Blockchain technology adds a layer of transparency by confirming where content comes from and how it’s used.
Some companies use blockchain for digital campaigns, such as releasing limited-edition content through NFTs or using tokens to reward community participation.
PR technologies: Rewriting the playbook for public relations
The core part of PR hasn’t changed. Building trust, shaping reputation, and connecting with the audience at the right time are all still vital.
But the way teams reach that goal is changing. What used to be a linear process built around press releases and media outreach is now a multi-channel, always-on effort driven by data, automation, and real-time feedback.
Whether through AI-generated content, live sentiment tracking, or interactive experiences, PR tech is giving communicators more control and better information.
That doesn’t mean your team needs to adopt every tool. But it does mean the old playbook is no longer working. PR professionals must rethink how they plan, measure, and adapt to stay relevant because the expectations have changed, and the tools to meet them are already here.
