Public Relations in 2025: What’s Changing and What Still Matters?
Public relations in 2025 brings together the timeless elements we’ve always valued, such as relationship building, storytelling and strategic thinking, while embracing modern tools and approaches that enhance our work and demonstrate our value.
Muck Rack’s 2025 State of Public Relations report reflects this balance, highlighting what PR professionals think about their roles, how their work is perceived, the tactics they use and what’s changing in our industry.
When asked what will grow in importance over the next five years, it’s no surprise that AI and automation topped the list, with nearly 60% of PR professionals identifying it as key. More than three-quarters are already incorporating AI tools like ChatGPT into their workflows. However, while AI can improve efficiency, it doesn’t replace the need for thoughtful strategy and personalized outreach in public relations.
Media relations remains a top job function in public relations, cited by 84% of pros. Nearly half pitch to more than 20 journalists at once per campaign, often to reporters they haven’t worked with before. Despite this, earned media continues to present challenges for PR professionals, including low journalist response rates and shrinking media lists, making personalization more important than ever. Thankfully, 70% of professionals usually or always tailor their pitches, helping to build relationships and achieve results. The lesson here is that doing your homework by knowing what a journalist covers and what topics interest them is critical to success.
Knowing how to pitch the media you want to reach is important. Regarding pitching, online or digital outlets now make up most outreach, with almost 70% preferring 1:1 emails and most keeping their pitches under 300 words. As for timing, professionals are typically pitching before noon, favor Tuesdays and follow up within three to six days.
Online, professional networking and thought leadership are on top. LinkedIn is now considered the most valuable social media platform for PR professionals, according to 56% of them, while X continues to decline.
For public relations professionals, this report is a reminder of the unique value we bring that sets us apart. Find out how HMA Public Relations can help deliver results for you. Contact us!
