They say hindsight is 20/20, but foresight…now that’s a little trickier. Here at Darby Comm, that didn’t stop us from weighing in on 2025. By taking a long look back at the year that was, the team (with special guest James Denhalter of Jetboil) crafted our best PR prognostications for the year ahead.
Angie Robinson, President
In 2025, I think companies will begin to see the value of working with a PR agency outside of just securing top-tier coverage. As PR continues to evolve and more platforms are at the top of Google Search, like Reddit and YouTube, it will be more important than ever for a brand’s PR team to keep a pulse of their share of voice and sentiment. By doing so, an agency can help a brand be prepared for any potential negative sentiment and take action immediately before it evolves into a full-blown crisis. This will be instrumental in protecting the brand’s reputation and visibility in the new world of AI-driven internet search engines.
Suzanne Hermann, Media Relations Director
PR has always been a rapidly evolving industry, but I think 2025 will bring seismic shifts in how we work more than any year in recent memory. Navigating ever-shrinking newsrooms and Google’s recent algorithm shift that effectively punishes third-party affiliate publishers will force us to be more creative than ever to generate impactful PR coverage. That said, there are promising signs, such as the well-documented revival of print publications and a resurgence of in-person events and trade shows that highlight optimism for the industry. I see our team focusing on quality over quantity when it comes to coverage, with more focus on long-form narrative brand storytelling that turns readers into loyal brand advocates, and less focus on ecomm-driven listicles that will be less visible than ever.
Stacy Kline, Account Executive
In 2025, podcasts will emerge as an essential platform for brands to connect with their audiences. With their intimate, conversational nature, podcasts offer a unique opportunity for brand leaders to share innovations and insights in a way that feels personal and relatable. In a world where consumers increasingly value authenticity, podcasts provide a space where stories can unfold naturally, allowing brands to engage listeners without the hard-sell approach often associated with traditional advertising. Leaders can dive deep into their missions and breakthroughs, while products can shine through real-life applications and endorsements from trusted hosts. From earned media placements to strategic collaborations with niche and mainstream shows, podcasts will become a cornerstone of PR strategies, helping brands not just communicate but resonate.
In 2024, ‘authentic’ was the buzzword of the year, and it’s not going anywhere in 2025. Despite our exposure to 10,000 ads daily, we’ve become experts at ignoring most of them, making authentic content more vital than ever. To stand out, your content should feel genuine, not like another perfectly staged advertisement. Authenticity means focusing on creative ideas over big budgets and understanding how to connect with your audience in their language. In a sea of endless scrolling, only authentic content gets noticed, engaged with, and remembered. Our content marketing manifesto for 2025? Gritty over pretty.
James Denhalter, Jetboil Brand Evangelist
Katie Richter, Assistant Media Relations Director
In 2024, I made peace with the fact that AI isn’t going anywhere. Although I’m a skeptic at heart, I’ve grown to see AI as a useful tool for research, distilling big ideas, and helping reignite a creative spark when I’m feeling stuck. I anticipate the continued growth of AI, specifically in media relations platforms marketed towards PR professionals. While enhanced AI features like automated pitches and follow-ups may seem like a huge time saver, I think it will be important to practice discernment while testing out new platforms and prioritize maintaining a personal, human touch in all correspondence with media.
Mindy Smith, Senior Account Executive
As more media go freelance, they will also prioritize developing their own brand through IG, YouTube, TikTok, X, Bluesky, and Substack content (among other platforms). The public will begin to follow individuals vs. only following certain sites and newsletters (e.g. Runner’s World, Outside, GearJunkie, etc.). As lines blur between traditional journalism, blogging/vlogging, content creation, and influencer marketing, it’s becoming increasingly difficult to know who’s an expert and who’s just a fan. My prediction is that the public will be more mindful of who they follow in the media based on credibility and expertise. Brands need to take all of this into consideration, especially if they cater to the fitness, health and wellness audiences.
Cory Van Auken, VP of Operations/Partner
PR follows the eyeballs, and whether we like it or not, people are getting more and more information from social channels. However, this provides brands an opportunity to take a more personalized approach to managing their communications with customers. Channels like Reddit, LinkedIn, and video-adapted podcasts offer unique angles for PR, offering a more engaging opportunity to manage brand reputation.
Jessie LaMacchia, Account Executive
As we head into 2025, the PR landscape might feel a bit uncertain, especially with so many journalists facing layoffs around the holidays. Building strong relationships between PR professionals and journalists will still be key to success. We’ll need to meet journalists where they are and become true partners amid these challenging times. And it’s not just about traditional media anymore—PR teams will also need to get comfortable working with new types of media, like content creators on platforms such as Substack, YouTube, and TikTok.