Planning for PR in 2025: No Surprises Here    

You’ve heard it before, failing to prepare is planning to fail, and that couldn’t be truer in the case of PR. While remaining agile and reactive is a key PR skill, having a solid, strategic plan to guide you through a year of media success is essential. 

For trailblazing founders, PR is more than just press coverage; it’s about crafting intentional connections that align with business goals and build lasting relationships with your audience. So, how can you ensure your PR strategy is future-proof and goal-driven?  

Pull up a seat, we’re chatting through some of the upcoming trends to keep an eye on in 2025 and our practical tips to help you plan your unique PR strategy with precision, personality, and purpose.  

We’re Not Behind on Trends, We Set Them: New PR Trends to Watch in 2025  

1. Personalization at Scale  

Generic messaging is officially dead. Consumers and journalists expect meaningful, tailored interactions, and brands that successfully integrate hyper-personalized outreach will stand out. No more spray and pray, my friends. We’re leveling up and pitching (and creating and partnering!) with intention and strategy in 2025. 

Plus, as much as we don’t love to say it… in 2025, expect a bigger focus on using AI tools (we’re looking at you, ChatGPT) to craft bespoke pitches and targeted messaging that aligns with individual interests.  

2. Data-Driven Storytelling  

Storytelling remains essential, but in 2025, data-driven narratives will take center stage. Journalists want more than anecdotes—they want hard facts that enhance your brand’s story. PR strategies that use proprietary data, case studies, and trend forecasting will have a significant edge.  

3. Influencer Trust & Authenticity  

Influencer marketing isn’t slowing down, but micro-influencers and niche community leaders are gaining traction. PR teams should focus on authentic collaborations rather than just chasing follower counts. The key is finding voices that align with your values and connect meaningfully with your audience. Even better, connect with those who organically voice their support for your brand and use it in their day-to-day, or pull a REFY Beauty and get your community directly involved, influencer or not!  

4. Podcast Guest Appearances on the Rise

If you’ve been around for a bit you know we’re major fans of podcast circuits over here at VMM. Podcasts continue to grow as trusted sources of information and community engagement, making them a prime opportunity for PR. Landing guest appearances on niche podcasts can position your brand as a thought leader and allow for deeper storytelling than traditional media placements. After all, you’re given 45-60 minutes of unlimited access to a trusting audience on an evergreen platform. Win! 

Want to be a guest on podcasts in 2025? Reach out about our full-service podcast circuit services or stay tuned for a very special digital product launch to guide you through every step of the pitching process… 

5. The Comeback of In-Person Events

In 2025, in-person events are back in full swing, and brands are finding creative ways to leverage them. From product launches to pop-up experiences and networking events, these face-to-face interactions build stronger connections with audiences and media alike. A strong PR strategy should tap into both exclusive gatherings and large-scale industry events to maximize visibility.

Looking for a lite version of community connection? Leverage audience submissions, involve consumers in product production, and utilize IG channels and platforms like Substack for deeper 1:1 connection. 

You Can’t Lose with These Six Key Steps to a Winning PR Plan in 2025 

1. Align Business & PR Goals

A successful PR strategy is one that directly supports your business objectives. Whether you’re aiming to expand into new markets, attract investors, or boost brand awareness, your PR goals need to reflect those priorities. Use your goals as a guide and start from a birds-eye view working your way down into granular monthly strategies and tactics.  

2. Evaluate Your Target Audience  

Behavioral shifts happen fast—what resonated with your audience in 2024 may no longer be relevant. Reassess your target audience and consider how their preferences, consumption habits, or pain points might evolve in the new year.  

3. Focus on High-Impact Strategies 

Not every PR tactic is worth the investment. Be strategic about where you put your time and budget. Will your business benefit more from thought leadership and media placements, or should you prioritize event-based PR, influencer campaigns, or podcasts?  

4. Map Out Key Dates & Holidays 

PR thrives on good timing. Create an editorial calendar that highlights industry events, holidays, and seasonal trends where your brand can tap into the conversation. This proactive approach keeps your messaging relevant and positions your brand as timely and on-trend.  

5. Brainstorm Pitch Ideas Early

Good pitches take time to develop, especially long-lead pitches that need to be locked down months in advance. Work with your team to brainstorm creative angles that align with your business milestones, industry trends, or social movements in 2025.  

6. Refresh Media & Influencer Lists  

Relationships are everything in PR. Take the time to update your media and influencer lists, ensuring you have the right contacts for your campaigns. Keep in mind that reporters’ beats and influencer priorities change, so staying up-to-date helps you land more meaningful coverage. Don’t forget a ton of movement happens in media Dec-Feb so the contact you have on Dec 15 may no longer be at the media outlet by Jan 15!  

Plan Today, Win Tomorrow  

Planning for PR in 2025 isn’t just a “nice-to-have”—it’s a must if you want to stay competitive and make meaningful progress toward your business goals. At Vail Media & Management, we know that every founder’s story has power, and it’s our job to help you uncover, amplify, and connect it to the right audience at the right time.  

By combining clear goals, bold strategies, and the right relationships, your PR efforts will not only build awareness but also create momentum that propels your business forward in 2025 and beyond.  
Need help crafting a PR strategy that aligns with your goals? Let’s chat. We’ll help you craft a plan that’s as bold and dynamic as your vision.