Over the past 12 months, I’ve been keeping a close eye on the shifting trends in digital PR as a consultant and co-founder. While some changes have been subtle, others are fundamentally reshaping the way we approach the entire industry.
From conversations with colleagues to reading industry reports and gathering feedback from my own clients, I’ve noticed some key patterns that are beginning to define the landscape for 2025. These shifts are something you, as a marketing or PR leader, should be paying attention to if you want to stay ahead of the curve.
Here are HANDNOTE's top 3 predictions for the future of digital PR.
1. The Press Release Decline in Digital PR
If you’ve been in PR long enough, you’ve probably seen the rise of journalistic request tools like Help a Reporter Out (HARO) and similar platforms. They’re making traditional press releases a thing of the past. While press releases are still important in certain situations, they’re no longer the go-to tool for getting media coverage.
Instead, agencies are embracing press notes and shorter, punchy pitches. Why? They’re faster, lower-risk, and don’t require the heavy investment of time and resources needed for long-form content. These shorter pitches align better with journalists' time constraints and are far more likely to land coverage.
My Take: Reactive PR is officially in its prime.
Being able to jump on trends and news with a smart, timely response is a skill every PR professional should be honing. Stay on your toes, and you’ll be ready to capitalise on the next big story.
2. SEOs Are Finally Catching On
For years, digital PR professionals have been preaching one thing: it’s all about the brand.
Now, it seems that SEOs are finally starting to catch on. We’re seeing a shift where SEO teams are beginning to understand that digital PR campaigns need to do more than just tick SEO boxes, they need to:
Reflect the brand's essence
Resonate with the audience and press
Deliver measurable results that align with business goals
This shift is even more evident as companies are bringing PR efforts in-house to maintain tighter control over their branding. According to Muck Rack’s 2024 State of PR report, 47% of brands now rely solely on in-house PR teams. The message is clear: campaigns that look and feel like the brand are non-negotiable.
Pro Tip: If you missed my last webinar where I went into detail on this, message me, and I’ll send you the recording.
3. Do You Really Need a Website?
I’m sure you’ve heard some business coaches claim that having a website isn’t necessary. While TikTok Shop and other platforms are changing the way we view eCommerce, let’s be real here, at the bare minimum, if you’re selling physical products, you still need a website.
Here’s why:
Your website is your brand’s home base: It houses all of your important information in one place, giving your audience a place to learn more and make informed decisions.
It boosts your SEO: A well-optimised website is essential for improving your search rankings, giving you a fighting chance to rank above your competitors.
It makes tracking PR wins easier: Without a website, you’re making it harder for customers and journalists to connect the dots between your press mentions and your brand.
In short, not having a website in 2025 is a missed opportunity for visibility and sales.
Are you ready to go from invisIble to UNMISSABLE with digital PR? Contact us to see how.
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