If you work in PR long enough, you learn one universal truth: every year the industry declares a dozen things “dead” and another dozen things “the future.”
Press releases are dead. Then not dead. Pitching is dead. Then… more alive than ever.
So let’s keep it simple: here are the shifts that are actually changing how PR works right now — and what’s mostly noise.
1) PR isn’t just about coverage anymore — it’s about conversion
Yes, we still want press. But the real question clients are asking is: What happens after people see us?
Do they follow?
Do they sign up?
Do they share?
Do they remember?
The best PR today doesn’t end with an article. It creates a trail of momentum across:
earned media → social proof → community → action.
2) Trust is the new currency — and it’s earned slowly
Audiences are more skeptical than ever. That doesn’t mean they don’t want to connect — it means they want to feel safe connecting.
That’s why PR that works now feels:
human
specific
consistent
unpolished in a good way
3) The winning strategy is integration (not “more content”)
You don’t need more posts.
You need the right story told in the right places.
Think:
a media hit becomes 3 social posts
which becomes a short email
which becomes a founder quote
which becomes a website headline
One good message → many touchpoints.
4) Relationships still win. Always.
AI tools can help write pitches, sure.
But AI can’t replace:
a relationship with a journalist
a trusted recommendation
a smart strategic intro
a strong brand reputation built over time
Seedling take:
If you want to do PR well this year, don’t chase everything.
Build a story people want to repeat.