When it comes to your marketing strategy, digital PR is crucial to boosting brand visibility and ensuring you’re at the centre of key industry discussions. PR campaigns are also an effective way to position your brand as thought leaders and build trust with key stakeholders. At Wild PR, we keep on top of digital PR trends so you don’t have to.
Let’s delve into some key tactics for a killer PR strategy in 2025!
Using TikTok for Research
TikTok has become an invaluable tool for PR professionals looking to gather insights on public opinions and emerging trends. By exploring user-generated content (UGC, for short), PRs can identify key pain points, track reactions to current issues, and spot the influencers who are shaping conversations.
Also, TikTok’s global reach provides a broader perspective on consumer behaviour, making it essential for staying ahead of the curve in PR campaigns. For example, if you’re a glazing business, you can use the platform to monitor trending conversations around energy bills, condensation and window trends.
Personalised Outreach
This is nothing new, we’ve always believed that a one-size-fits-all approach just doesn’t cut it when it comes to approaching journalists. That’s why you need to ditch the generic press releases in 2025, and tailor pitches to the specific needs and interests of each publication you are targeting.
For example, if you’re pitching to a national publication, demonstrate how this story has a broad appeal and how the subject matter will affect readers across the country. On the other hand, if you’re approaching a more niche industry publication, you may choose to offer a deep delve into a more specific topic.
Amplifying Stories with Data
Data will be even more crucial when pitching in 2025. Data helps brands add credibility and relevance to their messaging. The more up-to-date and relevant data you have, the better equipped journalists will be to create a compelling narrative.
As PRs, we can leverage third-party data, but it’s even more impactful if we can use internal data or, ideally, secure the budget to gather unique data through a survey. This enhances the story and can position the brand as a thought leader in its industry.
There are so many ways to collect data for digital PR campaigns, for instance, utilising public data sources such as ONS Data or data.gov. Public surveys can also provide substantial and reliable data for your campaigns. Although surveys can come at a cost, the unique information gathered from them presents many unique possibilities and can increase the chances of high-quality coverage.
Content is Key
PRs must develop new ideas to capture audiences, including creating unique digital content, e.g. reels and graphics. This may involve collaborating with an external marketing team or collaborating with an influencer. At Wild, we firmly believe in an integrated approach to digital marketing, meaning we tell stories through a range of different mediums, from articles and blogs to videos and interactive carousels.
Prioritise Authenticity
Authenticity is more crucial than ever when it comes to connecting with a brand’s audiences. PRs must ensure that brands maintain a genuine voice and truly believe in their values. For instance, it is not enough to merely say you value sustainability. PRs must demonstrate tangible examples of how a business practices sustainability within its processes.
While technology can offer valuable insights into target audiences, PR specialists are still essential for fostering meaningful human connections. This year, the way brands personalise their messages and content will need to be far more authentic.
The Importance of Social Media
PRs are increasingly using social media to build trust and showcase their expertise. Social media platforms offer a dynamic space for PRs to engage directly with journalists, allowing them to spot journalist requests, thank writers for covering their stories and reach out to potential case studies.
This frequent communication helps create strong relationships with the press, and establishes PRs as valuable and reliable contacts. Using social media is also a great way to understand the type of content journalists are looking for and enjoy writing about, making it a great way to spot new angles that could make a story more compelling.
Using AI in PR
We’ve witnessed significant advancements in artificial intelligence (AI), and its ongoing integration into public relations. AI algorithms can analyse data to identify trends, helping PRs generate campaign inspiration. This streamlines the brainstorming process and ensures the latest insights inform strategies. It can support PRs by aiding research, creating media lists, reviewing content and generating visual content.
However, the use of artificial intelligence should not be relied on throughout every aspect of a campaign, so it is vital to know when to use AI for PR.
Be Reactive
Make sure you’re leaving plenty of time for reactive opportunities. It’s crucial to regularly monitor the media landscape and ensure you’re always looking for new ways to re-angle your piece based on current events and trends. You may have a campaign planned, and some relevant news makes the perfect reactive opportunity which is better suited to your audience and objectives. Be confident that you can make this adjustment if needed.
Mollie Thorpe, Senior PR Manager, adds: “At Wild PR, we’ve embraced a much more agile approach. This has made us more reactive, allowing us to find success in tactics like expert commentary-led pieces, where our clients can offer exclusive contributions.”
Some examples of our most recent reactive campaigns include the Mould and Condensation campaign we created for Clearview, which generated coverage in Good Housekeeping, The Sun and the Express.
Measuring Success
Measuring the impact of your campaign is now more important than ever. Key metrics such as engagement, impressions, and reach are easily accessible with a number of tools, like Meltwater and Moz, making tracking easier than ever before.
Measuring the ROI of PR efforts has traditionally been challenging to track as this activity is often focused on enhancing brand perception and building trust with customers. With the rise of new analytics tools, these objectives are becoming easier to track. However, to effectively measure success, brands will need to establish clear KPIs.
Crisis Management
Every brand faces its challenges, and how it handles them can make or break its reputation. In the age of social media, PR professionals must be skilled in crisis management in order to mitigate potential damage and preserve the company’s image before a situation escalates.
By closely monitoring conversations and ensuring the narrative around the crisis is controlled, transparent and empathetic, businesses can bounce back stronger.
How Wild PR can support you
Ready to take your PR game to the next level? Our experts create PR campaigns designed to raise your brand profile, increase online visibility and drive growth. Contact us to find out how we can achieve your business goals (the wild way).
To keep up to date with the latest social media and PR trends, make sure you’re following us on socials.