Halfway through 2025, what are the trends that are working despite all the predictions, even though the year has  witnessed a significant wave of transformations driven by emerging trends.

At the beginning of 2025, public relations professionals predicted trends that would shape the industry and beyond.

Some of these trends are short videos, Artificial Intelligence (AI) & Data intelligence PR strategy, authenticity and transparency, localised PR strategies, micro niche platforms (short video content), crisis management 2.0 and sustainability, according to PR, will shape the public relations space in 2025.

In 2024, PR NewsWire report states that more than a quarter (26 percent) of communicators already use generative AI to create and craft press release content.

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Additionally, nearly half (42 percent) say they’re open to using the technology in the future, and about a third (32 percent) of PR pros say they don’t use Gen AI in press releases at all and don’t plan on doing so in the future.

Some trends predicted at the beginning of 2025 and towards the end of 2024 determine factors in the public relations strategies used by professionals.

Here are some of the trends that professionals in the industry predicted.

It could be recalled that public relations practitioners noted that 2025 promises to bring groundbreaking changes that will reshape the way brands communicate, engage, and build trust with their audiences.

According to Statista, the global public relations (PR) industry expects to surpass $129 billion in revenue by the end of 2025 and reach $144 billion by 2028.

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Trends That Shaped the Industry

Samuel Ayetutu, Chairman, Nigeria Institute of Public Relations (NIPR) Lagos State Chapter, noted that PR Outlook for 2025 shapes by an increase in Artificial Intelligence, which takes center stage in the way information is packaged and disseminated by practitioners.

He added that storytelling takes a more digital dimension both at the corporate and individual level.

Furthermore, on the likely negative impact of AI tools use, the vice chairman noted that:

“There possibility of surge in the misuse of social media platform taking about fake news and other forms of activities of people who wants to take advantage of social media to paddle misinformation, deceive people cause confusion. What this means is that the general public is expected to be on their guard more than before not to be a victim.”

Nene Bejide, Founder/CEO of Blanche Aigle Communication, on her part noticed that: “The public relations landscape in Africa has shown promise of dramatic evolution, shaped by technological advancements, changing consumer behaviors, and unique regional dynamics. While global trends influence the industry, Africa’s distinct social, economic, and cultural context is creating its own PR trajectory.”

Bejide identified several trends that will shape the PR industry in 2025, including the rise of micro-influencers, social listening as a PR pillar, greater emphasis on local storytelling, short-form video content, crisis management in the age of misinformation, the evolution of employee advocacy, hybrid events, clearer metrics for measuring PR impact and adapting to thrive.

However, she advised that for the trend to work effectively, PR professionals must balance innovation with authenticity, embracing authentic storytelling, technology, sustainable messaging, and clear impact measurement.

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Obina Inogbo, Principal PR Executive at Worktainment LTD, emphasised the importance of projecting a positive image of Nigeria to attract foreign investment and tourism.

“The trooping of foreigners and Nigerians in diaspora to Nigeria in December 2024 shows that the international perception of Nigeria is that it’s a fun place. More Nigerian-based organizations will want to capitalize on this perception of fun by hiring PR professionals and agencies to enhance their reputations in this direction.”

Akonte Ekine, MD/CEO Absolute PR, noted that: Technology, especially artificial intelligence (AI), has revolutionized industries, raising both excitement and concern about its impact on conversations and engagements. As we navigate this evolving landscape, authenticity is emerging as a critical pillar for success in public relations (PR).

What Worked?

Authenticity: Remaining a major trend, consumers expect brands to be genuine and transparent in their communications.

Use of AI: AI continues to revolutionize industries, and its impact on PR is evident.

Short Videos: Short-form video content remains a popular trend, with brands using it to engage with their audiences.

Influencers: Micro-influencers are on the rise, and brands are partnering with them to reach their target audiences.

Content Creators: Content creators are using these trends to develop effective PR strategies that resonate with their audiences.

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