As we head into 2025, the Fletcher team predicts the public relations trends the industry will see in the next year and how brands and PR firms should adjust for the oncoming changes.

Trends include:

• An emphasis on authenticity in storytelling
• Media layoffs and cutbacks resulting in hubbed coverage in local markets and more pay-to-play options and opportunities in national outlets
• Proactive crisis communications planning after "black swan" events over the past several years
• Niche PR needs specific to specialization in B2B industries
• A more divisive, polarized and political social media landscape causing fragmentation
• The continued growth of reliance on micro-influencers
• Inflation impacts on public relations firms as hard costs continue to rise but clients are resistant to pay higher fees