Emerging Media Trends Shaping 2025

The Rise of Independent Journalism

The number one media relations movement for 2025, according to industry experts, is the surge of independent journalism. Podcasts, Substacks, and other forms of non-traditional media are becoming increasingly influential.

Evolving PR Strategies

Lauren O'Neill, from Finn Partners, predicts a move towards fewer pitches in favor of more personal interactions and a broader utilization of alternative channels for client success.

Kevin Petschow of Nokia believes AI-powered media relations tools will transform pitch crafting by tailoring them to each journalist's unique preferences.

Jay Weisberger from DPR Construction sees potential conflicts between publishers and editorial sides, leading to a retreat from controversial reporting.

Campbell Levy of Campstories emphasizes the importance of experiential PR and tangible story pitches in navigating the shifting media landscape.

Dan Farkas from Ohio University highlights the role of Substack and the fragmentation of media, necessitating a blend of skills to connect with journalists.

Grace Williams of PANBlast predicts a media landscape where agencies must diversify their communication platforms beyond traditional outlets.

Jeremy Tunis of Lyssn believes LinkedIn content will become a "passive pitch" for journalists seeking story ideas.

Tom Spalding from C2 Strategic Communications foresees an increase in paywall-based subscriptions and curated e-newsletters.

Trevor Chapman highlights the critical nature of earned media amplification, with AI-driven targeting and sophisticated tools enhancing its effectiveness.

Alex Dudley of Cloudbreak Communications discusses the potential for fractionalization and the benefits of affiliations for smaller media outlets.

Melissa Sweredoski of Levy Public Relations emphasizes the shift towards social media platforms and optimized digital assets for exclusive media coverage.

Matt Tatham observes the trend of brands becoming media companies, prioritizing direct audience engagement and unscripted communication.

Laura Hoy from Haleon highlights the importance of senior leaders embracing social media and establishing real connections with their audiences.

Anna Marie Imbordino stresses the need to integrate media relations and digital planning teams, considering the convergence of traditional and new media.

Lindsey Leesmann envisions media relations being seamlessly integrated into comprehensive communication plans.

Leah M. Dergachev of Austley forecasts a shift in media training towards adaptability, authenticity, and handling various formats confidently.

Suzanne Forte from Comcast emphasizes owned channels, audience segmentation, and crisis response capabilities.

James Sciales of TCS predicts a "flight to quality" in media relations due to AI automation, returning to in-person relationship-building and a focus on authenticity.

Bonnie McLaughlin from Raffetto Herman Strategic Communications acknowledges the challenges of the crowded news media landscape and the necessity for companies to utilize owned channels and promotion tools.

Lauren Hepburn from LevLane stresses the importance of transparency and authenticity, coaching sources on clear communication tailored to readers.

Anna Marie Murphy of Step Change Innovations highlights the rise of expert pitching due to algorithm changes and the growing prominence of media outlets over company websites in search results.

Todd Templin from Boardroom Communications emphasizes the need for agencies to enhance their digital and social capabilities, including skilled personnel with video storytelling backgrounds.

Christian Potts of Quickbase believes AI limitations will re-establish the value of authentic thought leadership in PR.

Sonu Wasu of the Chandler Police Department encourages PR professionals to provide ready-to-use content for leaner newsrooms.

"The old system of saying this is media and this is something else has to be addressed. Communication is the art of connection. We need to understand that connection is key." —Anna Marie Imbordino