It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to Sarah Newton, director at Penguin PR.
As we move into 2025 the demand for authenticity will become increasingly important in the world of PR. Undoubtedly, AI-generated content will be more abundant, but audiences will become quicker at detecting inauthentic or formulaic messaging. This means genuine messaging will be more important than ever.
Consumers will increasingly value human connection, transparency and brands that resonate on a personal and emotional level. AI may provide efficiency, but it cannot replace the genuine storytelling and human connections that build trust.
Modern audiences, particularly Gen Z and millennials, expect brands to take a stand on social, cultural and environmental issues in ways that feel sincere and consistent. PR strategies that prioritise human voices, relatable stories and real experiences will resonate far more deeply than AI-generated content that lacks nuance or emotional intelligence.
When it comes to crisis communication, people will prefer to connect with brands that admit mistakes, engage in open dialogue and demonstrate accountability. AI tools may help craft responses quickly, but audiences will only trust brands that communicate with genuine care and transparency.
As the PR landscape becomes more saturated with AI-powered solutions, the brands that thrive will be those that leverage technology to enhance – not replace – authentic human storytelling. By prioritising meaningful voices over automated content, the PR professionals that will stand out in 2025 will be the credible, relatable and honest communicators.
