The public relations industry in Australia and globally stands at a crossroads.

In 2025 we will see the rise of powerful new technologies with growing challenges around credibility, authenticity, and evolving media consumption habits. From the rapidly accelerating use of generative AI in copywriting and pitch automation to the continuing battle against misinformation, means businesses of all sizes must stay agile to keep up and safeguard their reputation.

Here’s a closer look at some of the key PR trends that will shape the year ahead, along with the potential risks and strategic considerations for small businesses.

1. Gen AI and automation in copywriting and media pitches

Many businesses are already using Gen AI to help write all forms of copy. Tools like OpenAI’s GPT models, Jasper, and others are making it easier than ever to generate quick copy for press releases, blog posts, articles and media pitches. AI can also automate the task of outreach to journalists and podcast hosts.

But embracing these tools without understanding the risks can lead to trouble. While AI can help streamline tasks, it lacks the nuance, creativity, and relationship building skills critical to effective communication. AI is known to hallucinate and make up facts, statistics and studies that can land your brand in reputational hot water. It doesn’t understand your business, your goals nor the shifting social climate and public opinion. While it might be okay for research and to get ideas, a human needs to carefully fact check everything. And be aware journalists can spot AI copywriting a mile off and frequently call it out.

2. Beware of PR scams and verify cheap deals

Small businesses with limited PR budgets might be tempted in 2025 by offers that sound too good to be true. PR scams promising cheap rates for media coverage or podcast appearances are on the rise. These often come in the form of unsolicited emails claiming to secure “guaranteed” placements in prestigious media outlets or offering coverage at unusually low rates.

More than ever, businesses need to verify the legitimacy of these offers. Scammers often exploit the lack of understanding about PR costs and can lure businesses into risky agreements with fake publications or overseas media outlets. Clicking on suspicious links could expose your organisation to phishing, malware, or data breaches. Always verify the offers by going to the media outlet’s URL and confirm with their advertising team. While sponsored content or native advertising can be purchased, editorial content cannot be bought—any “guaranteed editorial” placement is often a red flag especially with major news sites.

3. The decline of free bylines and rise of pay-to-play

Opinion or thought leadership pieces, sometimes grouped together under the term bylines, were once a common avenue for startup founders and senior leaders in a small business to share their insights and build credibility. In many verticals in Australia, these are increasingly difficult to secure. Many publications have moved toward pay-to-play models in the fight for their survival amidst dwindling advertising revenue.

4. Misinformation and the battle for truth

With misinformation spreading faster than ever, businesses communicating publicly need to be on alert and quickly clarify and correct any inaccuracies about their brand, products and services in traditional and on social media. Be proactive in monitoring traditional media, your social platforms and review sites and only respond if facts are incorrect. There is a fine line between feeding the trolls and correcting misinformation.

5. Diversity, equity, and inclusion – be aware of social context

Diversity, equity, and inclusion will continue to be important to understand in PR campaigns in 2025. Consumers are increasingly holding brands accountable for their social and environmental impact, as well as their hiring strategies, pay parity, female speaker representation at events and other outward-facing activities. Be mindful of the language, visuals, spokespeople and partnerships you forge and consider the social context.

6. Election year and the risks of political engagement

2025 is an election year in Australia so politics will inevitably shape public discourse. Weighing in on political issues, even when the intention is to be edgy or provoke viral conversation, can be risky. Public perception can shift rapidly, and taking a controversial stance could alienate customers or provoke backlash. Even if you have a genuine commitment to a cause, commenting on political matters can backfire. In an increasingly polarised environment, businesses should consider staying neutral or focusing on issues where they can make a positive, non-partisan impact.

7. Rise of new social media platforms

As platforms like X increasingly lose favour, and Facebook increasingly skews to an older demographic, small businesses should consider adopting new platforms like BlueSky and Threads and establishing early mover advantage in brand campaigns.