What will define the PR landscape in 2025? Which strategies will dominate, and which practices will lose their effectiveness? We spoke to a selection of PR and communications professionals across the Asia Pacific region to find out more.

Tanya Tresnasari, Country Manager, Mutant Communications Indonesia 
As environmental concerns take greater urgency in 2025, PR teams will need to sharpen their focus on effectively communicating commitment toward sustainability and corporate responsibility initiatives. 

At the same time, AI tools will continue to be integrated into PR teams. Leveraging the right tools for PR campaigns will boost efficiency, allowing PR professionals to focus on strategy and relationship-building.  

Consumers are increasingly valuing brands that are genuine and transparent. As the demand for authentic stories and honest communication grows, PR strategies will need to shift away from hard-selling, overly polished and picture-perfect narratives. This aligns with the evolving role of influencers, who are increasingly seen as long-term partners that truly align with brand values, rather than one-off promotions. 

Relying too much on outdated media lists and traditional outlets will limit success, so engaging with new platforms and influencers is essential. In today’s digital-first world, ignoring the importance of online presence and social media engagement will render PR efforts ineffective.  

By embracing new trends and discarding outdated practices, PR professionals can navigate the evolving landscape effectively and connect meaningfully with their audiences in 2025. 

Elaine Banoub, Partner, Primary Comms Group 
Looking ahead to 2025, I see the integration of AI-powered tools, from data analysis to content creation, as becoming the new norm in PR. This technology presents an exciting opportunity for our industry to enhance efficiency and precision in ways we haven't seen before. Navigating these advancements thoughtfully and ethically will be key to unlocking AI’s full potential. 

PR campaigns will be increasingly purpose-driven, with companies now focusing on outcome-based results thanks to more sophisticated data-driven analysis. This shift enables us to deliver impact that’s genuinely meaningful, rather than simply output-based. 

Diversity and inclusion, alongside 'social listening,' are going to be fundamental as well. These elements ensure that we’re building authentic connections with audiences and staying responsive to their evolving expectations. 

Some practices that need to be left behind include the over-reliance on traditional media and measuring success by sheer coverage volume. In 2025, success will be defined by strategic, purposeful metrics that truly reflect the value we bring. 

Jonathan Buxeda, Associate Director, Cognito Media 
While there have been a few articles about industry consolidation and brands continuing to internalise marketing and comms capabilities, clients, too, have had to deal with tighter conditions and stretched resources, and are desperate for teams to plug in and help.  

While agencies have traditionally always feared scope creep, scope creep is becoming the new normal as we find ways to go beyond the traditional media relations tactics to meet ROI demands of senior leadership on the client side.  

This means that PR agencies must do more than ever to earn their place in 2025 budgets. Creativity and imagination, particularly in the B2B and corporate sectors, continue to be highly valued attributes in our industry, but in 2025, we also need to understand the kind of deliverables that speak to broader business aspirations rather than remaining locked in a media relations box. 

Jo Scard, CEO and Founder, Fifty Acres 
The influencer landscape is set to grow even more, with brands shifting towards longer-term partnerships rather than one-off collaborations. Consumers are becoming more discerning, and they can spot inauthentic or transactional partnerships. The focus should be on aligning with influencers who genuinely reflect the brand’s values and connect authentically with their target audience. 

Whilst print, broadcast, and radio remain very much important, reaching today’s diverse audiences requires a more holistic, multi-channel approach. By integrating traditional media with social media, podcasts, and digital platforms, brands can engage a wider range of demographics and explore varied forms of storytelling, such as podcasts for niche audiences and social media for real-time interaction. 

Bastian Wong, Founder & CEO, Flare Communications Group  
In 2025, despite the economic outlook, consumers are still eager to make purchases, yet they are more budget sensitive. To stand out, brands should prioritise product differentiation, value communication and local relevance.

PR practitioners can run more user-generated content, encouraging customers to share their brand experience, particularly for campaigns around Hong Kong's cultural and art highlights. Positive and authentic experiential content is the best form of brand advocacy. Furthermore, do not overlook developing positive relationships with journalists and influencers to ensure favourable brand coverage. Spend time building and reconnecting with those valuable media and key stakeholder relationships - they are always your best support in brand reputation.

In campaigns, authentic messaging directly highlighting unique features and product benefits can positively and instantly impact purchase consideration. With AI and data analytics, marketers can develop more targeted campaigns with engaging and locally relevant storytelling and visuals. Sustainability and ethical practices will influence consumer choices, prompting clear communication of brand commitments.

Another trend will be emerging search and social media platforms like Xiaohongshu. While Facebook, Instagram and YouTube are currently the key platforms in Hong Kong, Xiaohongshu is quickly becoming the fourth not to be missed. It’s worth examining how it can help drive audience growth and diversify communication channels.

Lastly, the overuse of influencers should be properly reviewed. We’ve seen heavy reliance on influencer use in brand campaigns, often featuring repeated faces and lacking representation and differentiation. Perhaps it’s time to make a big, bold move to make informed data-driven decisions by digging deep into the qualitative features of influencers. Trusted AI-powered influencer discovery platforms can help marketers make precise, informed decisions on influencer selection to deliver higher ROI and achieve real influence.