Our top 10 PR, media relations and social media predictions for 2025

It’s 2025 and we’re back with some brand new predictions for the year ahead. Not saying we’re a team of Mystic Megs, but we made some predictions in early 2024 that we, our clients and the industry as a whole saw come to pass…so maybe we do know what we’re talking about! 

The worlds of PR, media relations and social media are experiencing a seismic shift with changing attitudes and consumption of media, rapidly evolving technology and of course, the ever-changing beast that is social media.  

At Big Top, we’re always watching the trends - and here’s what we think will define the year ahead. 

SOCIAL MEDIA 

Authenticity over aesthetic 
Gone are the days of chasing trends and perfectly curated feeds. This year, brands and individuals are leaning into posting what resonates with them - when and how they want. It’s less about polished perfection and more about creativity, experimentation, and fun. 

Creativity is key 
Despite the myths, attention spans aren’t shrinking - they’re just under more competition. Social-first content must cut through the noise by being creative, purposeful, and community-driven. 

Social SEO steals the spotlight 
Hashtags? A thing of the past. The real focus now is on compelling, well-crafted captions. Social SEO will drive discoverability, so your words need to work harder than ever. 

Micro-influencers take the lead 
Expect more brands to collaborate with niche micro-influencers who connect deeply with target audiences. Their authenticity and focused reach make them powerful partners for brands looking to build genuine relationships. 

Employees as PR powerhouses 
Companies are recognising the untapped potential of their employees as brand ambassadors. This tighter integration between PR and internal comms means more authentic representation and a boost in trust from audiences. 

AI as a time-saving ally 
AI is here to stay, but its role in PR will be more about support than creation. Think: media monitoring, sentiment analysis, and inspiration - not "original" content creation (journalists can spot AI copy a mile away!). Ethical and transparent use of AI will be crucial for maintaining credibility. 

Data-powered personalisation 
Customer insights and data will drive more diverse and personalised content strategies. However, human oversight will remain essential to ensure this content is effective, relevant, and culturally sensitive. 

Value for money rules, OK! 
Budgets are tight, and clients want results without the hefty price tag. Creativity will trump extravagance when pitching. A simple yet innovative idea can often make more impact than a six-figure stunt. 

Podcasts continue to thrive 
Podcasts are poised to gain an even larger share of the media and content market in 2025. Their ability to captivate niche audiences makes them an indispensable part of a brand's media mix. 

Measuring what matters 
The focus is shifting from outputs (volume of coverage) to outcomes (real impact). Better use of data and simplified reporting will help PR pros demonstrate ROI without drowning in spreadsheets. 

As 2025 begins to unfold, it’s clear that driving success in PR, media relations, and social media requires a mix of creativity, authenticity, and smart strategy.  

Want to make this your most impactful year yet? Let’s talk. 

Drop us a line at charlie@bigtop-pr.co.uk - we’d love to help you smash the year ahead!