So it’s another Monday morning in 2025, and you’re scrolling through your feeds when—bam!—there’s your competitor, featured in the NY Times. Again.
Meanwhile, you’ve got press releases that were supposed to make your brand the talk of the town, get your name on everyone’s lips, and make your company the go-to choice in your industry…only they didn’t work.
You’re SO ready to leave your competitors in the dust and make your mark. But how do you make it a reality when nothing you do seems to work?
We’ve been there, both as journalists and as PR professionals. But the thing about securing killer media coverage? It isn’t about luck. You have to know which PR tactics actually work in 2025. That’s why we’re here to cut through the noise and give you the inside scoop on what’s moving the needle right now in Public Relations (PR).
Let’s take a look at 10 of the top PR tactics that’ll catapult your business into the spotlight this year.
1. Micro-Influencer Partnerships: Your Secret Weapon!
Collaborating with micro-influencers is the name of the game in 2025. Unless you’ve been living under a rock, you’ve probably heard of a little thing called UGC, or user-generated content.
Have you seen all those videos on TikTok or IG reels of seemingly normal, everyday people using gadgets, tools, or software and raving about their experience with them? Maybe you even bought some yourself just from watching those videos. That’s the power of UGC.
The thing is, these influencers don’t have huge followings. But what they do have is niche audiences that are hyper-engaged and trust their recommendations (we’re talking 5-8x higher engagement rates than celebrity influencers).
The beauty of micro-influencer collaborations lies in their relatability. Their content feels genuine, not staged—goodbye, awkward product placement! And they’re usually actually excited to collaborate with brands they love. That means your PR strategy will allow your message to reach a target audience that actually resonates with your brand.
Here’s how to work with them to make magic:
- Use tools like Upfluence or AspireIQ to find micro-influencers who align with your brand (or let your PR agency handle the heavy lifting)
- Engage naturally before pitching by commenting, sharing, and building real relationships
- Co-create content that serves their audience first, brand second
- Track engagement metrics to fine-tune your public relations campaigns
2. Look into the Crystal Ball for PR Campaign Success. . . Data-Driven Strategy
The days of “spray and pray” public relations are over. Nowadays, you’ve got to use data to build effective PR tactics. We’ve seen tech startups pivot their entire PR efforts mid-campaign based on real-time sentiment analysis. The result? Their media coverage tripled in quality media outlets.
Data works because it lets you use your resources strategically. Instead of casting a wide net and hoping for the best, you’ll know without a doubt that your messaging hits the mark. And that’s when it snags media coverage that gets your brand seen and heard—and gives you a good return on investment (ROI).
To do this, you can:
- Invest in analytics tools that track audience behavior and engagement
- Segment your target audience based on actual behavior and preferences
- Monitor media mentions in real time using tools like Cision or Meltwater
- Use real-time data and A/B testing for your press releases (yes, really—we’ve seen up to 50% better pickup rates!)
3. Story Time: But Make it Real (Like, Really Real)
In 2025, consumers are more discerning than ever. They can smell manufactured stories and fake emotions from a mile away, and they’ll run straight away from them to your competitors.
Take it from experts who used to reject dozens of pitches daily as journalists. Authenticity is your golden ticket to media attention. Sharing real stories that resonate builds trust and loyalty with your target audience.
Why? Because a public relations strategy that includes compelling stories opening up about your journey, challenges, and successes humanizes your image and makes it easier for consumers to connect emotionally.
To craft stories that stick, you can:
- Share behind-the-scenes glimpses
- Let your loyal customers and staff do the talking through testimonials and anecdotes (remember, UGC is gold!)
- Address challenges openly
- Share your stories across multiple media channels, including blogs, social media promotion, and broadcasts, to reach a broader audience.
- Partner with a PR agency to craft and distribute your stories in a way that aligns with your overall PR strategy.
4. Get a PR Insurance Policy: Proactive Crisis Management Plans
We all know that information spreads like wildfire in the digital age. And yet, here’s a wild stat: while 60% of brands face a major crisis within five years, less than 25% practice a crisis management plan.
Don’t be in the wrong 75%. One viral tweet can torpedo your brand’s reputation faster than you can say “No comment”. But when you anticipate potential issues and prepare responses in advance, you can avoid those negative impacts on your brand’s reputation, respond quickly and effectively, and maintain public trust when things get rough.
You need to be proactive. Essential components of that crisis management plan include:
- Regular risk assessments: Do these quarterly, not yearly
- Clear communication protocols: Establish who says what, when, and where
- Trained spokespersons: Make media training non-negotiable
- Regular plan updates: Incorporate new insights and address emerging risks
5. Multimedia or Bust: Stand out in Saturated Media Channels
The saying “a picture is worth a thousand words” has never been more relevant in public relations. If you’re still relying on text-based press releases, you might as well be using a carrier pigeon.
Modern media outlets and social media algorithms crave multimedia elements such as images, videos, and infographics in PR campaigns. One of our clients saw their media mentions jump 400% after we started packaging every story with ready-to-use multimedia assets. Talk about a visibility boost!
So what should you include in your multimedia toolkit? Start here:
- Short-form video content, especially for social media platforms
- Data visualizations that journalists can share easily
- High-res images instead of low-quality stock photos
- Audio clips that are perfect for podcast features
And if you don’t have the bandwidth (or desire) to create these yourself, you can partner with PR professionals experienced in multimedia production to get professional, impactful content.
6. Thought Leadership: Be the Expert Everyone Wants to Quote
Becoming a thought leader is a powerful public relations tactic in 2025. Want industry experts to start name-dropping you? Start dropping knowledge bombs. Create content that makes journalists think, “I need this person’s take”.
Expert insights, original research, commentary on industry trends—it all combines to set you apart from your competitors and get media attention. Your public relations strategy should position you as the go-to voice in your space.
Establish thought leadership through:
- Original research and insights in press releases and blog posts
- Expert commentary on industry trends in articles or opinion pieces
- Speaking at public events, press conferences, webinars, and industry conferences
- Active participation in industry discussions on social media platforms
7. Optimize for Voice Search: The (Not So) Silent PR Hack
“Hey Siri!” “Hello, Google.” “Alexa, look this up for me.”
Depending on your device, you’ve probably said one of those phrases in the last 24 hours. And so has pretty much everyone else.
Voice-activated devices are all the rage in 2025, so optimizing your PR strategy for voice search is a no-brainer. Your next PR campaign needs to account for how people actually talk, not just how they type.
You can tailor your content for voice search by:
- Using conversational long-tail keywords
- Creating comprehensive FAQ content to address common questions
- Making sure your website is mobile-friendly and loads quickly.
8. Community Engagement: Your Personal 24/7 Brand Ambassador Program
Forget old-school public relations campaigns. Your community is your most powerful PR asset. We’ve seen brands transform their social media presence into newsworthy moments just by nurturing their tribe.
You need to engage with your audience directly to build loyalty, get word-of-mouth promotions, and learn their preferences. The more they feel they belong, the louder they’ll advocate for your brand.
You can build a thriving community through:
- Online forums or groups on platforms like Facebook or LinkedIn
- Virtual and in-person events like webinars, workshops, and meetups
- UGC campaigns where customers share stories and reviews
- Active engagement across social media channels
9. Make a New Best Friend: AI-Powered PR Tools
Honestly, we’ve all heard so much about artificial intelligence (AI) that we’re probably sick of it. It’s used in pretty much everything—and you should use it in your PR strategy, too.
No, robots aren’t taking over PR agency jobs. They could never replace the human PR professionals on your team. But they are making us smarter about everything from media monitoring and media database management to predicting where stories will land.
Use AI to handle all the grunt work so you can focus on relationship building. For example, you can use them to:
- Monitor media channels and gauge public sentiment in real time
- Automate routine tasks like scheduling social media posts, distributing press releases, and reporting
- Optimize your content
- Tailor content and pitches to specific segments of your target audience
10. Walk the Talk: Focus on Purpose-Driven PR
Consumers in 2025 are more socially conscious than ever before. They’re worried about global warming, saving the sea and wildlife, and reducing plastic. So empty promises about sustainability and social responsibility just won’t cut it.
Your public relations tactics need to reflect real action. Highlight your company’s efforts in environmental conservation, ethical sourcing, or community engagement, and make sure it’s authentic and deeply ingrained into your values.
Here’s how:
- Set measurable impact goals
- Document progress transparently
- Engage stakeholders in your journey
- Share successes and challenges through press releases and social media channels
- Participate in or sponsor local events and causes
Propel Your Brand in 2025 with Disrupt PR
Let’s be real—implementing these PR tactics into a comprehensive PR strategy isn’t a walk in the park. But neither is watching your competitors dominate the media landscape while you play catch-up. Using these top 10 PR tactics can make your public relations efforts worthwhile.
The good news is that you don’t have to figure it out alone. At Disrupt PR, we’ve spent years in newsrooms learning exactly what makes stories stick and earned media coverage soar. We specialize in crafting innovative, authentic narratives that capture attention and drive results.
Ready to make waves in 2025? Contact us today to see how we can turn these PR tactics into your success story.
