Public relations has been a cornerstone of communication for decades, but with the rise of digital media, some may argue its days are numbered. Others believe that PR is evolving rather than disappearing. So, does PR still have a place in today’s fast-paced, digital-first world, or is it becoming obsolete? We asked a range of professionals, ranging from communications experts to academics, to share their thoughts.
Victoria Chang, Head of Communications & Content, Asia Pacific, Christie’s
The role of public relations is evolving, particularly in high-end luxury markets where exclusivity and personal connection are paramount. As consumers become more discerning, PR is increasingly recognised as a soft-power skill that helps brands excel in storytelling. The ability to tell an authentic and compelling story is essential in this evolving landscape. In the luxury sector, PR is no longer just about managing public perception; it’s about cultivating a genuine relationship - what I refer to as "people relations".
The foundation of effective PR tactics is still vital, but the key to ensuring a brand remains top of mind and credible is robust interpersonal engagement. This shift underscores the necessity for PR professionals to engage diverse stakeholders, both internal and external, as consistent communication is essential in a cross-generational and social media-first environment. News not handled well can go viral within a few posts.
To the media, PR professionals serve as influential leaders, respecting journalistic independence while collaborating with journalists to craft narratives that resonate with their readers. This relationship is crucial for ensuring that brand stories are not only heard but also valued.
Internally, PR acts as a vital bridge between departments, facilitating communication and collaboration. For leaders in luxury sectors, integrating PR into business strategy planning is crucial. Rather than relegating PR to the marketing department as a mere tactic, executives should view it as a strategic tool that shapes brand storytelling and leverages regional PR to localise content to ensure its relevancy to each market. This approach ensures that messages and brand experiences are crafted thoughtfully and consistently across all channels.
Looking forward to 2025, PR will continue to unlock numerous opportunities for businesses. It will help organisations navigate challenges by fostering transparency and trust, which are essential in an era where consumers demand authenticity and in a social media generation where news travels fast. By strategically incorporating PR at the planning stage, brands can enhance their reputation, engage target consumers more effectively and ultimately, drive growth.
PR shouldn’t be just a tactic tool to count the brand exposure and engagement numbers; PR must now expand its reach as it adapts to the dynamic landscape of communication, consumer expectations and people management. As organisations embrace this evolution, they will find that effective PR is not just a function of marketing - it is integral to their core strategy and storytelling, providing the agility needed to adapt as the world progresses.
Umaporn Whittaker-Thompson, Chief Commercial Officer, Vero
The past few years have been nothing short of transformative, marked by incredible advancements, shifts in society, and exciting new possibilities. As we navigate ethical questions surrounding artificial intelligence, witness the rise of content creators as influential voices, and the continuous hard fight against climate change.
Considering all that has happened, communication has become the backbone of how organisations navigate a fast-paced and complex world. And more often than not, it is communication that determines an organisation’s ability to flourish or falter in the face of both opportunities and challenges. This is where public relations comes in, and this is the reason the industry and the communications professionals driving it will remain a cornerstone of any organisation, no matter the sector. PR is not just managing reputations and definitely not a reactive tool to save face after a brand crisis. Public relations, at its core, is about telling stories of progress, stories that influence positive change, and stories that build and maintain trust.
We can only expect more disruptive changes in 2025 and the coming years, and with them will come a greater need for effective and authentic communication strategies that help organisations adapt and connect to their audiences. PR will open wide doors to deeper and more meaningful conversations and engagement, enabling organisations to communicate their purpose and values in a way that resonates with the people and inspires action.
And as more innovative technologies and era-defining trends emerge, PR will continue to play a pivotal role in shaping decision-making for organisations, as well as in pushing for accountability and preserving integrity in corporate governance and societal impact. With its role in guiding how organisations respond to disruptions and public expectations, PR will remain central to driving the future of business and communications.
Ross Monaghan, Regional Chair, IABC APAC
Why is PR here to stay in 2025? I might actually question the assumption that it is.
Fewer and fewer people have been using the term and people are looking at it less. Do a quick Google trends search for the term ‘public relations’, and you’ll see the stats on that have taken a real nosedive, with 90 per cent fewer searches than there were about 10 years ago.
We are seeing universities not setting up public relations degrees or winding them back.
On the one hand, you might say, well, does that really matter what we actually call ourselves? Professional communicators, corporate communication, public affairs and a range of other terms have been used for a long time.
I think the broader picture is whether young people are actually seeing public relations as a career option. If young people and their parents don't understand that professional communication is a great career, that's almost the ‘canary in the mine’, because if they don't understand it, what chance do other managers within organisations have of understanding professional communication?
And I think the answer is they don't really understand what professional communicators do. And if that's the case amongst general management in our organisations, then we're always going to be that area that is called in at the last minute to clean up the mess and to deal with the media.
I think we've got a lot of work to do to really let society and businesses know how important a role professional communication is within organisations. It's absolutely crucial for successful organisations. I would really like to see a focus from the industry on advocating for ourselves, because I don't see a lot of conversations outside of professional communication circles about the work that we do now.
I know that there are senior comms managers having these discussions with senior managers, but helping middle managers understand the importance of comms is just as important as helping senior managers.
Yes, we need that strategic leadership, but right throughout the organisation, there needs to be an understanding of the things that we're doing - communicating, engagement, consulting, listening, a whole range of things. And that we're not communicating just for the sake of communication; we're communicating to help organisations achieve what they want to achieve.
Conversations about strategic communications and measuring impact have been going on for decades, but there's just not enough movement on thinking strategically. If organisations really do that, they will listen and respond to their key stakeholders, which is going to position them well for the long run. And that strategic long-term focus is really, really important.
We need to work closely with senior managers, to help them understand that we are business-focused. That we are strategic and that we are measuring what we do, and demonstrate the value of professional communication, not just in the short term, but in the long term as well.