As the PR landscape evolves, securing media coverage in 2025 will be more challenging than ever. We've put together our thoughts on how rapidly changing technology, shifting media consumption habits, and increasing competition are reshaping how stories are pitched, told, and consumed. The rise of AI, fragmented media landscapes, and declining traditional newsrooms are just a few of the trends PR professionals must navigate:
- The ever-faster news cycle
The pace of the news cycle is accelerating, driven by real-time updates on social media and 24/7 news channels. If brands aren’t commenting on breaking news within an hour, they risk irrelevance. This requires PR teams to adopt AI tools for rapid content generation and distribution. However, relying solely on AI can dilute authenticity, so a balance between speed and quality will be crucial.
- Declining news teams in traditional media
The traditional media outlets (print and especially regional titles) are facing huge resource constraints, with smaller editorial teams and reduced budgets due to ads shifting online, and not necessarily displaying ads on their publications, as marketing managers shift towards more targeted advertising, especially via PPC. The dwindling newsrooms, now see titles, especially regionals, down to one staff member, supported by floating teams over several titles. This has led to journalists being more selective and under greater pressure, making it harder to capture their interest unless the story is particularly compelling or fits within very narrow beats/areas.
- Increasingly fragmented media landscape
The media landscape continues to splinter with the rise of niche publications focused on areas like AI, sustainability, or more Gen Alpha topics. This expansion offers a variety of platforms but presents a challenge for PR teams who must sift through numerous titles to find those with a substantial and relevant readership. For tech companies, navigating this diverse and growing ecosystem requires strategic focus to effectively target the most impactful media outlets. PR professionals must also be ready to identify platforms with the most relevant audiences. This is where synthetic PR tools can simulate audience reactions and refine strategies, as well as community-focused outreach to platforms like Reddit and Product Hunt, which are growing in influence.
- Rising competition for media attention
With more brands, startups, and tech innovators vying for limited media attention, only the most compelling stories will break through. Integrating data-driven storytelling, high-quality graphics, and rich media elements into pitches will be essential to stand out. Additionally, incorporating sustainability and authenticity into campaigns can resonate with younger, values-driven audiences, including Gen Alpha and Gen Z.
- AI’s double-edged sword
A lot of us love what AI can do for us, saving time, coming up with an extra idea or two, but it’s really cluttering up the PR scene too, as some maybe less experienced PRs are using it to do much of their jobs. We have started to see “no AI generated responses” in media requests and have also seen our carefully crafted material AI’d and posted onto news sites. As AI helps with the volume of pitches and articles that can be created, this extra noise floods inboxes and creates friction.
- Shift towards pay-to-play
An increasing number of media outlets are shifting towards pay-to-play models, where coverage is contingent upon advertising or partnerships. The amount requested varies, from £15 to £1,000 +, this can be for a simple news story to a piece of thought-leadership. PR teams must adapt by blending earned, paid, and owned media strategies while ensuring transparency and maintaining trust. This trend can limit opportunities for pure editorial coverage, particularly for smaller entities or those with limited budgets, and drive potential clients to advertising and content agencies.
- Demand for high-quality content
As media consumers expect richer, more engaging content, PR teams must invest in advanced storytelling techniques, including interactive elements, video content, and AI-powered graphics. Producing this type of content requires more resources and expertise, raising barriers for those unable to invest heavily.
- Scepticism and trust issues
Public scepticism towards the media and misinformation has risen. Some quarters dislike the mainstream media, making audiences more critical of the content they consume. Media outlets, in turn, are more cautious about the sources they trust and the stories they publish, requiring brands to work harder to establish credibility.
- Measurement and ROI challenges
Demonstrating the business impact of PR activities has become more important than ever. Tools like advanced analytics and predictive modelling, such as those used in synthetic PR, can help track how stories move through communities and influence decisions. As a result, the way PR success is measured is evolving. Media coverage now needs to do more than just exist—it must clearly drive business outcomes, adding new challenges for PR professionals to prove their value.
Advice for tech companies seeking media coverage in 2025:
- Tell stories that matter: It’s not enough to just showcase your technology. Focus on narratives that demonstrate how your innovation solves real-world problems or improves lives. Stories with a human angle are far more likely to resonate and capture attention.
- Nurture media relationships: Build genuine connections with tech journalists and influencers who are already invested in your niche. A strong relationship can often mean the difference between your story being read or ignored.
- Make your content stand out: Invest in multimedia that grabs attention. Use tools like augmented reality, interactive visuals, or compelling video content to give journalists and audiences something fresh and engaging.
- Be upfront about ethics: Transparency is key. Explain how your technology works and address any potential concerns about privacy or societal impact. Tackling these topics head-on shows responsibility and builds trust.
- Time your news wisely: Keep an eye on the tech news landscape. Plan your announcements when they’re most likely to get noticed—whether by aligning with relevant industry events or avoiding busy news cycles.
- Set yourself up as an expert: If you want to comment on a specific type of story, prepare ahead of time. Offer thoughtful, expert insights to the right journalists so they think of you when a related topic breaks.
If you are looking for a tech PR consultancy to work with in 2025, please get in touch.
