PR and communications trends 2025: Value, purpose and the strength in storytelling

The world of B2B communications is on the cusp of a significant transformation. As we step into 2025, new challenges and opportunities are emerging, demanding a fresh approach to how we connect with audiences and build relationships.

Our experts at Berkeley Communications have identified the key trends that will shape the industry in the coming year, from navigating a fragmented media landscape to embracing the power of AI and purpose-driven storytelling:

Managing budgets, demonstrating value, and revisiting podcasts – Paul Stallard, COO, Berkeley Group

In 2024 we witnessed significant budgetary pressures impact so many different industries. The economic uncertainty and shifting political landscapes led to a lot of companies pulling back on their marketing and PR spend. However, history has repeatedly shown that maintaining or even increasing investment during downturns can provide a crucial competitive advantage – and those who continued to invest in these functions will enter the year in a far stronger position.

The challenge has always been how to communicate this to the c-suite and to thrive in 2025, marketing and PR functions need to move beyond vanity metrics and demonstrate tangible impact on business goals. Data-driven insights and clear evidence of communication’s contribution to the bottom line are becoming increasingly essential.

I also anticipate a renewed focus on podcasts and influencers. We saw how much of an effect these had on the US election, and I’d be surprised if B2B and tech didn’t follow suit in 2025. Research will be the key to success here, used to determine where audiences are and what resonates with them, with a greater focus on social communities such as LinkedIn, podcasts, and online content creators.

Technology’s growing influence and the enduring power of human connection – Nick Head, Managing Director, Berkeley UK

We all know that technology is playing an increasingly significant role within society, and the communications industry is no different. AI is being embraced more readily, as it evolves from toy into a widely adopted tool, and interactive content, video, podcasts and social media will become even more powerful tools for audience engagement and brand awareness.

However, amongst the ongoing technological advancements, some things remain constant. The importance of human connection, built on trust and mutual understanding, cannot be overstated. Strong relationships between colleagues and peers, agencies and clients, will continue to be fundamental to success – driving creativity while also providing reassurance and confidence.

And, of course, the power of a good story will be as potent as ever. The formula for compelling stories that stir emotion and drive action will not change, and neither will the storytelling discipline needed to construct them. Yet, the chasm between those that can utilise this skill well and those who can’t will grow, as audiences become ever more disenchanted with the slew of generic, AI-generated messaging.

Using trust and purpose to navigate a fragmented media landscape – Alejandro Arango, Managing Director, Berkeley North America

As media outlets continue to diversify and we see more niche platforms come to life, communicators in 2025 will face an increasingly fragmented landscape. Brands must adapt and adopt a more targeted approach, tailoring messaging to resonate with smaller, more specialized audiences across various channels to be successful. This will require pin-point media monitoring and agile content creation and adaptation to ensure engagement, while balancing efforts across digital media and traditional platforms.

It will also be essential for communication professionals to build and maintain trust in this environment. Amid rampant misinformation and skepticism, transparent messaging, authentic leadership voices, and consistent delivery on promises will be crucial. Companies that prioritize relationships and demonstrate genuine accountability to their stakeholders will stand out in an era where trustworthiness is a major competitive advantage.

This will, in turn, see storytelling evolve from a nice-to-have into an absolute necessity, with a focus on purpose-driven narratives. Media outlets and their audiences will demand authenticity and alignment between a brand’s actions and its values. Stories that reflect societal impact, sustainability, or meaningful contributions will resonate more deeply, creating both emotional connections and long-term loyalty.

Embracing earned creative and physical AI – Povel Torudd, Managing Director, Berkeley Australia

2025 will be a year of embracing new approaches and staying ahead of the curve, with the line between B2B and B2C communications becoming increasingly blurred. There has been a great deal of buzz around the term ‘earned creative’ for B2C, where the same level of creative thinking is applied to integrated earned campaigns as it would be to a creative brief, and it’s time for us to take ownership of that approach in B2B communications.

In the realm of technology, I think we will see the emergence of a more nuanced AI discussion that goes beyond ‘generative’, such as physical AI; autonomous machines performing complex actions within the real world. The winners in the AI game will be the brands who manage to differentiate themselves from ‘just another AI-first company’ and can take on educational roles with the media to lead the conversations.

Closer to home, I suspect AI, combined with economic pensiveness, will lead to the concept of a more productized PR offering. Clients will understandably want to know what they are getting in more tangible terms than just ‘billable hours’ to prove their PR investments are worthwhile.

AI optimization and information overload – Florian Schafroth, Managing Director, Berkeley Germany

We are now truly in an age of information overload and, to combat this, companies must prioritize quality over quantity in their communications. Businesses should focus on concise, engaging content, utilizing storytelling techniques and interactive formats, and employ monitoring tools to effectively gather and analyze relevant information.

While AI has made content creation easier, it has also led to a surge of generic, indistinguishable content. This is where professional PR becomes crucial. By collaborating with media outlets, industry experts, and thought leaders, companies can cut through the noise and build more trust in their brand.

Additionally, as large language models become increasingly prevalent in research, marketers and communications professionals must start thinking about incorporating generative engine optimization (GEO) into their strategies alongside SEO. This involves creating high-quality, topic-related with a renewed emphasis on original sources and backlinks, reinforcing the need for compelling narratives and credible media placements.