Top Digital PR Trends to Watch in 2025

The Rise of Video in Digital PR

Journalism is evolving, and so is the type of content that journalists expect. As we step into 2025, it’s not just written commentary that will hold value. Increasingly, journalists are looking for video content to complement their stories. As media outlets focus on creating more dynamic, multimedia articles, PR professionals must align their strategies accordingly.

According to a report, by 2025 video is expected to account for over 80% of all internet traffic. Therefore, businesses and PR experts should be leveraging video to engage audiences, tell compelling stories, and showcase products effectively. 

This means thinking beyond traditional press releases. Incorporating expert commentary in video form will become essential to stand out in media pitches. Can you or your clients invest in good video production skills, ensuring you have someone who is comfortable in front of the camera? Whether it’s a short interview, an explainer video, or even user-generated content, Digital PR experts should be video-savvy, knowing that the future of storytelling is becoming increasingly visual.

Additionally, video content taps into viewers’ natural curiosity and empathy, making it more engaging than text. Video allows audiences to feel more connected to the message and can make complex topics easier to digest.
“People want truth and authenticity. Seeing video alongside an article not only increases those vanity metrics we all want but it also reinforces the comment/opinion in the article with authority through 'show don't tell” Gary Gumbleton, Creative Director at Reflect Digital

Good Content Still Reigns Supreme

Good content is still key to any successful Digital PR campaign. This means that you must not only produce compelling content but also ensure it answers the needs and wants of the target audience. Whether it's written or video content, the focus should be on providing value.
Journalists are inundated with pitches, so only the most relevant, insightful, and timely content will be picked up. Understanding the audience’s pain points and creating content that speaks directly to those needs will be key. 

Content that’s specifically crafted to solve a problem, provide unique insights, or support audience goals is far more likely to engage journalists and audiences alike. This aligns with a psychological concept called reciprocity—when brands provide valuable content, readers are more likely to reciprocate with loyalty or a response.

As Lauren Bradbury, freelance journalist at Ideal Home and Real Home, states: “From my perspective, offering original but informative commentary is key. I'm finding that more and more PR responses (from Twitter/X in particular) seem to be AI-generated and almost identical to other commentary online.

“This type of commentary harms a journalist's work and loses its authority online.
“I'd love to see first-person commentary become more prominent in 2025, too. Although expert commentary is always appreciated and a huge addition to articles, I'm finding that pieces with a first-person angle seem to be extremely well-received by readers.

“Of course, it's 99% on the writer to bring the first-person angle, but an extra 1% from the expert would be ideal. So, if you're a gardener and I'm looking for information on dahlias, do you have any first-person tidbits to share of your own Dahlia growing experience?”
It’s also important to add here that good content is what journalists want but also fresh content so new data, stats and surveys are not going anywhere. They just have to be better and newer than those already out there. And what’s also great is that Google’s AI overview loves them too - that thrives on fresh data that can come from digital PR campaigns.

Even commentary and thought leadership from digital PR tactics like reactive PR can be considered “fresh content” because they add something new to the existing conversation.

Sustainability as a Core Message 

Sustainability will not just be a 2025 digital PR trend but it will continue to be a defining factor in the digital PR landscape, with consumers increasingly scrutinising brands’ environmental impacts. Audiences expect brands to not only commit to sustainable practices but also to communicate them transparently and meaningfully. In fact, with growing awareness of climate change, the demand for genuine, eco-conscious storytelling is higher than ever.
This means there is a great opportunity to amplify sustainable practices through clear, impactful messaging. Whether it’s highlighting sustainable sourcing, reducing carbon footprints, or showcasing how you can be sustainable, companies with authentic sustainability initiatives will attract positive media coverage and customer loyalty. It’s crucial, however, that PR efforts align with genuine actions—audiences today can quickly recognise and dismiss "greenwashing."
To embed sustainability in Digital PR strategies, consider creating content that educates and empowers audiences, such as guides to sustainable choices or transparent updates on eco-friendly efforts.

Behaviorally, sustainability messaging taps into the concept of social responsibility, where people feel motivated to make positive changes if they see others, particularly respected brands, taking the lead. Brands that educate their audiences on sustainable choices can tap into a desire to "do good," fostering a community around shared values. Additionally, communicating measurable results—such as reductions in waste, carbon offset achievements, or sustainable partnerships—encourages accountability and builds credibility, reassuring audiences that they’re supporting a genuinely eco-conscious brand.
In terms of homes and gardens, Kayleigh Dray, freelance journalist at Woman & Home, Stylist and Ideal Home, said: “Sustainability continues to be a major theme du jour, as do all things drought and flood tolerant (climate change in action)” 

And, as you can see highlighted in the articles below - sustainability is not going anywhere - fast!

Dupes: A Trend on the Rise

With the ongoing cost-of-living crisis, the desire for affordable alternatives is growing across all industries. The concept of "dupes"—offering a product or service that mirrors a higher-priced option but at a more affordable cost—is gaining traction.
In the travel industry, there’s a surge in destination dupes, where people are seeking out locations that provide a similar experience to famous destinations but at a fraction of the cost. The horticulture industry is seeing a rise in plant dupes, with consumers seeking cheaper alternatives to expensive or rare plant varieties.

Dupes cater to consumers’ desire for savvy spending and play into a concept known as anchoring, where people evaluate value based on comparative choices. By highlighting a lower-cost option with comparable value, brands can attract budget-conscious audiences and strengthen customer relationships. 

Digital PR professionals should look at how this trend applies to their sectors. Could your client offer a dupe that serves the same function as a pricier competitor but at a lower cost? Dupes cater to consumers’ desire for savvy spending and play into a concept known as anchoring, where people evaluate value based on comparative choices. By highlighting a lower-cost option with comparable value, brands can attract budget-conscious audiences and strengthen customer relationships.

Y2K Nostalgia

Nostalgia for the early 2000s is making a strong comeback, with influences visible across fashion, music, and even digital culture. From low-rise jeans to chunky flip phones, the Y2K aesthetic is resonating, particularly with Gen Z audiences seeking vintage vibes.

Kayleigh Dray, freelance journalist at Woman & Home, Stylist and Ideal Home, states: “We’re veering away from the 80s and 90s and headfirst into the world of 00s nostalgia (anyone else feels ancient?).

“Time to fish out the Y2K trends we hoped never would return, like the lowest low-rise jeans and trucker hats galore…”

Kayleigh adds: “Things like, ‘grow your own will also reign supreme - not just because we continue to experience soaring food costs, but because we also crave a return to basics and wholesome values. There’s a reason farmcore and tradwives keep doing big business on social media!”"
For Digital PR, this means leaning into nostalgia-focused storytelling. Brands that can tie their products to Y2K-era aesthetics or recreate the feel of the 2000s can ride this wave to attract attention, especially on social media.

Nostalgia creates a sense of comfort and connection, activating pleasant memories and associations. Leveraging nostalgic elements can make audiences feel a sense of warmth and familiarity toward a brand.

The Continued Demand for Authenticity

Amid all these changes, one thing remains constant: the need for authenticity. In an age where consumers are bombarded with content, they can easily spot when a brand is being inauthentic or opportunistic. PR strategies must reflect the core values of the brand, staying true to their voice and mission.

According to a report by the feedback and insights platform Feefo, they’ve seen a 29% increase in customer reviews mentioning “authenticity” and “trust” over the last year. This means there is a real opportunity for companies that are prepared to listen to their customers.

There’s a temptation to create flashy or off-the-wall campaigns that promise quick attention, but those efforts can backfire if they stray too far from what the brand stands for. Authenticity is key to building trust with both journalists and audiences. By staying grounded and consistent in messaging, digital PR teams can ensure that their efforts have a lasting impact rather than a short-lived buzz. This all aligns with the psychological principle of social proof—consumers trust brands they feel are transparent and honest.

Here at Reflect Digital, we pride ourselves on just that for our clients such as Hopes Grove Nurseries and Complete Pilates. We ensure we use their expert knowledge and authentic commentary within all our digital PR campaigns and reactive PR activities. Journalists value real humans and businesses who are authentic and human in their approach will shine through over and above their competitors.

The Rise of Influencer PR

Influencer marketing has been a growing trend, and it’s showing no signs of slowing down in 2025. More brands are partnering with influencers to amplify their messages and connect with niche audiences. However, as the influencer space becomes more saturated, consumers are becoming more skeptical about influencer endorsements.

For digital PR professionals, the challenge will be ensuring that influencer partnerships align with brand values and that influencers themselves are authentic in their messaging. Influencers who genuinely believe in the product or service they’re promoting will create more effective and credible campaigns. Consumers today can quickly spot if things look insincere so it’s crucial to collaborate with influencers who are aligned with the brand’s ethos and who can communicate in a way that feels genuine.  

Collaborations with aligned influencers foster parasocial relationships, where audiences feel personally connected to influencers they trust. So by working with authentic influencers, brands can encourage a feeling of genuine endorsement, increasing credibility and engagement with audiences. An example of this is below where David Austin Roses have worked with the gardening influencer Emma Jo Davies to promote a discount on some of his products. 

Agility and Responsiveness in Digital PR

As the media landscape becomes faster-paced, PR professionals are expected to deliver timely, relevant responses and pitches. Freelance journalist Lauren Bradbury notes, “As someone who writes articles with a same-day turnaround, I can't work with jumping through hoops and being sent from one PR to the next - which is often the case nowadays. 

“I do appreciate this isn't always possible and a lot to ask of PRs, but I know that the publishing industry as a whole is becoming much more demanding with many publications requiring more from their writers.” 

Digital PR teams that can provide fast, accurate responses and anticipate trending topics are more likely to be top-of-mind for journalists on tight deadlines.
Quick response and accessibility helps develop trust and reliability with journalists, creating a positive feedback loop. By positioning themselves as reliable, digital PR professionals can improve long-term relationships with the press.

Key Takeaways

In summary, as we approach 2025, digital PR professionals must evolve alongside the ever-changing media landscape. The rise of video content, the popularity of dupes, and the need for authenticity are all key factors that will shape how brands communicate with their audiences. By staying ahead of these trends—while always delivering high-quality, valuable content— digital PR experts can ensure that their messages resonate with both journalists and consumers alike.

The future of digital PR will be dynamic, visual, and grounded in authenticity. Those who embrace these changes will be well-positioned to succeed in the years ahead.

Ready to implement cutting-edge Digital PR strategies for 2025? Whether it's leveraging video content, building authentic influencer partnerships, or riding the dupe trend, our team can create a custom campaign that sets you apart. Contact us today to start building your brand’s online presence!