We are heading towards 2025, and that means it is time to look back and look ahead. What are the key journalism principles for the coming year, and how do they differ from the PR trends of 2024? In this article I share the PR trends that can help organizations use their PR strategies effectively.
Data
Nowadays we have to deal with a lot information overload in fake newsand right now the need for news based on the truth is growing. But how do you connect data and reliability in a PR strategy? Data analysis and storytelling with facts are at the heart of contemporary PR. For example, in the recent Covid pandemic there was a lot of misinformation, such as wrong figures and reports without citation. Such situations show how important it is to back up information with verifiable data.
By using figures from reliable studies, customer data, and even internal company data, you give journalists a solid foundation to rely on. Use public sources such as CBS or industry organizations and clearly state how you collected the data. By collecting data yourself, such as a customer survey, you increase credibility and strengthen your own authority in the market.
Authenticity
Greenwashing, pinkwashingand other forms of washing are no longer unknown practices. Organizations tend to take a stand on social issues, but if this does not align with their core values, consumers will sense this intimately. Consumers and journalists are more likely to see through fake engagement, which can ultimately damage brand image. For example, look at organizations that claim sustainability, but hardly take any action. This not only causes irritation, but can also seriously damage brand value.
By communicating based on your core values and remaining consistent, you create trust. Ask yourself: how do I contribute to this message and how does this resonate with what makes our brand unique? By making authenticity a core value of your PR strategy, you create lasting connections with your target group.
Personality
Journalists notice that news consumers are increasingly looking for recognizable and personal stories, which is often reflected in weekend supplements. For example, newspapers such as De Volkskrant and NRC include reports in their supplements that delve deeper into the impact of social developments. These types of stories create an emotional connection and make complex themes more accessible.
Organizations can respond to this trend by sharing more personal stories, such as customer stories or stories about the team. Take the story of Tony’s Chocolonely as an example, in which the brand shares personal stories about their cocoa farmers, making their mission for fair chocolate tangible. These types of stories not only help readers feel more connected to the news, but also strengthen the bond with your brand.
Positivity
The need for a positive approach to stories is growing. Especially now, when negative news often dominates. Consider, for example, media attention for solutions during crises, such as innovations during the pandemic. Positive stories not only offer hope, but also ensure that the target group feels valued and give your brand a human face.
Organizations can apply this trend by not only identifying problems, but also emphasizing how their products or services contribute to positive changes. For example, in press releases, show not only figures, but also what changes in a positive way for customers. This perspective gives the PR strategy an innovative and optimistic layer.
LinkedIn though leadership
LinkedIn is the platform where journalists nowadays look for experts, and with good reason. Hashtags and keywords allow journalists to quickly find the right sources. Organizations and entrepreneurs that regularly share valuable insights on LinkedIn increase their chance of standing out.
If you thought leadership want to claim, you can use the following tools:
- Formula for a strong LinkedIn post: start with a catchy title or question that attracts attention. Then share your insight or knowledge on the topic, and close with a call to action or a question to your followers.
- Use of hashtags: choose relevant hashtags such as #sustainability or #innovation and see which hashtags are popular within your field.
- Do’s and don’ts for comments: provide substantive feedback in the comments and avoid self-promotion. It’s about demonstrating your expertise through constructive contributions.
PR with character
In 2025, the focus of PR trends will be even more on sincere communication, with facts that match the core values of an organization. The personal aspect will also become increasingly important. These PR trends provide plenty of opportunities for organizations to not only be visible, but also build meaningful connections with their audiences.
Source: www.frankwatching.com
