2025 is around the corner, which means it's time to look back and look ahead to the PR trends. What are the most important journalistic principles for the coming year, and how do they differ from the PR trends of 2024? Here, we share the trends that can help organizations use their PR strategies effectively.
In a world of “information overload” and fake news, the need for truth-based news 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. In the recent Covid pandemic, for example, there was a lot of misinformation, such as wrong numbers and reports without citing the source. Such situations show how important it is to back up information with verifiable data.
By using figures from reliable surveys, customer data, and even internal company data, you give journalists a solid basis 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.
Greenwashing, pinkwashing, and other forms of 'washing' are no longer unknown practices. Organizations tend to take a stand on social issues, but if this is not in line with their core values, consumers feel that very well. Consumers and journalists are more likely to get through fake engagement, which can ultimately be harmful to brand image. For example, look at organizations that claim sustainability but barely take action in the meantime. This not only causes irritation, but can also significantly damage brand value.
By communicating based on your core values and staying consistent, you create trust. Ask yourself: how do I contribute to this message and how does it resonate with what makes our brand unique? By making authenticity the core value of your PR strategy, you create sustainable connections with your target group.
Journalists notice that news consumers are increasingly looking for relatable and personal stories, which often appear in weekend supplements. This is how newspapers like De Volkskrant and NRC in their appendices, reports that delve deeper into the impact of social developments. Stories like this create an emotional connection and make complex themes more accessible.
Organizations can capitalize on this trend by sharing more personal stories, such as customer stories or team stories. Take Tony's Chocolonely, for example, where the brand shares personal stories about their cocoa farmers, making their mission for fair chocolate tangible. Stories like these not only help readers feel more connected to the news, but also strengthen their relationship with your brand.
In a world where negative news often dominates, the need for a positive approach to stories is growing. For example, media attention for solutions during crises, such as innovations during the pandemic. Positive stories not only offer hope, but also make the target group feel valued and give your brand a human face.
Organizations can apply this trend by not only naming problems, but also by highlighting how their products or services contribute to positive change. For example, in press releases, not only show figures, but also what is changing in a positive way for customers. This approach gives the PR strategy an innovative and optimistic layer.
LinkedIn is the platform where journalists are looking for experts these days, and for good reason. Through hashtags and keywords, journalists can quickly find the right sources. Organizations and entrepreneurs that regularly share valuable insights on LinkedIn increase their chances of standing out.
If you want to claim thought leadership, you can use the following tools:
• Formula for a strong LinkedIn post: Start with a catchy title or question that draws attention. Then share your insight or knowledge about the topic, and end with a call to action or a question to your followers.
• Using hashtags: Choose relevant hashtags like #duurzaamheid or #innovatie and see which hashtags are popular in your field.
• Do's and don'ts in comments: Provide substantive feedback in the comments and avoid self-promotion. It's about showcasing your expertise through constructive contributions.
In 2025, the focus 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 trends offer plenty of opportunities for organizations not only to be visible, but also to build a meaningful relationship with their audience.
