Authored by Bhaskar Tare, Director ?Çô Gloocal Communications Pvt. Ltd.?Ç£We want one press release published across major media portals. Please ensure it includes backlinks for our keywords.?Ç¥That?ÇÖs a line most PR professionals hear more often these days than ?Ç£What's the story??Ç¥ or ?Ç£What?ÇÖs the insight we are bringing out??Ç¥As agencies navigating the shifting sands of modern-day communication, one cannot ignore the glaring truth: Public Relations is no longer just about press releases and coverage. It's now a hybrid discipline ?Çô a balancing act between traditional credibility and digital discoverability.This article isn?ÇÖt just about backlinks or keywords. It?ÇÖs about what these demands signify: a dilemma of the new digital PR era, where clients expect results aligned more with SEO metrics than editorial value.The Rise of ?Ç£Backlink PR?Ç¥ ?Çô Where Did This Come From?In the digital world, SEO is the oxygen for online visibility. Every brand wants to rank higher, be discovered faster, and gain more visibility online. Understandably, clients want their announcements to include backlinks to their product or service pages ?Çô a move that boosts their site?ÇÖs domain authority and drives traffic.But here lies the rub: Earned media was never designed to be controlled or transactional.Unlike paid ads or sponsored content, editorial newsrooms don?ÇÖt operate on a ?Ç£link-on-demand?Ç¥ basis.While some digital-first platforms may accommodate backlinks (and many charge for it), mainline media outlets, the custodians of journalistic ethics, rarely offer clickable links ?Çô especially if the news doesn?ÇÖt offer editorial merit.<div class="video-container"><iframe src="https://www.youtube.com/embed/embed" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div>From Traditional PR to Strategic Content InfluenceLet?ÇÖs be honest ?Çô the era of pushing generic press releases to hundreds of journalists and expecting next-day coverage is over.What works today? Content that informs, inspires, or intrigues.PR has become a multi-dimensional function. It?ÇÖs no longer about ?Ç£sending news?Ç¥ but about creating a narrative**. And this narrative needs to adapt to the new-age platforms ?Çô YouTube news channels, regional digital portals, influencer podcasts, and vernacular media*.A story needs local relevance, emotional insight, and a compelling angle that connects with the audience and meets the media outlet?ÇÖs content strategy. If a story is strong, authentic, and exclusive ?Çô it will find its place. If it?ÇÖs just a product plug with keywords, it will get lost in the crowd, unless paid for.---Why Clients Must Rethink Their ExpectationsClients are undoubtedly feeling the pressure as well. Modern marketing teams are assessed based on metrics like clicks, backlinks, and traffic increases, leading them to expect similar results from PR. However, earned media and digital metrics don?ÇÖt always align perfectly.PR today emphasizes earned influence, not guaranteed backlinks.It?ÇÖs time for brands to see PR not just as an SEO tool, but as a strategic storytelling function that indirectly supports digital goals. A strong story placed in a top-tier publication builds trust, perception, and shareability ?Çô these are the building blocks of digital growth.Instead of one-off coverage, brands need a sustained content strategy across traditional and new-age platforms:Authoring thought-leadership articlesCollaborating with YouTube journalists and digital influencersCreating regional storytelling that resonates with local audiencesInvesting in plagiarism-free, exclusive pitches crafted for individual media housesThe Human Side of PR ?Çô More than Just LinksPR professionals today are doing more than ever ?Çô strategizing stories, scripting content, identifying hooks, aligning brand voice, and ensuring consistency across channels. It's not just a press release job anymore ?Çô it?ÇÖs content marketing, storytelling, news judgment, and brand counselling ?Çô all rolled into one.It?ÇÖs time we humanised this process and built mutual respect between brands and agencies.Clients must understand that quality PR takes time ?Çô crafting the right pitch, identifying the right journalist, customising the story, and following up ethically.Agencies must educate their clients, not just ?Ç£service?Ç¥ them. They must offer realistic expectations, performance insights, and innovative ideas that combine editorial storytelling with digital amplification.One Goal, One Team: Towards Integrated Brand BuildingPR, Digital Marketing, SEO, Influencer Marketing ?Çô these aren?ÇÖt silos anymore. They are all part of one bigger mission: to influence perception and behaviour.The future lies in collaboration between agencies and departments, not in boxing them into deliverables. We must shift the focus from ?Ç£Did this story get a link??Ç¥ to ?Ç£Did this story build trust??Ç¥It?ÇÖs time brand custodians ?Çô whether digital agencies, PR firms, or in-house teams ?Çô work together towards a unified, holistic brand presence across traditional and digital platforms. And in doing so, we must adapt, educate, and most importantly, evolve.

As we bid adieu to 2024, and ring in 2025, there are endless possibilities and transformative opportunities in the world of public relations (PR). Over the past year, the PR sector has changed tremendously and emerged as a foundation of brand-building strategies. It is a known fact that storytelling needs a holistic approach to craft impactful narratives when it comes to brand management. Now, traditional methods no longer suffice in this competitive field. In 2025, when the PR sector is evolving, it is necessary to follow emerging trends and expand services. This article sheds light on crucial PR trends to look forward to in 2025 that will revolutionize the industry, and empower brands to achieve successful outcomes in the ever-changing world of communication. Public relations or (PR) is the art of shaping and managing how people perceive your brand. It is the job of the skilled PR to ensure that a comprehensive approach is used for building a positive reputation while effectively mitigating the impact of negative publicity. Knowing the current engaging trends in PR can help the PR strategist integrate well-planned strategies for successful brand positioning. Remember to create a robust plan for delivering a memorable experience that effectively communicates your brand's key messages and takes it to newer heights by repositioning the brand and enhancing its visibility and credibility in the marketplace. Vital PR trends to watch out for in 2025 Digital PR: With social media and performance marketing, leveraging digital media will be pivotal in identifying, targeting, and influencing audiences based on their social media activity and Google search interests. PR agencies will have to come out with unique ways to drive traffic, integrate high-performing keywords, and build backlinks while crafting narratives. The PR agency is expected to collaborate with digital marketing teams, paid performance marketers, and influencers when it comes to brand growth and reach. There is a growing demand for Journalists to create SEO-friendly content along with PR professionals. However, the content should be original and not plagiarized or AI-generated. If the content is copied then the story may not get the desired result or Google ranking. The attention should also be on keyword-centric content when it comes to leveling up the brand?ÇÖs digital presence. Paid partnerships with publications are also likely to grow, as media houses increasingly seek revenue streams. Now, digital Pr is also taking the world by storm.AI will be a game-changer in transforming the PR arena: Currently, Artificial intelligence is used in many fields to be able to enhance human capabilities instead of replacing them. AI will also play a pivotal role in the PR industry in 2025. AI uses machines that imitate human intelligence to perform tasks with precision, safety, and without any delay by minimizing the chances of error. AI helps with successful outcomes by helping to improve content ranking in the PR field with the help of SEO optimization, allowing efficient media tracking and understanding the audience response more proficiently. AI will also help with speech-to-text conversion when it comes to media interviews, podcast episodes, press conferences, and conference presentations for uplifting brand positioning. AI will help to translate audio and text files in multiple languages for easy story distribution in media.The focus will be on video and podcasts in 2025: Currently, apart from traditional media, a lot of attention is given to video and podcasts due to their rising popularity. Podcasts will also be a critical tool when it comes to managing PR crises. This can be done as follows- For example- The client can become a guest on the show or have the host read your press release to the audience. High-quality videos will be used to introduce the newest products, services, and even brand events. Not only that, but videos will also help to understand the client?ÇÖs side during the time of crisis. This can be a new path-breaking approach when it comes to crisis management.Social media platforms when it comes to reputation management and networking:  Social media remains one of the trusted platforms for brands to promote and raise awareness even in 2025. LinkedIn, and Twitter, unlike traditional PR methods, make sure to pave two-way communication between brands and their customers, the media, and other stakeholders. This is beneficial for the brand to solidify its position in the market. A large number of PR agencies are using social media platforms to build brand image, and reputation through videos, client testimonials, and postings regarding the brand features or services they offer. This will help with increased brand recognition and visibility and build trust among audiences. This way, the brand will reach a wider audience through social media. There should be a huge emphasis on digital PR, creating content that engages audiences and channelizes traffic to a company?ÇÖs website or social media pages for brand business.Influencer marketing: This is preferred by a large number of PR agencies for brand collaboration and promotion. It is a good idea to pick one relevant influencer whose audience is relevant to your business to be able to promote the brands. This also helps to build credibility and trust among the audience.Brand audit: The post-COVID era has brought significant changes to the marketing landscape, as brands are now allocating over 50% of their marketing budgets when it comes to digital marketing and key performance indicators (KPIs). PR agencies will have to now start conducting audits of brands' social media handles, websites, and reviews. The focus should be on organic media coverage to maximize media mileage. PR agencies should come up with innovative and creative ideas for events to bring desired media coverage.By hopping on these trends, brands will not only be able to increase their visibility but also build meaningful connections with their audiences and organically build a bond of trust with them when it comes to choosing a brand and services. PR agencies will have to put their best foot forward in 2025 to be able to evolve, experiment, and prioritize the values that matter most to consumers. Adopt consumer-friendly strategies for brand building and 2025 will be a revolutionary year for the brand as well as the PR arena.

In the rapidly evolving landscape of public relations (PR), connecting with Generation Z (GenZ) has become a paramount challenge for brands and communication professionals. This dynamic demographic, born between the mid-1990s and 2010, is characterised by its digital-first mindset, tech-savviness, and a strong emphasis on authenticity. To navigate this challenge successfully, PR strategies must evolve to meet GenZ?ÇÖs unique preferences and values.Orry (Orhan Awatramani), a rising influencer who has successfully connected with GenZ, is the well suited example of the importance of authenticity in PR campaigns. GenZ consumers, skeptical of traditional marketing tactics, value genuine relationships with brands and individuals. Orry?ÇÖs ability to be himself and entertain people by just being who he is has resonated with this generation, showcasing the significance of building authentic connections in PR campaigns targeting GenZ.Nidhi Madan Verma, Senior Vice President, PR & Corporate Communications, Acko, stressed on the need for a nuanced, multidimensional approach to engage GenZ. She said, ?Ç£Authenticity is paramount; this generation values transparent communication and is quick to disengage with what feels inauthentic. Brands should also align their messaging with the social and environmental values that GenZ holds dear, such as sustainability and social. Additionally, interactive and engaging content forms like polls, quizzes, and user-generated campaigns foster a sense of community and participation.?Ç¥Dr Samir Kapur, Director, Adfactors PR, recognises the importance of adapting PR strategies to engage effectively with GenZ. He said, ?Ç£To connect authentically, PR professionals must embrace authentic storytelling. GenZ values narratives that resonate with their experiences and aspirations. Crafting compelling and relatable stories establishes a meaningful connection, fostering brand loyalty. Visual content plays a pivotal role in capturing GenZ?ÇÖs attention. Transparency and authenticity are core values for GenZ. PR professionals should communicate openly, addressing both successes and challenges. GenZ appreciates brands that demonstrate a commitment to social and environmental causes. Integrating purpose-driven communication aligns with their values, creating a positive perception.?Ç¥Dr Samir Kapur further mentioned, ?Ç£Successfully engaging with GenZ requires a strategic blend of authentic storytelling, visually compelling content, transparency, and a strong digital presence. By understanding and respecting their unique characteristics, PR professionals can forge meaningful connections and build lasting relationships with this influential demographic.?Ç¥Neha Bahri, Co-founder, Bconnect Communications, highlighted the evolution of PR strategies to cater to GenZ?ÇÖs unique preferences. She said, ?Ç£Given the omnipresence of visual and interactive content for GenZ, it has become a mandate for PR professionals to think about bringing together multimedia elements into communications that include short-form videos, memes, and interactive graphics. Various platforms like TikTok, Instagram, and Snapchat, among others, are go-to social media platforms for GenZ, where they spend most of their time of their day. Crafting the message accordingly to engage the niche target audience specific to the platform is what PR professionals must focus on. GenZ loves contemporary engagement with a short time of attention span. Given this unique preference for consuming content, PR professionals can explore bite-sized PR activities that help them build authentic, in-the-moment connections. Feedback is certainly the key and involving GenZ in co-creation initiatives induce a sense of belonging and active participation.?Ç¥Bhaskar Majumdar, Head - Marketing Communication, CSR & Digital Egis - India and South Asia, emphasised on the need for a nuanced approach in India, given the country?ÇÖs large youth demographic. ?Ç£GenZ consumes media differently, preferring short-form content, online streaming, and interactive platforms. This shift has transformed the media landscape in India, influencing content creation and distribution. GenZ is also socially conscious and values brands that align with social and environmental causes. Communicators need to showcase their brand?ÇÖs commitment to corporate social responsibility (CSR) and sustainability. Create interactive content that encourages participation and engagement, polls, quizzes, and challenges can generate enthusiasm and involvement. Provide opportunities for user-generated content and involve them in co-creating brand narratives.?Ç¥?Ç£One must be mindful of cultural sensitivity and avoid stereotypes. Experiment with new formats and stay agile in adapting to changing communication landscapes. By understanding the unique characteristics of Generation Z and adapting communication strategies accordingly, PR and Communications professionals can build meaningful and lasting connections with this demographic,?Ç¥ Majumdar added.Sonam Shah, Founder and CEO, Treize Communications, noted the importance of connecting with GenZ in a manner that resonates with their digital-first mindset. According to Shah, ?Ç£Each platform requires a different roadmap. What works on LinkedIn, will not work on Instagram. It is very crucial to build a communication strategy in a manner that resonates with GenZ, therefore, public relations and communications professionals must map an approach adapting to GenZ?ÇÖs preferences. Polished communication leads to truthful and relatable content. Even when it comes to utilizing PR Tools like Press Release and Guest Articles, the content must be crafted in a manner that resonates and builds recall. The right tonality and language need to be in place. Building authentic connections requires honesty and two-way interactions.?Ç¥Swati Nathani, Co-Founder and CBO, Team Pumpkin, emphasised on the need for creativity and conciseness in messages to capture GenZ?ÇÖs shorter attention span. She said, ?Ç£In order to create authentic connections, professionals must emphasize creating experiences rather than merely selling a product. The engagement and brand recall could be boosted by using polls, quizzes, or other interactive material. It is of utmost importance to ensure the right communication medium and its format. GenZ could find themselves drawn in and have a better overall experience using breakthrough tech-savvy content including AI, Virtual reality (VR), Augmented reality (AR) and various innovative mediums.?Ç¥Bhaskar Tare, Director, Gloocal Communications, advocated for a real and informal approach in communication with GenZ. He said, ?Ç£Be real, not too formal. Use videos, memes, and pictures. GenZ loves Instagram and YouTube, so focus there. Make campaigns where they can join in - polls, challenges, and their content. Let them be active participants, not just viewers. It is about being genuine and getting them involved! GenZ really cares about important things happening in the world. Share your brand?ÇÖs values and how you're helping society. Team up with influencers who GenZ likes and trusts. These influencers can speak genuinely about your brand, making it more trustworthy. Make sure these partnerships are real and match the influencers?ÇÖ values.?Ç¥Shalini Gupta, Founder, Secret Sauce Communications, shared the importance of authenticity and purpose in connecting with GenZ and millennials. ?Ç£As marketers and PR people, we are conscious of this generation that is conscious of their future today and therefore our communication revolves around impactful initiatives that shape the world tomorrow. So, being purposeful, authentic and futuristic will be the need of the hour.?Ç¥