PR is evolving in the digital age. Discover how strategic communication drives brand growth, boosts visibility, and builds lasting customer trust in today’s competitive landscape.

Let’s face it: the things that mattered to us last year, let alone four years ago, have changed. As a mom, businesswoman, and lifestyle content connoisseur, I know this on a deep level. And when it comes to PR, this couldn’t be more true.

Our goal here at Grant Media PR is to know what’s relevant to specific audiences so that we can better help you position your brand and product to that market. So what happens when the wants and needs of our society keep changing? We pivot our approach in order to help you and your business succeed.

Due to an oversaturation in the attention-grabbing online world, businesses have to work even harder to make sure their products and messages land with the right audience in a way that garners trust.

The competition for our attention has never been more ruthless.

In an article by the PR Lab, they outlined key trends to watch in 2025 when working in the public relations sphere, with a heavy emphasis on a more human approach, authenticity, in-person events, personalized content, and more. Now that our world has returned to pre-pandemic environments, people crave genuine messaging that speaks to them on a personal level, especially at a time of deep distrust due to ongoing “Fake News” and AI scandals. Pair this with current economic, environmental, and political changes—people want clear, stable messaging.

That’s why businesses who prioritize PR are seeing significant benefits, especially as the industry sees a remarkable shift in a hybrid marketing and PR approach—something we specialize in. Pair this with such a dramatic change in influencer marketing and social media transformations, and it can be a lot for a business to navigate on their own while managing their own day-to-day operations.

That’s why we stay on top of it for you.

One of the key changes to watch in 2025 is more emphasis on micro-influencers and multimedia channels. As much as some of you may not want to admit it, influencers are game-changers when it comes to marketing and product placement in a way never seen before. While the instinct to use macro-influencers is well founded, more companies are using micro-influencers now; a smaller audience does mean less viewership, but it also comes with stronger loyalty and customer engagement.

Here at Grant Media PR, we know how to handle influencer management and partnerships, ensuring contracts are upheld and a robust ROI gets set in place. But it goes beyond simple videos or imagery—podcasting, YouTube vloggers, and other media outlets must be constantly monitored to ensure products and brands are using the right avenue to get their messages to the right audience.

Traditional PR methods of the last century need to pair up with more integrated, contemporary approaches thanks to social media platforms like Instagram and TikTok, which place more emphasis on individual content creators and their audience, especially at a rapid rate.

Brand visibility requires consistent PR efforts to keep your business and your product top-of-mind for consumers—especially in this “age of information” where individuals have access to a truly staggering amount of content. While it’s great to see entrepreneurs succeed and creative products on the market, it also means an abundance of choice. That’s why staying visible and current thanks to PR strategies will bring in more revenue than ever.

But due to the number of products and brands flooding the market, not to mention the impact of creators and other voices online, businesses need to build a brand centered on trust and credibility. People are much less forgiving these days, and as the PR Lab stated in their article, individuals are mistrustful thanks to fake news and widespread misinformation. Being authentic will allow target audiences to build a more personal connection to your product, ensuring customer loyalty and ongoing trust.

And yet, mistakes still happen. Product recalls or shipment delays are prevalent, and if we saw anything from the pandemic, it’s that people’s patience is limited. Due to this lack of audience forgiveness, PR efforts are extremely important when navigating a crisis management effectively. To get ahead of the narrative—even though social media is active every second of every day—means acting fast with a clear, consistent message.

It also means making sure your business stays on top of their SEO. People can search almost everything online, including negative reviews and responses. Making your website and content top of the search engine rankings doesn’t hide a crisis—it makes sure your message stays consistent and relevant with up-to-date content.

Case Study: Launch Event for The Rooftop at Palmer – Creating Buzz for Penticton’s Newest Rooftop Destination

One area we want to help you focus on in 2025 is PR Events. Last summer, we were hired to help launch a NEW restaurant in downtown Penticton as the city’s only rooftop bar and restaurant. This was an exciting new venture for our client, and they hired us to create an Experiential Event & PR Activation.

To generate buzz and excitement around the new venue, Grant Media PR reached out to local media and micro-influencers for a special media-only launch. We strategically hosted the event at sunset to showcase the venue’s stunning views and provided attendees (and their audience) with an exclusive first taste of the restaurant’s menu, cocktail list, and a curated selection of local Okanagan wines.

To align with the restaurant’s branding, our PR strategy incorporated its signature yellow theme throughout with branded elements such as custom lanyards, rack cards, and a beautiful branded photo-op that served as the centrepiece for all imagery and video content. The result ensured all guest-generated content—a huge focus of the event—remained cohesive and visually on-brand.

By focusing on local media and Okanagan-based micro-influencers, we were able to position the new restaurant within the local community and boost word-of-mouth with branded hashtags and encouraging guests to tag the restaurant.

The results speak for themselves.

Inviting creators and influencers to these PR Events is a top strategy for most agencies, and for good reason: they boost your audience reach in unexpected ways. By hosting a private media launch, we were able to spend more time engaging with individuals who also engaged with their followers.

Majority of brands these days are working with macro- and micro-influencers—but when it comes to encouraging strong brand loyalty, we saw significant results by focusing our attention on smaller, more local content creators.

Reel link: https://www.instagram.com/reel/C77Cp06vnok/?igsh=NzU2d24yZXZ5b25w

The evolving landscape of public relations makes it a critical component to any successful business strategy as we head towards 2025. People crave authentic messaging, clear brand visibility, and products they can trust—which when communicated effectively, results in growth.

We invite you to assess your current PR strategy and consider if you need more professional support. If you do, schedule a consultation to discover how Grant Media PR can help you with customized strategies specific to your brand. It’s one of the best investments you can make for your business.

Ready to talk PR? Contact Us today.