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Public relations in 2025 is undergoing an exciting transformation. Traditional press releases, interviews, and media partnerships still matter, but new channels, technologies, and expectations around transparency are rewriting the rules. Companies must rethink their PR strategies to capture attention – and sustain it.
From Reach to Relevance
For a long time, the mantra was simple: visibility equals success. Today, simply broadcasting messages is no longer enough. PR in 2025 must be more relevant, credible, and audience-specific than ever before. Whether it’s climate action, diversity, or artificial intelligence – companies are at the center of societal debates. Public relations has become the interface between brand communication and corporate responsibility.
New Channels: Social Media Is Just the Beginning
While social media has become standard, attention continues to shift. Audio formats like podcasts, vertical short-form videos, and immersive technologies such as AR/VR are gaining ground. PR teams now use AI-powered tools to detect emerging trends early and personalize content. At the same time, community-driven platforms are growing in importance, where dialogue matters more than reach.
Storytelling Remains the Core of PR
In the age of information overload, stories are the ultimate differentiator. Successful PR campaigns in 2025 rely on authenticity and consistent narratives across all channels. Whether a startup or a global corporation, the ability to translate complex issues into understandable, emotional, and credible stories is the key to building trust and capturing attention.
Crisis Communication in the Real-Time Era
With the speed of digital communication comes the heightened importance of professional crisis PR. Shitstorms, data leaks, or political controversies can spread within minutes. Companies must be prepared: clear processes, trained spokespersons, and a transparent communication strategy are essential. AI-driven monitoring tools help detect potential crises early and enable rapid response.
The Role of AI in PR
Artificial intelligence is transforming not only marketing but also public relations. Automated text and image generation accelerates workflows, while AI-based analytics provide valuable audience insights. At the same time, the challenge of maintaining authenticity grows: in a world where content can be created in seconds, brands must be especially careful about credibility and ethical standards.
Conclusion: PR in 2025 Is Relationship-Building
Public relations today goes far beyond media coverage. It’s about building relationships – with journalists, customers, employees, and communities. To succeed in 2025, PR cannot be treated as a short-term measure, but as an integral part of corporate strategy. Public-facing activities thrive where brands take a stand, tell relevant stories, and enable genuine dialogue.
Explainer videos were once the domain of startups and SaaS companies trying to simplify complex products. Today, they’re standard in B2B sales strategies across industries — from mechanical engineering and IT to pharmaceuticals and finance. “A good explainer video conveys what used to take a ten-page brochure or a 20-minute sales pitch — in just 90 seconds,” says Julia Werner, marketing lead at a German software company. “It’s a powerful tool at the top of the funnel.” Videos are used on landing pages, in cold emails, trade show presentations, and increasingly in personalized sales outreach via LinkedIn and email automation tools. The logic: visual storytelling sticks — and it helps cut through the noise in oversaturated digital channels. Depending on style, quality, and agency, a professionally produced explainer video can cost between €3,000 and €20,000. That includes scriptwriting, storyboard, voice-over, animation, sound design, and sometimes translation for international audiences. “The problem is that many companies underestimate the production time and internal coordination effort,” says Thomas Berger, founder of a B2B video agency in Munich. “There are weeks of back and forth — and that makes the process expensive and slow.” In tight B2B sales cycles, especially in the mid-market, decision-makers often hesitate to approve such high costs for a single video asset — particularly when ROI is hard to quantify directly. Advocates say yes. Numerous case studies show that landing pages with video can increase conversion rates by up to 80%. A 2024 HubSpot report found that 74% of B2B buyers are more likely to purchase after watching an explainer video — especially when the product or service is complex. “It helped us cut down our average sales call duration by 30%,” reports Marcel Döring, sales director at an industrial automation firm. “Clients came into meetings with a basic understanding of our value proposition — which made closing faster.” However, effectiveness depends heavily on context. A slick video alone won't rescue a weak message or poor targeting. Quality scriptwriting, clear messaging, and proper distribution are just as important as visual polish. In 2025, companies have more options than ever. AI-powered video tools like Synthesia, Pictory, and Lumen5 allow marketing teams to create semi-professional videos without actors, cameras, or large budgets. Pre-built templates and avatar voice-overs have lowered the barrier to entry significantly. “For internal training and basic explainer content, AI-generated videos are often ‘good enough’,” says Lisa Neumann, content strategist at a logistics software provider. “But for brand-critical assets, we still go the professional route.” Even agencies are starting to use AI in production workflows — to reduce storyboard development time, automate subtitles, or speed up versioning in multiple languages. Experts agree: Explainer videos are not a universal solution, but they work particularly well when... “A standalone explainer video without a distribution plan is a waste,” warns Birgit Scholz, B2B marketing consultant. “You need to think of it as a content asset with a lifecycle — not a one-off gimmick.” Explainer videos can be highly effective in B2B sales — if they’re part of a smart, strategic content plan. Their high cost remains a barrier for many SMEs, but the return on investment can be significant when the message hits the mark and the video is properly deployed across channels. Cheaper, AI-powered alternatives will continue to grow — but for high-impact, brand-sensitive communication, professional production still sets the standard. The key is knowing when to invest — and when a leaner, faster format will do the job.Explainer videos: From niche to mainstream
But they’re expensive — sometimes painfully so
Do explainer videos really increase conversions?
Cheaper alternatives: AI, templates, and DIY tools
When does an explainer video make sense?
Conclusion: Worth it — under the right conditions
The unwritten rules of Public Relations (PR) aren't found in textbooks, yet they strongly influence how successful you are in the field. They’re based on experience, ethics, trust, and intuition. Ignoring them doesn’t just jeopardize your campaigns — it can damage your reputation or that of your clients.
PR can do a lot — but it can’t save lies. If you’re not honest in your messaging, you’ll get exposed sooner or later. Credibility is the currency of PR — once lost, it’s nearly impossible to regain.
Successful PR starts with a deep understanding of the target audience. Only those who know how their audience thinks, feels, and behaves can craft messages that truly resonate.
No matter how well you prepare your story — whether or not it gets published is ultimately up to the editor. PR pros respect this and focus on building long-term, trust-based relationships with the media.
The best story is worthless if it lands at the wrong time. Great PR requires a feel for current events, news cycles, and social sentiment.
Trust is the backbone of good media relations. If you leak confidential information or misuse “off the record” comments, you’ll damage your reputation and relationships — sometimes permanently.
Press work is not marketing. Promotional language has no place in press releases or interviews. Journalists are looking for news value — not sales talk.
Crisis communication demands speed, transparency, and honesty. Denial, cover-ups, or silence usually make things worse. Taking responsibility early can be a reputational win.
Facts, figures, and statistics matter — but stories stick. Good PR turns information into compelling, human, relatable narratives that people remember.
PR is not about one big moment — it’s about long-term relationship building. If you only show up when you want attention, people stop listening. Consistent, strategic communication wins.
It’s not just what you say that matters — it’s what you do, how you act, and even what you don’t say. Emails, meetings, social media, body language — it’s all part of the public perception. Everything communicates. Everything can be PR — or anti-PR.
The unwritten rules of PR can't be measured in KPIs — but they determine trust, influence, and long-term success. Those who understand and respect them build the foundation for meaningful, effective communication.
Influencer marketing has become one of the most powerful tools in modern digital communication. By leveraging the reach and credibility of social media personalities, brands can connect with highly engaged audiences in a way that feels natural and authentic. But how does influencer marketing actually work? What are the key strategies – and where are the pitfalls? In this article, we break down everything companies need to know to run successful influencer campaigns.
Influencer marketing is a form of marketing in which brands collaborate with social media personalities (influencers) to promote products, services, or campaigns. Unlike traditional ads, influencer content is integrated into the influencer’s daily communication, often through stories, videos, reviews, or lifestyle posts.
The strength of influencer marketing lies in authenticity. Followers trust the influencer’s opinions, which makes recommendations appear more credible than standard advertising.
The success of influencer marketing is based on social proof – people tend to follow the behavior and recommendations of others, especially if they perceive them as relatable or aspirational. Influencers act as digital role models, trendsetters, and product testers, often forming close-knit communities with their audiences.
Especially among Gen Z and Millennials, influencers play a more important role in brand discovery than traditional ads, TV commercials, or banner ads.
Influencers are typically categorized by the size of their following:
The right choice depends on your goals: smaller influencers often deliver better engagement and authenticity, while larger ones offer more reach.
Influencer marketing isn't limited to one social network. Popular platforms include:
To run a successful influencer campaign, follow these steps:
Influencers are typically compensated in one or more of the following ways:
Key metrics (KPIs) to evaluate campaign success include:
Influencer platforms and tools (e.g., HypeAuditor, CreatorIQ, Upfluence) can help you track and analyze results.
Influencer marketing offers enormous potential – but only when done right. It’s not about paying someone to say something nice; it’s about finding the right voices to tell your story authentically. Success depends on trust, alignment, creativity, and a deep understanding of the audience.
In an age where users scroll past traditional ads, influencer content can cut through the noise – if it’s real, relevant, and valuable.
Press releases remain an important tool in 2025 for communicating company news, product launches, or events. However, the requirements have changed: digital media, social networks, and fast-moving news cycles demand new approaches. How can companies ensure their messages are successfully disseminated?
1. Audience Analysis and Relevance
Before sending a press release, it is essential to know which audience should be reached. Industry-specific media, niche portals, and influencers are crucial today to generate the right attention. Only content that is relevant will be noticed by journalists and readers.
2. Storytelling Instead of Pure Information
Short, factual releases are no longer enough in 2025. Press releases need to tell a story, evoke emotions, and clearly convey the benefit to the audience. A compelling hook, meaningful quotes, and concrete examples increase the likelihood of the release being picked up.
3. Integration of Digital Channels
Modern press releases should be multimedia: images, videos, infographics, or links to landing pages enhance the text. Additionally, distribution via social media, press lists, and online portals increases reach and discoverability.
4. Personalization and Direct Outreach
Individualized communication with journalists and editors is essential. Automated mass emails rarely succeed. Relevant contacts should be addressed directly and personally so that the press release receives the attention it deserves.
5. Timing and Monitoring
The timing of a press release is important: day of the week, time of day, and current market topics influence the response. After sending, companies should track publication, analyze media reactions, and follow up if necessary.
Conclusion:
Press releases in 2025 require a strategic approach: audience analysis, storytelling, digital integration, personalization, and monitoring are the keys to success. Companies that follow these principles increase the visibility of their messages, expand their reach, and ensure their news reaches the right audience.