Shaping the Future: Tech PR Trends for 2025
By Frankie Dymock Budd, Account Executive
As we step into 2025, the tech PR landscape is faced with both opportunities and challenges. From advancements in artificial intelligence (AI) to the continued return of in-person interactions, the industry continues to evolve and adapt. With these changes, it’s essential for PR professionals to stay ahead of the curve and align new strategies with emerging trends.
Reflecting on 2024 at Touchdown PR, we witnessed a year of technological advancements and heightened discussions around regulation and ethics, particularly in AI. Legislative updates, such as new data privacy laws and the Digital Operational Resilience Act (DORA), leading to an increased focus on compliance for many businesses. Additionally, the growing emphasis on sustainability influenced brands’ storytelling, increasing the demand for authentic, purpose-driven messaging.
But what will the world of tech PR look like in 2024? In this blog, we’ll outline 5 trends we expect to see come to the forefront for the next year.
1. AI: Enhancement, not replacement
AI continues to be the focus of every industry’s 2025 outlook, and PR is no exception. For B2B tech PR professionals, AI’s role is evolving from a topic we see clients discussing, to a tool that enhances, as opposed to replaces, creative thinking within PR.
One key area that we expect to see AI implemented through the year is for media monitoring and reporting. 36% of PR professionals identify these analytical activities as particularly time-consuming, according to research by Determ. By introducing AI tools for these tasks, PR teams will be free to dedicate that time to focus on strategic storytelling and creative copywriting – where the magic really comes to life.
However, as AI becomes increasingly integrated into tech and PR alike, the need for regulation and ethical monitoring also increases. PR professionals must make sure to disclose any AI use to current or potential clients, maintaining full transparency and ensuring that it supports authenticity, rather than undermining it. The regulation of and ethical implications surrounding AI are certainly area that we expect to see a lot of attention throughout 2025.
In a firmly post-COVID world, the attraction of face-to-face meetings continues to rise once again. Whether between clients and consumers, or pr teams and journalists, in-person interactions are returning to normality across the industry.
Client events are again becoming a foundation for strengthening customer relationships and building positive brand sentiment. Similarly, PR teams are recognising the value of meeting journalists outside the confines of LinkedIn or Outlook. A coffee catch-up or an invite to an industry event can lead to stronger, more meaningful relationships.
This trend highlights the importance of personal connections in an increasingly digital world. Investing in face-to-face interactions can add depth to professional relationships, creating opportunities for more impactful collaboration in the future.
3. Humanised approaches in a robot-driven industry
In a landscape dominated by technology, the human touch is becoming more valuable than ever. For PR teams, this means focusing on the stories and the people behind the bylines.
Profiling key spokespeople offers a way to humanise brands and produce deeper connections with audiences. Previous research from Sprout Social shows that audiences connect more with brands that showcase their personality and values, something that organisations can bring into 2025.
By celebrating the individuals behind their clients, alongside the wider brand, PR teams can highlight their clients in increasingly crowded markets while building trust and relatability.
4. Leveraging niche, relevant Influencers
Influencer marketing continues to play a key role in today’s social media landscape, but 2025 will see a shift towards more niche and authentic partnerships. Consumers trust influencers they perceive as genuine experts in their fields, making industry-specific influencers/reviewers a valuable resource for tech PR campaigns.
For tech brands, collaborating with thought leaders or researchers who have earned credibility in their area can enhance campaign authenticity. As well as focusing on paid partnerships, PR teams could explore opportunities for earned influencer collaborations, such as securing endorsements through expert-led reviews or organic engagement.
Localised influencer campaigns are also developing as a trend for 2025, allowing businesses to connect with regional audiences on a deeper level. These meaningful connections in the chain of brands, influencers, and consumers further establish an increase in an organisation’s trust, sentiment, and values.
5. Adapting to preferred platforms
The social media landscape is more dynamic than ever and staying relevant means meeting audiences where their attention lies. In 2024, platform transitions made headlines, including the movement of top tier publications that stopped posting on X (previously Twitter), and shifted across to TikTok and Threads.
In tech PR, these changes highlight the importance of adapting and evolving content strategies. Thought leadership articles in video format on YouTube are proving effective in reaching target audiences, with HubSpot finding that 54% of consumers wanted to see more video content from a business they support in 2024.
Finally, podcasts are further establishing their place as a valuable medium for tech professionals. With around 1 in 4 internet users listening to podcasts, this format offers an opportunity for organisations to engage with their consumers in a more convenient way. PR teams may want to look to prioritise podcast placements to stay ahead in the fast-paced tech PR landscape.
Aligning PR with business goals
As we navigate the trends and predictions for 2025, one thing remains the top consideration. Successful PR strategies must align with their client’s business objectives. Whether it’s utilising AI to streamline workflows, fostering human connections, or adapting to emerging social media, the outcome is to see meaningful results that resonate across all stakeholders.
At Touchdown PR, we’re dedicated to helping clients navigate the ever-evolving B2B tech PR landscape. Connect with us to discuss your PR needs and explore how we can work together to achieve your goals in 2025. Click here to get started
