2025 is poised to be a year with momentum. Fundings and mergers and acquisitions are slated to increase while new technological advancements are taking hold and offering new levels of efficiency across sectors. Many tech companies are positioning to carve out market share as they deliver solutions created to drive efficiencies and scale.
Marketers have a mandate to break through the noise. PR will continue to be a strategic approach and differentiator. Yet PR has also been transforming, and to stay in the lead, marketers need to adapt to optimize their investment.
anthonyBarnum has been speaking and collaborating with leaders in tech marketing throughout 2024 and a strategic advisor in tech companies’ 2025 planning. Here are some of our top recommendations for approaching PR in 2025.
Plan for Intensity and Consistency – PR programs require more intensity in a competitive environment. With a rise in investment, competitive ecosystems of technologies, in some cases, will receive funding within short periods of one another. The companies that start establishing their narratives in the media first will have greater and more meaningful results for overall less spend. That being said, if a company is second or third to move, we recommend moving with more intensity to catch up and surpass competitors via PR. We believe it is more important than ever to proactively track competitors’ coverage and stay or advance ahead in earned media visibility to be in the best position to own the category.
Position the Data – What matters in this next generation of technology advancement is how platforms are transformative—increasing efficiency, ensuring compliance, advancing outcomes and quality, and generating value. With the advancements of AI and automation, simultaneously conveying the product innovation and revealing important insights into a process is a powerful strategy for garnering earned media. We are recommending and collaborating with our clients across sectors to analyze and position their platform’s data to create analytical narratives for media stories. These gain higher concentrations of the highest value media coverage to priority audiences.
Podcasts and Online Interviews – Not only are podcasts soaring in popularity, but many top media outlets are also incorporating video interview pieces. As part of an integrated strategy, marketers should expect their PR campaigns to include heavier concentrations of video-based interviews. As with all other forms of media, our PR team is evaluating podcasts for their audience reach and quality. A podcast alone isn’t a superior form of coverage – but it should be a part of a full campaign. However, podcasts and video interviews require more skillful delivery of the SME’s message – which means training is necessary.
Media Training Matters in 2025 – For years media training has been on the back burner and only taken out for the CEO or in times of crisis. In 2025, it’s time to do more media training. With podcasts and more video-based content within the media, tech SMEs need media training to optimize these opportunities. Online news pieces and podcasts are longer than the broadcast news segments and interviews of yore; they also tend to live on the internet for months and years. Solid media training can ensure spokespeople are effective and align their responses with the objectives of the company, while mitigating potential risks such as providing information that is not yet approved to be made public.
The new year is one where innovation is in focus across industries. Economic signals and investing are brighter than they have been in the past several years. With this sunnier outlook, PR remains a core strategy for rapid differentiation and category ownership.
Adapting to the evolving media landscape, leaning in on the data, and incorporating well-executed traditional PR tactics with intensity leads to high-impact PR campaigns. A prepared SME that performs across mediums will be a strong asset as news delivery preferences continue to shift.
