5 PR Tactics that actually work in 2025 (and 3 that don’t anymore)

For years, public relations strategies have been based on sending out mass press releases and measuring success by the number of impacts. But in 2025, the modern PR is moving in another direction: it seeks relevance, conversation, and credibility. The focus is no longer just on showing up, but on how and why you show up. And that changes the rules of the game.

The 5 PR tactics that do work in 2025

1. Real media relationships, not endless lists of contacts.
   Journalists no longer want to receive the same generic email as everyone else. They want stories that make sense, are well contextualized and adapted to their editorial line.
   Investing time in building authentic relationships is worth a thousand automatic sends.
2. Stories with data and purpose.
   The brands that get media coverage are not the ones that shout the most, but the ones that have something relevant to say.
   Combining first-party data with a social insight or value is key to standing out in a crowded environment.
3. Prepared (and human) spokespeople.
   The media are not looking for textbook speeches, but for expert voices with criteria. Training spokespeople in communication – knowing how to transmit without seeming rehearsed – is one of the best investments in PR.
4. Collaborations with content creators.
   Modern PR understands that creators are also means. Partnering with profiles related to your brand (not only influencers, but also experts or independent journalists) expands your reach with authenticity.
5. Smart impact measurement.
   The number of hits no longer says everything. By 2025, we measure quality: the type of media, the message conveyed, organic visibility, and how the brand is perceived after each appearance.

And the 3 tactics that no longer work

1. Send press releases worldwide.
   Mass mailing without personalization is a waste of time (for you and for journalists). Effective press releases are short, relevant, and reach those who are really interested in the story.
2. Talking only about yourself.
   The media do not publish self-promotions. The stories that work are those that connect with a trend, a social change or a piece of information of general interest.
3. Ignoring the value of one’s own content.
   If you expect all the impacts to come from traditional media, you’re late. Own channels – blog, newsletter, social networks or podcasts – are also PR. And well used, they enhance your positioning.

The new PR: less noise, more strategy

Modern PR combines strategy, data, creativity, and human relations.
It’s not just about “getting in the press,” it’s about telling the right story, at the right time, and in the right medium.

At The White Rabbit, a communication agency, we work on public relations strategies from a comprehensive perspective: we connect brands with audiences and journalists from credibility and value, not from noise.

Because doing PR today is not talking louder. It’s knowing what to say and who to say it to.