If you’ve ever asked yourself what PR actually means in 2025… you’re not alone.
The lines between PR, comms, marketing, and content have become blurred, and the role itself is broader than ever before.
Our PR & Comms specialist Tirna Sweeney has been exploring how the industry is evolving, examining how today's PR professionals need to be part storyteller and part strategist, and looking at some of the really great creative PR of this year so far...
The PR identity crisis: Are we storytellers, strategists, or something else entirely?
The PR and communications world has never stood still - but right now, it feels like it’s moving faster than ever. Between AI tools, content overload, and blurred lines between PR, marketing, and digital, many comms pros are quietly asking themselves a big question:
What even is PR anymore?
Once upon a time, our world revolved around headlines, press lists, and column inches. Now, success might be measured in engagement rates, sentiment analysis, or TikTok saves. And somewhere along the way, the definition of “PR” got… a little fuzzy.
The Identity Crisis
Let’s be honest: PR used to have clear boundaries. You told stories, managed media, and shaped reputation. But in 2025, every brand is a publisher, every CEO has a platform, and every comms team is expected to “do it all.”
We’re talking:
Content creation
Influencer partnerships
Crisis management
ESG storytelling
Internal comms
Employee engagement
Brand reputation
Event organisation / management
No wonder 59% of PR professionals say their role has changed more in the past two years than in the previous decade - CIPR International Group State of the Profession 2024.
And clients feel it too - agencies are no longer “just PR.” They’re brand consultancies, social strategists, and creative studios all rolled into one.
PR’s Glow-Up: From Press Releases to Purpose
Today’s PR isn’t just about getting coverage - it’s about building connection...
Continue reading and join the conversation here.
If you're looking for advice on how to create a recruitment strategy that attracts the best PR & Comms talent available, or are looking for a new role yourself, DMCG Global can help, get in touch today to find out more.
