The Six Trends We’re Watching in PR, Communications and Media
The world of PR, communications, and media is moving fast—like, blink-and-you-miss-it fast. Staying ahead means being flexible, embracing curiosity, and always keeping an eye on what’s next. Our team at Cutline identified six big trends for 2025 that are shaping the way brands tell their stories and connect with their audiences.
From the rise of LinkedIn thought leadership and video podcasts to the shifting landscape of DEI messaging and the explosion of alternative news sources, there’s a lot to dig into. Whether you’re crafting campaigns, pitching media, or just trying to keep up, these insights will help you stay ahead of the curve. Let’s jump in!
“I am excited to see the ways legacy publications continue to evolve their editorial strategy to meet the times, especially as they embrace niche internet culture and viral trends head-on. For example, Cosmopolitan’s new EIC, Willah Bennet, published her first issue with the outlet this month, featuring Macaulay Culkin and Brenda Song. They are the first romantic couple to grace the cover in the publication's history, while tapping into our obsession with childhood stars that made it through the chaos. Mel Ottenberg, the Creative Director of Warhol’s Interview Magazine, has leaned heavily into publishing daily (and highly anticipated) made-for-social profiles with internet darlings while leaning into Gen Z-centric editorial partnerships with brands like Bumble. Finally, we’re seeing media houses like Conde Nast embrace the rise of the Substack, with the launch of Mixed Feelings, a culture hub that focuses on niche fandoms, mental health, and obsessed internet culture. Gen Z and a viral mindset continue to drive the culture!” - Lilly
“DEI isn’t a trend per se but with President Trump dismantling DEI programs, I will be closely watching which brands will be doubling down on their commitment to DEI in their communications strategies. As communicators, approaching multicultural audiences with authenticity isn’t just the ‘right thing to do’, it’s a huge competitive advantage since multicultural audiences tend to be loyal to brands that truly value them. Our society is diverse and our campaigns and messaging should represent that.” - Tamara
“This year I’m closely watching how business publications are diversifying their content. For example, Bloomberg announced last year that it’s expanding its consumer tech coverage, while CNBC plans to launch a new women’s leadership vertical. Media outlets like Fortune have already significantly expanded their content into new categories, such as ‘Fortune Well,’ which offers family, health and wellness-focused content. These new verticals open up exciting storytelling opportunities for our clients beyond the big business and financial stories of the day.” - Esther
“I’m excited to see how thought leadership and brand storytelling continue to evolve across platforms like podcasts and LinkedIn. Podcasts are now fully mainstream, but the surge in video podcasts is game-changing–Spotify’s top two shows, “The Joe Rogan Experience” and “Call Her Daddy,” have joined the video sector, with clips widely distributed via social platforms and reaching Gen Z audiences. LinkedIn is also becoming a go-to platform for executive visibility and peer discussions, with brands investing in original content that builds credibility. Whether through video podcasts or strategic LinkedIn positioning, there are many opportunities to help our clients stand out with authentic, long-form storytelling.” - Joey
“2024 saw a rise in people relying on social platforms for their news, and I’m excited to continue tracking the other fresh ways consumers are sourcing news in 2025. This shift has inspired us to continue diversifying our media strategies, including prioritizing pitching social media editors for mainstream publications and targeting Instagram accounts like Impact. Newsletters are now also all the rage, and we’re seeing more and more great journalists begin launching their own. This opens up new doors for getting in front of highly engaged audiences in niche spaces.” - Sophia
“This will be a unique year, with a lot of change. With a new administration in place, newsrooms continuing to shrink, and constant changes in the mediums we use to tell stories and connect with audiences, there’s so much to keep an eye on. One of the most fascinating shifts is how AI continues to transform our work, and our clients’ work. From the tools we rely on, like Grammarly and ChatGPT, to the ways our clients are embedding AI into their products, the possibilities for personalization and efficiency feel endless. It’s a reminder that, as communicators, we have to stay curious, flexible, and ready to level up our skills to keep pace.” - Shannon
Here’s to a year of smart, strategic, and culture-shaping communication!