***Full article in the comments***
I asked them:
Pick a single skill to hone and another to leave behind in 2025. What would they be?
The insights proved fascinating.
Big thanks to:
Olivia Lott
Fery Kaszoni
Matt Seabridge
Collin Czarnecki
Bri Godwin Huyke of Journey Further US
Beth Nunnington who is VP of Digital PR at Journey Further
Domenica D'Ottavio of Journey Further US
Robyn Munro of Vega Comms
Alex Horowitz
1⃣ Less design led assets and more emphasis on the story and the data.
Static infographics were the crown jewels of digital PR campaigns and solid designers were in demand.
As far back as 2015, Â agencies charged tens of thousands for single infographics, often without commitment to results.
Irony? Often journalists would use the data but not the graphic. The SEO value was questionable given that links largely pointed to the assets and not money pages.
There are agencies doing solid jobs with visuals, but they are less compelling than they were. Reduction in media outlets and subsequent journalist capacity constraints mean that the data and the story now lead.
Has talent demand has shifted from designers to data pros? Find out in the piece.
2⃣ Reactive PR has gone from a complimentary service or to 'rescue' larger content campaigns that don't yield results to now being a core strategy.
Has demand for 'blue sky' campaign ideators shifted to those with the ability to closely monitor the media in order to capitalise on those vs larger content-led campaigns. The article also covers that.
3⃣ Think like holistic marketers
OK so even I am bored that line now. But it's true...
As an example from my own time as DPR In 2017, I remember half heartedly looking into how social media and community engagement could amplify and validate content from the beginning, and get it in front of journalists that scour those communities for content.
This approach has developed tenfold today and should be an imperative part of any strategy.
Brands quite fairly now expect measurable impact - from traffic and engagement to brand sentiment and conversions. This can't be done if you are purely thinking in silos and the piece looks deeply into this.
4⃣ Methodologies need to be tight
I know that should be a given but I won't pretend for a second that it always was. This growing need gives further rise to methodological data centric individuals and demand for these people is set to sore further.
5⃣ Understand the digital motivations and journalist incentives
As the media landscape changes, so do the motivations of journalists. Successful digital PRs in 2025 must develop a deep understanding of digital motivations and what drives journalists to link to content. More on this in the article.
**There is much more in the article in the comments!***
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