The past year has brought interesting shifts in the communications industry. The impact of AI on everyday workflows has been particularly undeniable, transforming the way public relations professionals approach their work.
But alongside these advancements, as well as a plethora of complex geopolitical events, a renewed preference for human connection and community has sprung up, as evidenced by the millions of people flocking to Bluesky, a social media platform that is (at least, currently) devoid of ads, personalised algorithms and Ts&Cs that reserve the right to feed users’ content into machine learning models. For public relations professionals, balancing the need for speed and efficiency along with the emotional nuance and authenticity of a human touch is a major consideration.
But AI isn’t the only conversation driving change in PR. In 2025, expect sustainability, 360-degree storytelling, and wellness initiatives to remain top-of-mind as brands continue to infuse green messaging into their communications strategies and rethink how they tell their stories across multimedia platforms.
Let’s explore our top PR recommendations for 2025, focusing on how innovations like AI in PR strategies and sustainability in PR are driving change.
1. AI in Public Relations
From crafting social media posts to monitoring sentiment in real-time, automation and generative AI tools like ChatGPT and Gemini are enhancing productivity and saving time for many communications professionals. In fact, by 2028, it’s expected that 73% of people in this industry will use AI for everyday tasks.
At Mutant, we’re no strangers to this evolution, having already embraced AI tools to enhance our processes and improve efficiency. We’ve used AI to build detailed social media content calendars, ensuring posts align with key dates, audience preferences, and brand messaging. AI has also helped inform our initial strategies, providing a solid foundation that we then refine with our expertise, ensuring approaches, campaigns, and messaging match our clients’ goals and resonate deeply with target audiences. Beyond that, AI tools have helped us streamline data analysis, turning raw insights into actionable recommendations for more targeted storytelling and outreach.
While these tools offer immense support, we also know that audiences today are savvy and can increasingly identify when materials have been created using AI. A recent AI-generated Christmas ad by Coca-Cola did nothing to please its audience – in fact, many called it “lazy” and “uncreative.” When it comes to using gen AI for copywriting, it’s crucial to fact-check and localise, as Chagee demonstrated. The tea company faced backlash in Malaysia for an auto-translated apology that fell far short of local language standards.
That’s why we place great value on our in-house editorial and design capabilities, ensuring every piece is reviewed thoroughly and meets our high standards, whether it’s a carousel of infographics for social media, a press release, or an annual report.
Further, we know that when it comes to navigating emotionally sensitive topics and crisis situations, many consumers – up to 65% – still prefer a human presence. As emotional intelligence cannot be replaced, brands must prioritise empathy, whether in a campaign or a crisis.
This goes to show that while automation and gen AI tools can undoubtedly enhance productivity, efficiency, and speed, human oversight is still of the utmost importance. These technologies are powerful tools, but they can’t replace the nuanced understanding of language, culture, and human emotion that PR professionals bring to the table. After all, it’s connecting on a human level that builds brand trust, loyalty, and affinity.
So looking forward, consumer PR agencies must embrace a strategic balance: leveraging the power of new technologies while retaining the irreplaceable human element at the heart of communication. This means finding ways to incorporate new technologies into daily processes without losing sight of the essential human connection that drives meaningful engagement and builds lasting relationships with audiences.
2. Localisation Through Data-Driven Campaigns
Today, campaign success relies on data. It’s not just about the aesthetics or the brand’s singular aim anymore – like coverage or PR value, though those are important elements to consider. The point is to connect with the audience, and what better way to know your audience than through research and data that addresses their concerns?
One way that Mutant worked to harness data-driven insights to localise a PR campaign this year was when we conducted a survey in Indonesia for JobStreet, posing a relatable question: “What’s harder—finding a job or finding love?” The results were unexpected: the majority of respondents found job hunting to be significantly more challenging! Many news outlets and media personalities shared these findings, demonstrating how data can deeply resonate with people’s lived experiences and emotions – and that it helped create campaigns that are highly shareable and impactful.
As we look toward 2025, the key to making data work is to humanise it and present insights in ways that resonate emotionally and culturally with your audience. By prioritising relatable, data-driven storytelling, brands can forge deeper connections, build trust, and drive impactful engagement.
3. Building Trust Through Sustainability and Authenticity
Throughout 2024, consumers were increasingly drawn to brands that align with their values – a trend that doesn’t seem to be losing ground anytime soon. Considering that 70% of consumers prefer brands that actively promote sustainability (up from 60% in 2022), public relations strategies must incorporate holistic messaging around ethical business practices and sustainability efforts, rather than one-off reporting on CSR efforts or the steps brands have taken toward larger goals. Statements are no longer sufficient; they must be backed by actions that build trust with consumers and stakeholders.
Implementing sustainability messaging into usual marketing efforts is something major players like Marriott Bonvoy are embracing. In Malaysia, we’ve helped the hotel group demonstrate its commitment to sustainability by focusing on ocean preservation and fostering the local economy year-round, weaving updates about its commitments, support, and initiatives into nearly all of its press assets in 2024.
In Singapore, we helped Epson launch the brand’s “Road to Sustainable Printing” whitepaper across six markets. To further amplify their message, we organised an intimate media luncheon that included a conversation about the eco-friendly benefits of inkjet printers. This provided a platform to discuss Epson Southeast Asia’s bold decision to completely phase out laser printers from its product offerings. To demonstrate the ultra-low power consumption of inkjet printers live, a man-powered an Epson printer by riding a bicycle – an impactful visual that created a lasting impression about Epson’s commitment to sustainability.
Ultimately, the shared goal of sustainability remains the same: safeguarding the planet for future generations. In 2025, brands need to ensure the way they communicate their commitments and efforts are no longer siloed, but a key component of all communications.
4. 360-Degree Storytelling
As people gravitate toward immersive experiences, the roles of storytelling and multimedia in PR are becoming increasingly important. Tailored messaging presented in creative formats is helping to ensure campaigns stand out in crowded markets. In fact, businesses that use multimedia in their PR strategies see a 30% boost in audience engagement.
Seamlessly blending various content formats, 360-degree storytelling employs videos, podcasts, interactive infographics, and user-generated content to deliver narratives that engage, inform, and captivate across multiple touchpoints.
For several years, Spotify’s annual Wrapped campaign has served as a masterclass in 360-degree storytelling as well as personalisation, where user data is accompanied by vibrant visuals and compelling narratives across multiple formats, creating an individual experience that resonates deeply, is ripe for sharing, and drives virality.
Closer to home, the Tim Hortons Malaysia launch campaign employed a multi-faceted PR approach that harnessed storytelling across multiple channels to capture attention and generate excitement. This included:
- Launch Event: A highly engaging two-day event introduced Tim Hortons to the Malaysian audience, emphasising the brand’s rich heritage and signature offerings, resulting in more than 400 pieces of coverage from media outlets and influencers across the country.
- Branding and Merchandising: Exclusive branded merchandise helped reinforce the brand’s identity while creating shareable moments for attendees.
- Video Content: Captivating videos highlighting the launch, products, and the welcoming café atmosphere brought the brand story to life across social media channels like Instagram and TikTok.
- User-Generated Content: Guests and fans were encouraged to share their own experiences via social media, amplifying the campaign’s reach and authenticity.
- Localising the Experience: A striking mural blended Tim Hortons’ identity with local cultural elements, becoming an Instagram-worthy centrepiece that bridged the brand’s Canadian roots with Malaysia’s unique charm.
As the demand for interactive and integrated storytelling grows, brands must adapt by creating holistic campaigns that connect with audiences through diverse channels.
5. Incorporating Health and Wellness in PR Strategies
The global focus on health and wellness has redefined consumer priorities, making it an essential element in PR campaigns. The wellness market was valued at approximately US$4.2 trillion and is forecasted to expand further in recent years, with personalised health solutions and experiences, as well as preventative care, gaining traction.
Wellness-themed press events, mindfulness activities, and collaborations with health-focused KOLs can humanise brands and resonate with contemporary audience values. For example, we worked with Shake Shack Malaysia to launch their Shake and Flow event, blending the restaurant’s offerings and values with fitness. Partnering with a local business, the event featured pilates sessions led by fitness influencers, followed by a tasting of Shake Shack’s healthier options, like lettuce wraps. This approach not only showcased the brand’s unique offerings but also tapped into Malaysia’s growing interest in fitness and wellness, strengthening the new burger chain’s connection with its audience.
More than just another passing trend, incorporating wellness into your PR campaign is a way for brands to connect meaningfully with audiences. By collaborating with local, health-focused businesses and crafting campaigns that merge brand values with wellness, businesses can start approaching PR from a wellness perspective.
6. In-person Events Continue to Drive PR Success
Leveraging in-person events will be a key strategy for public relations in 2025, particularly for brands aiming to enhance their presence and engagement. Demand for these events like performances, sports, movie screenings, roundtables, and more continues to rise, giving brands opportunities to connect with audiences and create brand love at the same time.
The Mutant team in Thailand saw this first hand when running a media roundtable for the launch of JobStreet’s Decoding Global Talent 2024 report. Attendees included top-tier media outlets in Thailand, covering mainstream business, marketing, and lifestyle beats. As a result of the roundtable, the media published 36 articles about the report, with a combined reach of over 100 million viewers, a testament to the PR value of offline events.
Build Meaningful Connections that Drive Success
As 2025 beckons, navigating the public relations industry requires balancing technology, value-based messaging around complex topics, and the timeless need for human connection. While trends like AI in PR processes, data-driven campaigns, and wellness are shaping how brands communicate, we must remember that human elements – like empathy and authenticity – remain vital for building trust.
For businesses seeking to thrive in this environment, strategic support can make all the difference. If you’re looking for a leading PR agency in Southeast Asia, reach out to us at [email protected] to explore strategies tailored to your brand’s unique goals.