Why should your brand prioritize PR and Media Relations in 2025? The answer is simple: information flows faster now than ever before. A crisis can happen at any time, reaching large audiences in mere clicks. A brand must care about its reputation because the public (the majority being social media users) couldn’t care less.

Thanks to the ever-growing amount of “fake news” or mistrust in corporate messaging, credibility is becoming more challenging to preserve or even earn in some cases. Companies can’t simply rely on releasing a message via a press release or a social post; they need to actively engage with media contacts, build relationships with them to earn their respect and trust over time. And the media spend more time on stories when working with people they know over strangers.

Artificial intelligence and algorithm-driven news cycles are increasing, which is changing how information is prioritized. Having a message is important, but it’s not enough. How you communicate that message and its authenticity are crucial to getting your audience’s attention in a saturated market. 

True PR pros bring effective media relations strategies to help lay out how to communicate and craft your message authentically. They create trusted, lasting relationships with media contacts that help advance your brand story. And, they’ll connect with the right journalists at the right outlets, the ones that get your brand in front of the audiences that matter most. 

If your team doesn’t have time to do this in-house, it’s time to bring in an agency with dedicated personnel to build those relationships for your brand. It’s well worth it, but most won’t realize it until it’s too late.