Previously, clients of PR agencies often expressed desires in abstract terms — such as “I want to be popular, with millions talking about me”. Now, a clear trend has emerged toward highly specific and measurable requests. Businesses now demand to see tangible outcomes: dominating search engine results pages (SERP), managing reputational risks through public statements, or securing strategic coverage for already-achieved success. This demand for specificity enables PR specialists to develop precisely targeted and effective communication strategies.
Trend 1. PR 360: Fast, integrated, and with results guaranteed
Today, clients are no longer satisfied with one-off services, be it drafting a bylined article, organizing a newsworthy event, or securing a product review. There is a growing need for integrated solutions, where the agency or PR professional acts as a strategic advisor capable of handling any task related to brand recognition and image.
This has created a demand for “PR 360” — a model where the PR professional operates as a versatile partner, adept at flexibly adapting to changing conditions. The focus might be on neutralizing negative sentiment one month, launching a new product the next, and strengthening expert positioning the third. This approach makes the PR specialist an indispensable and permanent asset, as the client seeks not just a vendor, but a reputational command center that assumes accountability for results and operates on a long-term basis.
Trend 2. Integration with marketing and growing business significance
PR is increasingly becoming a fundamental, in-demand, and clearly understood business tool. Entrepreneurs are becoming more aware of the necessity to integrate it with marketing, as marketing efforts in isolation face a high barrier of public distrust and an elevated cost per lead/acquisition.
For companies that lack the automatic market association enjoyed by brands like Pampers or Wildberries, it is PR that plays the pivotal role in overcoming consumer objections. It builds a perception of reliability, guarantee, quality, and authority in the eyes of the consumer, which ultimately is the only way to increase conversion rates and lower customer acquisition costs.
Trend 3. 24/7 engagement with editorial teams and journalists: Accountability and trust
The media landscape has undergone significant changes that have impacted editorial operations. Journalists and publications have become much more cautious in their phrasing and choice of topics. The accountability for content that makes it into print, online, or on air has intensified. A carelessly vetted story can lead not only to reputational damage but also to serious sanctions.
In this new reality, the quality of the relationship between the PR professional and the media has moved to the forefront. Editors value professionals who understand the internal policies of their publications and share the responsibility for content safety. This is not merely about distributing press releases, but about building trusted, round-the-clock relationships. The PR specialist must be constantly available, ready to promptly answer queries, provide additional data, and guarantee that the proposed material aligns with the client’s interests and the publication’s stringent requirements. This approach minimizes risk for both parties and creates a solid foundation for long-term, fruitful collaboration.
Trend 4. Publications rebranding and the rise of new editorial teams
Beginning in 2020, numerous media outlets underwent significant rebranding and revisions of their editorial policies. These transformations were accompanied by staff changes, with many journalists leaving the profession or shifting their focus to independent projects. As a result, PR contact databases built over the years have largely become outdated. A new generation of editors has emerged – professionals with fresh values and higher standards for content quality and safety.
This personnel renewal has unfolded amidst broader global shifts. Patriotic values are increasingly emphasized in both corporate and media communications. Promoting and supporting Russian brands, as well as showcasing the achievements of domestic companies and manufacturers, has become a greater priority.
For PR specialists, this evolving landscape presents new opportunities. Themes such as import substitution and national economic sovereignty are now among the most relevant topics for coverage. Highlighting a company’s contribution to the development of a region or the nation as a whole provides a genuine chance to secure placements in major federal outlets and gain additional media visibility. The skillful, authentic integration of these narratives into a communications strategy has become a powerful competitive advantage for PR professionals and their clients.
To quote renowned Russian designer Artemy Lebedev, “The country’s main problem is PR” – in the broad sense of effectively communicating the right message to both domestic and international audiences. We are now beginning to address this challenge through our collective efforts.
The future of formats: the power of text in the age of visual content
Alongside changing dynamics between media and PR professionals, the tools of public relations are also evolving. The process is cyclical: despite the overwhelming popularity of video, text-based content is making a comeback. Even popular bloggers now rely on social media carousels and text-based posts, encouraging audiences not only to watch but to read attentively and thoughtfully.
The demand for well-written, insightful text is rising – and particularly in professional and business contexts, where exclusive expert opinions are best expressed through words. Analytical articles in leading business outlets, reports in closed Telegram channels, and materials shared through subscription platforms remain vital formats. Complex analyses, economic forecasts, and market overviews cannot be fully captured in short videos. Depth and exclusivity continue to be the strengths of text-based communication, which also carries fewer risks of fakes, distortion or misinformation, ensuring higher content authenticity and quality as compared to video.
Modern PR, therefore, is moving toward greater depth, more responsible media partnerships, and a keen sensitivity to public sentiment. Success in this fast-evolving field depends on the ability to work holistically, cultivate trust-based relationships, and engage audiences through timely narratives.
By Dmitry Skripnichenko, PR specialist, marketing expert, entrepreneur, and CEO of the PR agency Consigliere