2025 PR Trends Wrapped: Year in Review
2025 PR Trends Wrapped: Year in Review http://130.211.120.75/wp-content/uploads/pexels-fauxels-3184338-1024x682.jpg 1024 682 Jonathan Forani http://0.gravatar.com/avatar/0224c5ae9357da0ca0dcbe96be87c430?s=96&d=mm&r=gBy Nicole Berman, Account Manager
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From Spotify Wrapped to the YouTube Recap, it seems like every social media app has a version of the user “year in review.” But since we can’t yet mine everyone’s personal algorithm for the specific trends that surfaced the most for each of us in 2025, this is what North saw trending across our client work throughout the year.
Micro-Communities Became the New Powerhouse
In 2025, brands finally embraced what audiences have known for years: trust lives in the niches. Instead of casting a wide net with broad creators, we tapped into hyper-specific communities. These voices may not command the largest followings, but they bring something far more valuable – credibility.
We saw this first-hand with our influencer campaign for On-Call, an energy bar for shift workers. We partnered with medical professionals, driving standout results and placing our message directly in front of audiences who already trusted the voice behind it.
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AI Investments with Real Impact
2025 was the year AI shifted from “interesting experiment” to an everyday agency tool. Instead of treating it as a shortcut, we approached AI as part of our broader toolkit, learning how different platforms could streamline workflows, speed up research, and unlock new creative possibilities.
At North, we even launched an exciting new AI offering with our technology partner, Moov AI. Called Digital Brand Influence (DBI), the service is a tool for brands to better understand how they show up – or don’t – in AI search results. Read more about it here:
Event Marketing Made a Comeback
In 2025, events made a full return. Not tentative, scaled-back events. Full, larger-than-life brand moments designed to spark conversation online and offline.
One of our proudest examples was this year’s Cashmere Collection at the Evergreen Brickworks, a reminder that thoughtfully produced experiences still have the power to earn national attention, drive social sharing, and bring community together. Influencers, media and guests were eager to participate, and the appetite for in-person storytelling has only grown.
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Social Listening Became Strategy, Not Just Monitoring
In 2025, social listening became our early-warning system. By staying ahead of conversations, we were able to spot potential issues before they escalated, adjust messaging in real time, and guide clients through sensitive moments with confidence. This proactive approach turned monitoring into a strategic advantage, shaping how we handled crisis communications and reinforcing trust with audiences.
If 2025 taught us anything, it’s that agility, authenticity and the smart integration of AI are our baseline. As we move into 2026, the challenge isn’t just keeping pace with trends, it’s anticipating them. The agencies and brands that thrive will be those that listen closely, act quickly, and embrace innovation.
Here’s to another year of learning, experimenting, and building ideas that travel.
To learn more about our year ahead and how you can be a part of it, contact us today.