PR Trends Tech Companies Should Embrace in 2025

The tech industry moves fast, and so does PR. What worked last year won’t necessarily get cut-through with media in 2025. With AI advancements, shifting media landscapes, and evolving customer expectations, it’s crucial for tech companies to adapt their PR strategies. 

Here’s what’s changing and how to stay ahead:

The Rise of Community-Driven PR

Customers trust people more than brands. Smart companies will focus on user-generated content, ambassador programs, and community engagement to build trust.

Take for example a SaaS company that encouraged its customers to share success stories on social media, resulting in a series of user-generated videos. These stories, showcasing real customer experiences, can be re-shared across your company’s platforms - boosting brand credibility and engagement.

To stay ahead, it’s crucial to foster relationships with brand advocates like customers, employees, and industry influencers who can authentically amplify your message. By empowering these advocates to share their genuine experiences, you build a more personal connection with your audience.

The Death (and Rebirth) of Traditional Media

As editorial departments continue to shrink, the demand for authentic, expert-driven content is booming. Traditional media may be on the decline, but bylines, contributed articles, and podcast appearances are now the cornerstone of effective thought leadership.

To stand out, it’s crucial to shift focus to owned media - your blog, newsletter, and social channels - as well as securing guest contributions in niche publications that directly engage your target audience. By becoming the go-to expert in these spaces, you’ll ensure your brand’s voice rises above the noise.

SEO-Optimized PR for Maximum Visibility

With search engines shaping how people discover brands, PR and SEO are now deeply intertwined. Press releases, thought leadership articles, and media mentions should be optimized for searchability. The best-performing brands will integrate keyword research into their PR strategies, ensuring their messaging aligns with what their target audience is actively searching for. Additionally, securing high-authority backlinks from media coverage can improve website rankings and organic traffic, making PR not just a branding tool, but a growth driver.

Social PR: LinkedIn and TikTok Take Centre Stage

LinkedIn remains the go-to platform for B2B engagement, while TikTok is surprisingly effective for brand storytelling—even for SaaS companies. Executives who build a personal brand on these platforms will see stronger engagement and credibility.

Thought leadership isn’t just for articles anymore—it’s happening in short videos, carousels, and interactive posts including short-form, engaging content that educates and entertains. 

Our PR team can guide on thought leadership programs, craft scripts and themes, and refine speaking points. For video content, we also assist with creation and editing to ensure your message resonates.

Real-Time Crisis Management & Reputation Control

With news cycles moving faster than ever, a proactive crisis management strategy is essential. Social media can amplify issues instantly, so companies must be prepared with real-time monitoring, rapid-response messaging, and transparent communication. Brands that acknowledge issues quickly and authentically will maintain trust, while those that delay or deflect risk losing credibility. 

Tech companies should have crisis playbooks in place, with clear guidelines on who responds, what platforms to use, and how to turn a potential crisis into an opportunity for transparency and improvement.