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by The Notified Team on Jan 27, 2025 7:09:22 PM
Each year, a fresh set of public relations buzzwords emerges. Some vanish as quickly as they appear, while others take root and become industry pillars.
Now that we're in 2025, it’s time to cut through the clutter and focus on the buzzwords that bring real value to the table.
These terms aren’t just passing trends; they’ve proven their worth and are here to stay.
What PR Buzzwords Should You Pay Attention To?
1. Authenticity
Let’s be real – “authenticity” has been tossed around so much that it’s starting to feel like white noise. But here’s the thing: it really matters, especially now.
In 2025, with AI-generated content flooding our feeds and misinformation everywhere, we’re all craving what’s truly real.
In our recent report created in partnership with PRWeek, 57% of communicators said authenticity and transparency – especially during a crisis – are the biggest reasons why stakeholders trust a brand. That’s huge. It means showing up as your genuine self isn’t just about being likable; it’s about standing out in a crowded, skeptical world.
People are smart. They can smell a sales pitch from a mile away. If your message feels forced or fake, you’ll lose them faster than you can say “synergy.”
It’s time to ditch corporate-speak and get real. Share your behind-the-scenes moments, admit when you mess up and show your audience the humans behind the brand. In a world full of curated content, being authentic isn’t just refreshing – it’s a must.
2. Trust
From misinformation to scandals, people are more skeptical than ever. That’s why trust continues to be a cornerstone of effective communications in 2025.
According to the same PRWeek report, over half of the respondents (58%) identified fake news and deepfakes as two of the biggest threats to brand communications. The report further revealed that 79% of respondents see these threats as a serious risk to brand reputation. Additionally, 70% believe these issues could decrease consumer trust and profits.
Why is trust so important? Because it’s the foundation of influence. People don’t just listen to brands they don’t trust, let alone act on their recommendations. Trust creates loyalty, drives engagement and builds long-term relationships. And when trust is lost, it’s not easily regained.
Trust is the currency of influence. When organizations make it a priority, they set the stage for meaningful connections and sustained success. In an era where skepticism runs high, trust isn’t just a PR buzzword – it’s the ultimate differentiator.
3. Storytelling
Stories are everything. It’s how we communicate messages in a way that grabs attention and leaves a lasting impression. It’s how we take simple data points and turn it into something people actually care about.
Think about this: when you’re launching a new product, you could just rattle off a list of features. But what really grabs people is the story behind it – how it solves a problem, makes life easier or brings people together. That’s what makes the details come alive and stick with your audience.
But storytelling isn’t just about being creative or telling a good tale. It’s about building a connection. The real magic happens when your story taps into emotions – like joy, hope or even the challenges we all face.
When your audience feels something, they’re more likely to care about your brand and remember your message.
4. Personalization
In 2025, when our attention is stretched to its limits, relevancy isn’t optional – it’s requirement. It’s no longer just about timing; it’s about truly understanding what matters to your audience and tailoring your approach accordingly.
This is where AI, data and insights become your best friends.
For example: Before you hit “send” on that pitch, take the time to do your homework. Who are you reaching out to? What topics do they care about? What does their audience want to hear? How could AI help scale your work?
Journalists are flooded with pitches every day. The ones that stand out are the ones that demonstrate thoughtfulness. Know their beat, understand their readership and craft a pitch that aligns with what they’re looking for. Is your story solving a problem, sparking curiosity, or addressing a trend their audience cares about? If not, it’s probably time to refine your angle.
Relevancy is more than just being timely – it’s about being valuable. It’s the difference between an email that gets deleted and one that sparks a conversation. In PR, staying top of mind starts with staying in tune with your audience and delivering messages that matter.
5. Humanization
Even with the technology available to us, PR is still fundamentally about relationships.
The human touch - whether it’s in the tone of a press release or even the personal connection in a pitch - makes all the difference. While AI can help with tasks like analyzing data and automating responses, it’s the human element that truly resonates. A warm and relatable tone in a press release or a thoughtful, personalized pitch can create genuine connections.
Even when using AI, it’s important to maintain that personal touch, ensuring that communication feels authentic and human. This combination of technology and empathy helps build trust and stronger relationships with your audience.
Buzzwords can be powerful tools for your PR strategy when they reflect real trends and are supported by data. In 2025, let’s focus on the buzzwords that actually matter: authenticity, trust, storytelling, personalization and humanization.
Because at the end of the day, PR isn’t about chasing trends – it’s about building meaningful connections with stakeholders that stand the test of time.
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5 Public Relations Buzzwords You Should Actually Pay Attention To
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