How To Future Proof Your PR Agency for 2025

In our recent webinar with Ragan Communications, agency leaders Karen Swim, APR, President and Founder of Solo PR Pro/Words For Hire, and James Walker, EVP and General Manager of Weber Shandwick, shared top tips on how teams should prepare for the year ahead. 

Here’s a quick look at 5 key areas they covered! 

1. Make the Most of AI Tools, But Use Them Smartly

AI is transforming public relations in exciting ways. But it’s about more than just experimentation - it's about knowing how to use this tech effectively.

Our speakers discussed how AI can spark creativity and save time while reminding where it falls short. 

"If you're staring at a blank screen, use AI tools to spark ideas," said Walker. "Ask for multiple options - 10 ways to say the same thing - to help you think outside the box." 

Whether you’re working on a client pitch or press release, AI can help break through writer’s block and get the ball rolling. 

Here’s what you need to keep in mind: 

• Add the Human Touch - AI can help, but it can’t replace your judgment or creativity. Always tweak and personalize the content to make it connect.
  

• Fact-Check Everything - AI isn’t always accurate, so make sure to verify any facts or details it generates before hitting “publish.”
  

• Work Smarter, Not Harder - Use AI for repetitive tasks like analyzing data, so you can focus on strategy and storytelling.
  

• Keep Learning - AI is evolving. Keep learning about new tools and updates to get the most out of it. 
  

2. Pitching Journalists? Personalization is Key

Standing out in a reporter’s inbox takes effort. 

The bottom line? Skip the generic blasts. Personalized, compelling pitches focused on quality over quantity are far more effective. 

Here are some additional key takeaways from our panel: 

• Do Your Homework – Read a journalist’s recent articles and focus areas before reaching out. Show you’ve taken the time to understand their work.
  
  
• Match Their Interests - Tailor your pitch to match the type of stories they typically cover. 
  
  
• Tell a Good Story - Swim reminded us that a strong story grabs attention. Lead with something interesting and engaging, not just the basic facts.
  

• Keep It Short and Clear - Reporters are busy, so get to the point quickly. Skip long-winded emails.
  

• Follow Up with Value - If they don’t reply, follow up with useful updates or extra details - avoid sending a generic reminder. 

3. Crisis Communications: Be Prepared and Stay Proactive

In PR, it’s not about if a crisis will hit, but when. A strong crisis communications plan for a client isn’t optional - it’s essential. 

Here were the key takeaways from Swim and Walker: 

• Practice Regularly - Schedule drills to test your plan and ensure everyone, agency and client, knows their role when a crisis hits. 

• Keep It Current - Update your plan frequently to address new risks and reflect changes in industry regulations, like AI and privacy laws. 

• Build a Crisis Team - Assign clear roles, including spokespeople, decision-makers and monitoring leads, so everyone knows who’s responsible for what during a crisis. 

• Prepare Your Messaging - Have pre-approved message templates for common scenarios. This saves time and keeps responses consistent under pressure. 

• Stay Alert - Use media monitoring tools to keep track of brand mentions, competitor activity and industry trends in real time. This proactive approach can help you spot risks early and react quickly. 

Swim emphasized that your crisis plan should never gather dust - it needs to evolve with the times. When a crisis hits, you need a clear team structure, pre-approved messages and a solid monitoring system to react fast. 

Walker added: "Get help to run a crisis simulation or at the very least, plan it out yourself. Make sure everyone understands their roles, from spokespersons to executives and always be ready for potential regulatory changes."