What a year it’s been…but what’s next for B2B PR? 2024 brought us some of the most polarising election battles in history, escalating international conflicts, assassination attempts and devastating natural disasters.
As well as these global upheavals, we witnessed a seismic shift in media and communications, reshaping how all kinds of organisations connect with their audiences.
As the year draws to a close, it’s the perfect time to reflect on the B2B PR landscape. At the end of 2023, Midnight predicted that 2024 would be defined by the AI revolution, a hunger for human-centric communications and the growing importance of authenticity and transparency.
We talked about the need for business leaders to step into the spotlight, share their missions and embed ethics and values into their growth strategies. Looking back, that was spot on.
Now, as we prepare for 2025, we’re dusting off the Midnight crystal ball once again to explore what lies ahead for B2B PR. Here are our top predictions.
The growing importance of social media and podcasts
The 2024 US election was a defining moment – not just politically but because it brought home the evolving ways people consume media. Social platforms and podcasts took centre stage, influencing real-time conversations and reshaping public engagement.
While legacy media continues to hold a high level of gravitas, platforms like Threads, Bluesky and major podcasts surged in influence. Key interviews with Donald Trump and Kamala Harris on popular podcasts (such as the Joe Rogan Experience) highlight the importance of these platforms for shaping opinions.
For PR professionals, this was a critical lesson – the need to constantly adapt and meet audiences where they are. This means exploiting the formats they trust – whether video, audio or shareable content – and nurturing consistent engagement throughout the year.
B2B PR is no longer about sporadic campaigns; it’s about cultivating long-term relationships that ensure businesses remain top of mind.
Social platforms also revealed a growing appetite for more direct, unfiltered content. Businesses and PR teams need to embrace these spaces – and offer immediacy while balancing messaging with strategic storytelling.
An increase in investment for marketing and PR
Marketing investment is projected to grow by 30% in 2025 [Forrester Research], with PR set to capture a significant share of that growth. Why? Because PR offers cost-effective, credible exposure, particularly in uncertain times when budgets are under increasing scrutiny.
Companies are turning to earned media to build trust, relying on authentic storytelling and third-party endorsements that resonate with people who’ve become hardened to paid ads and sponsorships.
PR has fully embraced the digital arena, redefining its role in the marketing mix. From SEO optimisation to multimedia content, PR is a must-have for engaging sceptical audiences. Expect 2025 to bring even greater integration of B2B PR into broader marketing strategies as businesses recognise the value of its adaptability.
Thought leadership remains a top priority in B2B PR
If 2024 taught us anything, it’s that leadership visibility is more important than ever.
Customers, employees and stakeholders want to hear directly from the people steering the ship. In 2025, we anticipate a continued push for business leaders to step into the spotlight – not just during crises but consistently.
Leaders who communicate openly about their company’s mission, values and objectives can build trust and stronger connections with their audiences.
This doesn’t mean striving for perfection – the magic often lies in vulnerability and openness. For PR teams, this presents an opportunity to craft compelling narratives that humanise leaders and position them as relatable voices in their industries.
Remember, acknowledging the occasional misstep can make a business and its leader more relatable – an increasingly valuable trait in today’s AI-driven world.
As people grow more adept at distinguishing between human and machine-generated communications, authenticity and humility are more critical than ever.
An increasingly fragmented media landscape
The 2024 US election also revealed the growing challenge of media bias and audience echo chambers.
Platforms like X, Bluesky and Threads highlighted how fragmented the media landscape has become.
Legacy outlets like the BBC were accused of ‘shouting into the wind’ as more and more people sought confirmation of their existing beliefs rather than broader perspectives.
For B2B PR professionals, this is a double-edged sword. On one hand, businesses must align their messaging with platforms that support transparency and trust, like Bluesky, which has gained momentum as a preferred space for thoughtful, bias-aware discussions. On the other hand, they need to craft content that appeals to diverse audiences and avoids reinforcing echo chambers. Offering balanced perspectives and leading constructive dialogue will be key to maintaining credibility in 2025.
There are likely changes coming to the traditional media landscape too, with the potential sale of The Observer to Tortoise, the continued decline of print media in favour of digital (the Evening Standard going from daily to weekly is another example of this). The rumblings of a potential sale of a number of media outlets including The Times and the Sun depend on the outcome of the Murdoch family legal battle.
There’s plenty to look out for in 2025 and as PR consultants we’ll be keeping a careful watch to ensure our clients’ messaging continues to be seen on the right platforms to reach their target audiences.
AI searches set to boom…but will you be found?
As AI technologies continue to move the dial, the way we search for and consume information is shifting too.
Platforms like ChatGPT are transforming search habits, pushing conversational queries and highly relevant, human-delivered content. This evolution is set to have a profound impact on SEO strategies in 2025.
For B2B PR, this means doubling down on expertise-driven content. While AI can aggregate and present information, audiences still prefer insights crafted by human experts.
Businesses must ensure their content is not only optimised for search engines (which now includes AI search) but is also compelling and valuable to readers.
After Google’s major core update in August, low-quality content has reportedly dropped by a staggering 45% [Google]. With another update just last month, rankings are expected to shift even further. What does this tell us? Focus on creating high-quality, EEAT-driven content (Experience, Expertise, Authoritativeness and Trustworthiness) to stay ahead.
At Midnight, a key digital PR goal is securing brand mentions (and backlinks where possible) for our clients on high-authority websites, especially national newspaper sites, which often have the highest domain authority (DA). While how people search for information may evolve, the trusted sources—like national news sites—remain the same.
The B Corp boom
The coming year will see businesses continuing to embrace an ethical agenda, driving social and environmental impact alongside profit.
Evidence of this change can be found in the booming Certified B Corporation™ movement. This year in the UK the number of registered B Corps reached 2,300 [B Labs] – a quarter of the global total of 9,200.
At Midnight, our own B Corp journey has been a game-changer, reshaping how we think about growth, ethics and long-term success.
The push for sustainability and accountability is no longer a niche concern – it’s a business must.
For PRs, this means helping clients articulate their commitments to purpose-driven initiatives and ensuring these messages resonate with stakeholders.
It’s not enough to talk about values; it’s all about measurable actions, clear reporting and a commitment to continuous improvement.
Partnering with a B Corp-accredited B2B PR agency offers additional benefits, such as connecting businesses to a supply chain that puts ethics and the planet at the top of the agenda.
From leveraging social platforms and refining SEO strategies to embracing leadership visibility and purpose-driven storytelling, 2025 promises to be an exciting year. So, goodbye, 2024, you’ve been eventful.
Contact us today to discuss your PR objectives. Hello, 2025 – let’s get to it!
