Why PR Is the Most Effective Growth Strategy in 2025
In digital marketing, content is king. But in today’s ever-more saturated market, the question isn’t what content to make, it’s where it can make the most impact (and how to get it there).
Where do people spend the most time absorbing content? Social media, without question. Mainstream media has less influence now, with most people getting their information on Instagram, YouTube, TikTok, Reddit, and podcasts. Today’s consumers are savvy, and social proof is a huge driver of public opinion.
So, how do you get on the aforementioned platforms–in front of your client base–and attract them to your website or profile?
TLDR; public relations.
Here’s why PR is headed for a huge comeback and why you should be using it to drive engagements.
Content (Distribution) is King
People trust where they get their content as much as the content itself - credibility is built through association. When a brand gets featured in these high-trust environments, it gains authority by proximity. That’s why PR is no longer about chasing traditional press, but securing visibility on platforms where real conversations happen.
In 2025, audiences spend time on a multitude of platforms, like:
Newsletters: Readers subscribe to select newsletters for curated insights on topics they’re interested in. Take The Underdog, for example. It’s a newsletter sharing sports stories where athletes overcame the odds. It has thousands of sports-interested readers who are highly tuned in to the newsletter’s contents; a good place to market sporting gear or the like.
YouTube and Social Media: Visual storytelling captures fleeting attention. With Instagram and YouTube reels, and TikTok, users scroll through all kinds of commercial posts, including those of influencers they follow that mention new businesses! The upside here is that they don’t have to search for your product or business before finding it. If it is relevant to their algorithm, or they follow related influencers, your post has a chance of reaching them.
Podcasts: Long-form conversations build deeper connections. This is your chance to express why your product or service is exciting. You can not only get your name out there, but establish yourself as a thought leader and promote your business in an organic way.
Consumers lean on independent voices. They trust personal recommendations more so than corporate messaging. PR has evolved into a tool for building credibility. When a respected newsletter or a popular podcast features your brand, it sends a clear message: we trust this brand.
On top of that, social media feeds and community forums now provide higher engagement rates than traditional search engine results, especially as Google emphasizes zero-click searches.
Brands don’t get featured on these platforms by accident. It takes a PR strategy that positions you as an expert, builds relationships, and gets your name in front of the right audiences.
Here’s how PR helps you break into the spaces that matter.
How PR Gets You Featured Where It Matters
It takes a robust PR strategy to A) establish your brand as trustworthy and B) make the connections it takes to be featured where it counts. Here are some places to start:
Get Featured in Newsletters and Podcasts
Newsletters and podcasts are curated platforms managed by industry influencers and trusted voices. A feature in a respected one can boost your brand's credibility and expand its reach by placing your message before an engaged and discerning audience.
Use platforms like Beehiiv, Substack, and ConvertKit to find newsletters that cater to your niche.
Visibility on Reddit and Forums
Reddit and similar forums influence opinions and drive purchasing decisions by showcasing real experiences over polished marketing. Consumers seek assurance that insights come from genuine conversations—not AI-generated or overly scripted content. These platforms offer a unique space where organic recommendations thrive. PR can help you get mentioned or engage in discussions without coming off as salesy, building trust and credibility naturally.
YouTube and TikTok Placement
Video platforms dominate attention spans and their market share has been on the rise for years with no sign of slowing down. PR leverages these platforms by opening the doorway to collaborate with content creators and users with a following.
They offer dynamic ways to showcase your brand:
Collaborate with Content Creators: Seek partnerships for product mentions, deep-dive reviews, or storytelling collaborations.
Embrace Microinfluencers: Smaller creators often have more engaged audiences than influencers with massive followings (and they’re easier to access).
Tailor Your Message: Adapt your narrative to suit the platform’s format. Visual storytelling can humanize your brand and make your message memorable.
Algorithmic Visibility: Getting Picked Up by Google Discover & AI Tools
Digital search is changing. Users now turn to Google Discover, ChatGPT, and Google Gemini for instant answers before clicking on search results. These AI tools pull information from trusted sources, making credibility more important than ever.
PR helps secure that trust. When your brand is mentioned in authoritative publications, podcasts, and industry sites, AI models recognize it as a reliable source. This increases the chances of your content appearing in Google SGE and AI-generated summaries.
SEO best practices are shifting. Keywords alone won’t cut it anymore. AI prioritizes expertise and brand authority, and PR is the best way to prove you’re worth noticing.
The stronger your brand’s reputation, the more likely AI is to recognize it. PR builds that authority, keeping you front and center as search keeps evolving.
Modern PR Tactics Needed to Succeed
Data-driven PR means knowing where your audience is and how algorithms decide what gets seen. Platforms favor engagement and credibility over traditional media mentions. Understanding these patterns helps you get featured in the right places.
Storytelling for new media is about crafting messages that work everywhere—short-form videos, long-form articles, podcasts, and even AI-generated search results. A strong story adapts to different formats without losing its punch.
Relationship-building over mass pitching shifts PR from cold outreach to real connections. Engaging with niche influencers, content creators, and smaller communities creates long-term brand advocates rather than one-time placements.
Experimentation and adaptability keep you ahead of the curve. Testing different platforms and distribution strategies shows where your audience engages most. What works today might not work tomorrow, so staying flexible is key!
Why Word-of-Mouth Wins in 2025
Consumers scroll past sponsored posts, skip commercials, and question corporate messaging. But they never stop talking. The most powerful marketing doesn’t come from a brand—it comes from real conversations on Twitter, Reddit, and niche communities.
Unlike paid ads, which create short-term spikes in visibility, organic buzz sticks around longer. A single recommendation can introduce your product to thousands, triggering a ripple effect that paid ads just can’t replicate. That’s why word-of-mouth marketing remains influential—it’s personal, persuasive, and built on human nature.
PR in Action: How a Mortgage Lender Skyrocketed Engagement in One Quarter
A mortgage lending company partnered with Rosarium to increase visibility and position its founder as a thought leader. Here’s what happened in just three months:
Instagram reach exploded (+173%), with profile activity surging 202%.
LinkedIn engagement soared, with impressions jumping 30.8% and audience reach up 49.1%.
Industry connections strengthened, thanks to PR-driven networking events and collaborations.
The takeaway? PR works. With the right strategy, earned media and community engagement drive real authority, brand recognition, and long-term growth—no paid ads needed.
The Future of PR and Content Distribution
PR isn’t about chasing headlines or flooding the internet with content. It’s about showing up where people are already paying attention—in newsletters they actually read, podcasts they trust, and AI-generated results that shape what they see first.
The brands that win in 2025 won’t be the ones yelling the loudest. They’ll be the ones earning trust, sparking conversations, and staying relevant in the right spaces. Instead of fighting for clicks, they’ll be building credibility that lasts.
It’s time to rethink PR. Get your brand in front of the right people, in the right places, and let the momentum build.
