PR Day 2025: key skills and trends in Public Relations
2025-07-28 13:43
Alexandra Pertseva, co-founder of the Make Sense communications agency , shared insights on modern PR and the essential skills for today’s communicators.
Modern PR is a hybrid of journalism, marketing and data science, where speed and authenticity matter more than formal press releases. Trust has become the ultimate currency, measured not just by media placements but through real-time digital sentiment analysis..
In the past, reputation was built through traditional media and word of mouth. Today, goodwill (a company’s intangible reputation asset) depends on its digital footprint: online presence, reviews, social media posts and influencer opinions.
From my observations, PR is now a part of CX (Customer Experience), shaping loyalty through communication and managing reputation across all digital platforms (from mainstream media to TikTok and Telegram).
Top skills for PR professionals in 2025:
✔ Creating compelling storytelling to convey key messages;
✔ Leveraging data analytics to measure communication effectiveness;
✔ Mastering AI tools (ChatGPT for copywriting, Midjourney for visual content).
This evolving approach demands continuous upskilling in digital competencies while staying true to the core principles of reputation management.