We are now six months into 2025, a good time to take stock. At Presscloud, we closely follow developments in PR: from strategy and technique to timing and tone of voice. In this reflection, we delve into the most important trends, our results, and what you can learn from it.
Trends that are moving the PR landscape
PR strategy is back in the spotlight: Companies are realizing once again that a strong PR strategy is crucial. In our January 1st blog, we specifically highlighted publicly listed companies and how they can make a difference with a clear PR approach. Not random shots, but thoughtful plans based on objectives, target groups, and data.
AI grows from tool to sparring partner: With blogs like "How Presscloud leads with AI” and "New functionalities of June '25”, we tried to make it clear: artificial intelligence is no longer a gimmick. It can assist with press list selection, pitch proposals, and content validation. When used correctly, PR becomes faster, smarter, and more consistent.
Seizing opportunities in current events: Timely hooks and theme calendars remain smart PR moves. Whether it's Mother's Day, sports events, or elections, timing is key. A recent example is Matt Sleeps, which used a very playful approach in the newspaper following Trump's stay with our Royal Family.
Storytelling with a mission: PR is becoming less broadcast and more about meaning. Purpose, sustainability, and social relevance are becoming a structural part of press releases. A little hint: you can expect quite a few stories in this direction from Presscloud users in the near future.
A look back at our own half year
A lot has also happened around our own platform, which we have communicated about multiple times:
New functionalities live: In May, we introduced the Smart Search Bar, an intelligent search bar for creating press lists. Our users save hours of work per campaign with this and create more accurate press lists at the same time. In June, we launched even more features. Missed it? Read about it in this blog.
Impactful customer cases: Boombrush, Boerschappen, Woolsocks & Vitesse, and De Bonte Koe used Presscloud in their communications. Concrete media results followed. These cases show how technology and strategy can come together for successful PR execution.
Recognition in the market: We landed at position 167 in the “Top 250 AI Tools in the Netherlands”. A confirmation of our technological trajectory and impact on the PR world. Who knows, maybe one of us will be nominated for PR Talent of the Year next year!
Reflection: where do we stand and what do we take away?
A good strategy remains indispensable: The foundation was laid at the beginning of this year: companies with a clear PR vision perform better. A content calendar, clear message, and good timing remain essential.
PR isn't done without people, despite AI: AI supports, but the human touch is decisive. Relationships with journalists, the right feeling at a press moment, that remains human work. Therefore, during demos, we always emphasize the importance of a human in the loop. And, we can better say it one more time: AI is a tool, not a goal.
Speed + control = trust: Whether it's a crisis, acquisition, or investment: those who communicate quickly and clearly build credibility.
PR is not something 'extra': The first half of 2025 shows that PR is at the core of your marketing and communication strategy: let it not be an afterthought! PR can really make the difference between being visible or being forgotten.
Onward to the second half of the year
Developments are moving fast, and we continue to follow them. With our technology and expertise, we help companies move forward, whether you're just starting with PR or ready for the next growth phase. Keep following our blogs in the PR-academy, get started with our tools, and keep thinking strategically, act humanely, and stay abreast of current events.
