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by Vivian Stürmann, Managing Director/Partner zeron GmbH / Agency for PR & content
I think you should ask yourself the question of existence every few years. Because it encourages you to reflect and take the time – which is so important – to delve deeper into a subject.
That’s exactly the kind of in-depth analysis we undertook at zeron, and in light of the many rapid changes and developments, we asked ourselves:
Will there even be a need for PR in 5 to 10 years’ time? And if so, why and how?
This marked the start of an intensive and highly engaging internal strategy process, during which we analysed numerous studies, launched our own survey of 2,500 journalists, and developed 10 theses on the future of PR. We continuously incorporate these into the day-to-day work for our clients.
Because in the age of AI, we need more PR, not less. And the logic of PR is changing. In future, platforms, algorithms and artificial intelligence will determine whether a brand or a company even has a place in the market. And that is precisely what constitutes the real upheaval!
This poses a major challenge for businesses and PR professionals. The key task is to manage and orchestrate content and visibility in a world that spans print, AI and beyond.
The following ten points briefly outline how this can be achieved.
#1. Traditional media are losing reach, whilst influencers and social media are boosting it.
Yes, traditional media are losing reach; that’s nothing new. Print, TV and radio are steadily losing ground. Social media, online platforms and streaming services are the ones benefiting. Podcasts are becoming increasingly important. The key drivers of reach are clearly influencers and social media, due to the high level of fragmentation and the emergence of new platforms.
Traditional media are thus losing their monopoly position! Reach is now spread across many players:
1. Classical media print/online
2. Social media
3. Platforms
4. Communities
5. Influencers
6. AI systems
PR needs to operate across all these areas. But it must also take the lead in shaping the narrative in the online and social media world. PR professionals shouldn’t leave this (entirely) to the marketing or social media team!
#2. The journalist becomes a content creator and community manager.
The traditional logic of PR was quite simple: Message → Journalist → Media → Public.
Today, this is just one of several routes. Journalists and editors are becoming – to a far greater extent than they already are – content creators and community managers. They produce and distribute content across a wide range of channels and actively engage with their communities. Looking ahead, media organisations will achieve their widest reach on social media!
Content should therefore be formatted in such a way that it can be used across different platforms:
1. as a traditional press release
2. as website text with a teaser (SEO)
3. as newsletter text
4. as LinkedIn post
5. as Instagram reel
6. as YouTube video
7. etc.
PR professionals must therefore be able to translate their content into different languages and adapt it for different channels. AI can be particularly helpful in this regard.
#3. PR is shifting from media relations to stakeholder and community relations.
Reach is generated across many different channels, driven by just as many different stakeholders: journalists, influencers, communities, opinion leaders and direct target audiences.
The role of PR is to systematically identify the relevant stakeholders across all relevant channels and platforms and engage with them – moving from a ‘one big’ to a ‘many small’ approach.
These are the pillars of the new PR mindset:
1. A stakeholder/community map instead of a press distribution list
2. Community management rather than content distribution
3. Customisation rather than standardisation
4. Algorithm instead of broadcast
5. SEO and GEO
PR is no longer a broadcast format, but a system of relationships and engagement.
#4. AI is the gatekeeper of visibility; PR is its catalyst.
The biggest disruption, however – unsurprisingly – comes from AI. Whilst Google (still important!) provides many results, AI gives just one answer. This has radical consequences, because:
/ Visibility is becoming extremely scarce!
/ If you’re not part of the answer, you’re not relevant!
The phrase I have often quoted, drawing on Vilém Flusser, remains as true as ever – if not more so:
“What is not communicated does not exist. And the more it is communicated, the more it exists.”
And that is precisely the role of PR. It is within PR’s power to determine whether a company makes its mark in the AI world or not. To achieve this, PR must nurture and cater to these sources:
1. The company's own website: structured, AI-readable content
2. Media reports: Credibility and authority
3. Knowledge platforms: References and context
4. User platforms: Opinion-forming and proofs
5. Company profiles: key database
Because AI doesn’t believe you, but rather what the media and the internet say about you. That’s why we need MORE PR!
#5. Die Presseinformation ist nicht tot!
Für die klassische Presseinformation ist das ein klares Signal: Sie spielt trotz aller Veränderungen nach wie vor eine zentrale Rolle in der Pressearbeit. Das hat auch die Journalisten-Umfrage von zeron aus dem September 2025 gezeigt (4,4 von 5 Sternen)*.
Die Presseinformation bleibt der wichtigste Door Opener, gefolgt von persönlichen Mails der Pressestellen.
Neben der Presseinformation wünschen sich Journalisten und Redakteure allerdings zusätzliche Textbausteine wie kurze Unternehmens- und Produkt-News, Statements und Zitate von Unternehmensvertretern mit entsprechendem Bildmaterial. Ist die Presseinformation von morgen darum eher ein modulares Content-Kit, aus dem sich Journalisten bedienen können?
Die Mehrheit der befragten Redakteure sagt: ja! Und vergibt bei dieser Frage 3 von 5 Sternen. ,. Die Fachpresse zeigt dabei das größte Interesse an einem solchen Content-Kit (3,3 von 5 Sternen). Aktuell laufen diverse Tests bei zeron, um herauszufinden, ob ein solches Content-Kit für Medien interessant ist und perspektivisch die klassische Presseinformation ablösen wird.
*Quelle: Journalisten-Umfrage von zeron unter 2.500 Journalisten / Teilnehmerquote: 5,4 Prozent / September 2025
#6. The website is becoming a key asset.
Your own website is becoming the most important tool for visibility. It is a key source for Google indexing, a content pool for AI, and plays a significant role as a research source for journalists, as demonstrated by the zeron journalist survey*, and above all, it is 100% under your control.
In practical terms, this means:
/ If your website isn’t clearly structured, AI won’t understand it
/ If you don’t have explanatory content, you won’t be quoted
/ If you don’t own any content, you remain dependent on platforms
And that’s a wasted opportunity.
*Source: zeron survey of 2,500 journalists / Response rate: 5.4 per cent / September 2025
#7. Agenda setting happens on social media.
Journalists have long since embraced social media and actively use it in their work. This is confirmed by the news aktuell Media Trend Monitor 2025 *. The most important platforms are Instagram, LinkedIn, Facebook and YouTube.
Platforms such as LinkedIn or Instagram are today:
/ Radar for topics
/ A source of inspiration for journalists
/ A starting point for public debate
And how does content become an agenda?
1. A social impulse (post, statement) generates awareness,
2. pushed via owned media and media reach (press release) visibility,
3. via SEO and GEO content, in turn, search reach,
4. which is the basis for quality reach in traditional media and therefore for relevance, and the prerequisite for
5. agenda setting.
*Source: news aktuell Media Trend Monitor 2025 / 1,011 journalists from Germany, Austria and Switzerland
#8. Owned media is the real source of power.
Perhaps the most underestimated aspect: the potential of owned media as a source of visibility. Websites, LinkedIn, Instagram, Facebook and the like – they are all valuable repositories of content that should have a firm place in corporate communications messaging.
Why is that?
/ Content remains available,
/ it is indexable,
/ it utilises algorithms,
/ it works independently of platforms and
/ it allows you to have full control.
Companies that understand this carefully and strategically direct their messages across all the channels that form the basis of their visibility. In doing so, they achieve a high degree of self-sufficiency and independence.
#9. PR orchestrates content & visibility.
The key insight is this: visibility is no longer achieved through communication alone; it is the result of skilful orchestration. The new reality of PR is based on three pillars:
1. Media logic is shifting.
/ Traditional coverage is declining.
/ Usage is becoming fragmented./span>
/ Social media is becoming the main distribution channel.
2. Journalism is changing.
/ Journalists are becoming content creators.
/ Research is increasingly starting on social media and AI.
/ Topics are played across platforms.
3. Visibility is being redefined.
/ Discoverability is influenced by AI.
/ The agenda is created via social media / platforms.
/ Traditional media add weight and relevance to topics.
And so the role of PR shifts – from soloist to conductor.
And yet:
#10. People are still the driving force!
Amidst all this technology, one thing remains constant. After all, trust and loyalty can only be built by people. Every trend is followed by a counter-trend, and that is why this is becoming increasingly important, especially in a world full of AI:
1. Personal connections
2. Experiences
3. Authenticity
4. AI-free content
5. Live formats
That is why PR will always remain absolutely central: building relationships with real people!
Welcome back to the roots 😊.