The Evolution of Digital PR: Key Skills for 2025 and Beyond

The digital PR industry has undergone a significant transformation in recent years. As media landscapes shift, journalist teams shrink, and technology advances, the skills that once defined success in digital PR have evolved dramatically. 

In order to dive into what’s shifting, what’s fading, and what’s essential for Digital PR success in 2025, I spoke to a range of talented specialists in order to get their perspective on the skills that need to be honed for DPR success in 2025, and those need to be well and truly left behind.

Leave the Infographics and Cumbersome Data Reports Behind

There was a time when static infographics were the crown jewels of digital PR campaigns. As an ex Digital PR myself, I recall as far back as 2011,when  agencies would charge tens of thousands for a single infographic, often without any commitment to results. The irony? Quite often, journalists would use the data but not the graphic itself, especially in top-tier media.

Beyond the graphic going unused, many journalists would understandably link back to the page on the client’s site where the graphic was hosted, meaning very little SEO value, even if there was a money page link on the asset.

Fery Kaszoni, founder of UK-based Digital PR agency Search Intelligence, reflects on this shift: “Anyone skilled in creating amazing landing pages with great visuals and data reports used to be the most valuable team member in most PR teams. But times have changed.”

“Today, any agency worth its salt will acknowledge that in reality, what journalists truly want is quick reports and expert insights in large volumes. Clients want homepage or money-page links, and don’t really want to pay for those that are pointing only to fancy asset pages,” he explains.

This evolution reflects the changing needs of both journalists and clients. The media’s resource constraints mean reporters need digestible information quickly, while clients increasingly focus on measurable ROI rather than aesthetic appeal. The shift away from elaborate infographics also signals a more pragmatic approach to digital PR, prioritising efficiency and results over visual complexity.

Embrace Simple Data Visualisation Techniques

As Colin Czarnecki, founder of Noble Digital Studio points out, “Depending on the type of data you’re visualising, simple charts, tables, and maps can often do a better job of making complex information digestible for journalists. 

Whether you’re using static visuals or interactive elements, the priority should always be on presenting data in a clear, concise, and scannable way.”

Journalists have always been subject to tight deadlines, but now reporter teams have been slashed and hundreds of media outlets have closed down worldwide. This means that reporters are more stretched than ever.

As Colin rightly observes: “The easier it is to understand and extract key insights from your content, the more likely it is to earn media coverage.”

Freelance Digital PR, Matt Seabridge supports this perspective: “I wouldn’t call them ‘obsolete,’ but I think with the rise of AI, the need for Digital PRs to have secondary skillsets such as design skills isn’t as in demand as it might have been 3-4 years ago. There’s now plenty of AI bots and online templates that give anyone the ability to make impactful data visualization and interactive assets to support their campaigns, or eye-catching slides for pitch decks.”

The democratisation of design tools through AI and templates means that technical design skills are no longer a barrier to entry. Instead, the focus has shifted to understanding how to present data effectively to capture attention in an information-saturated environment.

Prioritise Story-First and Result-Driven Approaches Over Visual Complexity

Supporting Feri Czanoi’s earlier points around the story being key and visuals no longer mattering as much, Collin Czarnecki, adds: “Digital PR has evolved, and while well-designed visuals can still enhance a campaign, they are no longer a necessity for telling a compelling, newsworthy story.”

“Today, successful Digital PR campaigns can thrive with minimal or even no static images, depending on the nature of the story and how the data is presented. Our focus is on creating data-driven campaigns, so clarity and accessibility are more important than intricate design.”

As Fery Czasoni explains, many clients today want some form of link guarantee or KPI included with their spend, particularly when it comes to retainers worth tens of thousands a month. While acknowledging there are agencies currently executing larger campaigns successfully, he notes that generally speaking, a single elaborate campaign, no matter how fancy the graphics, is less likely to yield the tangible SEO return to match the spend in today’s media landscape. This ultimately leads to client churn in the long run.

“They are unpredictable, resource-intensive, and if links are the main KPI with a certain guaranteed number, they might not be the best strategy to adopt,” he explains.

The industry is witnessing a fundamental shift in how success is measured. Results-oriented approaches now dominate, with agencies focusing on deliverable metrics rather than 

impressive but inefficient visual assets. This has transformed not only how campaigns are designed but also how digital PR teams are structured and what skills are prioritised.

Master Reactive PR Instead of Relying on Planned Campaigns  

There was a time when reactive PR was seen merely as a supplementary strategy to use if a larger campaign hadn’t taken off. Or at least the agencies that I worked for used it in this way.

Many agencies that offered it as an actual service were still prioritising larger content-led campaigns. But as Fery Czasoni rightly points out: “The skill of detecting news trends and reacting to them with clever hooks is now one of the most important skills in Digital PR, in 2025 and beyond.”

“If I had to choose between a candidate who can detect trends and react to them with clever hooks but with no data skills, or someone who is excellent at writing up very long and thorough data studies but not effective at reactive PR, I would 100% choose the reactive PR skilled person.”

This shift represents a fundamental change in approach, prioritising agility and timeliness over elaborate campaign preparation. As he further emphasises, “The most effective and low-risk way to earn PR coverage is reactive PR, and anyone who is focusing on developing their reactive PR skills will have a bright future in the industry.”

Think Like Holistic brand Marketers not just PRs

Digital PR professionals increasingly need to think more like holistic marketers and not just as PR specialists.

From my own time as a Digital PR professional, I recall starting to see that social media and community engagement had slowly become real considerations, not just for amplifying link-focused campaigns, but in many cases, for validating content from the beginning and getting in front of journalists that scour those communities for content. This approach has developed tenfold today and should be an imperative part of any strategy.

Global VP of Digital PR at Journey Further, Beth Nunnington, explains: “One skill that was once secondary but is now vital is being able to think critically like a holistic marketer, not ‘just’ a PR professional.”

“Digital PR is no longer about chasing links to meet arbitrary volume targets; it’s a strategic discipline that plays a crucial role in achieving broader business objectives,” she notes.

“Brands, quite rightly, now expect measurable impact, from traffic and engagement to brand sentiment and conversions. Successful Digital PR strategies must be data-driven, leveraging insights from audience behaviour, conversion tracking, and long-term brand authority rather than simply securing high-DA links. Those who understand how to connect PR efforts with wider marketing goals, and demonstrate how they drive value over vanity, will have the greatest success in today’s landscape.”

Supporting this perspective, freelance Digital PR Matt Seabridge says: “I think as Digital PR evolves and the industry grows and becomes more competitive, the people with more knowledge of wider marketing principles outside of just PR and SEO will be the ones that achieve the most.”

“For example, having the ability to approach strategy and reporting from a brand perspective, and utilising other channels such as social media, podcasts, OOH activity, influencer marketing, and more, will help make the content you produce go further than your competitors can, and in turn provide more value via your Digital PR activity.”

Bri Godwin Huyke of the Journey Further US office says: “Digital PR once thrived in a silo, with content marketing teams focusing mostly on creating online content and using it to secure backlinks. But with Google’s evolution, the decline of online publications, and the rise of new platforms like TikTok and AI, Digital PR now thrives with a holistic approach.”

As digital PR evolves, professionals must understand how it integrates with other marketing channels. “To drive the best results, brands must align Digital PR with other channels such as paid, social, and influencer, to maximise reach, extend coverage longevity, and generate measurable business impact,” she concludes.

This comprehensive approach not only maximises the impact of PR activities but also demonstrates their value within the broader marketing ecosystem.

Strengthen Your Data Skills and Create Transparent Methodologies

Back when I was an SEO and Digital PR between 2010-2018, data was always a positive complement to campaigns, but not always necessarily the focal point.

The media landscape has changed dramatically, and journalists and authoritative sites now look for data to support their own wider pieces, as well as for standalone features. Digital PR teams are now hiring data specialists as support, but the ability to work with complex data is equally important for all Digital PR professionals.

Speaking on this trend, Collin Czarnecki says: “With newsrooms stretched thinner than ever, journalists want all the details served up to them. That’s why crafting a detailed and transparent methodology section within your campaign is crucial.”

“Eight to ten years ago, methodologies within Digital PR campaigns were often an afterthought and to be honest although questionable, were rarely actually questionable. If they were included at all, they were typically just a list of sources buried at the bottom of a landing page. However, as Digital PR has evolved, a strong methodology has become essential, not only for credibility, but also for overall media success,” he explains.

“There should be no grey areas when it comes to your data sources, collection methods, or overall methodology. The more transparent and thorough you are, the more confidence journalists will have in your story, and the more likely they are to cover it.”

Challenging this slightly, Domenica D’Ottavio believes that, while strategic thinking remains important, the industry is, in her opinion, moving away from overly methodical approaches that can stifle creativity and impact. 

As Domenica points out, “I wouldn’t say abandon it entirely, but don’t get too bogged down in rigid methodologies or overanalysing idea validation. At the end of the day, great Digital PR thrives on risk-taking. If you try to cater to every audience and predict every outcome, you’ll only dilute your story. In 2025, we need to embrace bold, unfiltered storytelling—so let’s leave behind any overly cautious or neutered approaches.”

Understand Digital Motivations and Journalist Incentives

As the media landscape changes, so do the motivations of journalists. Robyn Munro of Vega Comms highlights that successful digital PRs in 2025 must develop “a deep understanding of digital motivations and what drives journalists to link to content.”

Just like Digital PR professionals have their own motivations regarding links, journalists are increasingly being given KPIs that ultimately reshape their whole approach.

“With fewer journalists in the industry and evolving publication strategies, such as Reach PLC’s recently introduced content hub, it’s more challenging than ever to predict what stories will resonate,” Robyn explains.

“The ability to analyse these shifts and craft campaigns that align with journalists’ interests and editorial needs has become an essential skill for Digital PR success.”

Adapt to Digital Communication and Leverage AI Tools

The traditional phone pitch is declining in importance as digital communication channels become preferred. Beth Nunnington notes: “One shift that stands out is the decline of phone pitching as a crucial skill. Journalists are far less likely to pick up the phone today, and many no longer list their personal numbers in media databases.”

At the same time, new tools are streamlining workflows. “Rather than specific skills becoming obsolete, the real shift has been in how AI and automation have streamlined workflows like monitoring journalist requests, running competitor analysis, etc.,” Beth adds. 

“Tasks that once required hours of manual research and data collection can now be handled in minutes, allowing PR professionals to focus more on strategy, creativity, and relationship-building instead of repetitive processes.”

Shift Focus from Blogger Outreach to Mainstream Journalism

I started my former career as a content marketer back in 2008, when blogger outreach was a cornerstone of digital PR strategy,  but it has diminished in importance. 

Speaking to this evolution, Olivia Lott, a seasoned freelance Digital PR in the UK, explains: “Working with bloggers was a big part of Digital PR when I first joined the industry, though coming from a journalism background, I’ve always been more focused on targeting relevant journalists instead. Why? Because established publications tend to reach more people, are read by your clients’ target audience, and are more valued by Google and LLMs as algorithms and the search landscape changes.”

And Olivia is right. I recall working in-house and having conversations with our traditional PR agency, which had based 95% of their strategy on “mummy blogs”. I understood why they had done this because, ultimately, I was at a gifting brand and their audience matched. But from an SEO point of view, I knew back then that there was very little value, and so I, just as Olivia had done, set about targeting journalists instead, which is how I got into that side of SEO.

Olivia continues: “Digital PR is increasingly about targeting relevant journalists. That isn’t to say that bloggers and micro-influencers don’t have a place in a broader marketing strategy—they do, but I see it more as a paid channel that’s closer to influencer marketing, rather than organic, which Digital PR falls under.”

Adopt the Journalist Mindset

Although this has always been the case, Olivia explains that something that was previously overlooked in recent years was the “so what factor”. 

As Olivia explains, it’s about thinking like a journalist more comprehensively. Why does your story matter right now, at that very second? Why is it coming from the brand? Is there a clear alignment? This sounds obvious and a given, but let me tell you as an ex-Digital PR myself, it wasn’t always prioritised.

The ability to evaluate stories through a journalistic lens has become increasingly valuable as media outlets become more selective about what they cover. This means understanding not just what makes a story interesting, but what makes it newsworthy and relevant to a specific publication’s audience at a particular moment in time.

Build Stronger Journalist Relationships Beyond Pitches

This will seem obvious. PRs having solid relationships with journalists isn’t reinventing the wheel, but actually, there was a point where Digital PRs lived by the fact that the content did the talking rather than any relationship.

I sit on both sides of the fence on that. I do still believe that you can secure coverage from a journalist that you’ve never spoken to, as long as the content is relevant (exclusives help too). But as experienced Digital PR Luke Doyle of Cedarwood Digital points out: “There are fewer journalists now, and they are often stretched, covering multiple beats.”

“Having that personal line of communication and being a name they recognise in an inbox of hundreds of emails increases the chances of a story being covered – or better yet, the journalist will come directly to you if they need something.”

Personal connections can make the difference between a pitch being read or overlooked in an overflowing inbox. The most effective digital PR professionals invest time in understanding individual journalists’ interests and preferences, crafting tailored approaches rather than relying on mass outreach. These relationships also facilitate more collaborative approaches to storytelling, where PR professionals can function as trusted resources rather than merely sources of content.

Don’t Discount Strong and Relevant Sites Based on Whether They’ll Link

I know that many Digital PRs will be thinking, “We never did, James”. But actually, I have very recently seen Linkedin posts from agency owners who have spent the time collating a ‘blacklist’ of publications to avoid because they don’t link. The motive behind this was mainly the classic client/agency KPI agreement that largely consists of a number of links is still rife even if people claim it isn’t, and that naturally breeds a culture of avoidance when it comes to sites that people know won’t link.

But as US-based Digital PR Alex Horowitz of NP Digital points out: “Sometimes a brand mention is better than a link at all, so don’t sleep on those journalists who mention your client but aren’t able to formally hyperlink back to their website.”

This represents a more mature understanding of the value of media coverage beyond its direct SEO impact.

Move Beyond Press Releases to Personalised Pitches

When asked about skills that were once crucial but now obsolete, Bri Godwin Huyke who works for Journey Further in the US responds: “In the U.S, press releases have become largely unnecessary for campaign outreach. Journalists rarely rely on them for digital stories, preferring tailored, personalised pitches instead.”

The decline of formal press releases reflects broader changes in how information flows between organisations and media outlets. As communication becomes more direct and conversational, rigid formats are giving way to more flexible and personalised approaches.

Develop Deep Media Literacy and Bold Storytelling Skills

Understanding the media environment is more important than ever. “Read the news, read the room, and read it well. If you want to capture headlines, you need to study them—understand why they work and what makes them resonate. Media literacy is more crucial than ever,” advises Domenica D’Ottavio who heads up the team at Journey Further in New York.

To truly capture attention in premium media outlets, digital PR professionals need to develop what Domenica describes as living and breathing “the American newsroom.” This means internalising the priorities, pressures, and perspectives that shape editorial decisions, enabling practitioners to craft pitches that align naturally with journalists’ interests rather than forcing awkward angles.

This suggests that tomorrow’s digital PR leaders will be those who combine solid media understanding with the creative courage to develop narratives that genuinely stand out rather than merely checking boxes on a strategic framework.

Conclusion: Adapting to the New Digital PR Landscape

The evolution of digital PR reflects broader changes in the media, technology, and marketing landscapes. The industry is moving away from complex, resource-intensive approaches toward simpler, more effective strategies that deliver real value.

Today’s PR professionals must be agile, data-savvy, and strategic, understanding how their work contributes to broader marketing and business objectives. Those who can evolve alongside the changing landscape will find themselves leading the way in digital PR’s next chapter.