As 2025 approaches, the PANBlast team has analyzed this year’s pivotal communications moments to forecast the key trends shaping B2B SaaS PR strategies in 2025. From the dramatic shifts in presidential leadership to the continued evolution of AI governance, communicators have never been more essential in navigating complex narratives. Here are our team’s predictions for tech brands preparing for 2025’s dynamic landscape.
The Evolution of Email and Alternative Communications Channels
“Email isn’t going anywhere, but AI inundation abounds. As far as I can tell, most of the ‘new’ AI tools claiming to disrupt and streamline the pitching process have done little but add noise to the already flooded inboxes of journalists. Pitches written by ChatGPT sent to media lists built by a robot will never cut it, but they are causing an issue for PR pros who have relied on email as a main channel for communication. Until AI gets smarter (or journalists are able to filter out the irrelevant), I think we’ll be leaning on other channels more often, like X, LinkedIn and QWOTED.” – Grace Williams, VP of PR
Crisis Preparedness in the Age of Viral Tech Scandals
“As the virality and impact of tech scandals grow, crisis preparedness will be a top priority for tech companies in 2025. Even minor missteps can quickly escalate into full-blown crises. Tech firms will invest in cross-functional crisis response plans to address technical, ethical and communication challenges. We will see a new breed of crisis communication specialists emerge, combining deep tech knowledge, access to real-time monitoring tools, an understanding of viral media dynamics and the ability to navigate complex socio-political landscapes. Tech leaders will prioritize proactive transparency and ethical governance to prevent PR crises. When every decision can be scrutinized and amplified, the best defense against a PR crisis is to avoid it altogether.” – Kim Jefferson, EVP of PR
The Rising Bar for Tech Media Relations
“More than ever, journalists’ knowledge of high-tech concepts is equivalent to that of an analyst, especially in B2B SaaS. Broad, generic pitches about high-tech concepts will no longer be tolerated. In 2025, the expectation will be that organizations can speak to the media about trends, products, services, etc., with in-depth industry knowledge, third-party validated sources and clear use cases. As PR professionals, we must up our game on client tech knowledge and the ability to clearly communicate and discuss these topics with journalists to secure quality opportunities.” – Kate Johnson, Director of Client Relations
The Future of Social Media Platforms
“AI will kill our social media dinosaurs. Platforms like LinkedIn, Facebook, and Twitter are bogged down with bot problems, creating disinformation and security risks that frustrate users. If I see another auto-suggested comment like ‘congrats, [NAME],’ I might scream—and I’m sure marketers feel the same about the current state of social. This frustration will fuel the development of a new AI-driven platform that seamlessly merges personal and professional interests and communities. For business leaders, this marks an evolutionary opportunity to engage both old and new audiences in ways that feel authentic, relevant, and meaningful.” – Jake Doll, Director of Client Relations
The Evolution of LinkedIn Content Strategy
“Like other social media platforms, LinkedIn is an awesome resource for connection, inspiration, and information. However, we’re at a saturation point of posts that start with an irrelevant-seeming story and finish with some insightful business lesson. Everyone is catching on, and it’s starting to feel like thought leadership soup. Not every life event has a resulting business/leadership lesson. Anyone looking to cultivate an audience on LinkedIn must remain as authentic as possible, keeping posts concise and the takeaway clear to stand out from the crowd. Being willing to take a hot take and ruffle some feathers never hurt either.” – Kelsey Sowder, Director of Client Relations
Looking Ahead
The delicate balance between technology-powered efficiency and human authenticity will define the technology communications landscape in 2025. Success will come to brands that can leverage emerging technologies while maintaining transparent, verifiable human connections. As the line between digital and physical experiences continues to blur, the fundamental need for authentic storytelling and trusted relationships will only grow stronger.
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