As we step into 2025, the public relations landscape continues to evolve at an unprecedented pace. Technology, shifting consumer expectations, and the growing influence of multicultural markets are reshaping how brands communicate with their audiences. Among these changes, the Hispanic market stands out as a driving force behind cultural and economic trends in the United States, demanding greater attention from brands.
From AI-powered strategies to the rise of podcasters and journalist influencers, this year’s PR trends reflect a deeper emphasis on data, authenticity, and inclusivity. For businesses looking to stay ahead, it’s no longer just about keeping up with trends—it’s about anticipating them and adapting with purpose.
Let’s explore the top trends poised to define PR in 2025 and how they intersect with the ever-growing influence of the Hispanic market.
1. AI-driven PR strategies
According to recent data by Muck Rack, about 61% of PR professionals report using AI tools in some capacity, with media database and monitoring companies like Cision, Meltwater, and Muck Rack incorporating AI to enhance media list curation, sentiment analysis and real-time monitoring. AI will continue to revolutionize PR, from optimizing media outreach with predictive analytics to enhancing personalization in campaigns. AI-powered tools can identify trends, generate impactful content, and even suggest optimal times for pitching. Hispanic marketers, in particular, can leverage AI to analyze bilingual and multicultural datasets, ensuring culturally nuanced messaging.
The adoption of AI in PR is driving efficiency: PR teams are saving up to 30% of their time on tasks like media list creation, email personalization, and performance tracking. These capabilities not only improve workflow but also ensure campaigns are more data-driven and effective. By 2025, AI’s impact will be even more profound as additional tools are developed to help PR professionals deliver hyper-personalized, culturally relevant campaigns at scale.
However, with great potential comes significant risk. AI-generated misinformation poses challenges for PR professionals tasked with safeguarding brand credibility. Misuse of AI could spread inaccuracies or erode trust if not carefully monitored. Balancing innovation with responsibility will be critical for brands adopting these technologies.
2. Expansion of streaming and digital video
Streaming and digital video are two of the primary ways Hispanic consumers are engaging with content, and this trend is expected to continue growing throughout 2025.
Hispanic consumers have the highest rate of digital video penetration among all racial and ethnic groups, at 81.3%, making this demographic a key opportunity for targeted outreach. Their engagement extends across top social media platforms like YouTube, Facebook, and Instagram, further emphasizing the value of video-driven strategies.
Their affinity for streaming video is reflected in the launch of platforms like Canela News and Univision ViX, which cater specifically to Hispanic audiences. These services provide culturally relevant content, aligning perfectly with demand for on-the-go video and news consumption.
For PR teams, leveraging these platforms effectively engages a digitally savvy audience, enhances media relations, and strengthens earned media strategies by reaching consumers where they are most active.
3. The evolution of content creators
Content creators are at the forefront of a transformed media landscape. Today, “media” encompasses far more than newspapers, radio, and cable TV. Podcasters and social media influencers are now integral members of this new definition of media.
According to eMarketer, Hispanic consumers are projected to adopt seven of the eight leading social media platforms in 2024 at a higher rate than the general U.S. population. This underscores the importance of leveraging social media influencers to connect with this growing and digitally savvy demographic. Brands that partner with Hispanic creators and craft culturally relevant narratives will amplify their reach and build meaningful connections with a community that continues to over-index in social media adoption and engagement.
Rise of Hispanic Podcasters
One area that has seen remarkable growth over the past year is the podcasting industry, which has rapidly expanded in popularity and diversity of content. This trend is particularly evident among Spanish-language media consumers, with 40% reporting that they listen to podcasts. Engagement levels are equally impressive: 77% of listeners tune in to most of an episode, and 32% complete entire episodes. This indicates not only interest but also a deep connection with the content. The optimal podcast length hovers around 30 minutes, making it a digestible yet impactful medium for storytelling, education, and entertainment.
A particularly notable trend is the rise of Hispanic journalists and media personalities launching their own video podcasts. Examples include Cara a Cara con Rodner Figueroa, Ada y Chiqui de Show, En Positivo by Lourdes del Río, Elijo ser Feliz by Maria Alejandra Requena, and many more.
Collaborating with these influential podcasting voices enables brands to deliver messages in an intimate and authentic format. Furthermore, niche podcasts offer an opportunity to tap into focused communities with relevant content that drives engagement.
This evolution in the content creation space presents challenges and opportunities for PR professionals. In the case of influencers, navigating a landscape where trust and relatability outweigh traditional credentials requires a shift in strategy. However, this new dynamic also opens the door to meaningful partnerships. Podcasters and influencers, particularly those with ties to Hispanic audiences, offer an earned channel to deliver culturally relevant messages that resonate deeply.
4. Media consolidation and shrinking newsrooms
Over the past few years, newsrooms have been shrinking due to budget cuts and industry shifts, placing pressure on PR professionals to adapt their strategies. As smaller teams cover broader beats, the competition for media attention grows fiercer. Building relationships with journalists, drafting concise pitches, and providing data-driven stories will be essential for securing coverage in this constrained environment.
For example, integrating data into pitches not only enhances the story’s appeal but also helps journalists uncover deeper narratives. This approach adds value at a time when resources are stretched thin. One strategy we've used at Twin Minds Media for many years that is particularly relevant at this moment in time is providing journalists with content that is ready to publish, minimizing their workload, and making sure that pitches are highly targeted and relevant to the news cycle.
5. Data-driven storytelling
Using data to tell compelling stories will continue to dominate PR strategies into 2025. Data allows brands to go beyond surface-level narratives and share insights into real-world issues that matter to their audiences. This type of storytelling resonates with journalists and audiences alike, offering depth and context to campaigns.
For the Hispanic market, data-driven storytelling is especially powerful. Insights into Hispanics' consumption habits, preferences, and cultural values empower brands to craft narratives that resonate deeply with this audience.
Since its founding, our agency has prioritized using data to demonstrate relevance. Most recently, we partnered with Talker Research to survey Hispanics about their sleep habits and the impact of the seasonal time change. Our goal was to reveal timely insights and connect them to our client’s (Amazon Alexa Devices & Services) new Echo Spot smart alarm clock and its smart home features. In a market where data is often sparse, leveraging these insights about the Hispanic community becomes a competitive advantage.
6. More human, relatable, and authentic brands
As consumers demand authenticity, PR professionals must craft campaigns that reflect genuine values, empathy, and transparency. Hispanic audiences, in particular, respond to narratives that highlight cultural pride, community ties, and real stories. Authentic storytelling not only fosters emotional connections but also boosts a brand's credibility by showcasing its commitment to understanding and celebrating the experiences of its audience. When brands prioritize transparency and authenticity, they build trust and position themselves as relatable and reliable allies in their customers’ lives.
Real stories about employees, customers, or community members will continue to drive impactful campaigns, particularly within the Hispanic market. Human-centered campaigns that highlight real-world issues and triumphs will remain essential for building meaningful connections.
Humanized communication also involves amplifying underrepresented voices and addressing issues that matter most to the audience. In 2025, authenticity will no longer be optional—it will be the driving force behind building trust and long-term brand loyalty.
7. The cultural influence of Hispanics grows
Hispanic Americans are not only a cornerstone of today’s culture but are also significantly influencing the future of the United States. With one in four Gen Zers identifying as Hispanic, this young and dynamic demographic is redefining trends across industries through their purchasing power, media consumption habits, and cultural contributions.
By 2026, Hispanic buying power is projected to reach an astounding $2.76 trillion, representing 12.1% of total U.S. buying power, according to ThinkNow. This rapid growth is further highlighted by Hispanic consumer spending, which is increasing at an annual rate of 8.6%, far outpacing the national average of 5.5%.
This market’s growth demands PR strategies that go beyond surface-level demographics. While multilingual campaigns, cultural celebrations, and partnerships with Hispanic creators are essential, it’s equally important to delve into the nuances of cultural identity. The Hispanic community is incredibly diverse, representing multiple nationalities, traditions, and experiences. Cultural relevance and a deep understanding of this diversity will be key to building authentic connections that resonate across generations and nationalities.
In 2025, successful PR strategies will be defined by their ability to merge innovation with authenticity. As brands adopt AI and data-driven techniques, they must remember the human stories behind the numbers. Content creators, particularly those who resonate with niche audiences like the Hispanic community, will be instrumental in building trust and loyalty.
The Hispanic market’s influence continues to expand, shaping mainstream culture while remaining deeply rooted in its values and traditions. By prioritizing genuine connections and cultural understanding, PR professionals can drive meaningful impact in this dynamic landscape. As we embrace these trends, the focus should remain on creating inclusive, culturally grounded narratives that inspire AND empower.
