How will AI reshape the PR industry in HK?

The impact of artificial intelligence (AI) on the PR industry is huge and is here to stay in 2025. According to data from Agility PR, approximately 80% of PR professionals now recognise AI as a critical tool for enhancing efficiency, monitoring media, and generating insights.

AI will also transform public relations, making it easier to draft press releases, according to the Future of PR report by Determ. Chatbots will continue to improve the user experience and enable faster distribution of brand messages to the public.

In addition to AI, PR professionals are significantly influenced by the adoption and execution of data-driven tactics, the merging of PR with various business operations like programmatic advertising, and the growing emphasis on authenticity and social accountability.

Below, we explore expert opinions on the future of PR in 2025, looking into how these advancements are reshaping the industry and what PR professionals can expect in the years to come.

Simeon “Sim” Mellalieu, CEO, Burson Hong Kong

Let’s start with the big picture: things will be better for most of our clients and therefore probably for agency land – but we’ll have to work for it. The global relaxation of interest rates, directly or indirectly, will have a positive impact on all major industry sectors such as automotive, property, consumer tech, financial services and travel.

The energy transition will literally fuel the energy sector while our Asian ageing populations will fuel the healthcare sector. But it won’t be plain sailing. Today, volatility is normal as is the “whack a mole” style firefighting.

In 2025, economic perkiness is going to be coupled with geopolitical risk for Asian brands, impacting their supply chains, marketplaces, and reputations. All of this means more work, but it isn’t necessarily going to juice up client budgets. Why should it? If you can work smarter and more creatively when budgets are tight, why go back to old bad habits when the “good times” return?

What this points to is the inevitable, but necessary reference to AI and other digital tools to accelerate creative outputs while lowering operational costs. Pundits are already calling 2025 crunch time for AI to prove its worth. Proprietary agency AI tools will go mainstream and support better advisory and better creative.

One more thing, workplace culture is going to be critical for all of us. For a long time now, employers wanting to be seen as employee-centric has meant adopting the most relaxed WFH policies. Returning to the office will heat up in 2025. Rules will be tightened and re-normalised. Culture is hard to build in a disassociated hybrid workforce. Now it needs to be nurtured as the compensation and incentive to get folks back to the office.

Lara Jefferies, founder and managing director, PLUG

Those of us hoping for smoother sailing in 2024 didn’t quite get what we had wished for. The economic situation remained turbulent, making long-term planning for PR agencies (and our clients) challenging. This year, it was important to remain agile and flexible to best support our clients as they dealt with multiple last-minute changes to plans, timelines and budgets.

In some instances, we saw spurts of investment in major-scale projects and, on the flip side, strategies that required a smaller, always-on approach. As an agency that spans a range of industries, from beauty to technology, we experienced a wide variety of challenges that many clients faced.

Internally, as an agency, we invested in growing and strengthening our team despite the economic outlook. Our focus, as it has always been, is people before profit. When things got challenging (and they did!), we wanted to ensure that we had a robust team to support our clients, but critically, we wanted the team to feel supported with adequate manpower, resources, and rest.

This investment has paid off, and we’re ending the year in a strong position with a workforce that has worked hard, but is in good spirits. Next year, we will continue our steady growth trajectory and long-term talent density approach with a laser focus on our culture.

Looking ahead to 2025, we can expect to see many of the trends and changes that emerged this year continue to evolve. With a growing number of Mainland Chinese visiting, living and working in the city, HK-based clients want strategies in place to appeal specifically to these customers, as well as the local clientele. This will only continue and agencies need to evolve with this shift.

Another interesting trend this year was the evolution of some key media companies and the emergence of their event offerings. Media showed an ability to host “owned” branded events (for example, Prestige’s “Women of Power”, Hypebeast’s “Hypefest”, and Robb Report’s “Leaders of Luxury Summit”).

They also pitched customer-focused events for brands. Previously, this would be the sole domain of PR agencies, but with media titles able to mobilise their target audience to engage directly with brands – and offer attractive content packages – there will likely be a fierce battle for budgets in 2025!

David Ko, managing director and head of Asia, Ruder Finn Interactive

2024 was a tale of two realities: contrary to the robust bounce expected after a delayed recovery from the pandemic, the industry only saw steady, but incremental growth, with many brands still cautious with their spend. This manifested most commonly in brands taking a longer time to press go on major campaigns and award RFPs.

On the other hand, after an initial period of scepticism and dismissiveness, interest in generative AI has led to a resurgence in all things AI, with consulting clients actively seeking advice and recommendations on how to integrate GenAI into strategy and execution in campaigns.

Ruder Finn Interactive commissioned a study that found 82% of in-house comms leaders now believe AI tools such as ChatGPT, Claude or Gemini can effectively automate routine tasks, a huge jump from just 50% last year. Interestingly, concerns about AI-fuelled job losses have decreased from 30% to 18% of respondents. We’ve crossed the chasm from hype to ripe.

What can we look forward to in 2025? The uncertainty and caution from 2024’s year of elections and forever wars may be tapering off, but the machinations of the transition to a multipolar world means Hong Kong will continue to be in the crosshairs of a global war of words. Systemic weaknesses in the economy need to be addressed while Hong Kong navigates harsh new realities such as changing consumer patterns.

I’m an optimist and a firm believer in the inventiveness and resilience of the Hong Kong spirit. Whether it’s evolving Hong Kong’s identity as a financial hub, attracting global tourists and digital nomads, or bringing mega events and concerts to this shining city, we’ve got 2025 down.

Vivian Fok, managing director, SPRG HK

As we step into 2025, the PR industry finds itself at a crucial crossroads, facing both exciting opportunities and significant challenges. At the forefront is the rise of artificial intelligence. This powerful tool can streamline our daily tasks and enhance efficiency, but it also raises concerns about job displacement.

To be frank, no one knows how long we can live, so worrying excessively about potential job losses is unproductive. Instead of resisting this wave of change, we should embrace AI, using it to elevate our work. By leveraging AI for analytics and routine tasks, we free up our creativity and strategic thinking, allowing us to focus on what truly matters: building authentic connections and compelling narratives.

Another pressing concern is the resurgence of watchdog programmes, where even minor missteps can quickly escalate into viral crises. In today’s hyper-connected world, vigilance is essential. Agencies and clients must be prepared to respond swiftly and effectively to potential fallouts. To address this, we have developed an in-house crisis simulation training programme. This initiative will empower our clients to navigate crises confidently, simulating the bombardment from various media channels and social media, reflecting the realities of today’s landscape.

Lastly, social media has become integral to our daily lives, serving not just as entertainment, but also as a primary source of news and educational information for many. This shift makes comprehensive strategic planning for social media content essential. Such planning should encompass content types, optimal durations for each, and a balanced mix of branded and authentic content. Additionally, it’s crucial to maintain the unique style of influencers. All these considerations must align with the overarching marketing strategy of the brand.

By addressing these concerns collaboratively, we can navigate the complexities of the PR landscape and emerge stronger in 2025, and beyond.

Danny Wong, head of growth and innovation, Greater China region, TEAM LEWIS

2024 was the largest election year in history, with approximately half of the world’s population having headed to the polls to pick their leaders for the foreseeable future. As 2025 approaches, the global landscape has become more fragmented, driven by geopolitical shifts that no marketer can afford to ignore. Trade disputes, sanctions, and regional instabilities are influencing everything from consumer behaviour to supply chains, and marketers must pivot quickly to remain effective.

Global strategies that once relied on uniformity now require hyper-localisation to address cultural and political sensitivities. Increasingly, we’re having to help provide counsel to clients on how to navigate things such as trade barriers, as brands tailor their messaging, product offerings, and sales tactics to try to ride political momentum or governmental policies. And use of AI to identify such topical hot spots and create content at scale is a critical part of that equation.

In this era of unpredictability, marketers must evolve from being storytellers to strategic forecasters - through the use of data and AI tools. Those who tailor their messaging with the realities of a fragmented and divisive world will not only weather the storm, but find opportunities to thrive. By turning geopolitical challenges into an opportunity for deeper engagement and innovation, marketers can lead with authenticity and agility in the year ahead - which is why we as agencies also need to be able to work with clients to peer beyond the given briefs and help clients to write new playbooks for 2025.

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