By: J-Ann Valencia

A framed poster on the wall of a gleaming PR firm reads: “In a world full of noise, we make you heard.” Ironic, considering the agency itself was acquired last month, becoming another player in the ongoing PR consolidation of 2025.

Agencies expand, contract, and rebrand frequently, leaving brands in a constant search for the right partner to amplify their voice in an increasingly crowded marketplace.

Matteo Ferretti, CEO of Spynn, a PR agency known for media placements, watches the industry’s evolution with the calculated perspective of a chess grandmaster. “The PR industry is undergoing significant transformation, arguably one of its largest shifts since the rise of social media,” he observes. “However, amid these changes, the key principles of what makes a PR partnership effective remain crucial—they just need to be even more carefully considered.”

The Great PR Reshuffling

Seismic shifts have impacted the PR industry throughout the first quarter of 2025. Eve Air Mobility appointed Axicom as their U.S. PR agency, Big Valley Marketing expanded its focus with new practice areas, Hyundai named a new VP for PR and communications, and Relevance International launched operations in Dubai.

These developments reflect an industry responding to evolving demands and changing media consumption patterns. While the full direction of the industry may unfold over time, these trends suggest that there will be increasing demand for PR agencies that supports startups—agencies skilled at building credibility for early-stage companies in a fragmented media environment.

“When selecting a PR partner today, brands need to look beyond the client list and the appearance of a sleek office,” Ferretti advises. “It’s not about who else they represent. The key question should be, ‘Can they deliver tangible results in today’s diverse media landscape?’”

Beyond the Buzzwords

PR agencies often rely heavily on buzzwords, much like politicians rely on catchphrases. Terms like “AI-driven insights” and “hyper-personalization” frequently appear in agency pitches. Ferretti encourages brands to cut through the jargon and focus on the concrete deliverables that agencies can provide.

“Many agencies will promise you the moon, but may only be able to deliver a nightlight,” he quips. “Before signing any contract, ask for clear, measurable outcomes. If they can’t outline the exact media placements they’ll secure for you, you’re effectively gambling, not investing in a PR strategy.”

This approach represents a shift from traditional PR models, where clients typically paid monthly retainers regardless of results. Spynn’s model, focused on more specific media placements, has prompted established agencies to rethink their value proposition.

The Credibility Race

Third-party credibility has become increasingly valuable for brand-building, especially as trust in traditional institutions continues to decline. According to Ferretti, mentions in respected media outlets function as a form of social proof that advertising can’t easily replicate.

“When you get featured on Forbes, it’s as if you’ve received an implicit endorsement from an authority figure,” Ferretti explains. “That’s why brands should prioritize PR partners who understand how to leverage these opportunities strategically.”

The Integration Imperative

Many PR agencies now offer a broader array of services, promising “integrated communications” that combine earned, owned, and paid media. Ferretti cautions against prioritizing breadth over depth despite the appeal of this approach.

“Being a jack of all trades but a master of none isn’t always the best strategy in today’s specialized media environment,” he warns. “The most effective PR partners excel in securing meaningful media coverage while working well with specialists in other areas.”

This perspective challenges the conventional wisdom that brands should consolidate all communications functions under one roof. Ferretti advocates for a more tailored approach, where the focus remains on results rather than convenience.

“Would you rather settle for five average services from one agency or five exceptional services from specialized experts who collaborate effectively?” he asks rhetorically. “The answer should be clear, but too many brands opt for the convenience of a one-stop shop rather than seeking excellence.”

The Future of PR Partnerships

Ferretti predicts that the PR industry will continue to evolve, with a growing divide between commodity services and high-value partnerships. Brands that view PR as a tactical expenditure may gravitate toward low-cost, automated solutions, while those who understand its strategic value will invest in relationships with agencies that can provide measurable results.

“The middle ground is shrinking,” he observes. “Brands will either pay for predictable results or take a chance on uncertain outcomes. The decision depends on how much certainty you want in an unpredictable world.”

Brands navigating the complex PR landscape of 2025 receive one final piece of advice from Ferretti that cuts through the industry’s jargon and reorganization chaos: “Don’t focus on what an agency has done for others—ask what they can specifically deliver for you. In PR, as in life, promises without evidence are just empty words.” This insight may be one of the most important takeaways for an industry built on communication.

Disclaimer: The article is for informational purposes only and should not be construed as guarantee of specific PR results or outcomes. PR strategies, including media placements and their effectiveness, may vary depending on numerous factors. Readers are encouraged to conduct further research or consult with a professional PR partner to evaluate the best approach for their individual needs.

Published by Mark V.