Driving membership and engaging audiences through Digital PR in 2025

Traditional PR is long gone. While the old ways of thinking about media, such as pitching a media release to newspapers, radio, and TV, are still valuable, Digital PR should be the focus in 2025. This should start with integrating SEO and PR to share your content in a way that enhances your online presence and ranking.

SEO and PR overlap and can support each other, particularly with the evolution of Google’s algorithms. There will be no PR without digital PR in 2025, and you should consider Google when you consider the content you are sharing.

Unlike the traditional link building previously used for search engine optimisation, digital PR for SEO emphasises storytelling, expertise and influence to improve reputation and visibility.

Make sure your content has a clear intention, as this will be the driving force behind the position, voice and execution of your content. Your content needs to be fit for purpose to suit a variety of platforms utilising integrated communications, including PR, advertising, social media and influencer marketing, which will all impact search engine optimisation.

With the growing digital world, people are more cautious and aware of the information they are reading and hearing due to the rise of AI-generated content, which could take away an organisation’s authenticity if not used correctly.

While consumers are cautious of the content they see due to the rise in AI-generated content, PR professionals explain how it can be embraced while still ensuring you create genuine and authentic content for your audience.

AI can be used to generate ideas, and manage media analysis and reputation by analysing social media conversations, amongst other things; however, human experiences can’t be generated by AI.

Christy Ragle, owner/lead consultant at WholeHeart Communications explained, “Authentic, human-focused storytelling gains more ground as consumers tune out AI-generated messaging that is generic and boring. PR pros continue to positively leverage AI for idea generation and “blank-page-busting,” but gain new value as strategic storytellers.”

Podcasts are becoming increasingly popular, providing organisations with the chance to reach a highly engaged and interested audience. Podcast presenters are often already well known within their industry which will also have some sway with their niche audience.

Interviews on podcasts relevant to your industry are a huge benefit to reaching your intended audience within your membership organisation or club. Better still, if you have the talent available, consider creating your own podcast for your members and potential members to keep them engaged.

Telling your story doesn’t stop at writing a press release or a blog. You need to reach different " influencers " types, including social media influencers, celebrities and identities within their industry. This trend will grow in 2025, with organisations seeing positive results by having influential people sharing their news and supporting their strategies.

If you are a sporting organisation look for influencers who participate in your industry and have a loyal and engaged following. An automotive manufacturing and distribution company could engage a high-profile racing identity to participate in an ambassador program.

Corporate Social Responsibility (CSR) is more important than ever, and people want to know that businesses aren’t just out to make a profit, they are offering something of value to their audience.

Examples of CSR include reducing environmental impacts and removing any type of inequality that could be associated with the organisation.

One of the biggest impacts of COVID was the reduced amount of face-to-face interaction. With that now past us, PR experts are encouraging their clients to get back out there into the community.

We supported Model Aeronautical Association of Australia with a ‘Have a Go’ marketing campaign which grew the membership by 11% and achieved a higher retention of 90%. PR was used to leverage off this campaign to share information about initiatives associated with ‘Have a Go’ including community events across varying communities in Australia. See case study here.

In another example our client, the Little Ship Club, promotes its events to invite the local community along to experience the club for themselves. The local community gained more awareness of the organisations and learnt about the benefits of becoming a member. The Seafood Spectacular event generated $40K in income in January 2024 with a surplus of $17K. See case study here.