PR in 2025: The chasmic changes and trusty traditional methods that still work

2nd September 2025 by Kate Logan

It’s already September! We know, we can’t believe it either. As we hurtle towards the last quarter of 2025, it’s time to look back on what’s been one of the most pivotal years in the industry, well, ever.

PR has changed. We say it every year but this time it feels more pertinent than ever. Press releases still have their place, but they aren’t enough anymore. In 2025, brand communications have become more visual and data-driven. And, in a world where it feels AI is taking over, there is a need to be as human as possible, to retain trust and authenticity.  

With our focus here at Active PR on the property and construction industry, we look at the lessons we’ve learnt this year and the innovations brands can take on board.

1. AI can guide but humans must decide

“Never start with a blank page” is about the best piece of AI-related advice I’ve been given this year. It’s the personal assistant we’ve all always dreamed of, helping to boost productivity but it still needs a human guide.

AI is brilliant at spotting trends, generating all manner of content and giving a steer on just about everything, but it hasn’t yet overtaken human judgment or creativity. You get out what you put in and, most important to remember in this business, it’s not always accurate.

It’s still up to us to provide the creative input and context to generate a meaningful output and do due diligence on its output. One AI expert recently told me AI is still “the wild west” and human judgement is as important as it’s ever been. This is particularly true in the field of public relations, where a brand’s reputation and credibility are at stake.

2. Creators add credibility

The days of bringing in a big-name celebrity to endorse your brand or product may be numbered. People build trust through meaningful interactions and find connections with influencers and creators online who reflect their own lives, interests and values.

Reach was once deemed the sole indicator of value and now trust matters more. Smaller creators are often more influential than celebrities because they’re relatable. For housing developers, that could mean partnering with local voices who understand the community and can tell the story authentically. One client recently told me they’d seen their biggest spike in enquiries from an Instagram reel by a hyperlocal influencer with a following of less than 50k.

3. Visuals that create impact

Construction and property are visual industries, so it stands to reason thattheir communication should be too. This year we’ve had success selling in stories to media with drone film footage, virtual walkthroughs and aerial images, while customer stories with a human face have been as popular as ever. Filming tends to be more expensive than still photography, yet it’s often worth the investment  as it  can make an impact across multiple platforms and through both earned and owned content.

4. Sustainability leads the story

Green credentials are front and centre of our clients’ business goals. Consumers and stakeholders expect to see this messaging across all comms. From low-carbon technology and biodiversity to support for community groups working to make their environment greener, communication around sustainable developments, backed up with evidence, is now key to building a strong reputation.

5. Using your people as storytellers

This is a well-trodden path that still rings as true as ever in 2025. If you want to engage journalists and the public, then your people, including leaders of your business, need to be the face and voice of your brand. A well-thought-out media comment from a managing director or interior designer can often make a bigger impact than a traditional press release. Position them as experts in their field and don’t be afraid to show their human side, whether it’s in a LinkedIn post, press release quote or through a thought leadership article.

6. Case studies build trust

Trusty case studies remain one of the strongest tools in our PR locker. This can be a focus on a client’s latest product or development to showcase how they stand out in the market or how they are making a difference to local communities.

Or it can be a testimonial from a purchaser to provide a third-party endorsement for a company. Again, this is all about helping potential customers to trust in a brand, when they hear from others who’ve experienced it firsthand. And they make great human-interest content for socials too.

To sum up, PR in 2025 is faster and more visual than ever. For the property and construction industries, it’s an opportunity to combine great images and film with authentic stories, to build a communications strategy that really stands out. The impact of AI as a tool to become more productive and support creative thinking is undeniable, but there’s a need to retain the human touch to make real connections and meaningful engagement.

It’s a little early to say this, but we already can’t wait to see what 2026 brings!

Life in Property PR

17th June 2025 by Kate Logan

As a nation, we love talking about property and having a nose around other people’s homes. That does give us PRs a small head start when it comes to promoting our property clients – and can really work to our advantage when pitching case studies.

However, that’s not to say it’s a straightforward sector to work in and there are lot of things to consider before you embark on a career in property PR.

Working in property public relations is interesting. It can be unpredictable, it’s occasionally complex – but generally very rewarding when it all comes together.

With new ways to reach audiences and a constant stream of developments in the pipeline, from heritage mills in Greater Manchester to brand new neighbourhoods rising from brownfield sites in North Wales, every day can bring something new. It’s probably that variety that keeps so many of us working in the sector for so long.

Clearing up the misconceptions

There’s a tendency to think it’s just about press releases and launch events. In reality, there’s a lot more that keeps us busy.

We help developers and communities tell stories about transformations, the growth of new neighbourhoods and the people who live there. We’re part translator, part storyteller, part strategist. We’re the ones turning 84 pages of a planning statement into a news angle a local journalist will want to cover and crafting social media posts that drive engagement from homebuyers.

We can’t guarantee a property tour video will go viral, but we can suggest a solid content plan instead, backed up by experience, expertise and a team that will do the legwork.

High expectations

It’s true—some projects come with ambitious timelines and goals. But one of the great joys of working in this field is partnering with clients who genuinely care about what they’re building and value what good communication can achieve.

Some clients are an absolute dream to work with: collaborative, clear, and committed to getting things right, not just fast. They understand that a good story is built, like a good scheme, on solid foundations. And they don’t mind when we gently nudge for more information or push for better images – absolute heroes!

When the client-PR relationship clicks, there’s a real sense of partnership.

The colleague camaraderie

No one understands the chaos of an embargo mix-up or a 4pm call from a newsdesk quite like your immediate team. And I wouldn’t swap the Active PR team for anyone.

There’s something special about working in a tight-knit group who can laugh through the confusing jargon and rally round when you’re juggling organising five events.

We’ve all shared those late in the day moments of “just one more email…” before an event, and the giddiness when a regional feature goes live. You learn to celebrate the little wins.

Always learning

I’ve worked in property PR for quite a few years now, but I’m still learning and it’s never dull.

It’s a job that evolves constantly. Every development strategy, every net zero target, every new community created offers something new to learn, explain, and support.

You can be on a call about developing a golf course in Cheshire one moment and planning a stakeholder event in Lancashire the next. And when you see something you’ve worked on take shape, secure a media feature or receive positive feedback from a client, it’s a great feeling.

This job is about people just as much as places. And our team is proud of the relationships we’ve built over many years and the stories we’ve been lucky enough to tell.

Photo by Artful Homes on Unsplash

What’s your property love language?

14th March 2024 by Kate Logan

Ever wondered what makes us fall in love with one property but not another?

Most of us will have a list of non-negotiables when searching for our future home, whether it be the number of bedrooms, an open-plan kitchen diner, double garage or a south facing garden. However, more often than not, it’s “the feeling” that makes us fall for a property rather than a tick box exercise. 

But what is that feeling? Is it a sixth sense and do we all experience it in the same way? We conducted a short survey (of our inhouse team of expert property writers!) to produce our five ‘property love languages’.

Nostalgic connection: Whether it’s a fleeting sense you’ve been here before, or specific features that evoke a memory of a childhood home or previous property, nostalgia can stir a strong connection to a new home. This can be further enhanced through period features that help the house to feel like it’s been well-loved and lived in, and the impression that it will stand the test of time.

Spatial configuration: Otherwise known as proportionality or balance. We all have a sense of what a well-proportioned home feels like but perhaps it’s only once we’re inside we know whether a property has this. What constitutes a “balanced home” can be different for everyone. It may comprise a large open-plan kitchen diner leading to a garden with a separate ‘snug’ lounge. Or you may have a more traditional view and prefer a classic double-fronted property with two symmetrical reception rooms.

Specification level: Some of us “left brain thinkers” are led less by our emotions and more by our logic and our first five senses. Therefore, the level of finish and physical attention to detail is what will ultimately win us over. If your property love language is specification, you may value mod cons, sleek kitchens and bathrooms, and smart home technology to bring the tingle. In real terms, your busy life may dictate that you need a turnkey property, but a high level of finish can be very emotive for lots of us, helping us to feel instantly relaxed and remove some of the stress of moving.

Visionary potential: We all need to use a little vision in a new property, if only to see in our mind’s eye how we and our families will use the space. However, when it comes to true visionary potential, we’ll admit it – it’s a skill not all of us have. If you can walk into a property and already envisage walls in different places or your own style in place of a 70s floral wallpaper, then chances are we’re talking your language here. If you can find the feeling in a property that is far from the finished article, then you’re a true visionary and we salute you. These types of people may even find success as a property developer.

Positive energy – This is perhaps better understood in other cultures. After all, we’ve all heard of Feng Shui, which literally translates as wind-water, and focuses on flow of energy through places and buildings. Over the years energy flow has become more prevalent in western consciousness. Buildings, like people, can give off an energy that can’t always be explained. You may experience a feeling of warmth or peace when you walk into a room or a tingling up your spine, that starts your neurons firing.

We’d love to know your love language. Can you recognise yourself above? Or perhaps you have a property love language all of your very own!

Photo by Jesse Goll on Unsplash