To mark World PR Day, we asked the team to reflect on our ever-changing industry.
Collectively, we have more than 100 years’ of experience in PR, but this time served encompasses a range of experiences. Some of our team have been working in the industry for two decades, while others have started their careers in the post-Covid era. So, with this in mind, it seemed like a good time to reflect on how PR and the agency workplace has evolved and see if we can predict what’s in its future.
Sarah, Senior Account Manager
“As with everything now, the pace of change seems to be getting ever faster. PR really is no exception. I will say though, in the last ten years, PR has been relegated to the same fate as the dinosaurs many times, in the face of a whole host of newcomers – blogs, social media, AI – yet it’s still standing strong. I think that’s testament to audiences valuing authenticity more and more. There’s also been a shift away from being overly corporate in favour of content that’s more relatable and engaging.
I think all of this is exciting. As communications pros, we are getting to inject more personality into content and the connection you can make with an audience is really rewarding. Add in our new little AI sidekick ChatGPT/Gemini/Claude and suddenly we also have an extra pair of hands that frees us up to really get creative. For me, that’s an absolute win.”
Hannah, Account Manager
“Social media is quickly becoming the beating heart of PR. It’s where conversations unfold, reputations are shaped, and audiences expect brands to show up in real time. As an agency, we see first-hand how social media is changing the way we deliver PR for clients – it’s faster, more interactive, and more in tune with the needs of varied audiences.
We’re also seeing the ongoing shift towards more authentic, behind-the-scenes content. Audiences want to connect with brands that feel human and relatable and not overly polished. That means being present, reactive, and ready to engage in the moment.
AI continues to play a growing role too. At Target, we’re using tools such as Brandwatch to help us to track sentiment, spot trends early, and tailor content to what people actually care about. But the real value comes from us, the people behind the screens – we know how to read the room and respond for our clients, maintaining their tone of voice and personality.
When I think back to when I first started my career at Target (almost six years ago!), it becomes clear just how much more social-first PR has become. We’re no longer just sharing messages, we’re joining conversations, building trust, and creating real connections, one social post at a time.”
Amy, Account Executive
“Since starting my PR career at Target nearly four years ago, one of the most exciting trends I’ve seen is the growing focus on community and authenticity, especially with the rise of micro-influencers. While large-scale influencer campaigns still have a place, there has been a noticeable shift towards partnerships that audiences perceive as relatable and real, which was evident during our ‘Superfans’ campaign with Dishmatic.
Micro-influencers, those with smaller and more engaged followings, are proving to be powerful storytellers. Because their audiences often see them as peers rather than out-of-reach celebrities, their recommendations feel more genuine. Brands that choose to focus less on reach and more on meaningful, long-term connections are reaping the benefits of enhanced reputation and trust among the people that matter to them.
This aligns with a broader trend, where we’re seeing audiences choose organisations that engage in two-way conversations, champion shared values and invest in the communities they serve, not just sell to them. As an Account Executive in the early stages of my career in PR, it’s encouraging to see that even as tools and platforms evolve, building relationships and storytelling remain at the heart of what we do.”
Isabella, Marketing Executive
“As someone who’s only worked in the industry for three years, I’m excited by the speed at which it’s evolving beyond traditional media relations into something more creative and purpose-led. PR is no longer just about coverage, it’s about connection, with organisations placing higher value on community engagement.
One trend I’m particularly loving is the rise of influencer collaboration, not just for reach, but for relevance. I’m also seeing more integration between PR, social content, and SEO, which creates more strategic, measurable impact.
What I’d love to see more of is bold, values-driven communication, with brands and organisations using their platforms for real social impact. Impact matters more than impressions.
From my experience so far, it’s clear that PR is becoming more dynamic. The challenge now is keeping pace, but that’s what makes it so exciting!”
Abbie, Account Executive
“PR is changing fast, and it feels exciting. While media relations and great storytelling are still critical skills, the way we ‘do PR’ is evolving with new tools and the rise of social media.
One thing I’m seeing more of is the use of AI tools like ChatGPT, helping to shape pitches, draft content, and even brainstorm ideas when you’re stuck staring at a blank page. Although I don’t think it will ever replace human creativity, it’s definitely going to be helpful in improving efficiency and creating a starting point from which ideas can flow.
Social listening is a must, too. With social media moving so quickly, it’s important for PR professionals to jump on the latest trends quickly and creatively. That way, brands can be seen by communities as modern and ‘on-trend’ and maybe even start their own trend whilst they’re at it!
The future of PR? It’s looking more agile and social media led but at the end of the day, it’s still all about connection, we’re just finding smarter ways to build it.”
Claire, Client Services Director
“When I started in PR, my friends and family pictured an ‘AbFab’ world of long, boozy lunches. The reality? More like faxing press releases (yep, really!) and painstakingly cutting out print coverage to spray mount, scan, and save! ‘Selling in’ to journalists over the phone built a thick skin, and landing a pitch for a double-page spread was pure gold. Working from home? Not a chance. My colleagues were my second family; we worked hard, played hard, and did it all again the next day.
Since then, PR has completely transformed. Social media has exploded, digital has become king, and influencer marketing has added a whole new layer. The pace has remained fast, and the highs have been amazing: from creating a royal soup for the Queen’s birthday (and getting Terry Wogan to slurp it live on BBC Radio 2!), getting celebs to chat about their sanitary products at a music festival and creating a fully immersive event to launch a new tea flavour – I’ve been lucky to be part of so many creative and fun campaigns for amazing brands.
I’m thrilled we’ve moved past ‘coverage for coverage’s sake,’ but I do miss those deep, in-person relationships with journalists. On a personal note, more flexible ways of working have been a game-changer, allowing me to juggle both family and career. What does the future hold? The evolution of AI will keep growing, giving us greater ability to understand and target our audiences like never before. But even with all this tech, trust, transparency and building genuine communities will remain paramount – because at the end of the day, PR is still all about connecting with people.”
Bethan, Associate Director
“Social media is a big, if obvious, one. I remember having an introduction to Twitter, as it was then, in 2010, and being pretty unsure about what it actually was and how it could play a part in PR. Fast forward 15-years and social media is now a staple and important part of the work we do with our clients.
Some highs for me have been working with two sporting bodies, the British Equestrian Federation and Archery GB, to provide support in the lead up to and during London 2012 and Paris 2024 respectively. We also won a PRide Gold award for work we did with Westonbirt Arboretum to showcase the beautiful spring colours on display. PA came out to cover the story and we secured some great national and regional coverage thanks to some really striking photography.
A low was 2008 during the financial crash. The most disconcerting thing was the speed with which things happened and clients drastically reducing or cutting budgets. It was unsettling to say the least, but we weathered the storm.
Something I’m glad is gone? Mounting cuttings (hello Pritt Stick and Spray Mount) and measuring (yes, using a ruler!) to calculate the AVE rate of print coverage. I definitely don’t miss that.
Something I’d love to bring back? Bigger staffs on local and regional newspapers – more specifically, photographers. Gone are the days when we would be able to get the picture desk to send out a photographer to cover a story. While we obviously use professional photographers, we also rely on images taken on smartphones and it’s just not quite the same – I used to love seeing what image they took to help capture the story.”
Laura, Account Director
“My formative years in PR were spent working in London. It was before we all had camera phones, so I have loads of memories from that time but hardly any photos! Fast forward to today and the prominence of social media means we document more now than ever.
I look back on that time with a huge amount of nostalgia now – I learnt so much, worked with some fantastic clients and on some great campaigns – but it was pretty relentless! I got into work when the West End was still super quiet and left the office straight into the throngs of tourists and the buzz and bustle of Soho and Oxford Street. I always had a pair of trainers under my desk as you never knew how your commute would pan out at the end of the day!
The agencies I worked at had their own bars on site so even though we worked hard all week Friday nights were a lot of fun! Meetings with journos were still a thing, with breakfast at The Wolseley in Mayfair always a good way to start the day!
Press visits and Christmas in July events were a highlight, especially when working in the press office for a doll synonymous with pink and when we had mountains of panettone from a well-known foodie client to deliver to journos for their gift guides.
We all used to start the day reading the daily papers and had a rota for the weekend – I miss the prominence of print media and still love buying glossy magazines and the weekend papers for all the supplements. When I lived in London, I loved it when after a Saturday night out we could pick up the Sunday papers outside Charing Cross Station before we got the last train home, it was such a treat not to have to head out first thing!”
Rachel, Managing Director
“The PR landscape has shifted dramatically during the two-decades of my career, but the pace of change has accelerated dramatically, especially since Covid. And this has coincided with huge change in the traditional workplace and working practices, leaving the agency environment looking very different to how it was when I first started out.
One of the biggest shifts has been the evolution of media relations. Traditional press coverage still matters, particularly in trade sectors, but digital-first strategies—especially influencer collaborations, podcast features, and owned media—are indispensable. With ‘community’ an industry buzzword, there’s also been a surge in niche platforms and localised media outlets gaining influence, and smart brands and businesses are tailoring their outreach as they look to activate the power of communities to build trust and boost reputations.
AI tools are also undoubtedly reshaping the PR toolkit, offering deeper insights and efficiencies, but they can’t build relationships!
Overall, I think the speed at which communications now happen across multiple channels all at once is incredible, and as PRs we have to advise and act more quickly than ever. We’ve come a long way from having to broadcast hundreds of press releases via the only office fax machine! I don’t miss those days at all.”
PR is an industry defined by evolution, shaped by new tools, shifting platforms, and changing audience expectations. But at its core, it’s still about building relationships and telling stories that matter.
Thanks for reading, and happy World PR Day from all of us here at Target!