Predictions for B2B Tech and Health Tech PR – The Shifts in Technology That Will Affect Communications in 2025
The Changing Tides in B2B Tech PR
The public relations world is in constant flux, and we don’t see that changing at all in 2025. New technologies, regulations, and working methods are reshaping how companies communicate with their audiences. Just look at AI; it’s evolved so fast and continues to push the envelope. People now expect dynamic, personalized content on platforms where they already spend their time. How about the world of work itself? DEI initiatives are in retreat, and evolving workforce dynamics and the urgency for sustainability demand more profound, nuanced narratives. What about the news? We’re witnessing a tectonic shift in journalism’s ethos in the face of the new President’s constant attacks on facts. Outlets have redefined their storytelling due to diminished viewer- and readership numbers–some have even changed their editorial direction to curry favor with the new Administration.
For PR professionals, the challenge isn’t just to adapt but to lead, building strategies that cut through the noise and generate attention. At Escalate PR, our expert team has analyzed these trends to offer industry-specific predictions, helping you stay ahead in the coming year.
B2B Tech PR
Audiences shift to consuming shorter, visually engaging content. The traditional B2B Tech PR playbook needs a refresh, especially in light of Meta’s reduced restrictions. To thrive, PR strategies must integrate platforms as touchpoints while pointing to websites and owned content as the constant source of truth.
Jason Ouellette, Partner and Co-Founder of Escalate PR
In 2025 PR agencies are going to have their work cut out for them in getting clients within the technology field to rethink where their coverage will be the most impactful for the business. Traditional media isn’t going away, but we’re seeing shorter, more visual-based content on social platforms and their .coms. The decision-makers that B2B organizations are targeting get their news bits from an increasing number of non-traditional platforms today, and if they are interested, they will look to gather more information from a brand’s site. With lower traffic and SEO changes, this puts more of an emphasis on fresh, educational, and relevant content for websites. When all is said and done, a feature story in a target publication is great and has many benefits, but the end game is getting prospects to act. PR is much closer to the sales funnel than ever before.”
PR for Artificial Intelligence
The rapid integration of AI in all walks of life has created both opportunities and challenges for PR. On one hand, it empowers decision-makers with tools to streamline research and analysis. On the other, it raises the bar for thought leadership, demanding truly novel insights to stand out in a crowded marketplace that sees massive disruption almost weekly, as Monday’s DeepSeek announcement showed. PR professionals also need to consider AI optimization to be pioneers in the AI-PR space.
Greg Vitarelli, Senior Vice President
AI’s saturation point will cause journalists to seek fewer sources to provide expertise for their stories. To “make the (AI) cut” spokespeople will need to take the time to provide never-before-heard insights about AI’s impact on industries, companies, and people.”
Casey Finestone, Marketing Manager
In 2025, AI optimization should be top of mind for any digital marketing opportunities, including public relations. Decision-makers are armed with AI sidekicks to help filter data and guide research. Ensuring that your products and services are being discovered by AI is paramount for increased website traffic, media visibility, and overall engagement. Just as SEO revolutionized content visibility, AI optimization is the next digital frontier.”
PR for HR Technology
For PR professionals, the rapidly evolving workplace in 2025 presents both a challenge and an opportunity to shape the narrative around workforce transformation. The resurgence of in-office collaboration highlights the need to communicate the importance of company culture and innovation, while hybrid models emphasize flexibility and autonomy. HR Tech PR teams must craft messaging that bridges these dynamics, showcasing how companies can balance these demands effectively. Additionally, with the shift from job titles to skills, PR campaigns can focus on positioning brands as leaders in workforce adaptability, highlighting their ability to empower employees and drive business success.
Rebecca Ferros, Senior Vice President
AI will continue to take a prominent role in HR, automating tasks like recruitment, onboarding, and performance management. We can even expect AI agents to assist with skills training, as skill sets will become more important than traditional job titles. HR tech will focus on identifying, developing, and managing skills within the workforce, enabling internal mobility and agility.”
Paula Finestone, Chief Operating Officer
The debate between remote and in-office work will escalate in 2025. Initially, more companies will adopt hybrid models, but by year’s end, many will require increased in-person presence. The need for collaboration and a strong company culture will drive this shift. While remote work offers flexibility and autonomy, it can hinder collaboration, innovation, employee development, and culture. HR tech resources will need to evolve to bridge this gap.”
PR for Healthcare Technology
AI is already working to transform healthcare, but trust is the key to unlocking its potential. Transparent communication and clear implementation strategies will be crucial in positioning AI as a tool that enhances provider expertise rather than replacing it. PR professionals will be instrumental in crafting narratives that highlight the story behind the AI, ensuring there is a “human in the loop” in all messaging and showcasing outcomes to build confidence among providers and patients alike.
Rob Mazzini, Senior Vice President
While last year saw a surge in the acceptance and expanded use of AI in health systems, many companies were still hesitant to adopt large-scale solutions due to the newness of the technology. In 2025, health technology companies will provide more real-world outcomes and use cases, so leaders will be more willing to invest and implement the technology. In the back office, the challenge will be ensuring that leaders understand how to seamlessly integrate new AI solutions without impacting staffing or operational efficiencies. In treatment, we’ve seen patients warming up to the use of AI, but it will be important to gain the trust of providers. In both cases, clear communication, transparent implementation strategies, and showing how AI will augment, rather than replace, human expertise will be essential for acceptance.”
Cybersecurity PR
In cybersecurity, the stakes are higher than ever. AI is being used by both attackers and defenders, creating a high-stakes arms race. Privacy concerns are driving innovation, and the rise of Chief Trust Officers signals a new era of collaboration between technical teams and PR to maintain public trust.
Jennifer Jewett, Senior Vice President
AI will continue to reshape the cybersecurity industry as we move into 2025. We’ll see cybercriminals leveraging AI for attacks, from social engineering to automated vulnerability discovery, while organizations counter with AI-powered security tools. Growing privacy concerns will drive adoption of secure browsers, with companies like Island.io gaining more traction. The Chief Trust Officer role will also become more prominent, bridging cybersecurity and public perception by managing technical response and communications to maintain trust – a new ally for PR teams. Ultimately, 2025 will be a crucial year for cybersecurity and PR professionals as we each learn how to leverage AI effectively.”
Energy & Sustainability PR
The intersection of technology, energy demand, and climate challenges is reaching a critical point. As AI increases data center energy needs and extreme weather strains infrastructure, companies must double down on sustainability. Energy PR teams will be at the forefront of crafting stories that balance innovation and responsibility against how to effectively satisfy quickly growing demand.
Nicole Bestard, Partner
The imperative to fast-track upgrades to US infrastructure and to greenlight investments in new energy resources is going to be fiercer than ever with AI driving up data center and energy demand and extreme weather posing greater risks to a very dated, very stressed grid on a national scale. Look for more talk about nuclear energy from the new administration, while the oil and gas industry will likely continue to bolster quiet investments into renewables. The “magnificent 7” technology companies will also double down on energy procurement to power their AI investments. It will remain to be seen whether they will follow through on net-zero promises in the face of less regulatory scrutiny. Consumer opinion towards corporate reputation still matters a great deal, especially when it comes to the impact of data centers (and their respective energy use) in local communities, and reporters will be following this trend closely.”
Drones and Uncrewed Aircraft Systems
The rash of drone sightings around the Northeast in November and December put a spotlight on drone technology–just not the type of attention the drone community wanted. Much work has gone into getting the public comfortable with drones so they can be used for broader applications. Having them buzz homes and businesses while the Government said, “They’re nothing to be concerned about, but we don’t know what they’re doing,” did little to put people’s fears to rest. While this may have temporarily shaken public trust, there’s a silver lining.
Joel Richman, Partner and Founder of Escalate PR
Historically, drone tech has evolved much faster than policy can be made to enable its widespread use. Integrating drones into the National Air Space will take a huge effort from government, industry, and public safety to get all stakeholders moving in the same direction. The upside to drones over New Jersey is that they prompted everyone to call for new counter-drone technology: identification, tracking, and even interception. You won’t see drones taking out drones in the skies just yet, but look for this space to receive a lot of funding. The media will have much to chew on too, as drones are quickly adopted by law enforcement and pressed into “dual use” scenarios, where law enforcement and commercial services collaborate. Also, keep an eye on the defense industry’s adoption of drone tech this year. The last 18 months–highlighted by Israel and Ukraine’s use of drones–have changed warfighting for good. Innovative companies will compete hard for defense tech dollars.”
Final Thoughts
Technology constantly advances to provide new promises, solutions, and cautionary tales. The year ahead is filled with opportunities for those willing to innovate and adapt–and those who are ready to adapt to the needs of their customers, partners, and journalists. As industries evolve, so does the role of PR – from driving visibility to fueling meaningful action. Escalate PR gets brands to lead conversations, not just fit into them.
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