Over 40 years of PR: The communication industry through the ages
Public Relations
Posted 15 May 2025
Modern technology is always the first thing that comes to mind when discussing public relations. The nature of PR is certainly the cause, as nowadays, communication is digital, interactive, and involves specialists in real time, whereas in the past, press releases were delivered by fax and messages were still sent in a slightly biased way. Only those that adapt will remain relevant in the sector, which has seen significant upheaval in recent decades. We have over 40 years of experience as an agency, therefore we are well-versed in the evolution of PR and the current trends that are relevant. Here are the six biggest developments that have revolutionized the industry.
It may seem unbelievable, but forty years ago, one of the most crucial tools for communication was the fax machine. Sending a press release required hoping that it would find its way into the correct pile of paper in the editorial offices or, in the case of magnetic tapes, that the relevant people would be available to read it. However, fax machines and magnetic tapes are no longer used today; everything is digital. In only a few seconds, a message can be shared all over the world through social media, newsletters, or company blogs. And the most significant alteration? PR isn’t a one-way street anymore. Businesses are communicating directly with their target audience using platforms like Instagram, X (previously Twitter), and LinkedIn. Proximity and exchange are now more important than ever.
Although it has always been essential to communication, the emphasis has shifted significantly: content is more than just content. More promotional texts were published forty years ago (and even earlier), and they were still successful with journalists. However, today, the formulation that is focused on the target group is important. The days of ideas and products succeeding only through their names are long gone. These days, communicating vital parts of your business message requires both innovative and authentic writing as well as storytelling. It’s easy for the digital noise to drown out your voice if you can’t make your own material stand out.
Social media platforms like Facebook, Instagram, LinkedIn, and TikTok have long been used for purposes beyond than merely supplementing PR campaigns. It is among the most essential platforms for building your own brand’s visibility and long-term client retention. Regular posts alone, however, are not enough to have a thriving presence. It’s about communication, creating a sense of community, and being genuine. Previously obscure or a specialized task, social media outlets are now a vital resource that requires proper upkeep and management. Nowadays, the majority of businesses have their own social media departments.
When it came to choosing which content should be heard and which was destined to be swiftly forgotten, journalists and editors controlled the sceptre of judgment for a very long time. They continue to influence media conversation and, consequently, reporting in magazines, specialized journals, and other social media platforms. Influencers are perhaps the most significant multipliers nowadays, and an additional group has evolved that has grown into essential partners in public communication. With a tiny but active community, micro-influencers in particular provide a genuine and efficient means for many businesses to communicate directly with their target audiences. As such, they are nearly as important to PR campaigns as editors and journalists.
Social media, customized content, and product developments were and are important components of communication. Nonetheless, the canon of values is also essential to effective PR, both inside the firm and with clients. Today’s customers expect more than just exceptional products, although in the past economic metrics were the primary determinants of a company’s evaluation. They are curious about the values that businesses uphold. Corporate communication now includes topics like social responsibility, diversity, and sustainability. Businesses that just concentrate on “fine words” without quietly upholding their own principles run the risk of a shitstorm. Transparency and credibility are more crucial than ever in the modern world.
In the past, people frequently depended on media data and the accompanying estimates to determine the success of a public relations strategy. Values like print circulation, advertising equivalent value, or estimated media reach were given special attention. Data-based research is now possible thanks to digital tools, which display which channels have the most reach, which material works best, and where more potential exists. By recognizing patterns and generating forecasts that assist the targeted optimization of the communication strategy in real time, for instance, artificial intelligence (AI) enables experts to go one step further.
Our business intelligence platform is just the right tool for this. It analyzes industry trends, spots opportunities, and offers insightful information to improve the efficacy of PR and communication campaigns. We help businesses stay ahead of the curve in this way.
Over the past 40 years, the communications sector has undergone significant development and will continue to do so. Everything is changing, including expectations, communication routes, and technologies. But one thing remains the same: successful communication is based on trust, relevance and strong, authentic stories that really move people.
We at HBI Communication have seen these changes, made numerous adjustments, and discovered fresh approaches to producing impactful PR. We look forward to working together to actively shape the future of communication and effectively place our clients in a changing media landscape with enthusiasm, knowledge, and an eye toward the future.
Contact us now at vibes@hbi.de and arrange a free initial consultation!
Communication Advisor at HBI Communication Helga Bailey GmbH
Lucia Galindo Riedel has been supporting HBI in the areas of PR and marketing since 2024.
As a Communication Advisor, her responsibilities include the creation of professional articles and the conceptualization of social media postings.
Furthermore, Lucia is involved in directly assisting our client work.
