What You Should Know in 2025

The public relations industry has evolved into a cornerstone of how brands, governments, and individuals manage their public image. In 2025, PR is not just about press releases and media coverage—it’s about building meaningful narratives, engaging communities, and navigating digital landscapes with finesse.

Whether you’re a student exploring PR as a career path, a business owner trying to understand what PR professionals do, or someone curious about how public opinion is shaped, this guide is for you. We’ll dive into real-world examples of PR in action and examine high-demand jobs in the PR industry that are defining the future of communication.

What Is Public Relations? A Quick Refresher

Public relations is the strategic management of communication between an organization and its audiences to build a positive reputation. It involves storytelling, media relations, crisis management, content creation, and social media strategy.

PR aims to earn trust—not buy it—and that’s what separates it from paid advertising.

Top Real-World Examples of Public Relations in Action

Here are some of the best-known and most effective public relations campaigns and strategies that illustrate how PR is used across different industries:

1. Dove’s “Real Beauty” Campaign

Industry: Consumer Goods (Beauty)
Objective: Promote body positivity and self-esteem among women
Result: Dove repositioned itself as a brand that celebrates real women, gaining global acclaim and significantly boosting brand loyalty.

2. Tesla’s PR-Free Approach

Industry: Automotive/Tech
Objective: Control the narrative without a traditional PR department
Result: Elon Musk’s tweets and direct-to-audience communications serve as a bold, alternative approach to PR that’s worked, although not without criticism.

3. Malaysia Airlines’ Crisis Response (MH370)

Industry: Aviation
Objective: Manage a sensitive global tragedy
Result: Though heavily scrutinized, this case remains a textbook example in PR schools worldwide on crisis management, transparency, and media relations.

4. Nike’s “Dream Crazy” Campaign Featuring Colin Kaepernick

Industry: Sportswear
Objective: Support social justice while staying true to brand identity
Result: Despite backlash, Nike gained massive support among Gen Z and millennials and saw a surge in sales, highlighting how values-based PR can resonate deeply.

5. Petronas’ Festive Ads (Malaysia)

Industry: Energy
Objective: Build emotional connections with the Malaysian public
Result: Their holiday ads, often featuring touching stories, have become a beloved tradition that reinforces Petronas’ national brand image.

Most In-Demand Jobs in the Public Relations Industry

The PR industry offers a wide range of career paths for creative communicators, strategic thinkers, and digital-savvy professionals. Here’s a closer look at top PR jobs in 2025:

1. Public Relations Specialist

What They Do: Write press releases, pitch stories to journalists, manage media lists, and monitor coverage.

Required Skills: Strong writing, media knowledge, relationship building, time management

Who Hires Them: PR agencies, government departments, corporations, NGOs

2. Communications Manager

What They Do: Oversee all internal and external communications, develop brand messaging, and supervise PR campaigns.

Required Skills: Strategic planning, leadership, crisis management, copywriting

Salary (Malaysia): RM 6,000–12,000/month depending on experience

3. Social Media PR Manager

What They Do: Manage brand image across social platforms, collaborate with influencers, respond to public feedback, and monitor trends.

Required Skills: Social media strategy, content creation, analytics, public engagement

Best For: Tech-savvy individuals who understand fast-paced digital communication.

4. Crisis Communications Consultant

What They Do: Handle PR during emergencies (e.g., product recalls, scandals, accidents), develop contingency plans, and manage public sentiment.

Required Skills: Poise under pressure, strategic communication, media training

Industries That Need This Role: Aviation, healthcare, energy, politics

5. PR Copywriter / Content Strategist

What They Do: Craft press releases, thought leadership articles, brand stories, and speeches.

Required Skills: Storytelling, research, SEO knowledge, content marketing

Perfect For: Writers who want to shape brand narratives from behind the scenes.

Why Pursue a Career in Public Relations?

Working in PR isn’t just about being the spokesperson—it’s about being the storyteller, strategist, and silent power behind how a brand is perceived. Here’s why PR jobs are appealing in 2025:

• High Demand: With cancel culture and online scrutiny at an all-time high, brands need PR experts more than ever.

• Versatility: PR careers are needed across all industries—from fashion to finance.

• Remote-Friendly: Many communication jobs can be done remotely with the right tech stack.

• Creative and Strategic: It combines creativity with business strategy, making it an intellectually rewarding experience.

FAQs About the Public Relations Industry

1. What is the difference between PR and marketing?

PR focuses on earned media and reputation management, while marketing focuses on promoting products and services, often through paid channels. Both work best when aligned.

2. Do I need a degree to work in public relations?

While a degree in communications, journalism, or marketing helps, many professionals enter PR through internships, freelance writing, or digital content creation.

3. Is public relations a stressful job?

It can be fast-paced and high-pressure, especially in crises. However, if you thrive on communication and problem-solving, it’s incredibly fulfilling.

4. Which industries hire PR professionals the most?

Tech, healthcare, politics, entertainment, education, and corporate sectors all employ PR experts. PR is crucial wherever public perception is a factor.

5. How much can I earn in the PR industry?

Entry-level PR jobs in Malaysia typically start around RM 2,500–3,500 per month. Mid-level managers earn RM 6,000–10,000, while senior consultants can earn RM 15,000+, depending on clients and expertise.

Conclusion

The public relations industry is more dynamic, digital, and impactful than ever before. From global campaigns to crisis management and brand storytelling, PR plays a vital role in shaping our perception of the world around us.

With increasing demand for PR industry jobs and endless opportunities to make a difference, this career path is both promising and powerful. If you’re looking to enter or grow within this space, now is the perfect time to sharpen your skills, build your portfolio, and jump into one of the most influential industries of our time.