Learn From The Kids

PR has changed. Learn from the kids, not the adults.

This week, the Observer magazine published a list called 'The Best PR Agencies in 2025'.

I've left a link to the article with the top 25 PR agencies in the first comment.

But here's my take:

PR is now digital, more automated, and more empowered by AI.

Less journalists, less attention spans.

Impressions, coverage, sentiment, reach etc are still of value.

But we need to shift to a more digital-first, results-orientated approach.

How? By measuring results: revenue, backlinks, traffic etc.

Here's the critical point: Traditional PR agencies increasingly don't help deliver these results.

It's the kids, building in public online.

Hacking away and building software with AI, not PowerPoint and client dinners.

They're on X, TikTok, Instagram, and LinkedIn, not at black-tie award events.

If you want to know the future of PR, follow them instead.