The world of public relations has evolved very rapidly in the last five years alone, with technology, digital platforms, and changing consumer behaviours reshaping the industry. In 2025, working at a PR agency is more dynamic, fast-paced, and digitally-driven than ever before. Whether you’re interested in corporate PR, restaurant PR, or influencer marketing in Sydney and beyond, the landscape is constantly shifting, requiring PR professionals to stay ahead of trends, technology, and consumer expectations.
What does a day in PR look like?
Working in a PR agency is anything but routine. Each day brings new challenges and opportunities, from pitching media stories to managing influencer collaborations. PR professionals must be highly agile, often working across B2B PR, consumer, and lifestyle brands—all within the same hour. The demand for quick thinking, problem-solving, and adaptability has never been greater.
With the rise of influencer marketing, digital PR metrics, and the ever-changing media landscape (which has faced significant challenges in recent times), it has become more complex than ever to create a winning integrated PR campaign, that also provides measurable results. PR agencies in 2025 are moving towards enhanced digital measurements for their clients—a practice Agent99 has mastered. By specialising in measurable digital metrics, we provide clients with tangible results that demonstrate real business impact.
A PR professional’s typical day usually starts with tracking media coverage, analysing industry trends, and aligning campaign strategies in morning meetings. Most of the day is spent crafting press releases, thought leadership articles, and social media content, whilst also pitching stories to journalists and brand partnerships to influencers. PR practitioners work closely with clients to refine key messages, ensuring their brand stories resonate with the right audience.
Afternoons often involve client meetings to discuss strategy updates, as well as handling crisis communications when necessary. Navigating public sentiment and responding to issues in real time is an essential part of modern PR, particularly in an era where social media can amplify brand crises within minutes.
Evenings are frequently dedicated to networking events, executing media launches, and managing live PR activations. From product launches for furniture brands to sports performance campaigns and book launches for corporate PR clients, the variety of work keeps PR professionals constantly engaged and challenged.
The Role of Technology in PR
In 2025, digital tools and AI have become integral to the PR industry. Advanced analytics platforms provide deep insights into campaign performance, allowing PR teams to fine-tune strategies in real time. AI-powered content creation tools can now assist with drafting press releases, media pitches, and social media posts, ensuring efficiency without compromising creativity. However, human expertise remains irreplaceable, particularly when it comes to storytelling, relationship-building, and strategic messaging, which is where a PR’s skills are truly needed.
At Agent99, we have honed our expertise in Google Analytics, using data-driven insights to track campaign success in ways many agencies do not. These metrics are so ingrained in our approach that they often form the basis of our KPIs. We leverage SEO strategies, backlink tracking, and digital listening tools to ensure every PR initiative delivers measurable business outcomes.
The Rise of Influencer Marketing in PR
Influencer marketing continues to be a powerhouse strategy in 2025. Brands and PR agencies alike now fully integrate influencer collaborations into broader marketing and PR campaigns. As an influencer marketing agency in Sydney, Agent99 focuses on building authentic brand partnerships with both micro and macro influencers, ensuring credibility and engagement remain at the core of every campaign.
However, with great opportunity comes great responsibility. Recent influencer marketing projects have required us to navigate increasingly stringent regulatory guidelines, particularly in industries like health, which are subject to Therapeutic Goods Administration (TGA) regulations. Transparency in paid partnerships is now a legal necessity, making compliance a key part of the PR strategy.
Measuring influencer marketing performance is also more sophisticated than ever. While engagement metrics such as likes and comments remain relevant, PR professionals now track ROI through detailed conversion analytics, affiliate link tracking, and UTM codes. Google Analytics and other attribution models allow us to tie influencer campaigns to direct revenue, demonstrating PR’s undeniable impact on a brand’s bottom line.
The Importance of Media Training
With the increasing dominance of digital media, executives and brand representatives must be well-prepared for interviews, press conferences, and social media interactions. Media training in Sydney has become an essential service for businesses looking to protect and strengthen their brand reputation.
At Agent99, we provide expert media training to PR clients, ensuring their spokespeople are equipped to handle tough questions, deliver key messages with confidence, and maintain a positive brand image. Whether preparing a CEO for a high-stakes media interview or coaching an influencer on brand messaging, effective media training is crucial for success in today’s fast-moving digital landscape.
Specialisations in PR Agencies
PR agencies in 2025 often work in highly specialised areas, catering to specific industries and client needs. At Agent99, we have developed deep expertise in B2B PR in Sydney, Restaurant PR, Beverage PR, Entertainment PR, and Consumer Lifestyle PR. Our recent expansion into the health and wellness sector allows us to apply our storytelling and media expertise to a rapidly growing industry.
Clients now seek agencies that not only understand media relations but also bring a holistic marketing perspective. PR firms must integrate seamlessly with social media, content marketing, and digital advertising teams to create cohesive brand narratives. As brand reputation becomes increasingly tied to online perception, PR agencies are playing a more vital role than ever in shaping public opinion and consumer trust.
Working at a PR agency in 2025 is a thrilling, fast-paced experience that requires creativity, adaptability, and a deep understanding of the Australian media landscape and digital trends. The industry offers endless opportunities to shape brand narratives and drive impactful campaigns, whether through influencer marketing, media training, or corporate PR.
As PR professionals, we are the backbone of brand reputation, crafting compelling stories that resonate in an increasingly digital world. At Agent99, we take pride in being part of such a vibrant industry, helping brands stand out, building their credibility, and achieving real business success. The future of PR is bright, and we are excited to continue shaping the Industry of PR in Sydney and beyond.
By Agent Brooke
