In the ever-changing world of PR and communications, 2025 has been a huge year for agencies keeping up with, and creating, trends and campaigns for their brands.
Thanks to the fast-paced culture of the internet, there hasn't been a more important time for agencies to stand out, helping to change the course of a brand’s trajectory.
Whether that's working with an up-and-coming TikTok star or getting a product in the hands of an influential beauty journalist, times are changing, and businesses need to keep up.
One PR agency behind some of the biggest campaigns in 2025, and at the forefront of trend creation, events and activations is Hive HQ.
We're talking Indy Clinton x Bouf Haircare, The Breakout Hack’s multiple launches, Gem’s viral deodorants, Eleanor Pendleton’s Haléau Beauty launch and more. We told you they mean business!
Image credit: Rachael Wilde (York St Brands co-founder) and Jessy Marshall (Hive HQ founder and director).
BD spoke with Hive HQ founder and director, Jessy Marshall to pick her brain about what we can expect to see in the PR and communications industry for 2026. Keep on reading to find out her top trend predictions...
Media relations and earned media
Next year will see storytelling and earned media at the forefront of PR campaigns.
"There will be an uplift of high-quality coverage to drive visibility especially with the rise of AI driven search summaries," shared Marshall.
"AI is a helpful tool but audiences trust it less, whereas when an editor or credible curator talks about a brand it slaps! Earned media coverage is the influencer in 2026."
In addition, Marshall believes we will continue to see the rise of Substack.
"In 2026, more launches and more news will be shared within these thought-leader platforms," she said.
"Not only are consumers reading them, so are editors, which means this can be a secondary media tool for PR’s looking for further media pick up."
Talent partnerships
When it comes to partnerships, it's all about investing in key people, rather than one off collaborations.
"More and more the consumer is looking for influencers organically raving about products to create social proof," said Marshall.
"Consumers want to trust that the recommendation is real."
"Micro-influencers with niche audiences are leading the charge as they have authentic engagement, plus live and shoppable content integration will drive direct sales."
"TikTok shop will likely launch in Australia in 2026 which will see these micro-influencers growing in engagement and authority," she said.
Image credit: Hive HQ team
Events
When planning for events, Marshall said it's key to know your audience and their priorities.
"For media events, ensure they are for a reason. Media are busier than ever so ensuring if we are hosting an event, it is worth the publications time," she explained.
"For influencers on the other hand, the bigger the better and it's time to invite the community along as well."
"Ensure all events have something to make the experience sharable," said Marshall.
If you would like to learn more about Hive HQ, please reach out to Jessy Marshall via: jessy@publicityhive.com.
Header image credit: Haléau Beauty/Bouf Haircare/The Breakout Hack
