50+ Fresh Digital PR Statistics and Trends to Know for 2025

Digital PR is evolving at record speed, with new data highlighting just how crucial it’s become for brands aiming to build authority, win top-tier coverage, and boost SEO. 

Drawing from the latest industry research, here’s a snapshot of the trends, tactics, and challenges shaping digital PR in 2025—and what they mean for your strategy.

Digital PR Growth and Market Shifts

• Global search interest in “digital PR” has surged by 34% since 2020, with the UK up 49% and the US up 32% over the same period.
  
• Nearly three-quarters (72%) of PR professionals say digital PR is more challenging in 2025 than last year, citing increased competition and shifting media landscapes.
  
• The most common hurdles? Measuring impact (31%) and coming up with fresh campaign ideas (30%).
  

Tactics and Teamwork

• 95% of digital PR pros prioritize data-led content, while 93% use expert commentary as a core tactic.
  
• Over half (51%) collaborate most closely with SEO teams, highlighting the tight integration between PR and search strategy.
  
• Only 9% prioritize working with brand teams—a gap many experts say needs closing.

Budgets, Costs, and Results

• 67% of digital PR budgets are under $10,000/month, with just 4% exceeding $20,000/month.
  
• Most agencies keep cost-per-link (CPL) below $750, and 25% of PRs generate 40+ links monthly.
  
• However, 51% of respondents don’t know their average CPL, underscoring the need for clearer ROI tracking.
  

KPIs and Link Quality

• The number of quality links is the top metric for 87% of digital PRs, with Ahrefs Domain Rating (84%) and Moz Domain Authority (45%) as leading measures of authority.
  
• 67% say the page/post title is the best way to judge link relevance, but 10% don’t measure relevance at all.
  
• 87% avoid paying for link placements, and 90% believe client goals can be met without buying links.

Timelines and Industry Differences

• 46% believe it takes 3–6 months to see digital PR results, while 36% say 1–3 months is possible.
  
• Fashion/beauty and education are the toughest industries for link building, while travel and business are the easiest.
  

Tools and Outreach

• Top tools for media list building: Muck Rack, BuzzStream, Cision, Roxhill.
  
• 56% use BuzzStream for outreach, but 14% still rely on Gmail.
  
• 61% say finding relevant journalists is harder in 2025, and 73% of journalists reject pitches for irrelevance.
  

Journalist Relationships and Content Preferences

• 70% of journalists say PR relationships are crucial to their success, but 75% receive up to 100 pitches weekly.
  
• Journalists want news announcements (74%) and original research (61%) most from PRs.
  
• 72% use images, 34% use infographics, and 33% use videos provided by PRs in their content.
  

Key Takeaways for 2025

• Digital PR is more competitive and essential than ever, with data-driven storytelling and authentic expert commentary leading the way.
  
• Measuring true impact remains a challenge, but focusing on quality links, media relationships, and content relevance is key.
  
• Brands that invest in creativity, transparency, and strategic integration with SEO will be best positioned for success in the evolving digital landscape.
  

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