5 trends in PR for 2025 in Russia: how businesses can adapt and leverage new opportunities

In 2025, we will witness the strengthening and evolution of existing trends—technological and social changes, shifts in workforce needs, and new approaches to media engagement, all of which will impact the communications and business landscape. Below are six key trends that we find particularly noteworthy in Russia.

1️⃣ The Rise of Chinese influence
The strengthening economic and strategic ties between Russia and China open new opportunities for businesses, from large-scale partnerships to distribution of Chinese goods. However, success requires understanding cultural differences—Chinese companies value hierarchy, long-term relationships, and transparency in negotiations. Localization of content and the use of platforms like WeChat and Telegram will help facilitate effective communication. Companies should offer practical solutions such as educational programs and tech support while leveraging data analysis to understand customer needs. A strong focus on ESG and IT, which play a crucial role in Chinese business culture, will be a competitive advantage.

2️⃣ Localization of communications and Telegram’s peak popularity
With some social networks being restricted, local platforms like VK and Telegram are taking center stage in Russian companies’ communication strategies. In 2025, Telegram will become a full-fledged media tool for brands, offering unique content formats—podcasts, analytical articles, infographics, and videos. Interactive features such as polls, recommendations, and smart bots will enhance engagement, while personalized content based on user preferences will boost audience retention. Social commerce will also grow, allowing users to shop directly in chats through integrated catalogs and new advertising formats.

3️⃣ The transformation of data PR
Over the past few years, conducting proprietary research and surveys has become a must-have for most companies. However, trust in such data is declining due to information overload and conflicting survey results on the same topics. In 2025, Data PR will continue evolving, focusing on unique insights that address specific market challenges. To capture business and media attention, research should target segmented audiences, such as small businesses, marketplaces, or the blockchain industry, increasing its practical value. Transparency in methodology is key to building trust—companies must clearly disclose data sources and analytical processes. High-quality research will not only enhance brand awareness but also create new collaboration opportunities and position companies as industry experts.

4️⃣ Stricter regulations for bloggers and AI-generated content
Starting January 1, 2025, stricter regulations in Russia will apply to bloggers and social media users. Unverified bloggers will lose the ability to receive donations, and Russian companies will be prohibited from advertising with those not registered with Roskomnadzor (a regulator). Users will also be restricted from reposting content from unregistered bloggers. Another major trend is the labeling of AI-generated content to enhance transparency and prevent manipulative practices such as deepfakes. Leading companies like Yandex (ru ecosystem) are already implementing AI content identification methods, including watermarks, machine learning algorithms, and metadata analysis.

5️⃣ Adapting to the new generation of workers – Gen Z
By 2025, Generation Z will make up approximately 27% of the workforce, making them a key segment in the job market. This generation has distinct expectations regarding work conditions, management styles, and corporate culture. Gen Z values autonomy, flexibility, and the social impact of their work. They prefer making independent decisions, participating in workflow organization, and seeing how their contributions affect business outcomes. Remote work and flexible schedules are crucial to them, as they prioritize work-life balance. Companies that adapt to these needs will not only attract and r

Key B2B communication trends in 2025

📌To stay competitive, B2B companies are increasingly integrating PR and marketing, launching their own brand media, and building communities around their brands. Here are the main trends shaping communication strategies in the coming year:

What’s relevant in 2025?

❤️ Human-centered approach – brands are focusing less on products and more on people: their values, needs, and experiences — whether they are clients, employees, or partners.

🧡 Communities and business clubs – participation in professional communities, offline events, and closed clubs helps build trust, exchange expertise, and expand business connections.

🧡 Owned media – companies are launching Telegram channels, blogs, and podcasts to control their messaging and speak directly to their audiences without relying on traditional media.

❤️ B2SME (Business to Small Enterprises) – small businesses are gaining recognition as a distinct audience with specific challenges, calling for tailored content and communication strategies.

🧡 Brand ambassadors and influencers – more B2B companies are collaborating with niche experts and thought leaders to build trust and share valuable insights within professional circles.

🧡 Crisis communication strategies – PR teams are proactively developing risk scenarios and response plans to ensure confident, timely action in case of reputational threats.

❤️ Collaborations – unexpected partnerships between companies, even across industries, are creating strong PR hooks and meaningful content with fresh perspectives.

🎯 In 2025, B2B communications are becoming increasingly personalized, and PR is evolving into a strategic growth and trust-building tool—not just a support function for marketing.

6 PR strategies for B2B that actually work

B2B PR is much more than media mentions — it’s about building long-term trust, credibility, and meaningful relationships with clients, partners, and the industry.

Here are 6 proven strategies that can strengthen your B2B communications and that we use in Fresh Russian Communications agency with our clients:

1. Create authoritative content
High-quality expert content positions your company as a thought leader. To reach your audience and improve visibility, focus on Google’s E-E-A-T factors: Experience, Expertise, Authoritativeness, and Trustworthiness. Valuable content builds reputation, loyalty, and even attracts media attention.

2. Build relationships with journalists
Strong ties with the media pay off — especially during crises. Regular features in trusted publications boost your credibility and help establish your brand as an expert voice in the industry.

3. Collaborate with industry influencers
Influencer marketing isn’t just for B2C. 86% of B2B brands use it to increase awareness and reach the right audience. Strategic partnerships with niche thought leaders can amplify your key messages.

4. Stay active on social media
Social media and messengers like Telegram is a must for B2B today. Over 50% of B2B buyers use it to research vendors. Share case studies, partner success stories, and insights to stay relevant and build trust with your audience.

5. Leverage video content
Video helps explain complex products and services clearly. Webinars, demos, expert interviews, and how-to guides are great ways to boost engagement and reinforce your brand’s transparency and innovation.

6. Participate in industry events
Trade shows, conferences, and roundtables are powerful trust-building tools. Speaking opportunities and well-planned presence at events can increase visibility and help generate leads while reinforcing your expert status.

🔛 Which of these strategies is already part of your PR toolbox?

Practical Tips for PR Managers from journalist Agam Shah

Agam Shah is a lecturer at Arizona State University (ASU) and a journalist with over 10 years of experience covering business, technology, and economics. He has shared several posts on his LinkedIn page offering advice for PR professionals on how to work with journalists so that your pitch gets noticed and your chances of being published increase. We’ve collected the most useful tips:

✅ Don’t oversell in your pitch. Especially in high-tech topics. It’s better to be honest about what your product or development can actually do.

✅ Don’t offer interviews with marketing managers. Journalists want to speak to founders, CTOs, and key developers.

✅ Look for unique stories that help journalists “beat AI.” Personal insights, unconventional approaches, and human-centered narratives are valued more than dry facts.

✅ Don’t switch interviewees at the last moment. If a speaker must be replaced, always agree on the change in advance.

✅ Respect all journalists, even those from smaller outlets. They could be working for NYT or The Information tomorrow.

✅ Edits to articles should always be backed by proof. If you want something corrected, involve technical experts or analysts—corrections without evidence hold no weight.

✅ Press releases that sound artificial = instant rejection. Avoid emails without names or with buzzwords like “win-win” or “best in class.” Keep announcements human and authentic.

✅ Provide numbers and metrics. Real performance data is more valuable than vague claims.

✅ Answer the 5W+H (Who, What, Where, When, Why + How) when preparing your story. Journalists need full context—and yes, the 5W+H formula is still alive and well.

✅ Don’t turn interviews into bureaucratic nightmares. Don’t block access to top management with unnecessary approvals and procedures.

✅ Understand the market impact of your news. Every announcement can influence stock prices, industries, and even geopolitics. Before releasing potentially impactful information, verify all details and make your story as safe and responsible as possible for both you and the journalist.

Agam Shah’s main message: Respect journalists’ time, don’t try to manipulate, and you’ll have a real chance to build long-term relationships and land those coveted publications.

How to set PR goals — and actually achieve them

One of the most common mistakes in PR planning is confusing goals, objectives, and KPIs. For example, the number of media mentions is not a goal — it’s just one metric that should serve a broader strategic objective.

Here’s how to set PR goals that truly create value for your business:

1️⃣ Start with business goals. PR should support sales, brand recognition, reputation — whatever matters most for growth.

2️⃣ Define your target audiences. Go beyond just B2B/B2C — segment stakeholders: investors, regulators, partners, employees, etc.

3️⃣ Assess your resources. Is your CEO media-ready? Do you have experts available for commentary? What channels can you use?

4️⃣ Make goals measurable. Use the SMART approach. Don’t just say "increase awareness" — set a clear target like "get 10 features in top-3 industry media by Q3".

5️⃣ Consider context. External factors impact PR. Be ready to adapt when the news cycle or market shifts.

6️⃣ Balance your KPIs. Go beyond volume — measure quality of mentions: sentiment, influence, key messaging, quotes, and citations.

7️⃣ Align PR goals with business goals — continuously. Every PR effort should clearly contribute to the bigger picture.

8️⃣ Analyze your current position. Who are your media competitors? Where do you stand now — and what’s the gap?

9️⃣ Choose the right tools. Not every situation calls for a press release. Sometimes an expert column or podcast is far more effective.

🔟 Be realistic about timelines. PR takes time — from idea to publication can be weeks (or months).

1️⃣1️⃣ Evaluate along the way. What’s working? What’s not? Is PR making a difference to the bottom line?

1️⃣2️⃣ Conduct a deep-dive analysis. Every result fuels the next strategy.

How to enter new markets without losing your identity: A PR-guide for growing brands

Successful businesses don’t start with the goal of getting rich — they start with an idea that solves a real problem.

And in that case, knowing how to communicate your mission becomes crucial. As your brand grows, new markets and new audiences come into play. So here’s the big question: how do you adapt your PR strategy to unfamiliar countries while staying true to your brand?

You’ll find the answers in our PR guide for growing companies expanding internationally — from insights on entering various European markets to advice from experts who’ve already been there.

If you’re on the edge of international expansion, open the guide, save it, and share the insights with your team 🖌