Brands will need to tell real, meaningful stories to earn trust in 2025: Valerie Pinto

In an exclusive interaction with Adgully, Valerie Pinto, CEO, Weber Shandwick India, shares her insights on the trends and innovations expected to dominate the PR landscape in 2025. She also discusses Weber Shandwick India’s roadmap for the year, as well as the challenges and opportunities anticipated in the upcoming year.

Looking ahead to 2025, Pinto says that the PR industry is in for some big changes. According to her, “Technology, especially AI, will make things like media monitoring and content creation much easier, which will help campaigns run more smoothly. But what really matters will still be authenticity—brands will need to tell real, meaningful stories to earn trust. People are going to want more interactive and engaging content, and we’ll likely see more brands working with micro-influencers to make those genuine connections.”

Continuing further, Pinto says, “Real-time insights will be critical, especially in a crisis, and issues like diversity, sustainability, and privacy will continue to be top priorities. With new platforms like podcasts gaining traction, brands will need to rethink how they handle data with stricter privacy rules in place. PR professionals will have to stay adaptable, keep learning, and be ready to take on new roles in this fast-changing world.”

Pinto is looking forward to the work that her agency does – campaigns that blend creativity and innovation, spark conversations, and make a difference. “It’s also exciting to see how we can continue scaling our purpose-driven work, where we partner with clients to create meaningful impact. And, on a personal note, I can’t wait to see how our teams rise to new challenges, bringing fresh ideas and bold thinking to the table,” she adds.

While Pinto says that challenges are inevitable, she believes that they often lead to the best opportunities. “Talent retention in a dynamic industry like ours will always be a focus, and it’s a chance to create a work environment that inspires and empowers,” she adds.

On the opportunity front, Pinto says that the potential of regional markets in India excites her, as “there’s so much depth and diversity waiting to be explored”.