Press releases 2025 – something really big

Between AI, avocado latte, and a good customer conscience... From the department: "We write, therefore we are." Or at least that's how it seems.

Press releases are no longer largely written by humans, but by highly sensitive AI systems that can string together buzzwords better than any PR trainee with an overdose of Berlin-Mitte.

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very good communication

The human being? Responsible for the approval. And for the good conscience that says between two home office phases: "That's very good Communication , or?"

Because let's be honest: Today's PR announcement reads: "As part of a strategic transformation process, the company continues to focus on decisive synergies to create a future-oriented brand core."

What that means? Nobody knows. But it sounds like progress. Or at least something really big.

300 characters ChatGPT

AI takes over the keyboard, the PR person stays for the smiles. Meanwhile, ChatGPT texts the first 300 characters, Perplexity does the structuring and an internal prompt template digitally controls everything else with an interface.

The PR professional? They handle the interpersonal aspects: the astonished client and the questioning media contact, i.e., the rare follow-up questions from journalists ("Could we have this in normal German?").

And above all, it's about the good feeling that you're still needed. Greenwashing, brainstorming at Tesla, gender-based practices, and sustainability are a thing of the past; today it's all about "trust coating."

Good customer conscience

Because 2025 is also the year in which the "good customer conscience" becomes an official part of every press release. Politically correct? Certainly. Diversity? But still. Social impact? Never without. Is it true? Rarely.

But no matter, because the target from those annoying meetings is there. There's even a dedicated KPI dashboard for gut feeling.

Press releases 2025 are like legal joints with chia seeds: you don't know exactly what's in them, but you somehow feel worse after consuming them.

No Information

And anyone who asks how much of it actually has substance gets the standard answer.

It reads: "Sorry, I'm currently working on an important TikTok campaign. Unfortunately, I can't give you any information on this topic at the moment, but I'll get back to you with a statement shortly."

Something really big…

Sierks Media / © Photo: Redd Francisco, Unsplash