How much can the PR industry change in eight years? Turns out, quite a lot! PR is shaped by social change, technological advances, shifting media landscapes, political movement and changing expectations. The industry is constantly in motion. 

Milk & Honey PR celebrates its eighth anniversary in 2025 and eight of our experts from across the globe share their perspectives on eight years in PR. What’s changed? What’s stayed the same? What does the future hold? 

We’ve broken this blog down into two bitesized portions of four insights ― as our experts share their thoughts on a rapidly changing PR business world. 

So, here goes for the first four of eight! 

1. Leadership  – Kirsty Leighton, Milk & Honey PR Founder and Group CEO  

2017 seems like yesterday, but we’ve come a long way. It’s been a wild eight years, I’ve learned a lot – and I’m still learning. These are my takeaways (so far) for any budding PR business builder: 

1. Start with the end in mind ― be clear about what you are creating, why it’s different and your foundational culture. I focus on what I want Milk & Honey to be. 
2. Know your weaknesses and fill in the blanks ― I thrive being around others, so I built the infrastructure to get people on board as soon as possible.  Lean into professional support ― or you’ll pay later. 
3. Values are everything ― from who you hire, to behaviours to clients. Stay true to your values or they will erode. 
4. Don’t be shy ― starting out, you’re an unknown quantity.  Get out there. Be seen. Constantly. 
5. Master your craft ― master all aspects of your craft while taking on specialists as you can afford them. This means promotion, business management and fiscal governance. Be curious and learn. 
6. Self-soothe ― not everything will go your way. Tomorrow is always a new day. Start with a positive attitude and learn from your mistakes. 
7. Stay focused ― dream big and be clear on your direction. Plan five years out. You have more control that way. 
8. Take people with you ― everything worth having is worth sharing. Share your vision and empower others to make it their own.  

Founding a business is a tough gig, but it’s worth it! 

2. Sales in PR  – Manuel Hüttl, Milk & Honey PR Partner and CEO Germany  

Eight years ago, PR sales leaned heavily on traditional media, personal connections and in-person meetings. Success relied on building long-term relationships and leveraging press coverage to influence public perception. Social media was gaining traction but was not yet the dominant force it is today. Data-driven insights were limited, leaving campaigns to rely more on intuition than analytics. 

Fast forward to 2025, sales in PR demands a hybrid approach. AI and data analytics drive decisions, identifying audience behaviour and tailoring messages with precision. Social platforms are not just for promotion ― they’re primary sales channels. PR professionals must master storytelling for both human and algorithmic audiences, while staying agile to trends like influencer partnerships and experiential marketing. 

The key to thriving in 2025? Adaptability. Invest in technology, embrace authenticity and focus on measurable impact. The PR sales landscape has evolved ― and those who evolve with it will lead. 

3. ESG – Conor Douglass, Milk & Honey North America Senior Client Director

Eight years ago, social impact and sustainability was still a nascent communications function, reserved for niche sectors like renewable energy. Since then, there has been a massive shift in how consumers interact with brands and make purchasing decisions. It’s imperative for organizations to reflect and communicate the values of their customers and audiences.  

This shift has brought sustainability to the fore. The stark reality of intensifying climate change has raised awareness that business must be part of the solution. Companies are now expected, and sometimes legally required, to develop science backed climate action plans.  

Over eight years, the reporting and regulatory landscape has become more complex. Global organisations must understand regional reporting requirements, alongside a public affairs operation to monitor and interpret shifting requirements from stakeholders – whether those be governments, investors, customers, or others.  

From a brand reputation perspective, this heightened, multistakeholder attention to corporate sustainability means vague marketing campaigns no longer cut it. The public is wise to greenwashing ― so organisations must deliver authentic, results-based communications.  

In the US, political change is a constant. After what seemed like an irreversible commitment to social justice initiatives a few years ago, we now see that flipped on its head. We are seeing a strong backlash to many of these initiatives, but what I would counsel any organisation is to stay true to your – and your stakeholders’ ― values. Integrity, authenticity and clarity will always have a positive impact on the wider world. 

4. Go-to-Market Strategy – Meilin Wong, Milk & Honey PR Partner and CEO Singapore 

In 2017, when companies looked to expand into the Asia Pacific (APAC) region, the playbook often centred on speed ― finding distribution partners quickly, hiring in-market teams, and localising just enough to get by. Back then, the focus was more transactional than relational.  

In 2025, APAC has become even more dynamic, diverse and digitally connected. Companies entering the region today, especially in ASEAN countries, face unique challenges and opportunities. Today’s successful APAC go-to-market strategies demand a blend of cultural empathy, digital innovation, hyper-personalisation and a strong commitment to sustainability.  

Here are eight go-to-market lessons we’ve embraced: 

1. Cultural empathy is everything – understand the nuances of each market that you expand into.  
2. Build  authentic partnerships  that reflect your values.  
3. Go beyond translation ― localise experiences  for real impact.  
4. Prioritise  seamless digital engagement because APAC consumers lead in tech adoption.  
5. Make  sustainability  a core value.  
6. Hire for  cultural alignment  and adaptability.  
7. Invest in relationships – business in ASEAN is personal.  
8. Stay ahead by adapting to  local trends and opportunities.