Top Trends from PRSA’s 17th Annual Media Predicts Event

It’s no secret that the media landscape is quickly evolving. To stay ahead of timely media trends, one of our team’s favorite things to do every year is attend PRSA Silicon Valley’s Media Predicts event. Throughout the night, journalists and PR/Communications professionals discussed industry trends from this past year and covered what could be ahead for 2025. 

The reporters who participated in the event included Don Clark, a freelance reporter for the New York Times; Dion Lim, an anchor/reporter for ABC 7 Bay Area; Jon Swartz, a senior writer for TechStrong.AI; and Rosalie Chan, a senior tech editor at Business Insider. 

With 2025 right around the corner, here are the top takeaways from the event: 

Trust and Media Literacy Must Be a Priority

As social media platforms continue to become more influential, reporters are growing increasingly concerned about how to ensure trust and credibility during an era of misinformation and algorithm-driven news.

AI Will Continue To Play a Role In Journalism 

While the reporters agreed that AI will not replace their roles in journalism, they want to explore the long-term impact of this emerging technology. Although AI is already being used to write quick stories (e.g., financial results from earnings calls) in the industry, reporters believe that AI lacks the spark required for captivating storytelling. As a result, AI will just be another tool they use for research. 

Above Anything Else, Reporters Want to Tell Impactful Stories

Press want to cover stories that emphasize tech’s positive impact on society. From healthcare advancements to autonomous vehicles, journalists want to see how tech is helping the average person. 

Trends To Watch

Although the industry has been dreading a volatile economy in 2025, the journalists predict it will be flat. In terms of the 2025 IPO market, the reporters on the panel believe it will be tame, but activity will officially pick up in 2026. The participating journalists predict the AI gold rush will favor those building infrastructure over product sellers, as demand outpaces supply and companies like Nvidia struggle to keep up. Lastly, as newsrooms continue to follow AI, they predict that AI inferencing, super agents, and AI replacing SaaS functions will be covered in the next wave. 

While we don’t have a crystal ball to peek into the future, events like these provide incredible insights into the challenges and opportunities that could be ahead in 2025. With top  journalists predicting that media literacy, AI, and impactful storytelling will be priorities for next year, we should all be paying close attention to these areas. For PR and communications professionals like us, staying informed, flexible, and adaptable are the keys to thriving in this evolving media environment. Here’s to navigating the future of media together!