If you’re a journalist, media rep, or reporter, you know the drill: you reach out to a PR department with a simple question, and suddenly, you’re in an Olympic-level obstacle course.

Delayed responses. Overly polished non-answers. Radio silence.

But here’s the thing—it shouldn’t be that way.

PR exists to provide information, not to act as a human firewall between organisations and the press. And in 2025, with AI, instant messaging, and digital tools at everyone’s fingertips, there’s zero excuse for outdated, sluggish, or evasive PR practices.

So, let’s talk about what you should expect from a PR department this year—and what to push back on when they don’t deliver.

1. Speed: Acknowledgment Within Hours, Not Days

We’re in a world where breaking news spreads in minutes, so why do some PR teams still take days to acknowledge a basic query?

What you should expect:
✅ Acknowledgment within 24 hours (at most).
✅ A clear timeline for a full response—no more “we’ll get back to you” black holes.
✅ Updates if delays occur, instead of just hoping you’ll forget.

🚩 Red flag: If you have to chase twice just to get a “we’re looking into it,” they’re stalling.

2. Straight Answers, Not PR Fluff

Journalists need facts, not a three-paragraph dodge that says absolutely nothing.

What you should expect:
✅ Clear, direct responses that actually answer your question.
✅ A named source or spokesperson—no more vague “a representative said” nonsense.
✅ Factual statements, not spin—if something is bad news, they should own it.

🚩 Red flag: If you read the response twice and still don’t know what they’re saying, they’re dodging.

3. No Gatekeeping—If You Need a Spokesperson, You Should Get One

It’s 2025. There’s no reason for a PR team to act like arranging a 10-minute phone call with a spokesperson requires the approval of an international tribunal.

What you should expect:
✅ Easy access to the right person for comment.
✅ Clear guidelines on interviews—on or off the record, no moving goalposts.
✅ No unnecessary middlemen (why is this going through five levels of approvals?).

🚩 Red flag: If they keep offering “a written statement” instead of letting you speak to an actual human, something’s up.

4. Digital-First PR: No More Stone Age Tactics

If you’re still being asked to fax a request in 2025, run.

What you should expect:
✅ A well-maintained media portal with press releases, images, and contact info.
✅ Fast scheduling tools—interview booking shouldn’t take 17 back-and-forth emails.
✅ Digital statements, pre-approved quotes, and rapid responses.

🚩 Red flag: If their process feels like it was designed in 2005, they’re not serious about engaging with the media.

5. PR Should Be Accountable—Not Just for “Good” News

A PR team isn’t just there to promote; they need to handle all media queries—including the tough ones.

What you should expect:
✅ Consistent messaging—no conflicting statements from different reps.
✅ Ownership of mistakes—if something went wrong, say so.
✅ No bias toward “friendly” media—equal access for all journalists.

🚩 Red flag: If tough questions lead to delays, silence, or a sudden end to all communication, you’ve hit a PR wall.

6. AI Should Assist, Not Replace Human Interaction

Yes, AI is great for drafting press releases, but a chatbot shouldn’t be your only point of contact.

What you should expect:
✅ Human engagement when the situation calls for it.
✅ Personalised responses—your question was read, not auto-answered.
✅ AI tools used for efficiency, not to avoid real conversations.

🚩 Red flag: If every answer feels robotic or generic, you’re talking to a bot (or a PR team acting like one).

Final Word: Demand Better PR Standards

PR teams aren’t doing journalists a favour by responding—it’s literally their job. In 2025, the bare minimum should be: fast responses, clear communication, accountability, and real accessibility.

If you’re getting silence, deflection, or a copy-paste PR statement that says nothing, call it out.

The press is the watchdog, not the PR department’s best friend.

What Journalists Should Expect From PR Departments in 2025