PR in 2025: Why Podcasts, Pajama Parties & Personal Touch Still Matter

Hey everyone, Austin Dandridge here. I’m back with another new episode of The Marketing Factor today.

In this week’s episode, I had the privilege of sitting down with Jackie Thomson, founder of Of Counsel, to discuss the evolving world of PR and storytelling. With over 13 years of partnership, Jackie and I have witnessed seismic shifts in how brands connect with their audiences. From the rise of influencers to purpose-driven events, Jackie shared her strategies for helping brands create meaningful, lasting impressions in today’s dynamic landscape.

As Jackie puts it, “PR is storytelling. It's taking the brand, and we're the conduit for telling that story to the people that need to hear it.”

This conversation dives deep into the heart of modern PR: crafting narratives, building relationships, and going beyond transactional interactions. Whether you're looking to understand the true power of storytelling or exploring how to adapt your brand's PR strategy for 2025, this episode is packed with actionable insights. Read on for the top takeaways, or watch the full conversation at the bottom of this newsletter.

Check out the episode on YouTube, Spotify, and Apple.

Podcasts as Long-Form Storytelling

In an era dominated by short-form content, podcasts have emerged as a unique platform for brand storytelling. Jackie explains how this format offers something that traditional press mentions can’t.

“Think about print and digital press and these little soundbites or product placements. How often do you have time for a founder to talk in a more extensive way about their business?” she asks. “Podcasts are awesome. And yes, they're a big part of pitching to media.”

The Rise of Influencer Integration

Jackie also reflects on how the rise of social media influencers has reshaped the PR landscape. What began with bloggers has now expanded into a multi-tiered approach that incorporates platforms like Instagram and TikTok.

“I feel like everything that I've done has been kind of intuitive,” she says. “Even around 2014, influencer marketing was part of how we addressed building brands and brand awareness. It was partly because I was following bloggers, and I felt like if they were informing me about new products and brands, surely that was happening for other people too.”

Today, Jackie emphasizes that no PR strategy is complete without integrating influencer and affiliate marketing.

“I still feel like there are plenty of firms that aren't doing this,” she says. “A lot of people come to us just for the influencer side, and they might say, ‘My firm handles media relations but doesn’t touch influencer.’ I often think that's such a disservice because they overlap. They inform each other.”

Events That Go Beyond the Surface

For Jackie, creating unforgettable brand events is a cornerstone of her work. She believes the key to a successful event lies in tapping into something deeply personal and memorable.

“I always say, what is the bold purpose of this event?” Jackie explains. “For example, when Loeffler Randall opened a store in Charleston, I asked Jessie [the founder] how she entertains at home. She loves crafts, so we incorporated that into the event. We had a local artist come in, and everyone made little paper flowers. It wasn’t just dinner—it was transformative. People left feeling like they understood her, and they became ambassadors for the brand.”

For newer brands, Jackie takes a similar but scaled approach. “When we helped Lake Pajamas open their first store, we threw a pajama party. We had champagne pong, a tarot card reader, and 90s rap music. It was fun, lighthearted, and reflective of the founders’ personalities.”

Building Genuine Relationships

At the heart of Of Counsel’s approach is a commitment to building authentic relationships. Jackie underscores that nothing in PR should feel transactional.

“It's all relationships,” she says. “You're only as good as the relationships you have and how genuine they are. I’d hate for my work to feel formulaic or transactional. We spend a lot of time on the back end building trust with clients, influencers, and media outlets. That’s what ensures our emails get opened and our pitches considered.”

Measuring PR’s Impact

PR is often hard to quantify, but Jackie emphasizes its long-term value.

“We're building brand awareness and changing public perception. How do you quantify that?” she asks. “Press hits and influencer content can be measured, but the real strategy is layered. It requires a long-term relationship with the brand, understanding their goals, and laddering up to those big achievements.”

Austin echoes this sentiment, noting the importance of founder involvement. “The founders we’ve worked with who are successful are clear on their vision, collaborative, and engaged. They don’t just rely on our expertise—they work with us to bring their brand to life.”

Looking Ahead

As PR continues to evolve, Jackie predicts the rise of owned content platforms like Substack and the continued integration of new technologies like AI. However, she emphasizes that nothing can replace the human touch.

“There’s still so much value in that personal connection,” she says. “Whether it’s through events, storytelling, or influencer collaborations, PR is about creating meaningful experiences that leave a lasting impression.”

With more than a decade of experience helping brands navigate the shifting landscape of PR, Jackie’s insights are a masterclass in adapting to change while staying rooted in authenticity.

If you’re new, here’s how you can follow along with my weekly podcast:

→ Weekly episode on YouTube, Spotify, and Apple. Every Wednesday.

→ Short-form content on LinkedIn, Twitter, Instagram, and TikTok.

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Until next time,

Austin