Communicators sound off on the here today, gone tomorrow fads of the moment.
PR is as susceptible to the trend cycle as any other industry.
Some of these wind up becoming hallmarks of the industry, such as the rise of influencers and independent media. Others are flashes in the pan, ultimately fading into obscurity.
On LinkedIn, nearly 100 communicators shared their insight into what are the most overrated PR trends of the moment. A sampling of their answers are below, lightly edited for style and brevity.
AI, GEO and the rush to optimize for algorithms
Brad Gorman, corporate affairs & communication strategist
Aggressively screaming about GEO like it’s some mysterious new thing, instead of acknowledging it’s an evolution of SEO for an AI-driven world.
Janice Mandel, is a PR strategist.
Right now, AI visibility is all the rage. But many companies (especially small businesses) want to be referenced by ChatGPT and Google AI before they’ve nailed what they want to say. That won’t work. If your message isn’t clear and strategic, it will be quickly forgotten.
Anna Rice, a PR and communications consultant
Being overly focused on GEO. Sure, people are using AI chatbots to learn about your brand, but that doesn’t mean it’s the ONLY channel that’s important. Historically, brands that have over-indexed on one channel (like social media ads or SEO) have seen that come back to bite them. I think many brands are overly focused on optimizing for GEO (which frankly, no one even knows how to do), but the most memorable and long-lasting brands are the ones that spark real, human conversation and create emotional connections. That’s not happening in AI chatbots.
Content overload and performative engagement
Megan P. Sweeney, director of public relations, American Staffing Association
Having your social media team make sanitized “funny” comments under viral social media posts.
When done well, it can help build awareness of your brand.
Unfortunately, it’s gotten to the point that brand comments on viral videos and posts are just noise. I don’t need commentary from my refrigerator company on the latest celebrity drama.
Colleen Herndon Penhall, strategic communications advisor
PR’s most overrated trend is turning executives into content factories. Thought leadership works when it’s original and earned; it fails when it’s just AI-assisted posting dressed up as authority.
David Kochman, senior director of communications, Gainwell Technologies
Increasing volume of content rather than value just because AI makes it possible
Lauren Guess, partner, public relations director, State & Tell
“Authentic storytelling” feels anything but. The execution is coming off performative which defeats the point.
Christina Garnett, chief customer & communications office, Neuemotion
Being controversial on purpose to get attention.
Media relations misconceptions and coverage myths
Suzanne Struglinski, media, communications and marketing consultant
Guarantees for media coverage that are only brand content and press release repostings in disguise.
Jenny Beres, co-founder, Pink Shark PR
Thinking that reporter relationships is synonymous with guaranteed coverage.
Nikki Festa O’Brien, CEO of Greenough Communications
A most overrated PR strategy is intense media coverage pushes with no brand campaign behind them. AI has raised the stakes for earned media, rightfully so, but coverage without clear and compelling brand messaging and supporting channel assets is a missed opportunity. When editorial coverage, owned content, social, multichannel assets, ABM campaigns, and thought leadership are all pulling in the same direction, you’re building the kind of brand presence that AI engines actually learn from. Coverage gets you seen. A campaign gets you remembered.
Trends, tactics and chasing the moment
Evgenia Zaslavskaya, founder ZECOMMS Agency
Trying to turn Reddit into a PR channel. There’s a lot of talk right now about how important Reddit is (for perception, for AI, etc.) and how simple it is to conquer, so brands are trying to show up in threads, seed posts, and be part of the conversation. But, from what we see, that is not an easy platform to work with and requires a strategy from a brand.
Kennyatta Collins, senior copywriter and creative strategist, Residence Supply
The forced tether to the zeitgeist. Most companies would have bettered PR stories if they spent more time uniquely crafting experiences for their audiences, or making decisions that truly impact themselves in an interesting and unique way vs. forcing false narratives attached to mass media topics just to earn a headline or two
Lizi Sprague, co-founder, Songue PR
The need to go viral. I feel like we’ve glamorized reach, and sometimes forgetting who or what we’re reaching for.
Strategy gaps and misapplied tactics
Anya Nelson, SVP, public relations practice lead at Scratch Marketing + Media
Perhaps, vendor reports? They became a hot commodity in late 10s/early 20s when smart organizations figured that generating new data (either through own platform analysis or by commissioning a survey vendor) around hot-button issues and macro topics can in fact lead to consistent coverage. But then everyone else hopped on that trend… As a result, there’s an industry report for everything now, but only a few stand out. Reporters became a lot more skeptical and it’s no longer serving orgs as a PR strategy, unless you’re willing to step outside of your value prop and tell a really unique story with your data.
Lisa Dawson, director of communications & public relations, StaffDNA
Thinking that influencers can replace PR.
Sukanya Sen, vice president, communications & media relations, Urban Land Institute
Thinking that storytelling is something unique. It is quite literally what communications professionals have been doing for ages – honestly, tale as old as time!! 
Trust, transparency and credibility gaps
Christine Kim, chief communications officer & founder, The ATTN Economy
The most overrated trend right now is a kind of brand position. “Radical transparency” has become its own new spin and the industry has gotten good at packaging it. Staged CEO confessionals, scripted “we’re not perfect” moments and crisis-adjacent storytelling engineered for goodwill seems to showcase openness but oftentimes with no real accountability behind it. Audiences have gotten real savvy and have learned to clock the difference between a brand genuinely reckoning with something and one managing perception.
Dan Cohen, principal, Full Court Press Communications
Silence is overrated — leaders, especially of mission-driven organizations, aren’t prepared for how fast AI-driven attacks can hit. Bad actors can turn an out-of-context quote or fake image into national outrage overnight. Few have the plans, tools, or muscle memory to respond quickly and calmly when online chaos threatens real-world trust, funding, and safety.
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