PR & Marketing Skills That Will Set You Apart in 2025
- Kritika Sobti
- Mar 7, 2025
- 3 min read
What makes a brand memorable? How does a startup move from an idea to a brand that people trust, recognize and recommend? In 2025, public relations is not just about media coverage—it's about building a brand from scratch, establishing its identity, and crafting the right message for the right audience.
Having worked as a PR and marketing professional, I have seen the importance of brand storytelling, positioning, and digital PR in establishing and sustaining a business. Here's how I used these skills in actual projects: and why they are essential for every PR professional today
Brand Positioning: The PR Skill That Builds Business Identity
The best PR approach starts long before a product is even on the market: it starts with building the brand first. Without mission, vision, and USP, even the most powerful campaigns can't engage.
How I Built a Brand From Scratch?
When I was developing Yummivita Gummies, a Canadian cheese-flavoured multivitamin brand, I wasn't provided with a product that had a marketing strategy. Instead, I developed it from scratch:
Defining the mission: Making nutrition simpler and tastier with savoury, cheese-flavoured gummies for children and adults.
Formulating the vision: Shaking up the supplement industry by offering a fun, sustainable alternative to the traditional pills.
Establishing the USP: Though the sugary gummies are unhealthy, Yummivita uses turmeric-based colours and cheese flavouring in order to sell to health-conscious customers.
Considering this, I did the identity building of Yummivita: choosing colours that speak of health, designing eco-friendly packaging, and opting for a unified PR message.
Pro Tip: PR is not just media pitching - it's about building a brand's foundation so that all communications pieces reflect the business's identity.
Storytelling: Turning a Product into a Memorable Brand Campaign Phase Mapping
Great PR professionals don’t just promote products: they create narratives. A brand is only as strong as the story behind it.
How I Used Storytelling to Launch a New and Innovative Product
In Canada, never-ending dark winters make people feel drained and out of energy. Instead of swallowing huge, chalky pills, imagine indulging in a delicious, savoury, cheese-flavoured gummy; packed with essential nutrients that can help you stay active and energized through gloomy days.
Here’s what I did: “Why to struggle with oversized tablets when you can enjoy a flavorful, nutrient-packed gummy? Yummivita isn’t just a multivitamin: it’s a delicious, effortless way to maintain your health. ”
Speaking to customer pain points and presenting Yummivita as the remedy, I was able to:
Engage health-conscious parents who were seeking a convenient way to help keep their family healthy.
Stand out in a crowded supplement space
Created a compelling PR message that was used in press releases, marketing materials, and online campaigns.
Media Relations & Digital PR: Creating Hype That Lasts
With a brand identity set, the next step is earning media Hype through partnerships and digital PR.
How I Secured Media Attention
For Fancy Fox Balloons, an event decor brand, I developed a multi-layered PR strategy that positioned them as a must-have for event styling rather than just another balloon vendor.
Partnered with event planners & community organizations for media exposure to create organic media exposure.
Designed workshops & educational content to position the brand as an industry leader.
Launched a LinkedIn engagement strategy to connect with key stakeholders and media professionals.
Designed an SEO-optimized PR strategy to boost search visibility.
By integrating traditional PR with digital storytelling, I boosted:
Press mentions & brand visibility through strategic partnerships.
Organic reach & social media engagement : LinkedIn and email PR campaigns
Search visibility through search engine optimization of website content through PR-driven storytelling
Pro Tip: Well, I believe in 2025, PR isn’t just about media outreach: it’s about creating a strong online presence, forming partnerships, and using content strategically to attract the right attention.
How These Strategies Helped Me Land My Job in Canada
Mastering these PR and marketing skills isn't just about growing brands: it’s about building a career that stands out.
When I moved to Canada, I knew breaking into the industry wouldn’t be easy. Instead of just listing my skills, I focused on showcasing my real-world PR impact: how I built Yummivita’s brand strategy, positioned Fancy Fox Balloons for media coverage, and executed digital PR strategies that increased brand visibility.
My Secret: The result? These very strategies helped me land my PR job in Canada: because employers don’t just look for knowledge; they look for proof of execution.
Pro Tip: Whether you’re growing a startup or your own career, always document your wins. Every campaign, every media feature, every strategy that drives impact adds to your credibility. In today’s competitive world, the best PR you can do is for yourself.
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