Press Coverage Versus Public Perception - What Matters More In 2025?

Since PR has been a thing, press coverage has always been a gold standard — having that front-page mention or a feature in a leading publication meant that you had made it!

However, in 2025, it is no longer that simple. Although media visibility is still crucial, public perception — heavily influenced by social media, influencers and consumer opinions — has become just as significant, if not more so.

So, where should brands and PR professionals direct their efforts?

Understanding the Difference

Press coverage is also known as media coverage, and it refers to the attention and publicity that a company, organisation, or individual receives via newspapers, magazines, television, or online platforms.

Public perception refers to the way individuals view and think about a person or thing. It's essentially the collective opinion formed by the public based on what they hear, see and experience.

Why Press Coverage Still Matters

Press coverage is still incredibly important for PRs to achieve because press coverage:

• enhances brand awareness
• drives sales 
• increases web traffic
• improves your SEO
• gives you a competitive advantage
• establishes your industry authority, and
• enhances your stakeholder relations.

The Power of Public Perception

As technology enhances, public perception grows even stronger. There are a few things that influence public perception, such as:

• social media commentary
• customers' personal experience with a brand / business
• influencers 
• media mentions
• word-of-mouth, and
• online reviews.

What PR Pros Should Prioritise 

If PR pros want to succeed in 2025, it is vital for them to focus on both public perception and press coverage.

PRs should:

• still prioritise media relationships
• track audience sentiment
• prioritise storytelling over spinning
• make use of media monitoring, and 
• have a crisis management tool.