PR is about understanding your audience, catching the wave of trends, and turning communication into an art form. In 2025, PR in Central Asia is becoming even more authentic and personalized. The ITCOMMS team has compiled the top five trends that will shape the industry this year.
Cultural Code
The same message can be perceived differently in Almaty and Tashkent. It's important to consider not just language nuances but also deeper aspects—cultural values, traditions, local mindsets, and even public sentiment.
A useful tool here is ITCOMMS’ AI-powered press release generator based on ChatGPT-4, which allows you to quickly, efficiently, and freely create releases in Kazakh, Uzbek, Kyrgyz, Russian, and English.
💡 Tip: Study the audience in each region, taking cultural differences into account. Build communication that resonates with people based on their preferences.
Small but Influential: Micro- and Nano-Influencers
In Central Asia, people tend to trust local opinion leaders over celebrity bloggers. Micro- and nano-influencers with smaller audiences are perceived as more relatable, and their recommendations seem more genuine. Thematic communities, whether offline groups or messenger chats, are also gaining popularity.
💡 Tip: Find influencers whose values and audience align with yours and build long-term relationships with them.
Short, Simple, and Engaging
With information being consumed faster than ever, long texts are losing relevance. Visual content remains a key trend in 2025, with strong imagery and short videos helping brands quickly convey ideas and emotions.
💡 Tip: Create high-quality content that reflects your brand’s values and is tailored to your audience. Instead of trying to reach everyone at once, focus on short, simple, and memorable videos. And most importantly—stay consistent.
With an Open Heart
People in Central Asia appreciate brands that communicate openly and honestly—especially in challenging situations. Authenticity in communication helps build long-term trust with your audience.
💡 Tip: Instead of polished corporate messaging, share real stories and experiences—both successes and struggles. Involve company leaders, teaching them to communicate naturally, without complex jargon or outdated press-release language.
PR Starts from Within
A strong external image is impossible without a solid internal foundation. Companies are increasingly investing in corporate culture, involving employees in brand missions, and developing internal media while turning staff into brand ambassadors.
💡 Tip: Encourage employees to share their positive experiences at work. Support their engagement by recognizing and promoting authentic stories within personal and professional networks.
Still Anti-Trends: AI and ESG
AI is not yet fully integrated into PR and cannot replace the human approach. AI-generated texts and images often feel raw, lowering content quality and pushing audiences away.
Sustainability and eco-friendliness are trendy topics, but empty words without real action quickly erode trust. Superficial ESG initiatives lacking transparency and proof come off as hollow PR stunts.
Local Trend: Telegram First
While the world focuses on the metaverse and new social platforms, people in Central Asia primarily communicate, consume content, and—most importantly—shop through Telegram. This platform offers direct audience engagement without algorithm limitations and allows brands to respond instantly to criticism.
💡 How to use it: Don’t just rely on a corporate channel—create valuable niche micro-media where your brand is part of the conversation, not the main topic.
Crisis: New Rules of the Game
The days of responding to negativity within 24 hours are long gone. Today, brands have just 30 minutes to react.
Address issues where they arise. If criticism appears on Telegram, respond directly in the messenger.
Standard press releases don’t work well anymore. Instead, quickly prepare a short, first-person video response.
Final Thoughts
In 2025, PR professionals in Central Asia should move away from formal press releases and mass communication in favor of personalized approaches, authenticity, and visual storytelling. After all, the most valuable asset isn’t just information—it’s real emotions and strong connections with your audience.
***This article has been translated from Russian to English by an AI language model. While efforts have been made to ensure accuracy, there may be nuances or idioms that do not perfectly translate. The original Russian article should be referenced for the most precise content.