Virtual reality and augmented reality technologies have moved far beyond their gaming origins to become powerful tools for public relations and marketing professionals. Major brands from Marriott to The North Face now use these technologies to build deeper connections with their audiences through immersive storytelling. The ability to transport users into carefully crafted virtual environments or overlay digital content onto the physical world opens up unprecedented opportunities for brands to communicate their messages. As these technologies mature, they’re reshaping how organizations approach everything from product launches to crisis management training.

Traditional brand storytelling relied heavily on one-way communication through text, images, and video. VR and AR flip this dynamic by putting audiences at the center of the narrative. When Marriott launched their “VRoom Service” program, they didn’t just tell guests about exotic destinations – they transported them there virtually. Guests could explore the beaches of Maui or the streets of London from their hotel rooms, creating lasting emotional connections with the brand.

Social media has reshaped how organizations communicate with their audiences, creating opportunities for authentic brand storytelling through the voices of employees. Research shows that content shared by employees receives 8 times more engagement than content shared through brand channels. With 79% of firms reporting increased visibility after implementing employee advocacy initiatives, more companies now recognize their workforce as powerful brand ambassadors. This approach not only expands reach but also builds trust, as people are 3 times more likely to trust information from employees compared to CEOs.

Employee advocacy happens when workers promote their organization through personal social media accounts and networks. This includes sharing company updates, industry insights, workplace culture snapshots, and professional achievements. Unlike traditional corporate communications, employee advocacy provides authentic perspectives that resonate with audiences on a personal level.

Stories move people to action in ways that facts and figures never will. When Nike shares an athlete’s journey from setback to triumph, or when Dove celebrates real beauty through authentic portraits of women, these narratives stick with us long after we’ve seen them. The most successful PR campaigns tap into fundamental human emotions – joy, hope, empathy, determination – creating connections that transform casual customers into passionate brand advocates. This emotional resonance doesn’t happen by accident; it results from carefully crafted storytelling strategies that put human experiences at the center of brand communications.

The numbers tell a compelling tale: studies show that consumers primarily use emotions rather than information to evaluate brands, with positive emotions toward a brand proving to be far more influential in consumer loyalty than trust and other factors. Research from the Institute of Practitioners in Advertising found that purely emotional campaigns performed twice as well as rational ones and delivered substantially better long-term effects.

Press releases remain a cornerstone of public relations, but their format and distribution have undergone significant changes. What started as simple text announcements sent to newsrooms has morphed into rich, multimedia content pieces that serve multiple communication objectives. Today’s press releases work harder – they attract journalists, reach consumers directly, boost SEO rankings, and generate social media buzz. This evolution reflects broader shifts in how people consume information and how search engines index content.

Text-only press releases no longer meet modern communication needs. Research from PR Newswire shows that multimedia press releases generate up to 9.7 times more views than traditional text releases. Major brands like Apple and Tesla now regularly include high-resolution images, videos, and interactive elements in their announcements.

From real-world experiences to lasting connections to measurable change, this year’s CES was about making an impact. The days of simply showcasing the newest gadgets are over; today’s brands must stand behind their advancements with clear intent. Trust, relationships, and practical applications were at the forefront, shaping how technology is responding to consumers’ needs in more relevant ways. For companies looking to gain press coverage for tech brands, having a well-executed PR strategy is more important than ever. 

This year, home automation took another step forward, with robot lawnmowers and pool cleaners drawing plenty of attention. And when we say pool cleaners, we mean a lot of them. Features like incline navigation, wall climbing, and AI-driven responsiveness demonstrated how these devices are easing the burden of upkeep. Beyond the tech appeal, these innovations give homeowners the freedom to spend more time on what truly matters, family, relaxation, and personal interests. As these products enter the market, strong tech public relations campaigns will be key to driving consumer awareness. 

Public relations and content marketing share a common foundation: storytelling that connects with audiences and builds lasting relationships. When organizations break down the traditional silos between PR and content teams, they create opportunities for more impactful communication that resonates across all channels. According to the Content Marketing Institute, companies with integrated PR and content strategies see 72% higher ROI compared to those who keep these functions separate. This comprehensive approach allows brands to maintain consistency while adapting their narrative for different platforms and audiences. By aligning PR efforts with content marketing initiatives, organizations can create a unified brand voice that speaks authentically to stakeholders at every touchpoint.

PR and content marketing have distinct yet complementary roles in modern communications. PR focuses on building and maintaining relationships with media, stakeholders, and the public, while content marketing aims to attract and retain audiences through valuable, relevant content. When these disciplines work together, they create a multiplier effect that amplifies messages and builds stronger connections with target audiences.

The 5W Beauty PR, Health & Wellness team was on the ground at Cosmoprof North America Miami, exploring the latest innovations and emerging trends shaping the beauty industry in 2025. Our experience combined firsthand observations from the show floor with insights from the CosmoTrends Report, presented in collaboration with BEAUTYSTREAMS, which provided a curated look at the most forward-thinking beauty concepts debuting at the event. 

Attending the CosmoTrends panel and engaging with beauty brands in real-time allowed us to see these trends not only as industry projections but also as tangible shifts gaining momentum across product categories. From high-tech beauty tools to ingredient-driven formulations and sensorial experiences, here’s what stood out this year: