Remote PR and thriving in a digital world in 2025 and beyond

Remote PR is increasingly becoming the norm and in 2025, most of us, if not all of us, need to learn how to navigate this. It is true that the world of PR is often described as fast-paced, glamourous, and deeply rooted in personal connections. But for me, it’s always been about Zoom calls, Slack notifications, and the occasional cat crashing a virtual meeting. Why? Because my foray into PR coincided with the world flipping upside down.

When I joined my first PR agency (just before the pandemic), I imagined myself navigating bustling offices, pitching ideas over coffee, and maybe even mastering the art of walking quickly while looking important. Reality, however, had other plans and I ended up entering the world of remote PR.

Less than three months into my role, the world came to a screeching halt, and so did our office life. Lockdowns were announced, and we packed our laptops, not knowing when, or if, we’d return. Spoiler alert: we didn’t. 

Remote PR is all about digital connections

The abrupt transition to working from home didn’t just change where we worked; it changed how we worked, communicated, and how we thought about PR entirely. While I technically started my career in an office, those first few months feel like a blur. It’s why I often say I’ve only ever worked in remote PR. This shift, though prompted by necessity, became a revelation for the industry.

Suddenly, traditional approaches like media luncheons and in-person events were off the table. We had to pivot —and fast. Virtual press briefings, influencer collaborations, and digital campaigns became the norm, transforming platforms like Zoom and Google Meet into our new offices for remote PR. I can’t even count how many webinars I’ve organised for clients, each one a reminder of how adaptable PR can be when faced with a challenge.

But it wasn’t just the way we executed campaigns that changed; it was also how we built our teams. Remote PR work wasn’t just about staying home, it opened up new possibilities for collaboration. What had once been a local operation suddenly expanded across borders. A strategist in Manila, a graphic designer in Jakarta, and a copywriter in Kuala Lumpur could now seamlessly come together on a single project, each contributing their unique insights to create something truly regional. The diversity in perspective wasn’t just refreshing —it was transformative.

The challenges of a screen-first career

Starting my career remotely came with its own unique challenges—ones I suspect many “pandemic professionals” will find familiar. It’s a strange reality to have your entire professional world confined to a screen, where the traditional rites of passage in an office setting are replaced by virtual interactions. There were no impromptu coffee chats with colleagues, no cubicle to decorate, and no lighthearted mysteries like discovering who hoarded the good pens in the supply closet. Instead, my introduction to the working world happened through Zoom calls, where I had to navigate a professional culture shaped by digital tools and mediated by screens.

Mastering body language and subtle cues in a physical workspace is one thing, but the virtual realm is an entirely different challenge. Here, approving nods are swapped for ambiguous reactions on video calls, and conversations are often distilled into Slack messages peppered with emojis. Decoding these digital nuances wasn’t always straightforward. (Note to anyone over the age of 30: 🙂 is no longer just a friendly smile—it’s often a symbol of passive-aggressiveness.) Adjusting to these new norms demanded patience, adaptability, and a willingness to embrace the quirks of online communication.

The challenges weren’t limited to virtual interactions alone. Working in public relations—a field rooted in personal connections—took on an entirely new dimension without the spontaneity of face-to-face meetings. Public relations, after all, thrives on human interaction, and when those organic moments of connection disappeared, I had to rethink how to build relationships remotely. Video calls and written messages became the primary modes of communication, but they came with their own complexities. Interpreting tone through emails or Slack messages often felt like walking a tightrope—balancing between too casual, too formal, or too distant. Slowly, I learned to rely on digital cues: the speed of replies, the choice of words, even the strategic use of emojis. Over time, I found ways to make these virtual exchanges more meaningful, proving that genuine connections could still be fostered, even from behind a screen.

Motivation was another hurdle in this screen-first career. Without the energy of a bustling office—colleagues bouncing ideas around, the subtle hum of productivity, or even shared laughter over a quick coffee break—it was easy to feel isolated. The silence of my home, broken only by the occasional Slack notification, lacked the dynamism of an in-person environment, and I often felt disconnected from the bigger picture. Yet, I discovered small but powerful ways to stay engaged. Regular check-ins with my team weren’t just about aligning on tasks; they became opportunities to celebrate wins, share frustrations, and reconnect with a shared purpose. Even lighthearted virtual moments, like trading memes or cheering each other on with GIFs, became surprisingly effective at recreating a sense of camaraderie.

While starting a career in this screen-first world wasn’t what I imagined, it taught me invaluable lessons about adaptability, resilience, and the importance of connection—whether in person or through a screen. The experience, though unconventional, has shaped me into a more resourceful and empathetic professional.

Reflections from a remote PR life

For me, working remotely wasn’t a choice; it was a survival tactic turned standard operating procedure. While I sometimes wonder what my career might have looked like in a traditional setting, I’m grateful for the unique lens I’ve gained.

The pandemic pushed PR out of its comfort zone and into uncharted territory. As someone whose career began in the middle of that upheaval, I’ve learned to embrace change, innovate under pressure, and master the art of the virtual pitch. But beyond survival, working remotely has come with undeniable perks: 

• Working with the world, literally: Remote PR has erased borders. Need insights for a campaign in Indonesia? Hop on a call with a local expert. Coordinating a regional launch? Your team can include people from every corner of Southeast Asia, all without leaving their homes.When your team isn’t tied to one city, you hear perspectives from everywhere. Campaigns become richer, more authentic, and way more exciting when different voices come together.
• Productivity through the roofs: No more rushing through traffic or scrambling for the last train home. Remote PR work hands you back hours of your day, letting you focus on strategy and creativity instead of taking huge chunks out of your day just to get to places. The side perk that came from that is being able to do work in a comfortable setting —whether that means you’re in your PJ’s or nestled in a cozy cafe— whatever gets the job done!

So here’s to the new age of PR—one that’s gone virtual, embraced flexibility, and opened up possibilities we never imagined. It’s not perfect, but it’s a new way of working that’s shaping the future of our industry. And, remote PR is here to stay.

How do you see remote PR changing things? Contact us hello(@)syncpr.co if you want to learn more about PR and content marketing.