DEI Rollbacks, AI Disruptions & PR in 2025

January is almost over, and there’s a lot to unpack.

The world of PR, business, and AI is already moving at full speed, and a few key themes stand out. Here's my attempt to unpack some of them that stood out for me.

American companies are pulling back on DEI (Diversity, Equity & Inclusion). What does this mean for the UAE and Asia, where diverse workplaces are the norm?

DeepSeek vs. ChatGPT: A new AI tool enters the game. Is this the next big disruption, or is ChatGPT still the best tool for PR professionals?

The skills PR professionals need in 2025. The industry is evolving, and those who don’t keep up will get left behind.

Let’s break it all down.

The DEI Rollback: What it means for PR and Strategic Communicators in the MENA and APAC regions

Many US companies are scaling back their DEI efforts, cutting dedicated DEI roles, and moving away from diversity-first hiring policies. Some of this is driven by legal and political shifts, while for others, it’s about business priorities in a slower economy.

But what does this mean for PR professionals and businesses in the Middles East and Asia?

Diversity isn’t a PR strategy here—it’s reality. Unlike in the US, where DEI is often framed as a social justice movement, workplaces in the UAE and Asia are inherently diverse. The challenge isn’t just diversity—it’s about how organisations build equity and inclusion into their communications.

Global companies must rethink their positioning. If a brand championed DEI in 2020 but is now scaling back those commitments, what message does that send? Reputation is built on consistency. If companies are changing their stance, PR teams need to handle this carefully—because silence will be noticed.

Comms teams need to be prepared. Multinational companies with operations across different regions cannot take a one-size-fits-all approach to DEI communications. What plays well in the US might not translate in the Middle East or Asia. PR teams will need to localise messaging and anticipate backlash.

ChatGPT vs. DeepSeek: The AI showdown in PR

AI is no longer just an optional tool for PR professionals—it’s changing the way we work. From media monitoring to content creation, PR teams are using AI daily.

Now, there’s a new player in the game—DeepSeek.

A Chinese AI startup, DeepSeek is being positioned as a serious competitor to OpenAI, offering deeper research, stronger analytical reasoning, and all at a lower cost.

Here’s how they compare for PR and communications professionals:

1. Media Monitoring & Crisis Comms

For PR professionals, AI tools are most useful when they can quickly assess sentiment, detect risks, and summarise breaking news.

• ChatGPT → Great for summarising trending news, drafting holding statements, and generating FAQs in a crisis. However, it lacks real-time awareness unless connected to a live data source.
• DeepSeek → Positioned as a more research-driven AI, DeepSeek’s ability to analyse deeper trends could give PR teams an advantage in crisis anticipation. It might be better at spotting emerging issues before they become full-blown crises.

If your priority is real-time intelligence, DeepSeek could offer an edge. But if you need well-crafted, polished messaging in response to a crisis, ChatGPT remains the better tool.

2. Thought Leadership & Content Creation

PR and communications teams rely heavily on AI for drafting speeches, op-eds, blog posts, and LinkedIn thought leadership.

• ChatGPT → Excels in tone, structure, and coherence. It can tailor content based on different audiences and adapt to various writing styles, making it a solid tool for corporate storytelling, thought leadership, and executive messaging.
• DeepSeek → Strong on research depth but struggles with natural language fluency. While it might provide factually rich insights, its writing can feel stiff and robotic.

If you need compelling, human-like storytelling, ChatGPT wins. DeepSeek might be useful for background research, but it’s not quite there yet as a content creator.

3. Pitching & Personalised Outreach

Successful PR is built on relationships. AI tools can assist with tailoring pitches, identifying journalist preferences, and crafting compelling angles.

• ChatGPT → Helps tailor media pitches by suggesting angles based on previous journalist coverage. It can reframe a pitch for different audiences (e.g., a tech journalist vs. a business reporter).
• DeepSeek → Could offer better research-driven insights into which journalists are covering specific trends, helping PR teams fine-tune their media outreach strategy.

DeepSeek’s research capabilities might improve media list targeting, but ChatGPT remains the better tool for refining the actual pitch.

4. AI for Reputation Management & Brand Analysis

PR professionals don’t just manage media—they manage reputations. AI can assist with brand perception tracking, competitor benchmarking, and sentiment analysis.

• ChatGPT → Can summarise existing sentiment if given structured data, but it does not perform deep analytical breakdowns unless integrated with a third-party tool.
• DeepSeek → If its research capabilities are as strong as claimed, it might be better at identifying shifts in sentiment, uncovering patterns in brand perception, and tracking long-term reputation risks.

If you’re working in corporate reputation or crisis preparedness, DeepSeek could offer deeper analytical insights. However, it’s still early days, and we don’t yet know how well it can interpret real-time media sentiment.

5. AI in Multilingual PR & Global Comms

With PR becoming more global, AI-powered translation and multilingual media monitoring are becoming increasingly important.

• ChatGPT → Has strong multilingual capabilities but sometimes misses cultural nuances in translation.
• DeepSeek → Built in China, DeepSeek could potentially handle regional language variations better, making it a more useful tool for PR teams working across Asia.

If you’re managing PR across multiple languages, DeepSeek might offer a stronger regional advantage, particularly in Asia-Pacific markets.

Final Verdict: Which AI is Better for PR & Comms?

Both tools have their strengths, but they serve different PR needs.

• For writing, messaging, and content creation → ChatGPT is still the clear winner. It’s better at natural, engaging storytelling and can refine tone for different audiences.
• For deep research, sentiment tracking, and early crisis detection → DeepSeek shows potential. If it delivers on its claims, PR professionals could use it as an intelligence tool for media analysis and risk assessment.
• For media pitching → A mix of both. Use DeepSeek for finding relevant journalists and ChatGPT for crafting compelling angles.
• For global PR & multilingual content → DeepSeek could have an edge in non-English media monitoring, especially in Asian markets.

Rather than choosing one over the other, the best approach is to use both strategically—DeepSeek for analysis, ChatGPT for execution.

The Top 10 Skills You Need in PR in 2025

PR in 2025 is more than just media relations and crisis comms. It requires a blend of storytelling, data intelligence, digital fluency, and adaptability.

• Strategic Thinking → PR is about shaping narratives that align with business goals and demonstrating impact.
• Crisis & Reputation Management → Every brand will face a crisis. Knowing how to manage, respond, and control the narrative is critical.
• Storytelling & Content Creation → PR isn’t about pushing messages; it’s about creating multi-platform narratives that connect.
• Media Relations & Influencer Engagement → The landscape has shifted. Building relationships with journalists and influencers is just as important as managing traditional media.
• Data Analytics & Measurement → PR is no longer just about coverage—it’s about proving impact. Tracking audience behaviour, sentiment analysis, and campaign ROI are now non-negotiable.
• AI & Tech Literacy → AI is reshaping PR. Knowing how to use tools like ChatGPT & DeepSeek for media monitoring, research, and content creation will set you apart.
• Digital & Social Media Expertise → PR professionals must understand platform algorithms, crisis management in real-time, and how to build engaged digital communities.
• Multicultural & Global Awareness → PR is international. Understanding regional nuances and cultural sensitivities is essential for global storytelling.
• Negotiation & Persuasion → PR is influence. Managing stakeholders, protecting reputations, and driving narratives require strong negotiation skills.
• Adaptability & Continuous Learning → The PR landscape changes fast. Being open to unlearning, staying ahead of trends, and adapting to new technology will keep you relevant.

In Conclusion

January has set the stage for major shifts in PR, business, and AI. The industry is evolving, and while change often brings uncertainty, it also opens up new opportunities.

DEI rollbacks will test corporate credibility—but smart, thoughtful communication can help businesses navigate this shift with integrity.

AI is evolving at a rapid pace—but rather than replacing PR professionals, it’s creating new ways to enhance strategy, efficiency, and impact.

The role of PR is more critical than ever—and those who adapt, sharpen their skills, and embrace new tools will be the ones shaping the narratives of the future.

There’s a lot to be excited about in 2025. This is a time for curiosity, creativity, and bold thinking. The PR landscape is shifting, but those who stay ahead, keep learning, and continue telling meaningful stories will always be in demand.

Until next time, Have a Good Day in PR.

Love,

Ketaki

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