New Industries are Turning to PR & Marketing to Drive Business Growth

As we move deeper into 2025, the sales pipeline at Pierpont Communications continues to reflect broader global business trends.

The sectors that in recent years have held a dominant place in our list of prospects (renewables, healthcare, and non-profits) are giving way to a new wave of urgency among technology innovators and global industrial manufacturing coming to America.  

The interest in PR and marketing help among technology companies crosses multiple industries within that sector. Innovations in the production and distribution of oil and gas, expanded distribution for power generation, localized industrial production, cutting-edge defense software, and responsive patient care health solutions are delivered using software and/or app platforms utilizing AI to drive advanced analysis and solutions. 

The energy sector’s focus on grid integrity and reliability is having to account for local impacts of AI and data centers, and in response is advancing the use of onsite energy via natural gas, nuclear, hydro, and battery technologies.  

M&A activity is picking up and companies are leaning into the preparation steps for acquisitions and partnerships. 

Services Clients Want Now 

From a service perspective, our prospects are increasingly focused on: 

• New company and new product introductions 

• Brand re-launches and refreshes 

• Reputation repair and brand messaging ownership 

• Search-optimized messaging that includes generative AI’s influence on discoverability 

• Micro-targeted audience strategies for brand elevation 

To solve these challenges, there is less focus on traditional marketing levers such as print ads, TV spots, and broad influencer campaigns that used to be core elements of a brand elevation campaign.  

Today’s clients are focused more on precision audience targeting, agility to pivot with market news, right-sized budgets that are carefully measured for ROI, and specific goals tied to business metrics—not past PR measures. 

“Instead of one-way interruption, web marketing is about delivering useful content at precisely the right moment when a buyer needs it.” ~ David Meerman Scott, Author, The New Rules of Marketing and PR  

 Why the Shift? 

The feedback we’re receiving from clients and prospects points to several key drivers: 

• Rapidly changing governmental priorities with local, state, and national entities 

• A heightened awareness of earned media’s value to AI-driven search and credibility through AI footnoting  

• A focus on audience education and segmentation prior to sales engagement 

• A push for localized manufacturing to reduce supply chain and tariff risk 

• The urgency of early mover advantage as markets, competitors, and innovators rapidly adjust to all these factors 

• The importance of protecting brand messaging integrity to fast-moving news cycles, sector popularity “noise”, and competitive messaging 

These trends are not speculative—they’re already reshaping our media relationships and client engagements.  

For example, we recently partnered with a European AI hardware firm launching its first U.S. datacenter in Austin, Texas. Our PR campaign focused on earned media, hyper-localized messaging through community events, and a brand narrative tailored to U.S. tech buyers. The result? A 40% growth in qualified leads over three months. 

Looking Ahead 

We believe this shifting emphasis in our demand pipeline is just the beginning. As tariffs, trade agreements, and regulatory stances become clearer, we expect even more innovators and international brands to make their moves. The earlies movers are already active and here—and they’re setting the tone for what’s next. 

Pierpont Communications is excited to help shape the presentation of these innovations, investments, and hiring stories, and build bridges between global innovation and American opportunity. In doing so, we’re continually adapting to be an effective and valued communications partner in a rapidly changing world.