Electron-withdrawing groups such as
\[
-NO_2,\; -CN,\; -CHO,\; -COOH
\]
increase the acidity of phenols by stabilising the phenoxide ion.
Electron-donating groups such as
\[
-CH_3,\; -OCH_3,\; -NH_2
\]
decrease acidity by destabilising the conjugate base.