As we approach 2024, media continues to undergo transformative shifts, presenting both challenges and opportunities for public relations professionals.
Below, 18 Forbes Communications Council members share the critical trends, recent developments and current situations that demand the attention of PR practitioners. From the rising influence of social media to the impact of emerging technologies, understanding and adapting to these dynamics is paramount for effective communication strategies. Stay ahead of the curve and explore why these trends are shaping the future of PR and how professionals can leverage them to achieve success in the ever-evolving media sphere.
1. Remain Dedicated To Defending And Protecting Client Reputations
In a constantly evolving 24/7 news cycle and the digital age, where misinformation and disinformation can spread like wildfire across a sea of 4.95 billion social media identities, PR professionals remain guardians of trust. Their dedication to defending and protecting their clients’ reputations preserves corporate reputations and champions the triumph of reliable information. – Mark Rainey, inQUEST Consulting
2. Rely On Human-Centered Design Best Practices
One of the most challenging parts of the job is trying to foresee any unintended consequences your message might have. We know a lot of great brands that had the best intentions with their campaigns, but they fell flat or were insensitive. To mitigate the risk of a message not landing as intended, I rely on human-centered design best practices to test and validate with customers prior to issuing publicly. – Michelle Huff, UserTesting
3. Prepare A Crisis Communication Plan
Organizations must be prepared and adaptable in the face of unforeseen events. Whether dealing with wars, floods, hurricanes, wildfires or other emergencies, a company’s primary defense is its ability to communicate effectively and take action to safeguard employees and communities. COVID-19 has proven to be the ultimate training ground. Don’t throw out that playbook. – Rob Wyse, Rob Wyse
4. Be Aware Of AI Within Influencer Marketing
The use of AI within influencer marketing is an important trend. It is clear influencers will begin to use AI more to enhance their content but may not know the rules around how they can use that content. Marketers will need to be more cognizant of influencers fully owning the content being produced to ensure they have rights for commercial use. – Larry Beaman, gen.video
5. Focus On Spotify’s AI Voice Translation Service
I’ll be closely watching Spotify’s AI voice translation service, which I think is a fascinating intersection of AI and audio. Working in the speaking industry, I know this capability will allow speakers to more easily reach a wider, multilingual audience. – Jennifer Best, AAE Speakers Bureau
6. Leverage AI Reputation Management
AI reputation management will emerge as a key trend in 2024, underscoring the evolving dynamics between businesses, consumers and technology. With AI data retrieval and summarizations, the narrative surrounding a company can be swiftly and broadly disseminated, often outside organizational control. Understanding and leveraging ways to influence this narrative will become crucial for success. – Alex Goryachev, Tulane University Freeman School of Business
7. Diversify Your Outreach Channels
One crucial trend that PR professionals should prioritize is diversifying their outreach channels. While traditional media remains influential, the emergence of alternative platforms has opened up exciting new opportunities. Social-media-based podcasts and TikTok LIVE interviews, among other unconventional platforms, have proven to be incredibly effective in reaching diverse and engaged audiences. – Maria Amalia Rojas, XWECAN
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8. Utilize Human-Centric Content
Human-centric content is an important trend. From the increase in user-generated content to the success of founder brands, people are looking for authenticity and real connection. This is being reflected in company content, with the rise of employee advocacy programs and employer branding content highlighting employee stories. People trust people over brands and AI. – Bradley Keenan, DSMN8
9. Work With AI To Determine When To Use It
AI will continue to dominate 2024 trends as we find ways to work with it and determine when to work without it. Marketers testing AI will build rails for the future. Those who stand on the sidelines won’t know what AI is capable of or play a role in defining the purpose it should and, more importantly, shouldn’t serve. Where we take AI is up to us. – Marija Zivanovic-Smith, IEX
10. Be Mindful Of The Integration And Communication Surrounding AI Strategy
AI continues to be a controversial topic in the media, and people’s opinions range anywhere from being for it, against it and somewhere in between. As AI developments remain top of mind, it’s important for PR professionals to be mindful of the integration and communication surrounding AI strategy, given the concerns of human job replacement and even the accuracy of the information it generates. – Kristin Russel, symplr
11. Integrate Top-Of-Funnel Inbound With Sales Strategy
Twenty years ago, integrated marketing was all the rage, with PR tucked in to complement and support. However, COVID-19 has changed top-of-funnel lead gen, and we’re seeing PR now lead top-of-funnel inbound with even higher success when integrated closely with sales strategy. – Leslie Kirk, Innsena
12. Increase Use Of AI To Communicate Across Various Sectors
I predict an increase in the use of AI to communicate across various sectors. Traditional media platforms are no longer sufficient to drive communication and engagement with target audiences. PR professionals must be intentional and prioritize creating and crafting human-angle narratives and stories to create and establish deeper connections with their target audience if they desire actions and conversion. – Mabel Adeteye, Wema Bank
13. Focus On Data-Driven Storytelling
As we head into 2024, the PR landscape is seeing a shift. It’s all about data-driven storytelling now. Professionals are sifting through data to understand audience behavior, using it to shape compelling narratives that resonate emotionally. The result? PR and marketing campaigns that are not only factually sound but also emotionally engaging. – Cord Himelstein, HALO
14. Make Content Accessible For All
Disability affects all. As many use assistive technology or accommodations to access information and navigate comms in analog and digital spaces, content must be accessible. Beyond just website accessibility, content must be easy to understand in all channels and touchpoints with plain language, accessible text, captions on videos and ads, accessible visuals, alt-text and image descriptions and alt formats. – Toby Wong, Toby Wong Consulting
15. Strategically Reach Out To Journalists
Going into 2024, PR professionals should be aware of the fact that many news outlets are understaffed and overworked. Reporters’ and editors’ inboxes are overflowing, so it is important to ensure we are strategically reaching out to those who cover the topics and news we are sharing, while also ensuring that content is timely and relevant to the publication’s readership and topic area. – Jennifer Haas, OncoHealth
16. Prioritize Ethical And Transparent Communication
PR professionals must prioritize ethical and transparent communication in 2024. Consumers demand alignment with values like sustainability and data privacy, making ethical messaging crucial for maintaining trust and a positive reputation. – Jawaher Al-Khuzaei, GWC
17. Prepare For Web3
Currently, and into 2024, there is an intersection of PR and paid digital media marketing placements that are squeezing the pipelines of communications channels and affecting impact (seen and unseen). In the wake of cryptocurrency, and the dawn of accessible AI, is the rise of Web3. Its functionality, ownership and operation are elements media and communications teams need to prepare for. – Ashleigh Chevalier, Level Up Collaborative
18. Acknowledge The Surge Of Decentralized And Blockchain-Based Media
Heading into 2024, PR professionals should note the surge of decentralized and blockchain-based media. These platforms, promising transparency and resisting censorship, are reshaping information dissemination. It’s vital for PR to grasp its mechanics for effective reputation management and to harness new communication avenues it offers. – Jessica Marie, Omnia Strategy Group
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