From guiding communication around the war in Ukraine and the Silicon Valley Bank collapse to navigating the launch of Threads, 2023 was a big year for the PR industry. Throughout it all, our leadership team was involved in countless conversations to help guide our clients and team as we watched the industry — and world — evolve.
Here’s what several of our leaders predict for the industry in 2024 based on what they saw this year, from changes in how PR pros approach media relations to our tools taking new form.
PR will focus on the message over everything.
In 2024, PR professionals will shift their focus from the medium to the message. While securing media coverage for our clients remains a core responsibility, we must expand our horizons beyond traditional editorial publications. By crafting compelling narratives and aligning them with both owned and earned mediums — company blogs, LinkedIn posts, contributor profiles, and so on — we can orchestrate more impactful campaigns. This strategic approach will not only enhance the reach and resonance of our messaging but also establish our clients as industry thought leaders with the audiences that matter. – Kim Jefferson, EVP
Data pitching will need to evolve.
In the current data-saturated landscape, data alone no longer holds the power to captivate attention or establish industry authority. Data is now table stakes, and we must act like it when pitching it to the media. To ensure your data report escapes the cacophony of information overload and truly resonates with journalists, you must now look to data released in partnership with other brands, vendor-neutral reports and larger sample sizes to set your data apart. – Kelsey Sowder, VP of PR
Communications will move beyond awareness generation.
The role of communications has evolved beyond mere awareness generation. While securing prominent media placements remains valuable, the true power of communications lies in fostering brand trust. In a world brimming with skepticism, buyers are increasingly discerning, preferring to conduct their own research and rely on trusted sources for recommendations. Their decisions are guided by data, gut instincts, and the opinions of those they respect.
Amidst this shift, communications can serve as a bridge, enabling brands to establish themselves as credible sources of reliable information, insights and best practices. By consistently delivering valuable content, brands can cultivate affinity and loyalty among their target audience, ultimately translating into increased customer acquisition. Communications will take its rightful place as a strategic instrument for building trust and driving business growth in the year ahead. – Grace Williams, SVP of PR
X looks at an untimely demise.
The mass exodus of media and brands from X, once known as Twitter, is a troubling sign for the platform’s future. Companies are hesitant to invest in advertising on X because of concerns about reputational damage. The risk of impersonators tarnishing their brand image is simply too high. Moreover, a HubSpot report recently indicated that Twitter offers one of the lowest ROIs among social media platforms. Taken together, these factors suggest that X’s time may be drawing to a close as brands seek more secure and effective avenues for reaching their target audience. – Jake Doll, VP of PR