Even in 2024, there are some trends that companies and PR or communication professionals should keep in mind. Here, we share our top 10 PR trends that we believe will be important in the coming months. Some trends have been around for a while and will reach their peak this year. We are seeing a shift towards a very personal and authentic approach to target audiences, with an even stronger focus on sustainability.
1. More diverse use of AI for content creation
We all know ChatGPT and Midjourney. But press communication is more than just generating ideas or putting together text and images. Good storytelling is crucial for impactful content. It’s important to understand topics and issues, tap into trends and sensitivities, and use data and personalization. AI is making its way in here as well, but as an experienced communication professional, you quickly notice that copy-pasting doesn’t work effectively. The result from AI needs constant verification and adjustment to align with the target audience. While AI easily processes a wealth of documents and extracts trends, conclusions, and specific information (even with images), it still has a long way to go. However, it’s already a useful tool for understanding topics and issues, providing inspiration, and conducting secondary research.
2. The importance of the human aspect in communication grows
While AI is claiming its place, there is a growing need for a more human approach to communication. Companies need to move beyond traditional corporate messaging and aim for a personal, authentic image that their audience can relate to. Using human traits such as empathy, humor, and understanding makes brands more accessible to their target audience. In-person events are also making a strong comeback. Personal connections remain crucial despite the evolution of advanced technologies. This “humanized” strategic approach builds trust and credibility in PR campaigns, increasing engagement and the likelihood of media coverage.
3. Data-driven PR gains ground
Companies have heavily invested in big data tools but often lack in-depth data. Deeper insights into the behavior of the target audience are needed to personalize messaging and communicate more effectively, creating a lasting impact on their image. Digital PR makes it easy to measure metrics such as engagement, impressions, and reach, something that has historically been challenging in traditional PR (print). Media provide numbers like unique visitors or impressions, but these don’t offer a complete picture. PR should, among other things, aim to improve brand perception, convince customers to purchase, and increase loyalty. Fortunately, emerging PR analytics tools are making these insights more accessible. To gain a fuller picture of the impact of your PR activities, think carefully about which relevant KPIs you can define.
4. Digital PR and link building: Pillars of online branding
Digital articles play not only a role in link building but are also crucial for online brand building and SEO. The relationship between SEO and PR is becoming increasingly important, especially with the growth of e-commerce and the need for online visibility. Positive digital articles improve the brand image and increase consumer trust when they search for information about a company online. Articles from trusted media outlets often rank high in search results. Press communication remains essential for online branding and thought leadership.
5. Corporate Social Responsibility: The new standard for online branding
Companies can no longer ignore DEI (Diversity, Equity, Inclusion) and ESG (Environmental, Social, Governance). What once started as trends are now essential pillars of corporate strategy. Consumers have long been aware of ethical choices and expect companies to have a clear strategy built around these values. Authenticity is crucial, as consumers are becoming more skilled at recognizing sincerity and distinguishing between genuine actions and shallow marketing tactics.
6. Authenticity in communication with Generation Z
The emerging Generation Z is the next group of consumers that companies need to engage with. On average, a Gen Z spends 3 hours a day on their smartphone, often more. They quickly see through inauthentic content, and building trust and credibility requires an honest and genuine approach. For businesses, it’s important not only to understand their trends, interests, and communication channels but also to be authentic. Gen Z knows that life is not about perfection, so showing unrealistic situations makes it harder to connect with them. So, don’t be afraid to be your authentic self as a company. It builds a foundation of trust and fosters a sustainable relationship with this new target audience.
7. Quality over Quantity
A trend that we personally support is focusing more on a targeted pitch to a journalist instead of a press release. As the media pool shrinks, the focus of PR is shifting from quantity to quality. Approaching journalists with personalized pitches instead of traditional press releases is becoming increasingly effective. The relevance of the message is central, and evaluating the newsworthiness of a message is essential. With our template, you can easily assess whether your message is newsworthy and which PR action is most suitable.
8. Ambassadorship for authentic stories
There’s nothing more authentic than letting others share how great your company or product is. PR is, first and foremost, a great tool for this. But there are other ways to get people to speak about you as true ambassadors:
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Engaged employees not only serve as ambassadors for credible corporate stories but also contribute to a positive work atmosphere, which benefits employer branding.
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Happy customers? Have them write a review or create a (video) testimonial. If it’s really a good story, consider taking it to the press as well.
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The era of mega-influencers is over. Using micro-influencers is a strategy that enhances authenticity and helps build communities within niches.
9. Social media for Thought Leadership
Social media is no longer exclusively the responsibility of marketing. PR professionals use social listening to track trends, monitor industry discussions, and proactively address potential issues in their communication with the press. LinkedIn, alongside press communication, remains a powerful platform for thought leadership, where businesses and individuals can showcase their knowledge and capabilities to a broad audience.
10. Paid content – considerations for B2B
The question of whether paid content is advisable remains ambiguous. Media consolidation and the need for funding for small teams create a complex situation. Small publications can only survive by securing enough paid content, while large outlets increasingly work with shared resources and less independence. This raises the question of how credible a medium is when it relies largely on “sold” content or ties editorial content to advertising. The use of paid content requires careful consideration of the credibility and format of the content and its impact on your image.
Want to learn more about how you can leverage these trends within your business strategy? Feel free to schedule a call or contact us at delphine@loud-and-clear.be.
