As technologies evolve and behaviours and attitudes change, so do the PR landscape and its trends. To thrive in such a dynamic environment, PR professionals must possess the crucial skills of flexibility and adaptability. However, being able to foresee industry trends is equally valuable, providing PR practitioners with a proactive edge to better prepare themselves and their strategies for the evolving communication landscape. 

From the rise in AI integration in everyday working ways to streamlined brand communications in social media, here are some of the biggest trends and predictions that could dominate the PR industry in 2024.

1) Increased AI Integration

We can reasonably establish that AI is unlikely to replace PR practitioners for several reasons, mainly because PR is deeply rooted in building meaningful relationships through human interaction. The nuanced art of understanding, connecting, and navigating human dynamics extends beyond the current capabilities of AI.

However, it undeniably acts as a potent tool that gives us a competitive edge, so much so that those who shy away from AI will be left behind. A recent report by Determ echoes this, finding that 76% of PR professionals highlight the need for skills in AI and technology integration. 

The report also details how PR professionals already widely acknowledge the versatile contributions of AI in various facets of their work, with AI being seen as highly beneficial in content creation, media monitoring, and data analytics, enhancing efficiency and quality across these areas. Its role extends to automated reporting and data visualisation, streamlining reporting processes. Furthermore, AI is recognised for supporting social media management, crisis handling, reputation monitoring, influencer outreach, and event planning. The integration of AI will only continue to rise in 2024.

With the increased integration of AI in the PR industry, we can also expect to see more regulations and precise guidelines that will become essential to ensure the responsible and ethical use of AI in the industry. After all, AI could be used to generate false, misleading content that impairs trust between various stakeholders. Professional Communications and PR bodies, such as the Public Relations Society of America (PRSA), the International Public Relations Association (IPRA), and the International Communications Consultancy Organisation (ICCO), among many others, have already started spotlighting the ethical implications of AI-driven PR practice.

2) Data-Driven PR

After surveying 300 PR professionals, Prowly found that industry practitioners agree that Data-Driven PR will be the second biggest trend in 2024, meaning that there will be an increased emphasis on data-based decision-making.

The data gathered could be from existing databases such as website traffic, clicks, time on page, or by conducting firsthand market research or surveys. Based on the data, we are able to create better strategies and campaigns overall, as we have an increased understanding of target audiences that allows us to tailor the key messages accordingly, produce more compelling stories, identify the most impactful channels, and more.

Beyond that, Cision’s 2023 State of the Media report has also shown that 68% of journalists want to see original research and trend data in pitches — it generates more interest in the story, gives it a higher authority, and ultimately helps the journalists with their work.

3) Personalised PR Pitches

There are more PR practitioners than ever, while the number of journalists is continuously decreasing. According to a survey by the Georgetown University Center on Education and Workforce, the number of journalists in the newsroom will continue to decline in the next decade, and a third of journalism jobs will be lost by 2031 due, primarily due to the downsizing and closures of news outlets. The few journalists of today are also overwhelmed with irrelevant pitches in their mailboxes.

To adjust to the state of the newsroom, PR practitioners would have to depart from traditional pitching methods and move towards shorter, more targeted pitches that focus on fostering even closer relationships with journalists. This is not particularly new, as a 2021 Muck Rack survey showed that 91% of journalists prefer pitches under 200 words, emphasising quality over quantity, especially regarding precisely targeted stories.

Prowly’s recent survey of 300 PR professionals found that 14.2% of PR professionals believe that mass media pitching is a practice that should be left behind in 2023. In addition, they also thought that pitching without press releases would be among the most prominent industry trends in the next year.

4) The Surge in Social Responsibility Initiatives

In our previous 2023 PR predictions blog, we briefly talked about how ethical PR was on the rise. This coming year, the ongoing focus of PRs on social responsibility covering Diversity, Equity and Inclusion (DEI), Corporate Social Responsibility (CSR) and Environment, Social and Governance (ESG) will continue. One may argue that social responsibility is more than a trend; it has become a mainstream or a requirement.

According to a recent survey by the Harvard Business Review, Gen Z and Millenials are 27% more likely than the older generations to purchase from brands that care about their impact on people and the planet, 15% more likely to buy from brands that are rated highly on humanity, and 30% more likely to spend more money on brands that are highly rated for transparency.

The evolving landscape of consumer attitudes toward sustainability isn’t confined to business-to-consumer (B2C) organisations alone; it is weaving its influence into the fabric of business-to-business (B2B) dynamics. As businesses align with the growing importance of sustainable practices, their focus extends beyond consumers to include partners and suppliers who foster a collective commitment to sustainable values.

5) Streamlined Brand Communications and Messages on Social Media

In 2023, short-form video content, epitomised by platforms like TikTok, took centre stage, dominating social media landscapes. Its popularity stems from catering to users’ prevalent short attention spans and delivering quick, engaging, and visually stimulating content. 

As we stride into 2024, this trend isn’t fading; it’s evolving. The influence of short-form videos will extend beyond platforms like TikTok, making its mark on various social media formats. From concise and captivating captions to attention-grabbing snippets, PR practitioners are gearing up to adapt the social media content they create for even shorter attention spans, ensuring their message resonates before the audience scrolls away in such a fast-paced digital realm.

Staying ahead of these trends isn’t just a matter of industry awareness; it’s a critical element defining PR success. In this dynamic era, PR professionals must adapt, leveraging these trends to deliver impactful results in an ever-evolving communication landscape.

Curzon PR is a London-based PR firm working with clients globally. If you have any questions, please feel free to contact our Business Development Team [email protected]