5 PR trends and predictions for 2024

Done well, generating more content via earned and owned media means more eyeballs on your brand and a boost to the top of your sales funnel. From how to harness artificial intelligence (AI) to the increased focus on sustainability communications, to Google’s focus on promoting ‘human’ content (down with the bots!), we chart the PR trends to follow in 2024. 

1. Embracing AI - While the role of AI in content creation is still evolving, tools like Chat GPT, Copilot and Gemini are already streamlining tasks including image creation and data research, allowing us more time for creativity. 

However, taking an ethical approach to AI is key, particularly following the wave of outlets - from The Guardian to the Chartered Institute of Public Relations (CIPR) - who are approaching AI with caution and emphasising transparency.

2. Authentic Content Prioritised by Google - A News Media Association poll found that 97 percent of editors feel that the risks posed by AI-generated misinformation are “greater than ever before”. The acceleration of AI has led to a heightened emphasis on content that feels authentic, relatable and human.

Putting the human voice at the centre of communications strategies will be crucial. Improving overall E-E-A-T (experience, expertise, authority, and trust), thought leadership pieces, expert content and influences are all set to rise in popularity as Google prioritises the proven experiences of individuals over branded content.

3. Data-Driven PR - Gone are the days of relying on intuition when it comes to anticipating trends. Having reliable data to form the basis of a PR campaign not only adds credibility, it can also be an essential part of the storytelling that will elevate a campaign and determine its success.

Over a third of journalists (33 percent) cited a lack of time to cover stories thoughtfully, according to MuckRack’s ‘State of Journalism’ report. Journalists will continue to receive hundreds of emails and AI pitches a day, so unique and interesting data will help your campaign stand out.

4. What is Sustainability Communications? - ESG, CSR, sustainability, purpose vs. profit, B Corp, the list goes on, - with so many buzz words, movements, and phrases it's hard to know what’s what in the world of sustainability communications but, one thing is certain… people are taking notice of brands with a purpose (however they brand it) and those that don’t, run the risk of falling behind. When it comes to communications, businesses that do value purpose must place that at the heart of their overall comms strategy with one extremely important caveat, it must be authentic, honest and transparent. PRCA reported that 45 percent of PR professionals have encountered greenwashing and a staggering 75 percent said that clients are jumping on the climate bandwagon so, if you’re thinking of communicating your purpose, act from a place of integrity and remember, actions should always speak louder than words. 

5. Upskilling in tech platforms - As technology continues to advance, it's essential to invest in learning new skills to adapt and successfully navigate the ever-changing media and PR landscape.

Cultivating continuous learning is vital. Tomorrow’s success hinges on understanding and integrating emerging trends and technologies. From AI-driven analytics to digital platforms, embracing innovations will be the cornerstone to creating and implementing impactful campaigns and content that cuts through the noise.

No one truly knows what's coming next. That’s part of the thrill when it comes to working in PR and communications. However, we hope these predictions offer some insight into the key themes for the upcoming year.