Early Insights Into 2024 PR Predictions

Elizabeth Lampert and Lara Cupit.

Originally published in The Recorder Dec 7th, 2023

The unveiling of prediction pieces marks the end of the year and provides an opportunity for PR professionals to share their forecasts. Breaking free from the traditional end-of-year predictions ritual, savvy PR professionals recognize the need for an early dive into 2024 insights to spark awareness well before the year concludes.

Successful predictions avoid common statements like "blogging is here to stay" and share unique, thought-provoking ideas instead. Crafting compelling predictions requires a strategic approach, leveraging media knowledge to identify emerging themes. So, as the PR industry gears up for 2024, let's break with the tradition of waiting until year's end to share so we can be prepared at the start of the new year.

Below are our 2024 PR Predictions: A Glimpse into the Future

AI Revolutionizes PR: Artificial Intelligence (AI) will become even more integral to PR, enhancing human capabilities. AI's potential to improve content ranking through SEO optimization and track media and audience response will be an asset for businesses. Additionally, anticipated AI applications will include automated content creation and other valuable tasks. With benefits come risks, and as AI continues to permeate the media landscape in 2024, there is an essential need for an ethical and responsible approach to its implementation. PR professionals must harness the power of disruptive technologies like ChatGPT and Bard while ensuring thorough fact-checking and substantial editing to prevent inadvertent plagiarism or inaccuracies.

More Focus on Diverse Sources & Voices: The emphasis in 2024 shifts toward the inclusion of diverse voices in the media with even more focus on Diversity, Equity, and inclusion (DE&I). Audiences seek brands embodying DE&I principles at every organizational level. Diverse voices in media play a pivotal role in shaping our understanding of the world, fostering empathy, and promoting inclusivity. Here's why diverse voices in media genuinely matter. The world is a mosaic of cultures, ethnicities, and viewpoints. PR initiatives that accurately reflect this diversity mirror the reality of our societies and your companies' clients.

Commenting On Issues: This is difficult for many firms. A big challenge has been agreeing upon the framework to evaluate whether to issue a public statement on these nuanced issues, which may also have legal and business implications. For example, the recent attacks in the Middle East have been a test for law firms, universities, and companies of all sizes around the country, with many brands caught in a communications dilemma they never anticipated. In an era of ESG characterized by heightened awareness of social justice issues, including terrorism, racial injustice, and reproductive rights, the question of whether law firms should take a public stance has become a significant discussion among firm leaders, businesses, and their employees. It will continue to be challenging for PR going into the elections.

Messaging Sensitive Issues: While the ability to remain apolitical is the most comfortable of choices, the landscape has evolved in recent years, making it more challenging for firms to stay silent. Employees, clients, and the public want companies and law firms to lead and take a stand. While it is impossible and impractical for law firms to speak out on every issue, often, there will be a moral reason that compels businesses to speak up. The question law firms all face is when to speak out and how to position your response.

Social Media Dominance Persists: social media will remain strong in PR, facilitating two-way communication between brands, customers, media, and other stakeholders. Platforms like LinkedIn will remain critical for communication news other than press releases. Social media will remain a vital tool for building contacts, especially with the increasing presence of media professionals and influencers.

The Move Away from X: Twitter / X is different from what it once was, and the near-constant platform issues have media players switching to LinkedIn, Substack, and Threads to promote their work and share their content with like-minded communities. Businesses are also shifting their focus away from Twitter, and consumers are spending even more time on short-form video platforms like TikTok and Instagram Reels.

Substack for the Win: Substack is emerging as a pivotal platform for connecting with journalists in 2024. Utilizing it to strengthen existing relationships and uncover new media contacts becomes a game changer in the coming year. PR pros should become familiar with this trend! Every niche has a Substack dedicated to sharing related news, making it a valuable tool to reach niche players.

SEO for Effective PR: Leveraging SEO for effective PR in 2024 is an intelligent strategy. Use tools Google Keyword Planner to identify relevant keywords in your industry. Focus on keywords potential customers might use in search queries. Incorporate target keywords into your content, including press releases, articles, and social media posts. Additionally, incorporate backlinks from publications when published. This can improve your website's authority and search engine rankings. Utilize social media platforms for brand promotion and SEO. Social signals, such as shares and likes, can indirectly impact search rankings. Optimize your social media profiles with relevant keywords.

Embracing the Future

Embracing AI, incorporating data-driven storytelling, leveraging SEO, demonstrating commitment to DE&I, ensuring accuracy and credibility, utilizing Substack, and navigating additional trends will be essential for maintaining a solid brand reputation in the dynamic world of PR. As we approach the new year, proactive PR professionals are already positioning themselves for success by uncovering insights that will take their companies into the future.