December 18, 2023

Top five PR trends for 2024

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With 2024 fast approaching, it is the ideal time to look to the year ahead and see where your business can maximise the impact of PR in 2024. In this blog, the V Formation PR experts share their thoughts on some of the PR trends we are likely to see in 2024.

2024 PR trends

  • Applying AI
  • Authenticity and staying true to brand values
  • In-person events
  • Video content
  • Providing value to media contacts

Streamlining processes using AI

2023 has seen a huge uptake in the use of artificial intelligence (AI) in our everyday lives, and its use in PR is a popular topic for debate. It is undeniable that AI is here to stay and embracing these changes will help businesses to stay relevant amid the rapidly-evolving digital world.

Despite fears that AI will replace human job roles, for PR this is far from the case. For all its intelligence and limitless knowledge, AI is not a human and so cannot replace the humanity and empathy of an individual. It has no genuine human experience of the world and does not have the creativity and judgement of a real person. Additionally, AI tools such as ChatGPT scope the entire internet for knowledge and so some of the information it produces may be inaccurate or plagiarised, which in turn can be incredibly damaging to a brand and its reputation.

Instead of using AI to replace humans, 2024 will see PR professionals using AI in order to streamline processes by gathering insights, uncovering trends, and segmenting key audiences. AI will be integrated further as the profession continues to learn how to best to apply it to PR.

The importance of authenticity

More than ever, there is a growing amount of misinformation and fake news circulating around online platforms, meaning that audiences are less trustful, and digital content shared by businesses will face more intense scrutiny. With this in mind, it is important for companies to be authentic and honest with the content they share and to ensure that it reflects their key message and motivations.

Businesses should have an overall vision as well as clearly defined values that inform all content produced so that audiences know exactly who they are and that they can be trusted. Learn more about developing vision and values by visiting our brand development page here.

The value of in-person events

It is undeniable that the COVID-19 pandemic has changed the way we work, with many employers continuing to accommodate hybrid and remote working. However, in 2023 we saw a rise in the reintroduction of in-person events, something that is likely to continue into 2024.

In-person events provide an opportunity to create meaningful connections and to form genuine relationships with clients and customers in a way that is not possible behind a screen. They offer an immersive experience that leaves a lasting impression and can be an excellent way to promote a brand or company.

At V Formation, we are well-versed in managing events of all sizes and have a strong track record in event management. Click here to see an example of how we’ve successfully managed a large-scale outdoor charity event for three years running.

Captivating an audience with video content  

With platforms such as TikTok and the rising popularity of Instagram reels perpetuating short attention spans, it is increasingly challenging to capture an audience via social media. This is where video content is proving to be effective and is likely to grow even further in 2024.

Videos are a great way to engage an audience, keeping them focused on the content in a way that plain text cannot. Visuals and storytelling techniques used in videos are an effective way to evoke emotions from your audience, creating connections between them and the message you are trying to convey.

Relationships with media contacts

Cultivating and maintaining relationships with journalists and other media contacts is crucial for PR professionals and even more so in a challenging economic environment that is resulting in journalism job cuts. Moreover, as mentioned, there is a rising lack of trust in the media as well as misinformation being prevalent.

Because of this, it is important to provide as much value as possible to media contacts to ensure that your content is useful and of interest. Supplying content that is relevant and accurate is key to building your reputation as a reliable contact for the press. Press releases should be thoroughly fact-checked, and journalists should be provided with all the necessary information and assets they need to ensure they are able to turn the story around quickly.

Read our blog here to learn how to write an effective press release.

If you have any questions about these PR trends or feel that your business would benefit from PR support, please get in touch with our PR experts.


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