By Jona Ohm, APR 

Recently, we touched on ways to refresh your PR for the new year. Public Relations (PR) is always evolving and staying ahead of the trends is crucial for success in the dynamic landscape of communication. But what lies ahead for 2024? Some of what’s new won’t surprise you, but shedding some light on other trends may be just the piece of the puzzle you’ve been looking for. 

Authenticity – Building Genuine Relationships

At the heart of PR lies the essence of authenticity. In 2024, remaining true to your values is not just a choice but a necessity. Authenticity fosters trust and credibility, making it the cornerstone of successful PR efforts. Whether communicating with clients, the media, or the public, being genuine should always be the first step in your strategy.

Authenticity starts with aligning your actions and communication with your core values. To create a solid foundation for meaningful connections, your values must be clear and you must consistently incorporate them into your communications with all your stakeholders. 

Data is Necessary for Informed Decision-Making

In an era driven by information, the role of data in PR cannot be overstated. The ability to gather, analyze and interpret data is crucial for making informed decisions and optimizing PR strategies for success.

What’s even more critical is establishing clear goals. If you don’t know exactly what you are working toward, as well as the steps you need to take to get there, your data will be all over the place – or worse, irrelevant. 

Social Media’s Continued Growth

The social media landscape continues to expand, with global users surpassing 5 billion. PR professionals must adapt to this changing landscape and use social media platforms effectively. 

The sheer reach of social media platforms provides an unparalleled opportunity to connect with diverse audiences in real time. Crafting targeted and engaging content is a key piece of making an impact in this vast digital space, but don’t forget the power of conversations and customer service in this arena.  

Perhaps the biggest shift to be aware of in social media for the coming year is the emergence of LinkedIn as a top platform for thought leadership. Each platform has its intended purpose and primary audience and LinkedIn appears to have found its niche. 

Before you launch any kind of campaign, it pays to do the research. Be sure you understand the platform you want to use, who its users are and the kind of content that works best there. Instagram doesn’t work like Facebook, X (formerly known as Twitter) doesn’t work like LinkedIn and none of them work like TikTok or Snapchat. 

AI’s Persistent Presence

Not that long ago, social media was the newest tool in the box. Today, Artificial Intelligence (AI) has begun to play a significant role in PR, streamlining processes and providing valuable insights. While AI is a powerful tool, it’s essential to remember that it requires human oversight and a human touch.

AI can only do what it’s told. PR professionals must guide and supervise AI tools to ensure that they align with intended messaging and strategic goals. The human element remains indispensable for effective, accurate and ethical work on this platform. Never take for granted that information generated by such a robot is correct or original.  

AI doesn’t have to be the first thing you grab from your toolbox, but you should know how to use it effectively. 

Never Stop Cultivating your Skills

In the fast-paced world of PR, continuous learning is not just a good idea, it’s a necessity. Self-awareness is the first step towards growth. Assessing your strengths and weaknesses regularly will help you identify what you’re best at and what you love to do. Where you have areas for improvement, consider finding a team member whose strengths complement this area. This self-awareness – and willingness to do something about it – will improve your outcomes. Who knows? You might even learn something. 

The trends emerging for 2024 are not industry-altering, but they are pieces of the whole plan that can help you and your business reach the next level. At Avant Solutions, we are dedicated to providing leaders with the tools and strategies necessary for effective public relations. Not sure what PR can do for you? Schedule an impact session to learn more!