Stay Ahead in PR: 10 Key Takeaways from WE Brands in Motion

The public relations world isn’t what it used to be. Today, PR practitioners face a dizzying array of challenges: from managing corporate transparency to navigating the rise of AI. But what if we could cut through the noise and get straight to the heart of what matters? Enter the WE Brands in Motion studies from 2023 and 2024—providing essential insights into the future of communication.

So, whether you’re a seasoned PR professional or just starting out, here are 10 crucial takeaways from the studies that will shape the future of PR—and the skills you need to stay ahead.

1. Make It Personal: Consumers Want More than Corporate Jargon

Gone are the days when a glossy ad campaign would win over audiences. Today’s consumers want brands to understand their struggles—rising costs, job insecurity, and climate anxiety. They’re asking, "What’s in it for me?" PR pros need to focus on creating messages that resonate on a personal level. Think empathy, think human connection. If you can address your audience’s concerns directly, you’ll stand out in a sea of impersonal brands.

Tip: Tailor your messaging to show how your brand’s actions align with real-world consumer worries. Are you offering solutions to fight inflation or improve sustainability? Highlight those!

2. Transparency: The New Power Move in PR

Transparency is no longer optional; it’s expected. According to the 2023 study, brands that aren't upfront about their practices—whether it’s sustainability, employee treatment, or corporate ethics—are in for a rude awakening. Consumers will punish brands that keep secrets or don’t own up to their mistakes.

Action Step: Encourage your clients or organization to share their vulnerabilities. Whether it’s an honest look at sustainability challenges or how they’re tackling employee well-being, being open builds trust.

3. Adapt or Die: Agility is the New Competitive Edge

The world changes fast. One minute you’re dealing with a pandemic, the next, inflation and economic instability are knocking at your door. In the 2023 study, brands that successfully pivoted in response to these changes stayed relevant. Being flexible and proactive in PR is crucial to keeping your brand in the conversation.

What You Can Do: Develop a "rapid-response" strategy. Stay updated on current events, and don’t be afraid to quickly adjust your messaging or tone when needed.

4. Walk the Talk on Social Issues

Supporting social issues like diversity, equity, and inclusion (DE&I) isn’t just a nice-to-have anymore; it’s a must. According to the studies, brands need to prove their commitment through action, not just words. Consumers see through token gestures.

Pro Tip: Advocate for long-term, purpose-driven initiatives. Share how your brand is making measurable progress on important issues—consumers love a brand with heart and consistency.

5. Crisis Communication: Know How to Handle the Heat

When a crisis hits, the worst thing you can do is freeze up. The WE Brands in Motion reports are crystal clear—crisis communication is an essential skill. Whether it's a scandal, AI mishap, or cybersecurity breach, brands that are honest and swift in addressing the issue come out stronger.

Skill Up: Be prepared for any PR nightmare. Have clear plans in place and practice mock crisis drills with your team so you’re always ready to navigate tough times with transparency and confidence.

6. Data-Driven Storytelling: Facts Are Your Best Friends

Your audience doesn’t just want to hear feel-good stories—they want facts. In both the 2023 and 2024 studies, brands that used data to back up their claims had more credibility. Whether it’s sustainability goals or customer satisfaction rates, data-driven storytelling is a PR must.

How to Shine: Invest time in understanding your brand’s key metrics. Use those numbers to craft a compelling narrative that proves impact, not just promises it.

7. Bridging the AI Gap: Demystify Tech for Your Audience

Here’s a surprising stat: 83% of executives promote the benefits of AI, but only 37% think their organizations are transparent about how it’s actually being used. Consumers are skeptical of AI, worried about job security and ethics. PR practitioners must bridge this gap by crafting clear, honest narratives around AI’s impact.

Challenge Yourself: Make AI relatable and accessible. Avoid the jargon and focus on how your brand is using AI to create real benefits for customers and employees—without causing harm.

8. Internal Communication: Don’t Forget the People Behind the Brand

Happy employees = happy customers. The 2024 study highlighted how important it is for brands to keep their own workforce in the loop, especially when it comes to new technology like AI. A well-informed team is a motivated one.

Take Action: Prioritize internal PR. Keep employees engaged and updated on your brand’s goals and changes. A transparent internal communication strategy builds trust and loyalty.

9. Responsibility in AI Messaging

AI is transforming customer service and operations, but consumers are still wary of its ethical implications. The 2024 study stresses the need for brands to be responsible in how they communicate about AI. It’s not just about efficiency; it’s about ensuring ethical, customer-first applications.

Pro Tip: Be proactive in highlighting how AI is being used responsibly. Show how it improves service and customer experience, but be honest about its limitations or concerns.

10. Continuous Learning: The Golden Rule of PR

In an ever-changing world, the one constant is change itself. Both studies highlight the importance of continuous learning for PR pros. Whether it’s staying updated on AI, consumer behavior, or new storytelling tools, staying sharp is essential to delivering innovative, effective communication.

Your Next Move: Invest in yourself. Take courses, attend webinars, and stay curious. The more you learn, the more value you can bring to your brand or clients, ensuring you stay ahead of the curve.

The future of PR is dynamic, data-driven, and consumer-focused. From bridging the AI communication gap to embracing transparency and agility, the insights from WE Brands in Motion are clear—adaptation is key. As PR practitioners, we must evolve our skills and strategies to meet the changing expectations of consumers, employees, and stakeholders alike. By embracing these insights and continuously honing our craft, we can build brands that resonate, inspire, and thrive in an ever-evolving world.