PR Trends to Watch in 2024

As we edge towards 2024, there are three prominent trends?which promise to shape PR in the year ahead – the accelerated integration of AI, a heightened emphasis on trust and a focus on empathy.?

AI is transforming the way we create and share content. Tools such as Chat GPT, Bard and Magic Studio, are already streamlining tasks, freeing up valuable time for us humans to be more creative. However, as we get deeper into artificial intelligence, ethical considerations are becoming increasingly apparent. ?

The cautionary tales of media giants like The Guardian and The Daily Telegraph approaching AI with a measured scepticism are helpful for raising awareness to both journalists and consumers. And PR practitioners will also have to bolster their skills and knowledge of AI in order to better serve our clients. The Chartered Institute of Public Relations ’s guide ‘Artificial Intelligence (AI) tools and the impact on public relations (PR) practice’ states: “one of the most important roles that PR professionals can and will play in the future will be to not only understand how to use AI in their own work – but to provide organisations everywhere with sage counsel on how to interpret the reputational implications of AI usage that may impact any or all stakeholder groups.” Transparency and ethical deployment of AI tools will be paramount in 2024, requiring a delicate balance between innovation and responsible use.?

Leading on from transparency is trust, which has become?more valuable than gold in PR.?The recent legacy of political scandals, business failures and the pervasive spread of fake news has eroded public faith, so PR practitioners will be spending much of their time next year working on building trust and credibility for their clients. Not only crafting compelling narratives but also creating an environment of transparency and authenticity. Trust can no longer be assumed; it must be earned through consistent, honest and transparent communication and actions that align with the values of both brands and consumers.?

In the wake of global events such as the Ukraine and Israel-Hamas wars, the cost-of-living crisis, and energy rises, a seismic shift towards empathetic communication is also underway. I believe that in 2024 successful PR campaigns will not only seek to engage but also inspire. Empathy will be the secret sauce, enabling us to create content that resonates deeply and forges authentic connections. Understanding the emotional pulse of the audience will be crucial, allowing PR professionals to tailor messages that not only convey information but also elicit genuine responses.?

There will be both challenges and opportunities for PR in the year ahead. The accelerated integration of AI, unwavering focus on trust and emphasis on empathetic communication will define the success of PR campaigns. PR practitioners have got their work cut out but it’s always good to have a challenge! Roll on 2024!?

Hi, I'm Jane Griffin, a Chartered PR Practitioner, PR consultant, founder of Positive Story?PR Consultancy and former BBC and ITN television news reporter.

I'm passionate about helping sustainable tech start-ups, and engineering and infrastructure companies achieve their business objectives faster with strategic PR.

If you would like help with your strategic PR, crisis communication or media training, contact me?for a confidential, no-obligation chat now: [email protected]

In early 2024, I will be launching a new step-by-step online PR course for entrepreneurs, founders and start-up owners. Follow me for updates on my new Instagram account: www.instagram.com/janegriffinpr

www.positive-story.com