Five PR trends that will drive successful campaigns in 2024

Last year, the PR industry navigated numerous challenges that are not only impacting the industry’s reputation and future, but the way we carry out our day-to-day work and processes. These challenges span from digital transformation right the way through to editorial cutbacks and they are not going away anytime soon. If you had to choose just one word that summarises 2023 in the PR industry it’s ‘change’. And, if you had to choose just one word that PR professionals should work by in 2024 it’s ‘adaptability’. 

The emergence and popularity of generative AI and tools such as ChatGPT have caused divided opinions among leaders in the PR industry. Some are of the impression that AI will lead to job losses due to the platform's ability to carry out responsibilities associated with PR professionals day to day tasks, removing the requirement for the human touch. Other leaders believe that ‘people still buy from people’ and that AI will create an opportunity for those willing to embrace it. I’m definitely of that mindset. 

AI is the vehicle and PRs are still in the driving seat. We just need to adjust from a manual to an automatic. Purely AI-powered jobs are down a very long and winding road yet. 

As we look ahead to 2024, I’ve highlighted some of the biggest trends, approaches and methods that other agencies and professionals can adopt that will help increase awareness and visibility for brands online, amid the challenges above.

Produce authentic content 

A News Media Association poll found that 97 per cent of editors said the risks posed by AI-generated misinformation are “greater than ever before”. PRs can cut through the noise of poorly spun AI content by providing journalists and their readers with content that has been provided or approved by a credible expert. Not only will these insights stand out from AI-powered content that often lacks substance, but it’ll put your brand's experts on a platform and also result in more brand trust from its target audience, improving overall E-E-A-T (experience, expertise, authority, and trust). E-E-A-T and thought leadership predictions are set to rise in popularity in 2024 as Google puts more weight on trustworthy sources and those who can showcase their experience. 

If PRs are concerned about the speed at which they present these insights from brand experts, competing against agencies leaning more heavily on AI, then the best thing they can do is plan ahead for key events that relate to their client's industry. Preparing comments, advice and tips ahead of events and key announcements and sharing these with clients for sign-off ahead of time will avoid missing the boat and will mean your insights are still in the race to being picked up. 

Drive data-driven campaigns 

Over a third of journalists (33 per cent) cited a lack of time to cover stories thoughtfully, according to the State of Journalism report produced by MuckRack. The need for data-fuelled content will be essential in being able to generate success for brands in 2024. 

A great PR campaign should have solid foundations. It should be well-researched, relevant and compelling. Having reliable data to form the basis of a campaign not only adds credibility — it can also be an essential part of the storytelling that will elevate the campaign and determine its success.

Journalists will continue to receive hundreds of emails and pitches a day, so unique and interesting data will help your campaign stand out from other brands. This data can either be unique to the brand (sales, traffic data and/or trends data) or publicly accessible data via reputable sources or FOI requests. It just needs to be quantifiable and reliable. 

Monitor for reactive opportunities

This year, we’ve seen multiple cuts made to well-known media house brands, the most recent being Reach PLC. In November, the publisher decided to slash 13 of its online brands as part of its ongoing programme of cutbacks. In 2024, reactive PR will be a vital strategy to generate coverage for brands and connect journalists with relevant experts. 

However, the focus will intensify on getting as many eyeballs on a page as possible to show what journalists are doing is adding value to a site. PRs will need to ensure that the insights they provide aren’t just sent in a quick-fire outreach to show they are being ‘reactive’ but to provide meaningful answers, making the reader want to remain on the page. Reactive PR will not just be responding to relevant stories trending in the news, but identifying the trend themselves.

Reactive PRs will need to become experts in identifying trends before they reach their peak, finesse their email writing to write pithy pitches, understand what the journalists need to enhance their story and strike whilst the iron is hot as the competition intensifies.

Implement AI processes

AI content generation is expected to be one of the biggest trends in 2024. The use of AI in the PR industry brings about lots of opportunities. Not just for content creation but for image creation, data research, gathering insight and outreach targeting. The key to avoiding AI bad practices will be to ensure agencies are training their teams on using AI-powered tools properly. Education provided to teams will be vital so that they understand how the tools work and are aware of their limitations. By creating a structure around the tool and outlining rules will reduce costly mistakes being made that can damage your reputation as an agency and your reputation among journalists and clients too. 

Conduct meaningful PR campaigns 

PR professionals will find that their most successful campaigns will be ones fuelled by honesty, ethics and evidence. In 2024, consumers and readers want to connect with brands and businesses with meaning. 

At Distinctly, we’ve found that the campaigns we’ve produced that relate to a widely debated issue – or answer a question that many people will be asking themselves at different points in the year – generated the most engagement with the media. From sending FOI requests to councils across the UK to determine the number of illegal vaping products per area, to providing newly divorced parents insight on travelling abroad with their children, the key will be to position brands in a way that shows they care about their audience's interests, thoughts and feelings, if you and your clients are to reap the results next year.

Holly Scott is digital PR manager for digital marketing agency Distinctly.