7 PR predictions that will change the game

If you’re responsible for media relations and digital marketing, this blog is for you. Here we share trends that your team and agencies should consider in your communication plans for 2024.

The end of the year arrived much faster than we expected and brought with it the eternal anxiety of rethinking what we did and finding new paths for the coming year.

According to Forrester, 2024 will be no different from 2023 in terms of economic insecurity, tense political environment, and the acceleration of technological innovations. On the other hand, the institute predicts that consumer trust in incumbents and in startups will decline by 10%.

Therefore, PR becomes increasingly critical. Here we've combined our take on forecasts from Forrester and other sources, as our own vision of what's to come:

1. The pressure for media relations performance will only increase.

If Benjamin Franklin lived in the era of PR, it’s possible that he would have edited his famous quote about uncertainty as follows: “in this world, nothing is guaranteed except death, taxes and the increasing client demands to be in the media”. Fortunately! After all, that's why we exist. However, year after year, leadership pressure for results increases in all areas of the business, and this includes media presence. For us, professionals in the field, our survival in 2024 will depend, to a large extent, on our ability to demonstrate the value of our work in a simple, clear and accurate way.

2. Storytelling will increasingly be driven by data.

Imagine knowing exactly which information your customers want and need to choose your brand. Research methodologies and monitoring tools, powered by AI will increasingly facilitate obtaining statistical and behavioral data from consumers and customers. Based on this data storytelling strategies will be developed, with almost surgical precision.

3. Artificial Intelligence will be the busiest “employee” in your agencies.

Now that the novelty of AI-powered search tools has worn off, from 2024 onwards, they will become essential for supporting teams in writing texts, transcribing, translating, monitoring, artwork and much more. But it’s important to be aware of the following aspects: 1. ChatGPT and Bard are not yet fully able to “discuss” all topics. So, keep your eyes open, don’t trust 100%, check alternative sources; and 2. Search robots will increasingly value and prioritize authentic content, such as stories or quotes, in the voice of leaders, spokespeople and in customer testimonials. Therefore, ChatGTP's help will be welcome as a research basis, but the final text will always need a lot of authenticity.

4. Digital communities will gain more and more strength.

Innovative brands will continue to invest in digital communities to bring together people with common interests who navigate between tools, consuming and sharing information. Being the brand that promotes useful information to these communities is a strategy that pays off in the long term. In 2015, together with Liberty Seguros, we created the Safe Women digital community, which aims to support, promote, and empower female entrepreneurship. We started with a blog and social networks and today, the community has become a Liberty movement, with training that has a positive impact on more than four million women entrepreneurs in Brazil. According to data released at Fire Festival 2023, today, 45% of generation Z in Brazil participates in a digital community.

5. Blogs are once again the at the heart of content strategies and digital communities.

They play a fundamental role in awareness, traffic, and brand authority. Companies that have a blog achieve 13 times more results, according to research by the Semrush tool. They’re at the center of content strategies and foster digital communities with useful information for consumers and customers.

6. Podcasts will continue to grow.

They are already number more than 2 million globally and have guaranteed space in our media lists. In 2024, the number will grow and so will the influence of podcasters. Examples of influential Brazilian podcasters for business include journalist Juliana Prado from CBN Professional. And podcasts like Do Zero Ao Topo and Hipsters Ponto Tech technology. According to research, in Brazil, only 38% of people listen to podcasts, so the opportunity is gigantic.

7. Influencers become even more influential.

Brazil is the 2nd largest country in terms of number of influencers. According to a survey by IAB Brasil, 92% of Brazilians follow tips from digital influencers. For press relations and digital marketing professionals, it is essential to learn how to select and work with the different types of influencers - Macro, Micro, Nano, and the famous CGIs (computer-generated images).

At the end of the day, we know that everything will continue to change. Therefore, what will make all the difference for PR professionals will be our learning agility. According to my professor at Columbia University, Warner Burke and his partner David Hoff, learning agility, in layman's terms, means knowing how to handle yourself in any situation. The Burke Assessment identifies skills necessary for developing learning agility, including: Being adaptable, fast, flexible, being open to experimenting, taking on more complex projects, and always staying up to date.

Here at SmartPR, learning agility is, and has always been, a major focus for our team. It's no wonder that we've reinvented PR since 2002.

So, good luck with your 2024 planning we're here to support you with whatever you need. Just give us a call!