A focus on internal positioning
Martin also noted that “As the global talent shortage rages on, business leaders will spend more time plugging talent gaps by strengthening their employer brand. In 2024, we’ll see the brand’s PR investment not only focused on influencing external stakeholders but also on reestablishing loyalty and commitment from existing employees and teasing potential hires. Expect to see more noise around company growth and thought leadership as businesses fight for the best.”
Final thoughts: Media relations will continue to reign supreme as brands have a love and understanding of the impact an earned press headline can have. Communications professionals will run into roadblocks deploying AI for writing as most editorial outlets do not accept AI-generated content. And while there will be many ways in how we approach PR that will change in 2024, there’s no doubt that the fundamentals and foundational aspects will stay the same.
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