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Public perception can make or break a company. It’s the job and responsibility of a public relations expert or team to not only protect their clients’ reputation but also build awareness, credibility and trust through communications in a fast-paced, ever-shifting world.
A lot has happened this year and so much will change in 2024, especially for PR professionals. Here’s what to expect and what’s best to leave behind, according to experts including CEOs, founders and executive professionals from some of the top agencies in the world.
Oh my, AI
“As we navigate global shifts and technological advancements, our response capabilities have evolved. Embracing our role in shaping trends, AI continues to be a cornerstone, enhancing our strategies without overshadowing human ingenuity. Additionally, new screenless AI and sound design integration, like AI pins, are driving a shift toward crafting brand experiences beyond visual interfaces. Meanwhile, the rise in video and audio content, particularly podcasts, dominates our landscape, alongside short-form videos and influencers, charting the dynamic course ahead in our ever-evolving PR landscape.” —Haley Hammerling, senior PR director, AKQA
“In 2024 we will see an investment in strategies that build trust for brands. There will be an emphasis on human and grounded storytelling, authentic community building and quality over quantity. This will happen as a response to the explosive rise of AI tools for our industry and in marketing more broadly. It will become increasingly important for consumers to trust their interactions with brands as more and more online content is created by AI.” —Kara Silverman, evp, 5WPR
“While the increasing number of PR professionals using AI-powered tools to serve clients better isn’t a secret, talking about it openly with clients is still somewhat taboo in our industry going into 2024. The fear of answering complex questions about privacy and security and addressing staggering hourly fees holds many of us back from having these conversations.
However, now’s the time for us to be more transparent with our clients about how we’re using AI, not less. If we as an industry can’t effectively convey how AI-powered tools enhance rather than replace some of the services we provide, some of us might face challenging discussions ahead, especially considering the existing perceptions many businesses have about the role of PR professionals.” —Christopher Joseph (CJ) Arlotta, founder, CJ Media Solutions
