Think of this as the continuation of a PR trend that’s been ongoing for years now. If you want to reach a media professional quickly, head to Twitter. Outlets can offer information like their number of monthly unique visitors, ad impressions, etc., but that doesn’t really offer the full data picture that brands are looking for. Brands want to know how their PR efforts are actually changing brand perception, convincing clients to make purchases, and increasing loyalty, among other metrics. Lastly, PR campaigns that align with social and environmental causes resonate strongly with consumers. Be sure to integrate purpose-driven initiatives into your PR strategies.

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Companies that promote diversity and inclusion as part of their public relations tactics are not only appealing to customers, but also prospective employees. “There are more PR practitioners and fewer journalists than ever before. Taking a ‘spray and pray’ approach is likely to be ineffective as journalists are looking for relevant, engaging content that is tailored to their publication. “Unfortunately, the PR field has much catching up to do with technology as there’s still a big chunk of how we work that relies on manual work, such as filling out spreadsheets. The biggest contribution of AI to our profession will be in identifying journalists that could have an interest in our stories.

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Audiences are now more critical and suspicious of information because of the rise of fake news and online misinformation. This is why authenticity is needed, and brands must ensure they go the extra mile. Consumers will be unforgiving in the face of non-authentic content. Authenticity has been a buzzword since social media allowed consumers and buyers to engage directly with the brands they purchase from, but it’s taken on new meaning since 2020.

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  1. PR teams need, at a minimum, basic KPIs like brand awareness and favorability, social media engagement, and quality web traffic.
  2. Newsletters are another great way for companies to build brand awareness with the individuals who would have the most interest.
  3. You can also use it to create messaging that will resonate with your audience.
  4. You must also stay attuned to regional and cultural nuances.
  5. Micro-influencers have led companies to pull back on celebrity endorsements and mass media channels in favor of tapping into smaller niches.

These are clear signs of mass pitching, and PRs are turning to custom messaging as an alternative. Almost a third of PR pros want to see mass media pitching left behind in 2022. The growing consensus is that in order to stand out in today’s crowded PR arena, it’s prtrend imperative that pitches are small-batch and custom-tailored to just the right media contacts. With another exciting year behind us, we asked PR professionals to share their predictions for the top public relations trends and challenges for the year ahead.


Readers want authenticity more than ever, especially as fake news has increased.

This means brands must now dedicate some of their PR efforts to transparently share how they’re making a positive impact on the planet, on their employees, and in their customers’ communities. To stay ahead of this public relations trend for 2024, you must make sure all communications, copy, and pitch angles are socially aware. Outlets can provide data such as unique visitors or ad impressions, but that does not give brands the complete picture they need.

Make sure you’re selecting influencers that are authentic in relation to your brand. This authenticity helps create a deeper connection between the brand and the consumer. More brands and organizations are committed to social responsibility because consumers now expect it. Artificial Intelligence (AI) is currently one of the most significant PR trends for 2024, and it will continue to revolutionize PR in the coming years.

Face-to-face interviews are making a comeback and are one of the top emerging PR trends for 2024. We will take a look at your current strategy and see where it could benefit from a fresh approach. You must also stay attuned to regional and cultural nuances.

Typically full-time journalists are busy with more prominent news articles, meaning PR agencies can support the creation of less demanding news and features. For example, you can work with different podcasts, YouTube vloggers, or other media outlets to place your client’s brand into the relevant media the viewer or potential customer is enjoying. PR experts need to keep an eye on this trend and look out for new and different platforms. It could mean developing multiple pitch angles in advance, brainstorming different strategies with your team, or staying on top of developing news that may affect your clients. If things go differently than planned, be ready to adjust quickly and explore new strategies.


For starters, it provides you with a whole new level of credibility that you can’t get from owned media. Well, you must contend with an influx of new communication platforms, evolving audience preferences, and ever-changing digital technologies. This is an excellent example of why a solid PR strategy is so important! When companies are truly invested in creating a diverse, equitable, and inclusive workplace, they can easily share the things they’re doing to uphold their DEI initiatives. Vague and generic statements are traded for action-packed evidence that shows instead of tells. Many companies see a DEI workplace as being a competitive advantage, especially during the ongoing Great Resignation.

Yes, you can enter a prompt into an AI tool and have it generate everything from a PR pitch to a full blog post. Below, you’ll find the key trends that are currently shaping PR. Learn the benefits of embracing them and strategies for incorporating them into your PR toolbox. This will help you drive success and maintain a competitive edge.