2024 PR trends – Orca’s Pod Predictions
We’re closing the door on 2023 the same way that we opened it – with excitement for our clients and the stories they’ve so graciously trusted us to share with the press and public. I looked back on our Top PR predictions for 2023. Some were really accurate, like how we predicted that relationships with freelance writers would become more important as newsrooms cut staff (there were layoffs aplenty), and how paid media would increasingly blend into PR. But we (and so many others) failed to predict how big of a role AI would play in our lives and our jobs in 2023. It’ll be interesting to see how the next year unfolds. In the meantime, here are our predictions for 2024 PR trends.
Fewer people consume news from traditional platforms
This trend has been going on for a while now and doesn’t show any signs of slowing down. We predict fewer people will consume news from the more traditional media platforms like television, radio, and papers. The demand for information delivered via podcasts, social media, and influencers will continue to steadily increase. There is plenty of research to back up this claim. According to the Pew Research Center, 86% of U.S. adults say they often or sometimes get news from a smartphone, computer, or tablet. 62% say they often or sometimes get news from TV, and just 37% say they often or sometimes get the news from print (ouch!)
Print makes a comeback in certain niches
Magazines that were once a staple in every American home have now ceased to exist or have gone fully online. But despite that, we predict that we’ll start to see a print renaissance in 2024. These new magazines won’t look the same as they once did. Instead of popular lifestyle magazines crammed with recipes, workout tips, and ads, this new breed of publication will look more like works of art. They are objects rather than disposables. And don’t expect them to be fully mainstream. Instead, each subculture will have its niche publications with avid fans. This prediction is based on the rise of slow movement and analog trends.
PR has a larger impact on SEO
Google has been pushing E-E-A-T for over a year now, but the rollout of the November 2023 update suggests the relationship between PR and SEO in elevating brand awareness will become more important than ever. Google is working hard to elevate brands that show their expertise on a topic through quality content and positive sentiment from high-authority websites. That’s where PR comes in. We are all about helping brands build their reputation online through earned media and third-party endorsements.
Authenticity in a brand’s image becomes more important
Consumers want to know who you are and what you’re all about. Younger generations in particular prefer to do business with companies with missions that align with their own beliefs. Transparency is key. One of the best ways to provide that transparency is through genuine storytelling and meaningful PR that lifts the brand through earned media and quality social media content. Authenticity is also helpful in a world where low-quality product knockoffs and AI-produced content is getting thrown at people left and right. PR can inform potential customers that you are who you say you are and do what you say you do.
AI plays a bigger role in PR
AI threw itself into our life in 2023 and we don’t think it’s going away. We anticipate AI playing an even bigger role in public relations in 2024. Its functionality will go beyond simple copywriting. We anticipate it will shape practices such as media list creation, data analysis, research, and more.
The “Barbie PR effect” continues
Orca publicist Derek Mora says, “I strongly believe that we will continue to see the ‘Barbie PR effect’ in 2024, where brands and PR experts will leverage pop culture to increase brand visibility.” Tying your brand to current events is highly effective when done tastefully. We predict that companies and brands will continue to track pop culture trends to identify which ones will resonate best with their audience.
That’s it. Those are our top PR predictions for 2024. We know it will be a fruitful year and cannot wait to see how it all unfolds.