Communication professionals are preparing for a fresh approach in 2024, leaving behind outdated strategies and focusing on effective budget plans.
In a recent survey conducted by Prowly, PR pros were asked about the most outdated PR strategies and the strongest budget positions for the upcoming year. Surprisingly, AI appeared on both lists, with AI-generated content being labeled as "out" for 2024, while AI tools are expected to be "in".
The good news is that, along with artificial intelligence trending everywhere, the PR industry calls for staying human-first. The respondents valued using emotional intelligence and maintaining the human touch - while creating content, analyzing data, and reaching out to niche and local audiences.
According to the survey, here are the top 5 practices that should be left in the past:
- X (previously Twitter) as a must-have platform (31%): Nearly one in three respondents stated that X (previously Twitter) is no longer essential. This shift reflects how rapidly the landscape evolves and how external factors shape our daily operations. With the emergence of niche platforms and the formation of smaller communication groups, the focus has shifted, making personalized communication key.
- Mass emails to journalists (14%): Over 14% of participants expressed that there are more effective PR approaches than sending identical emails to multiple journalists. This highlights the importance of personalization in today's media landscape. As the pool of journalists and outlets continues to shrink, media outreach becomes more targeted, emphasizing quality over quantity. Spray-and-pray strategies are no longer effective.
- AI-generated content (13%): While AI can save time and help overcome writer's block, the survey reveals that 13% of respondents view AI-generated content as a trend that needs to go. It is worth noting that agencies are slightly more accepting of AI-generated content compared to brands (11.2% disapproval for agencies versus 16.7% for brands). As generative AI gains prominence in content production, the value of human-created content becomes increasingly evident.
- Paid media coverage (11%): Respondents ranked paid media coverage as the fourth practice that should be abandoned. This comes as no surprise, as audiences have become more discerning in distinguishing organic content from paid content.
- Global over local (10%): While global reach is a PR dream, the survey indicates that local communication should not be overlooked. The rise of locally-focused news organizations highlights the importance of tailoring messages to specific cultural nuances, regional interests, and smaller communities, enabling deeper connections with diverse audiences. Observing how this shift affects local media outlets, which face challenges and closures while witnessing the emergence of new media startups, will be interesting.
Decline in mentioning CSR as a top trend
In a previous survey, "social responsibility" was the number one response for the biggest PR trend in 2023, encompassing DEI, CSR, and ESG. However, in the most recent survey, CSR mentions dropped significantly (from 31% in 2023 to 10% now). This decline suggests that social responsibility has shifted from a trend to a strategic imperative.
Brand transparency and authenticity have gained importance, with sustainability metrics increasingly incorporated into marketing dashboards.According to the WFA and Kantar's Sustainable Marketing 2030 report, the presence of sustainability metrics on marketing dashboards has surged. In 2023, 42% of companies incorporate these metrics, compared to just 26% in 2021.
Budget priorities for 2024: partnerships, AI, research
As the new year begins, PR professionals are faced with a crucial question: Where should the budgets be allocated to achieve the highest ROI? The survey has revealed the top three budget priorities in 2024:
- Nurturing Strategic Partnerships (37%) According to 37% of the respondents, the number one goal for 2024 is investing in strategic partnerships. Collaborative relationships have consistently proven to be effective in expanding the reach of public relations campaigns, particularly during times of limited budgets. By allocating funds to partnerships, PR professionals can enhance brand visibility and gain access to new audiences.
- Investing in AI-Powered Tools (19%) The year 2023 introduced the concept of artificial intelligence (AI) in the PR industry, and 2024 is expected to be the year of execution. Among the respondents, 19% believe that investing in AI-powered tools is a worthwhile endeavor. Solo PR practitioners (25%), agencies (20%), and brands (16%) expressed the highest level of enthusiasm for AI investment. These tools can optimize various aspects of daily workflow, improving efficiency without the need for additional personnel. Solo and small team players can benefit from the time saved while working with AI.
- Conducting Market Research (14%) Fourteen percent of the respondents plan to allocate their budgets to conducting market research. This percentage rises to 20% among in-house PR teams. Combining market research with AI capabilities allows PR professionals to analyze vast amounts of data and unlock new possibilities for precise targeting and impact analysis.
According to Matias Rodsevich, CEO at PRLab, "Data-Driven PR will be the biggest trend in the industry. Leveraging data enables informed decision-making, precise outcome measurement, and the delivery of tailored messages that resonate with specific audience segments. It empowers us to build stronger connections, optimize real-time campaigns, and demonstrate the tangible impact of PR efforts."
However, PR experts while answering open-ended questions in the survey raised concerns about the lack of human touch. Jen Berson, Founder of Jeneration PR emphasized the need to humanize data: “Numbers and statistics may provide a foundation, but real stories and anecdotes resonate with audiences. PR Pros should leverage the emotional aspects of data, and translate them into human stories to create a more authentic connection with the audience.”
The survey was conducted in November and December 2023 and gathered responses from 300 PR practitioners worldwide, representing companies of various sizes, including non-profits, PR agencies, and in-house teams.