The PR landscape continues its dynamic evolutions driven by various strategic shifts and trends after one year of disruption caused by emerging generative AI.
Ahead of 2024, this edition of Muse explores the factors steering the course of the industry.
Podcasts continue to gain momentum
Statista indicated a consistent rise in the number of global podcast listeners, which is expected to reach 504.9 million in 2024.
Thanks to the authentic connection between podcast hosts and their audiences, Spotify reported that up to 52% of the listeners trust brands promoted during their favourite shows. Therefore, appearing on a relevant podcast programme provides a space for thought leadership and brand awareness building.
The rise of virtual influencers
According to USC Annenberg’s annual Global Communication Report, 60% of PR leaders foresee influencers’ key role in PR success in 2024, ranging from announcing new campaigns to managing a crisis.
Brands are increasingly leveraging the endorsement of virtual influencers, exemplified by the collaboration between Shudu Gram, the first virtual supermodel ever created, and Fenty Beauty, a cosmetic brand by Rihanna.
In Thailand, Advanced Info Service (AIS), one of the country’s major mobile phone operators, has been partnering with Ai Ailynn to promote its 5G and other digital services.
While these virtual influencers have yet to gain as much popularity as their human counterparts, their growing followers suggest the potential for reputation or event management. It’s worth observing how these virtual profiles would impact influencer relations in the PR world.
The shift from online omnipresence
Hootsuite Social Trends 2024 Survey showed that 52% of the interviewed brands are concerned with the considerable time and budget required to maintain their presence on multiple platforms.
The survey predicts that strategic moves depart from unjustified expectations to be on every platform. Hootsuite Social Trends 2024 Survey revealed that companies are more likely to use TikTok, LinkedIn and Instagram while leaving Facebook, Twitter and WhatsApp.
Business leaders become more selective in online presence, focusing only on channels yielding decent ROI. Communicators must understand different platforms in-depth to maximise the impact of their creative outputs for clients.
The use of Interactive content for bolstered engagement
A report by Ceros, a content marketing software provider, revealed that most marketing and PR professionals agreed that content providing an experience performed better.
While many are still producing static articles, the study by Ceros reported many desired to produce more interactive outputs if given the necessary resources.
From polls, surveys, and quizzes to data visualisation or infographics with embedded queries, interactive content boosts engagement, enhances content shareability and generates valuable insights about your stakeholders.
The need for transparent and accountable ESG communications
The movement against greenwashing or misleading green credibility claims is gaining momentum. In fact, the EU has put forward a law that bans greenwashing and climate-neutral claims, which will be implemented by 2026.
In light of social and legal pressures, sustainability communications in 2024 are expected to emphasise transparency and accountability with corporate attempts to steer away from making unsubstantiated Environmental, Social and Governance (ESG) claims.
Demands for data-driven pitches and brand stories
In 2023, Cision reported that up to 43% of journalists incorporate data visualisation into their storytelling, while up to 68% prefer to receive original research, trends and market data.
Access to relevant trends and statistics for your target audiences is vital to crafting compelling stories. Communicators must consider how leveraging data enables meaningful and substantiated narratives highlighting how clients’ solutions tackle the issues laid out by a given set of data. Data-driven pitches and stories will likely incite desired actions from top-tier media partners.
As business leaders and communicators navigate the currents next year, staying ahead of the curve is vital to success. Embracing the upcoming changes and experimenting with new tactics enable communicators to ride the trends and elevate their storytelling and creative outputs.
At Midas PR, we are experts in 360-degree communications that ensure your message cuts through the noise. If you want a future-proof communication campaign, contact us for a consultation via www.midas-pr.com or email us.