18 Top PR Trends Shaping the Industry in 2024

By Intelligent Relations Team

September 23, 2023

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Are you looking for a way to maximize your PR efforts in 2024? 

Well, you must contend with an influx of new communication platforms, evolving audience preferences, and ever-changing digital technologies. 

You must also stay attuned to regional and cultural nuances. This can add complexity to your PR efforts. 

If navigating the evolving world of PR is overwhelming, don’t worry. 

We’ve compiled a list of 18 leading PR trends for 2024. 

Keeping an ear to the ground for the latest PR trends will help you:

• Fine-tune your PR plan. 
• Make data-driven decisions. 
• Communicate your message more effectively. 
• Reach a wider audience on a personal level. 
• Stay authentic and relevant in your industry.

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.

1. AI Usage

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. There is even a growing sentiment that AI will completely change PR. But the reality is that it helps streamline the PR processes.

For example, AI-powered tools and technologies have made it easy to: 

• Gather valuable insights.
• Generate pitches and content.
• Enhance PR strategies. 
• Uncover trends in your industry.
• Identify influencers. 
• Segment your audience based on preferences, behaviors, and demographics.

How can you integrate this PR trend into your strategy?

Using AI to gather insights, uncover trends, and identify influencers is invaluable. You can also use it to streamline your efforts when it comes to strategy and content.

But you need to be careful. 

Your content and strategy still needs a human touch. Yes, you can enter a prompt into an AI tool and have it generate everything from a PR pitch to a full blog post. That doesn’t mean you’re good to go.

That’s because AI tools aren’t always accurate. Tools like ChatGPT4 don’t have access to data past 2021. That can cause them to generate inaccurate information known as hallucinations. 

You can’t form strong relationships with journalists if you’re spamming them with AI-generated pitches containing hallucinated content.   

Pro Tip: Play around with highly specific PR prompts for short bits of text. Make sure you research your topic before you begin so you can catch any hallucinations. Then use a tool like the Hemingway Editor to edit out hallmarks of AI text like passive voice or complex sentences.

2. Social Responsibility

What makes social responsibility one of the leading PR trends for 2024? 

More brands and organizations are committed to social responsibility because consumers now expect it.

Examples of social responsibility include:

• DEI (Diversity, Equity, and Inclusion)
• CSR (Corporate Social Responsibility) 
• ESG (Environmental, Social, and Governance)

But there’s a fine line that separates brands that take initiative and those that don’t. And there’s a risk for brands that take initiative only figuratively. In that case, it’s better to do nothing as it can have a negative impact on your reputation. 

So, how can you integrate this PR trend into your current strategy?

Choose an initiative that reflects your core brand values or is dear to your heart. 

But remember this – no matter what initiative you decide to do, make sure it’s authentic. The difference between a PR crisis and an effective social responsibility PR strategy is authenticity and transparency.

Consumers will quickly call out brands that endorse social responsibility but don’t do their part. Prioritizing actions over words helps prove your authenticity to your audience. 

In late 2022, Tonya McKenzie, PR and Leadership Consultant, and CEO of Sand&Shores, said in a statement:

“You have to take a stand and be consistent about it. It should be authentic to your brand. Consumers have become much more socially conscious. So, it’s only natural that they have a desire for the companies that they spend their money on to do the same.”

3. Authentic Influencer Marketing

Influencer marketing is still one of the top PR trends in 2024 because it has become increasingly relevant due to its impact on consumer behavior. 

Many influencers have built a loyal following and established trust with their audience. Their followers often trust their opinions.

But with so many influencers emerging, consumers are looking for authenticity. Today, it’s not as easy to pay an influencer to promote your brand.

How do you incorporate this PR trend into your strategy? 

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. 

You can accomplish this by staying true to your values, being transparent, and fostering open communication. 

4. Interactive Content

Interactive content goes beyond traditional static content such as articles or images. You can interact with your audience through quizzes, polls, surveys, interactive videos, and more.

It has become one of the most prevalent PR trends for several reasons. For example: 

• Interactive content captures and holds your audience’s attention.
• It provides valuable data and insights about your audience. 
• It encourages social sharing and virality.
• You can use it to foster a sense of brand loyalty and trust.

5. Video Content

Today, many consumers prefer videos over written content. Videos have the power to captivate and engage audiences like no other medium. You can harness dynamic visuals and compelling storytelling to evoke emotions.

In fact, one survey found that 91% of people want to see more video content from brands in 2024. And 89% said that watching video content convinced them to buy a product or service.

And marketers are finding video to be one of the PR trends with the best return on investment. Of the marketers surveyed:

• 95% Video Increased Brand Awareness
• 91% Video Increased Traffic
• 90% Video Generated Leads
• 87% Video Increased Sales

Videos grab attention and leave a lasting impression, making them an effective tool for digital marketing and PR campaigns. 

Plus, videos are easily accessible on smartphones and are highly shareable across social media platforms.

6. Earned Editorial Media

There’s earned media and owned media. Then, there’s earned editorial media. This is known as getting mentioned in someone else’s owned media.

Why is earned editorial media one of the most important PR trends? For starters, it provides you with a whole new level of credibility that you can’t get from owned media. 

Plus, the positive coverage or reviews act as third-party endorsements of your brand.

Pro Tip: One way to seek out earned editorial coverage is to find round ups or lists of products or services similar to yours. You can then do an email outreach campaign to suggest why you’d be a good candidate for their list. This is also a great way to gain backlinks for your SEO efforts.

7. Face-to-Face Interviews

Face-to-face interviews are making a comeback and are one of the top emerging PR trends for 2024. 

This face-to-face interaction helps build trust and credibility. It allows for non-verbal cues to be effectively communicated. Plus, it helps you build rapport with journalists and your audience. 

Overall, it’s a great way to effectively convey your message, key points, and brand narrative.

Want to take it to the next level and become a thought leader? Then you’ll want to check out our guide: Thought Leadership Strategy: 14 Steps to Balancing Authority and Authenticity (+ Examples)

8. Addressing Economic Challenges

Let’s face it; we’re living in uncertain economic times. This has forced many brands to double their efforts to regain and maintain public trust. 

Trust and credibility during a turbulent economy are key for any brand’s survival, which is why it’s one of the top PR trends in 2024 to directly address these challenges.

You can accomplish this by: 

• Openly communicating with your audience about any changes, challenges, or potential impact on your business.
• Positioning your brand as a thought leader. Provide valuable insights, expert opinions, and guidance.
• Showing genuine care and empathy towards your customers.

In a recent Forbes article, PRNEWS.IO founder Alexander Storozhuk said:

“I believe the only way for a brand to survive is to communicate with purpose. Clearly and honestly communicate any changes or challenges your company is facing, and be transparent about how they will impact customers.”

9. Personalized PR Pitches

Journalists and influencers get bombarded with countless pitches each day. It’s crucial to stand out from the crowd and grab their attention with a personalized PR pitch.

Especially with the advent of AI-generated content, personalization is more important than ever. At the opposite end of the PR trends list for 2024, this trend is all about paying attention and tailoring content. 

How do you incorporate it into you PR strategy?

Start by researching the journalists you’re planning to pitch. Tailor each pitch to their specific needs, interests, and preferences – their beat. Don’t just send the same pitch to every journalist. 

Plus, it helps you build meaningful relationships with stakeholders and foster trust. 

Pro Tip: Before writing your pitch, research the journalists or media outlets you want to contact. Read their articles to get an understanding of the topics they cover. This will help you tailor a pitch that aligns with their interests. You should also address them by name and mention why your pitch is relevant to their audience.

Want to know how to write a great PR pitch in 2024? Check out our guide: A Comprehensive Guide to Crafting an Effective PR Pitch [Examples + Templates]

10. Simplified Brand Messaging

Simplified brand messaging is one of the leading PR trends in 2024 for a reason. With so many brand options to choose from, consumers have little time for complex messaging. 

Simplified brand messaging is a surefire way to get past those short attention spans and reach your target audience.

Simplified brand messaging distills complex ideas into concise, easy-to-understand statements. It makes your messaging more memorable, so your audience can easily grasp it.

Plus, it makes your message accessible to a wider audience by cutting out complex jargon.

Interested in how to tackle PR writing for various types of content? You’ll want to check out our article: PR Writing – Crafting Convincing PR Content for Enhanced Results [+7 Examples]

11. Value-Based Storytelling

Consumers don’t just want products or services. They look for brands whose values align with theirs.  

Value-based storytelling is another of our PR trends that’s about personalization. While aimed at a larger group of people, telling stories about your values aims to connect you with your audience on an emotional and personal level. It involves narratives that align with their values and aspirations. 

This approach emphasizes authenticity, empathy, and meaningful audience relationships.

It’s about creating a shared sense of purpose and conveying the positive impact that a brand can have in people’s lives.

12. In-person Events

While online interactions have their merits, there is an undeniable value in face-to-face engagement that cannot be replicated. 

In-person events provide a unique opportunity to create meaningful connections, foster genuine relationships, and leave a lasting impression on attendees.

In-person events offer a tangible and immersive experience that leaves a lasting impact, making them an invaluable tool for effective PR strategies.

13. Data-Driven Decisions

In 2024, you can overlook data as one of the top PR trends. Data allows you to gain deep insights into your target audience’s preferences, behaviors, and demographics. You can use this data to identify the right channels and platforms. 

You can also use it to create messaging that will resonate with your audience.

Plus, tracking key metrics provides valuable feedback and informs future decision-making.

Pro Tip: To make data-driven PR decisions, start by defining your PR objectives. Then identify the key performance indicators (KPIs) that align with those objectives. You can use Google Analytics or similar tools to track KPIs. This can help you redefine your PR strategies and target the right audience.

Not sure which PR metrics you should be tracking? We’ve got you covered! Check out our dedicated article: 10 Key PR Metrics You Must Measure to Gauge Success

14. Diversified Outreach

Why is diversified outreach gaining so much traction as one of the top PR trends? It employs a variety of communication channels and strategies to reach target audiences. 

Diversified outreach is about meeting your target audience where they are on new platforms and with new kinds of media or content. It enables you to tailor your messages to specific demographics and segments. 

How do you implement this PR trend into your strategy?

• Consider new platforms of outreach – e.g., podcasts.
• Consider new types of content – e.g., email newsletters.
• Consider new channels for outreach – e.g., niche blogs, TikTok. 

Since diversified outreach involves a variety of channels, it can provide: 

• Valuable data and analytics. 
• Increased opportunities to collaborate with influencers.
• Foster ongoing engagement with stakeholders through various touchpoints.

15. Media Opportunities Over Mass Pitching

Mass pitching – when you send the same pitch or press release to a random list of media outlets.

Media opportunity pitching – when you look for specific media opportunities that match the goals of your PR campaign and pitches.

Finding media opportunities offers the chance to personalize your PR approach, tailor your pitches, and be of specific interest to media outlets.

What is the difference between our media opportunities and personalized pitch PR trends?

The media opportunities trend allows you to personalize your pitching strategy all the way. From hunting for relevant publications to finding the right journalist within that organization.

Media opportunities also emphasize delivering high-quality and relevant content. Plus, it demonstrates respect for journalists’ time by providing only valuable information.

Pro Tip: Start by identifying the media outlets your target audience consumes. Research journalists and reporters who cover topics related to your niche or industry. Then, offer unique and engaging story angles that provide value to their readers or viewers.

It’s good to have a targeted PR plan in place before you start pitching. Need to know how to make a PR plan? Check it out: How to Write an Effective PR Plan [Tips + Examples]

16. Social Media

Social media will continue to be one of the most important PR trends in 2024 and the coming years.

Social media platforms have billions of users worldwide. This makes them the most accessible way to reach a broad and diverse audience. Plus, social media allows you to instantly communicate with the public. You can address issues and respond to crises promptly. 

X (formerly Twitter) is a great platform to share instant news and updates with your followers. Instagram and TikTok are ideal for influencers who want to update their audience with short videos. If you’re looking to reach a B2B audience, LinkedIn is the way to go.

Additionally, social media will continue to evolve and play a pivotal role in shaping public perception. However, you must stay agile and adapt to the changing social media landscape. 

Want to know how to incorporate social media into your PR strategy? Then check out our article on social media PR: Social Media PR – 6 Easy Ways to Connect with Your Target Audience 

17. Live Streaming

With the rise of social media influencers comes live streaming. Pairing these two 2024 PR trends allows for real-time engagement and the ability to connect with consumers on a personal level. 

This direct interaction with audiences fosters a sense of immediacy and authenticity. Live streaming also transcends geographical boundaries. This enables you to reach a global audience instantly. 

Plus, live streaming is more cost-effective than traditional PR methods. You don’t have to travel or book a venue. All you need is your laptop or cellphone. 

18. Virtual Events

Virtual events have gained popularity over the last few years. They offer a level of convenience that can’t be matched by traditional events. There is no limit on how many people can attend. 

So, why are virtual events one of the leading PR trends for 2024? 

They offer plenty of networking opportunities and Q&A sessions. This allows your audience to truly get to know and interact with your brand. 

They’re far more cost-effective than in-person events. Plus, you can hold virtual events in various formats. That includes webinars, panel discussions, product launches, and press conferences.

Key Takeaways on PR Trends for 2024

PR has undergone a major digital transformation in recent years which is expected to continue. And to stay relevant, it’s important to pay attention to evolving digital landscapes and PR trends.

Plus, audiences crave authenticity and transparency. Your PR efforts must prioritize building trust. You can accomplish this through open communication, ethical practices, and genuine storytelling.

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. This will help you showcase your commitment to making a positive impact. 

Want to dive deeper into some of these trends, or see how they can apply to your business? Let us help! Simply book a free consultation with us to get expert insight into how to update your PR strategy today.