Updated: Nov 22
What's in a trend? Trends are like additional boosters to your public relations campaigns. As PR pros, trends tell us what the hot topics in the market are. It helps give direction to the PR strategy of your clients, which overall helps deliver better results. Being up-to-date with trends in your clients’ industries makes sure your clients are always a part of the ‘hot topic’ in the market, which ensures exposure. But what’s in store for us as public relations professionals when it comes to trends? PR trends make sure you make calculated and effective decisions for your clients in accordance with the ever-changing style and method of communication strategies. The New Year is here with many new trends in store for us, but here are a few that will turn out to be the changemakers of the industry.
AI, Machine Learning & VR
AI is now at unprecedented heights, and its applications are limitless. AI has already made an entrance into the PR industry in the past few years, and it’s going to dive deeper. Currently, AI is capable of media monitoring, analysing websites, social listening, proofing content, and more. PR pros can now focus on much more important tasks like building connections for their clients while AI takes up mundane tasks such as proofing content. AI, virtual reality, and the metaverse will redefine the hybrid as well as the remote model of working. Interacting with clients will take a new path. Additionally, AI is also designed for speed, scale, and security to analyse massive amounts of consumer behaviour data and produce predictive insights on the likelihood that your clients’ advertising or communications will be successful.
Content is king. Yes, we agree, but in present times, this so-called king can be found everywhere. Everyone is adopting various content-based strategies to promote their brand. This dynamic will change, and in the upcoming years, the content will still be king, but this king will be personalised in a way that is relevant to the consumer it plans to approach or attract. This personalisation is possible through various data analysis tools and conclusions drawn from various insights from data sets. This will help make your client’s brands stand out better and also reach the correct audience. A personalised piece of content resonates with the audience, various media outlets and other platforms.
Quality > Quantity
This not only refers to valuable insights, inside scoops, and other CSR activities conducted by your clients, but it now also means that the brand and identity of your client need to resonate with the values, passions, and ideals of the people. Making false promises and big statements means nothing unless they are put into action. It has now become about truly walking the walk! As a result, socially conscious storytelling should be your main goal when integrating PR trends into your planning. Additionally, highlighting the benefits of your client's BTS activities, such as philanthropic, sustainable, or social justice programmes, will help to strengthen your relationship with the general public. All this, combined with data analysis, will help curate campaigns that earn better results.
Gen-Z Approved Conversations
With ever-changing metrics in the market, the biggest change will now be the change in consumers: The Gen-Z. Due to changes in consumption patterns, a decrease in dependency, and various other technological and social advancements, Gen-Z is without a doubt the next generation of consumers. Gen-Z’s increase in purchasing power, ability to explore new opportunities and ability to engage and communicate should not be overlooked. PR pros now need to change and adapt to the various dynamics, trends, values, passions, preferences, and platforms that they use to create successful strategies for their clients. Communication pieces need to be credible and authentic because this generation will not go easy on mistakes!
Inclusion, Diversity & Awareness
The time when PR was a relatively regional or specialised type of communication is long gone. Today, PR operates on a global scale, and brands must recognise that their message needs to be curated in a way that is conscious of and welcoming to the diversity we have in our modern world. We need to entice individuals from different racial, cultural, and philosophical backgrounds worldwide. Accordingly, the communication must be planned and carried out in a way that is inclusive, cautious, and relatable to the various audiences we engage with. In order to earn PR points, corporations cannot only print statements about their inclusion policies and acceptance of diversity; audiences must see that the brands are genuinely being inclusive. A company today will profit from diversity and inclusion if it both preaches about them and, more crucially, incorporates these values into its operations and communication strategy.
An excellent way to comprehend how societal change, media change, and strategy change go hand in hand is to look at the evolving and moving trends in public relations in 2023. Creating a market culture that demonstrates the human side of brands is a tremendous opportunity at this time for PR professionals.