As we approach the mid-way point of 2024, the world of Public Relations is gearing up for significant changes. In the business landscape, the digital shift and evolving consumer behaviours are reshaping how PR strategies unfold. Let’s break down a few trends that are redefining the PR scene this year.
Worries about Social Media Traffic
A recent survey tells us that most PR professionals are getting anxious about a potential drop in referral traffic from social media. Data from Chartbeat backs this up, showing a 48% decrease in Facebook traffic and a 27% decline from X/Twitter to news sites in 2023. This means businesses need to rethink their social media strategies.
Content Networks Take Centre Stage: YouTube and TikTok
With concerns about traditional social media, we’re seeing a rise in content-based networks like YouTube and TikTok. These platforms are giving creators powerful tools to share content. The Reuters Institute Digital News Report 2023 tells us that video-based networks, especially among younger audiences, are becoming popular for news consumption. Businesses need to align their PR strategies with these changing content trends.
Embracing AI in PR Strategies
In 2024, the PR industry is embracing Artificial Intelligence (AI) as a powerful tool. AI will be used for tasks like data analysis and generating automated content. This will make PR campaigns more precise and personalised, improving overall effectiveness.
The Podcast Boom
Business podcasting is set to become even more prominent this year. With 80% of listeners tuning in for the whole episode, it’s a robust marketing channel. Developments in AI and the rise of short-form video platforms like TikTok are making podcasts more dynamic and integrated into brand communication.
Spotlight on Corporate Purpose Communication
Companies will face increased scrutiny in 2024 regarding how they communicate their purpose. Regulations now require companies to be transparent about their commitments to environmental, social, and governance (ESG) issues. PR professionals will play a crucial role in shaping narratives that align with these evolving expectations.
As we continue our journey through 2024, flexibility is key. Adapting strategies to fit emerging trends and technologies is crucial. Small World PR is ready to lead the way, embracing these trends to create narratives that resonate with our clients and their audiences.
