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This article was originally published on CommPro.com.
As we approach the new year, communicators are facing a range of macroeconomic trends and new business dynamics. In this complex ecosystem, it’s clear that communicators need a new playbook in 2024. One designed to make the most of this moment and help communicators crystallize their vision and reach their key audiences through effective storytelling. While each company faces its own unique challenges and opportunities, there are a few areas to lean into, including data and AI, tentpole events, and culture communications. Looking to finalize your 2024 PR plan? Here are a few trends to watch and strategies to incorporate.
Take Data-Driven PR Strategies To The Next Level.
Connecting with splintering key audiences who are becoming increasingly difficult to pin down is not easy. Today’s communicators are tasked with the challenge of standing out in a heavily crowded space. Savvy communicators are leveraging data-driven strategies to amplify their campaigns, track effectiveness, make a bigger impact with key audiences and drive more informed decision-making. In 2024, those who are willing to take their data-driven strategies to the next level will be the industry winners.
Don’t forget the golden rule of data: never look at data points in a silo. As communicators, it’s critical to stay aware of what’s happening in the broader industry and consider how data fits into the broader market to make truly informed decisions and maximize impact.
Test AI For Content Creation, But Remember Transparency And Authenticity Is Key.
Speaking of data… as generative AI advances and consumer privacy stays top of mind, communicators should consider investing in closed systems to ensure data integrity and protect sensitive information. By leveraging AI, communicators are able to more easily analyze large amounts of data, identify key themes and, as a result, develop more robust external communications plans. AI in PR is a balancing act, though. While it can streamline certain workflow processes and help with ideation and content creation, it will not replace the human factor.
Authenticity is the name of the game - and the word of the year! Communicators need to craft compelling narratives that are not only strategic but emotive and authentic. AI has enormous potential, but we are still in the early days of adoption. When leveraging AI for content creation, remember that communications takes into account art and science.
Leverage Tentpole Events To Engage With Stakeholders.
In 2023, we saw the continued resurgence of key industry events. While some niche events are still looking to regain the ground they lost in 2020, most tentpole events made their comeback. For example, the advertising and marketing industry saw notably high attendee numbers at key events like the Cannes Lions Festival of Creativity and Advertising Week. For PR professionals, strategic planning pre-, during and post-event is crucial to driving impact. Preparation is key, and remember to always stay agile.
Prioritize Culture Communications.
Culture communications is another critical area of priority that comms pros should be paying close attention to next year. Not only does culture comms encompass employee communications; it shapes a company’s narrative to align with its overall ethos and mission.
A recent survey from Ragan Communications based on CEO perceptions found that employee communications is the number one function that brings the most value to their organizations. Notably, employee communications ranked number two for CEOs when asked which focal area needs the most improvement, but was the top selection for other communications leaders, emphasizing that communicators understand employees are a brand’s number one advocate.
Communicators have known for a while that employees are our number one brand advocates, and it’s exciting to see this function prioritized as we move ahead.
Advocate For A Seat At The Executive Table.
Last but not least, as a part of the communications community, advocate for comms’ seat at the table in 2024. This has proven historically difficult, but change is on the horizon. We’re seeing more CCO appointments, including the recent appointment of Laura Brusca to Chief Communications Officer of Forbes, demonstrating that larger organizations recognize the value that PR and strategic communications provide.
Many of today’s startup CEOs lack a communications background, so it’s imperative that tomorrow’s CCOs instill a fundamental understanding of communication’s role in a company’s growth. Underestimating the power of comms is a costly mistake — and that’s exactly why CCOs belong at the executive table. Next year, CCOs can better convey their value by establishing alignment with the rest of the C-suite and ensuring the role of communications is at the forefront of their company’s success.
Set Up For Success In The Year Ahead.
While communicators are facing complex challenges in today’s world, they have a prime opportunity right now to rewrite their playbook. It’s not about future-proofing; it’s about thinking through, and executing on, the right strategies. Those who lean into data, leverage emerging technologies, and strategically “show up” at the right places to communicate their visions will see the most impact. A hefty dose of agility never hurts either. After all, we’re only human!
- Tiffany Guarnaccia, Founder and CEO