PR and Social Predictions for 2024 by PR Agency One

As we stand on the threshold of 2024, the crystal balls are out in force, and the PR world is awash with predictions. It’s that time of the year when everyone, from the office intern to the seasoned analyst, turns into a soothsayer. Some will say it’s an exercise in futility, but let’s face it, who doesn’t enjoy a good old-fashioned glimpse into the future?

Yet, amidst the sea of prophecies, PR Agency One’s predictions stand apart — not just for their uncanny knack of being right more often than not, but for their blend of insight, experience, and, dare we say, a dash of panache. We navigate through the predictable ‘unpredictables’, bypass the ‘next big things’ that never were, and leapfrog over the hype to deliver a set of predictions that might just be worth jotting down.

Before you dismiss this as another banal bandwagon of predictions, consider this: In a world where the only constant is change, and the rate of that change is accelerating, not looking ahead is akin to steering a ship with your eyes closed. So, with one eye on the rear-view mirror and one on the road ahead, let’s embark on a journey through the possible, the plausible, and the potential surprises that 2024 holds for PR and social media. Buckle up; it’s going to be an enlightening ride.

  1. Media relations gets even harder – As journalist numbers decline and AI-generated PR spam increases, only savvy PR professionals with strong relationships will achieve media cut-through. 
  1. Ease of International Campaigns – With advancements in technology and a robust media sector, it has never been easier to conduct international campaigns from blighty. The UK’s advantageous timezone, the prevalence of the English language, and a healthy media environment are expected to contribute to the continued growth of our international client work delivered via One Network in 2024.
  1. FAKE NEWS! And more fakes – The proliferation of fake news, fuelled by AI and deepfake technology, will likely lead to the need for authenticated social communications and robust fact-checking services.
  1. Technology will drive innovation in PR – Artificial intelligence, the expansion of 5G networks, and quantum computing breakthroughs are expected to substantially drive productivity and growth.  Also will the next Iphone have a new AI driven version of Siri that actually works? I bloody hope so. Did I mention our Tech PR team?
  1. Healthcare innovation with an NHS in crisis – Private healthcare will continue to innovate and compete, requiring creative PR and social campaigns as the NHS faces challenges.  And will the government make it even easier to prescribe medical cannabis? We hope so.
  1. Retailers face a bumpy bounce back – After a difficult January with potential insolvencies, retail growth is predicted, with e-commerce leading the charge as economic conditions improve, calling for effective PR.
  1. Sustainable and ESG Focus – Despite criticisms of dodgy greenwashing, the fundamental drive for businesses to adopt responsible practices will intensify, necessitating a greater focus on sustainability and ESG in PR and social strategies.  Everyone needs to be better at taking it seriously.
  1. Financial services reinvigoration – Fintech, after enduring a rough year, is expected to see renewed growth with lower interest rates, leading to more funding, great customer acquisition, along with innovation in financial advice and personal finance products.
  1. Workplace shifts – The hybrid work model is here to stay, but there will be a trend towards more frequent in-office work, reaffirming the value of face-to-face meetings and events.  Face to face meetings might take more time but they are much better at building relationships and creativity.
  1. Data security escalation –  In light of the growing threat posed by AI and deepfake technologies, data privacy laws and cybersecurity measures will become increasingly important for companies to protect customer information.  The amount of spam and attempts to steal your life savings are going to cause problems.
  1. Frugal consumer behaviours – Brands will face the challenge of engaging consumers who have learned to save and live more frugally, which may result in a continued tight hold on spending.  People take time to unlearn frugal behaviours as they get used to living with less.
  1. Global uncertainty – The geopolitical landscape, including the situation in the Middle East, Ukraine and the outcome of the US election, will have significant implications for the global economy and European countries.
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