In the ever-evolving world of public relations, keeping up with the latest trends is crucial. As part of our commitment to staying at the forefront of this discipline, PIVOT PR Director Lana West recently had the opportunity to share her insights with Prowly, a leading PR software platform, on the projected PR trends for 2024. 

Her insights were featured in Prowly’s much-anticipated annual trends report, contributing thought-leadership to the dialogue around the industry’s future. We’re thrilled by the reception and eager to share the complete spectrum of her predictions with you, right here on our blog. 

So, what’s in store for the industry in 2024, and how should businesses prepare to take advantage of these trends? Read on to discover what we believe will shape the narrative in the world of PR for the coming year! 


What will be the biggest challenge for PR Pros in 2024?  

In 2024, one of the most significant challenges for PR professionals will be navigating the ever-changing digital landscape. As tools such as AI become more commonplace, and shifts in consumer behavior continue to accelerate, it is crucial for PR pros to stay ahead of the curve. Successfully adapting to emerging platforms, changing algorithms, and digital trends all while ensuring a client’s messaging remains on brand and resonates with the target audience will continue to be a juggling act.   


What are outdated or ineffective PR trends that professionals should move away from in the coming year?  

There are three outdated trends PR pros should leave behind in 2023. In 2024, never will we ever:  

  1. Rely solely on press releases as a primary means of communication. In today’s dynamic media landscape, there’s a need for more personalized and targeted messaging. We strongly recommend adding a more tailored, relationship-focused approach to both media and influencer outreach.  
  1. Use stale content on social media. It will become even more important for brands to have fresh, dynamic content to use on their social media channels. To truly stand out and connect with an audience, it’s essential to create content that is engaging, authentic, and interactive.   
  1. Prioritize vanity metrics. The outdated practice of chasing vanity metrics, such as high follower counts, should be replaced with a focus on metrics that genuinely reflect engagement, brand loyalty, and conversions.  


What will the biggest PR trend be in 2024?   

We anticipate seeing a lot of brands “doing more with less” in 2024. In simple terms: amping up creativity, and getting scrappy.  

Success in PR this upcoming year will rely on a blend of creativity, adaptability, and the ability to recognize and harness the power of existing trends to craft compelling narratives with little additional budget. For example, Panera Bread’s approach to the Roman Empire trend demonstrates how they creatively restructured their existing menu, to tap into a timely theme.