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The PR sector’s transformation continues in 2024, seamlessly integrating artificial intelligence (AI) with traditional practices. Amid global crises and economic challenges, public relations professionals are adapting to new trends, prioritizing offline and online media analysis, data-driven decision-making, and effective crisis management.
In more detail, the key trends shaping public relations this year are as follows:
- Content Creation Made by AI
According to The State of PR Technology 2023, 67.8% of PR professionals already leverage artificial intelligence in their work for generating ideas, drafting press releases, and conducting research. AI tools’ user-friendly nature and relatively easy understanding make them essential for PR specialists aiming for efficiency and creativity.
- Data-Driven PR
Decisions and strategies based on real data play a crucial role for PR professionals. Monitoring reports, analyzing performance, and accurately measuring results enable them to make informed decisions. This approach not only ensures the design of more efficient budgets but also enhances the long-term overall brand image.
- Media Intelligence and Disinformation
In an era where disinformation thrives, the industry increasingly relies on media intelligence. This ecosystem includes various sectors (communication, media, research, and technology), and building relationships among professionals from each field becomes vital to combat disinformation and maintain credible narratives.
- Real-Time Crisis Management
If Crisis Management was a movie, it would undoubtedly be “Need for Speed”. Media intelligence tools (such as the Clip News Portal and Brandwatch platform) are essential for real-time crisis management. A prompt response to negative news or an “upheaval” on social media or forums is more than crucial.
The public relations landscape in 2024 is characterized by a blend of technology and human relationships. Adapting to these trends, from incorporating artificial intelligence to data-driven strategies and real-time crisis management, lays the foundation for PR professionals seeking to excel in this challenging environment.