2024 Takeaways 

Hyper Fixation on Results  - As client budgets tightened in 2024, the demand for measurable results intensified. Shifting expectations on the brand side meant agencies needed to get in and deliver sustained results based on smart strategies. In a landscape where every dollar counts, more than ever those results must be linked back to overarching business objectives that actually move the needle. Be it a tactical communications plan, earned media strategy or paid campaign, the one thing that is for sure is that it is not a one-size-fits-all approach. 

The Podcast Boom - Podcasts cemented their place as a powerful communications tool in 2024, offering hyper-engaged audiences and the added bonus of repurposed video content on channels like YouTube, highlighting the importance of multi-platform content. 

Reminder of Audience Targeting - The 2024 presidential campaign served as a masterclass in targeted communications and shed light on the critical importance of delivering the right message to the right audience (see above point re: podcasts). Success wasn’t about the “best” or “right” message but rather the most tailored one. 

AI as Friend and Foe - While the rise of AI initially caused concern across the industry, it quickly showed its weak spots. Internet sleuths identified tell-tale signs of AI-generated content, reinforcing the need for human thought and touch. While we’ve only scratched the surface in terms of positive efficiencies (hello media list generation and presentation formatting), if this year has taught us one thing it’s that AI can’t replace us. 

Looking ahead to 2025

Looking ahead to 2025, the PR landscape is sure to be characterized by a few key trends: 

Audience diversification - With evolving legislation and platform instability, a cohesive multi-channel content strategy is a non-negotiable to capture audience attention and safeguard against channel and audience deterioration. From there the ticket is converting audiences to owned channels like newsletters and YouTube to enhance overall engagement. 

Rise of the non-influencer: Influencer has become a dirty word in some circles but the power of a captivated audience prevails. 2025 will bring the rise of unconventional "influencers" and employee advocates who will redefine brand storytelling, emphasizing genuine, relatable voices. 

Convergence of AI, Data, and Creativity - As AI capabilities advance, PR professionals will be able to leverage data insights to craft more relevant, targeted and impactful messages while maintaining the human touch essential for authentic storytelling. 

ESG Communication - ESG considerations will become increasingly important in PR strategies as businesses strive to showcase their sustainability initiatives, amplify ESG reports, and engage stakeholders in promoting sustainable practices - a trend that reflects growing awareness and concern about corporate responsibility and environmental issues. 

In all, the year 2024 has been not similar to years past - a year full of growth and adaptation as the industry emerges. 2025 is sure to bring a similar need for adaptability and the embracement of change.