Like many industries, PR moves fast and is ever-evolving. In 2023 we saw the rise of artificial intelligence (AI), with businesses of all sizes and sectors experimenting with the new technology. We also saw more PR campaigns going back to PR stunts and OOH (out of home) advertising on billboards and buses – often combined with AI.
As 2024 approaches, Emma Speirs, director of Northamptonshire- based PR agency Ballyhoo PR, looks at what we can expect to see in the world of public relations over the next 12 months.
The human touch
Whilst there are some huge benefits to using AI in your PR and copywriting, such as to generate creative ideas or as a starting point to a blog or article, it can’t be a replacement for genuine expert comment and brand personality. It can also lead to the use of incorrect information that has not been researched or fact checked.
One of the main reasons companies undertake PR activity is because they want to be positioned as an expert in their field. If they then use AI to write their expert comments or opinion pieces, they are not sharing their own knowledge and experience. They are regurgitating what is already out there on the internet which will damage their brand. Already, it is getting easier to spot copy that has been written using AI on social media, with its use of American English and flowery prose. In 2024, brands will need to cut through that noise and show more of who they are, what they know and why people should trust them and their business. Bringing the human back into their PR and storytelling to show authenticity, build credibility and spark emotional connections will be essential.
Digitally driven
Digital PR is a secret weapon in your PR and marketing arsenal. This is something we recognised early on in the days of Ballyhoo PR and this was reinforced in September when the team attended Brighton SEO.
Digital PR is more than just online coverage. It is a fantastic way to support your SEO (search engine optimisation) strategy as you are naturally having articles published on topics relevant to you and your business for which you also want to rank on Google. These can be newspaper websites or the ‘go-to’ trade magazine for your industry which often have high domain authorities and rank well in Google search results. This slower, organic way of building links also brings more consistent results over time rather than the peaks and troughs often seen with other SEO tactics.
Going into 2024, digital PR is expected to drive SEO strategy rather than the other way around.
Data matters
Data-based stories are going to be more popular in 2024. In a world where people can essentially publish their own stories without passing through third parties such as newspaper editors or journalists, there is a very real risk of fake news and propaganda being taken as truth. Consumers of the media, or social media, will be looking for proof that what they are reading is true. Equally, journalists will favour stories that are backed by solid data and reputable surveys. Data doesn’t have to mean dull though, think about the impact of those figures and create compelling stories that show how your business can help.
If you would like to plan your PR for 2024, get in touch with Emma at emma.speirs@ballyhoo-pr.co.uk or visit www.ballyhoo-pr.co.uk
