Trends influencing the PR industry in 2023

Authored by Anand Prakash- PR Professional (Sr Group Head, Adfactors PR Pvt Ltd)

“The public is the only critic whose opinion is worth anything at all.”– Mark Twain

This statement has greater relevance in today’s digital world, where media is not only restricted to print and dispersed in different segments such as online media, social media and short video content. The emergence of these new channels of communication has created a profound effect on public relations creating new opportunities. For instance, PRs now need to focus on telling organic human stories to connect and engage with the target audience on a deeper level rather than just disseminating press releases to the journalists. 

The PR in 2023 will be more of a social media game, where content marketing strategies and storytelling will make one brand stand out from the competition. The level of ‘basic understanding of PR’ is going to be uplifted to the ‘basic integrated PR’ approach. The Indian PR Industry has not only survived in the worst of the economic meltdown situations but has also shouldered the corporate world to overcome the hindrances. With this character to survive and grow as per me, here are the trends that will lead the industry in 2023: 

1. CSR & ESG: With consumers and brands becoming more environmentally conscious, ESG & CSR is critical to ensure long-term success for the brands. Furthermore, ESG and CSR are deciding factors for millennials and GenZ in choosing a job, investing or buying a new product. As a result, ESG and CSR are attracting media attention. They prefer to read and write stories about the brands emphasizing reducing their CO2 emissions and adopting sustainable means of business. It means the PR communication strategy will revolve around the environment and sustainability in 2023.

2. Data-driven: With the rise in social media platforms, brands focus more on matrices and data to support their brand story. Furthermore, data-driven PR is necessary to fulfil the needs of new-age clients, who need regular updates on KPIs like brand awareness and favourability, social media engagement, and quality web traffic.

To be more specific and impactful in outcomes, Data Analytics will play a significant role. From planning and strategy to execute national and regional outreach, the PR is going to be more scientific and accurate in its outreach. This will be more cost effective and better controlled.

3. Humanized approach: Amidst the pandemic, human connections have become key to connecting with your target audience, which allows PR to have a tangible impact. It will impact the delivery of most of the PR campaigns in 2023.

4. Influencer relationships: Influencer marketing and PR works wonders together. It will be used extensively in PR campaigns in 2023 to manage crises and enhance trust between the brand and its audiences. Furthermore, it is an effective tool to boost brand awareness and growth.

5. Growing need to upskill: As the PR industry is evolving, upskilling the work is a challenge which requires immediate action. In the past few years, technology has disrupted the industry, leading to change in media dynamics and other organizational functions. Therefore, PRs need to upskill themselves to stay long in the market. Lifelong learning is imperative for the PR profession.