What PR professionals will be focussing on the most in 2024
The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand. As 2024 kicks off, Adgully reached out to some leading names in the Public Relations & Corporate Communication industry to Crystal Gaze into 2024 and speak about what will keep them busy in the year ahead.
Focus Areas for PR Professionals in 2024
Artificial Intelligence, Digital, Sustainability, and Innovation are some of the key focus areas that the Public Relations industry leaders will intensify their attention on this year.
Dr Sarvesh Tiwari, Founder and Managing Director, PR Professionals, listed the following focus areas for his agency:
- Digital Innovation and Integration: At PR Professionals, we're working on integrating AI, VR, and AR to revolutionise storytelling this year. Our focus is on seamlessly blending these technologies into our PR and content creation processes. By harnessing digital tools and data analytics, we aim to elevate our clients’ digital presence, ensuring our strategies are as innovative as they are effective.
- Sustainability and Social Impact: Sustainability and CSR are more than buzzwords for us; they’re a commitment. We're integrating sustainability into our client campaigns, highlighting their eco-friendly practices and social initiatives. This approach isn't just about building a positive brand image; it's about genuine responsibility towards our planet and society.
- Cultural Sensitivity and Diversity: As someone who grew up amidst the vibrant diversity of Bihar, I understand the importance of cultural sensitivity and equity. At PR Professionals, we're dedicated to ensuring our campaigns are inclusive and culturally nuanced. Internally, we're cultivating a diverse team to bring a plethora of perspectives, enhancing our creativity and connection with varied demographics.
Archana Jain, CEO, PR Pundit Havas Red, stressed, “Trying to be a force for good and becoming more meaningful is something more businesses need to do. This is not just because our planet needs it, but because consumers and employees wish to support brands and organisations that are committed to people, planet and purpose. These subjects will enjoy a clear PR advantage in 2024 and beyond.”
Continuing further, Jain said, “Social media is only going to get bigger in 2024 and beyond as more and more people access and get hooked on to it. It’s paramount, therefore, that we are adept at publishing original content; sharing insights; showing up in the comments; building thought leadership and employer branding on X, LinkedIn, etc. Influencer marketing and KOL collaborations are going to continue to be a critical part of the communications toolbox to tap new cohorts and amplify messages.”
“The creative sector has always been driven by our unique human voices and imaginations, and that’s not going to change in 2024. But we need to harness artificial intelligence more productively. It is already helping PR professionals in terms of data analysis, consumer and industry insights, content generation and more. But in 2024, we will have to learn to steer this machine-generated intelligence more to our advantage. I believe we can overcome the shortfall in available talent and multi-task with smarter use of AI!” she added.
Continuing to develop a deeper understanding of the interplay of AI with consumer sentiment and helping brands stay ahead of the curve top the agenda for Tarunjeet Rattan, Managing Partner, Nucleus PR.
Rattan added, “We will continue to integrate technology into our work processes, which will allow us to automate grunt work, freeing up time to devote to research and upskilling.”
She also intends to continue to develop editing chops, because relevance will rule the roost among all the content being churned out by AI. “The best editors will win!” she exclaimed.
Aman Gupta, Managing Partner, SPAG FINN Partners, said, “Our primary focus at SPAG FINN Partners revolves around innovation, strategic storytelling, and data-driven audience profiling for campaigns that deliver business impact. We are dedicating resources to staying ahead of emerging technologies, refining our storytelling techniques to resonate with evolving audience preferences, and leveraging data analytics to optimise campaign performance.”
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