What can the PR industry expect from 2024? By Jill Mcpherson 20 December, 2023 Uncategorized What can the PR industry expect from 2024? Have you heard that AI will break new ground in 2024? So have we – but we know that next year is going to be big one in lots of different ways. As we wrap up 2023 and look to 2024, we’re thinking about what we can expect and hope for in line with our core values of being kind, getting results and making the world a better place.Be KindAmerica’s oldest dictionary, Merriam-Webster, named ‘authentic’ as their word of the year for 2023. But what does ‘authenticity’ actually mean? In a PR and marketing context, we know that people want to see brands display their ‘human’ side. We think that next year will see consumers continue to place more importance on connecting with brands on a genuine, personal level. As an agency we’ll also continue to encourage authenticity within our workforce by nurturing everyone’s individual talents and allowing our team to be themselves at work – and hopefully we’ll see more and more organisations do the same.Get resultsAlthough we expect the human aspect of PR to be a focus next year, the advancing role of technology certainly isn’t to be ignored – so as an industry, we need to find ways to use it to our advantage. There are so many tools out there that can help us, but we’ll need to evolve to keep up with the brave new world we’ll find ourselves in. For us as an agency, we’ll be making the most of the technology on offer to help us think outside the box in terms of getting great results for our clients.Leaving the world in a better place Since we became a B Corp in 2022, we’ve seen more and more organisations become interested in doing the same. Being certified as a B Corp means that organisations have high standards to live up to. B Corps value social and environmental sustainability, accountability, and transparency – qualities that are more important than ever as we go into a year that looks like it will be shaped by the climate crisis, the spread of misinformation and political and economic uncertainty. We’re expecting to see more businesses look to demonstrate their commitment to these values – and we’ll be continuing to put our B Corp values into action too, as we aspire to have a positive impact on the world around us.So as 2023 comes to a close, we’re looking forward to seeing where the coming year takes us – with the knowledge that our core values will help us to navigate whatever comes next.