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Insights into 2024: PR Predictions from mPR's Senior Team

2-0-2-4 floating in gold numeral balloons

As we plunge into another new year, a few members of the 100% senior-level mPR team are sharing communications predictions for 2024, from emerging tech to changing media needs. No crystal balls — just leveraging decades of experience to give insights into the trends and strategies that could impact the industry.

2024 PR predictions


Maggie Habib on navigating polarizing issues, and hyperlocal engagement: 

  • PR will play a more central role in issues in 2024. It's an election year, AI is under the microscope and there is global unrest. Good PR will play a key role in helping companies navigate how to communicate internally and externally around polarizing issues. 

  • Additionally, we will see more local outreach in 2024 go beyond press to incorporate engagement with community associations and local influencers. 

Jennifer Olson on industry awards, and social media:

  • More industry awards will pivot towards being paid opportunities. Publications like Fast Company and Inc. have tapped into awards as revenue streams, and I expect more to follow. Be wise on what you pursue. Some hold more value than others.

  • Also, brands and leaders will be more social in 2024. Social platforms will continue to gain influencer and buying power and are great avenues to showcase leadership and branding while engaging with target audiences in a more authentic way.

Kristy Gillentine Callaway on short-form video, and in-house newsrooms:

  • As more people turn to TikTok and Reels for news, the scope of short-form content will broaden with micro-documentaries, educational snippets, news reports and interactive story challenges emerging alongside the usual dance trends, recipes and comedy bits. This will put the pressure on more brands and executives to leverage the world’s fastest growing social media platforms for PR.

  • Also, I believe 2024 will bring an increase in brand journalism. When organizations run their own newsrooms (websites, podcasts, magazines, etc.), they can take their stories directly to the public to engage a wider audience and boost brand authority. 

Ryan Rauzon on celebrity lessons:

  • This will be a great year for learning PR from celebrities. Celebrities will be the best examples of good PR and bad PR. Watch celebrities during an election year and learn from their mistakes; model the good ones, and note how some of the best handle their critics (and haters). 

Audrey Chittick on media relationships:

  • Developing long-lasting journalist contacts — relationships that will continue regardless of what publication they work for — will be more essential than ever. They are human beings and have families, hobbies and interests. Strike up a conversation about those things, and I think you’ll find they’re much more likely to want to work with you in the future because they know you’re investing your time in building a relationship with them.

Ann Pedersen on providing crucial context, and authenticity:

  • If we, as PR professionals, want clients positioned accurately, it will be more important that we provide all the background. The local media is in a constant state of flux; layoffs have pummeled U.S. newspapers in recent years, primarily hitting mid-market size papers. This leaves fewer reporters to do the work or younger reporters covering beats they have no context or understanding of. We will see them needing to lean on us more for information and resources. 

  • Additionally, if Taylor Swift taught us anything in 2023, it is the art of authenticity. Brands must be authentic; if they are not, they do so at their own peril. There are just too many eyes watching, waiting to call them out. Speaking with an authentic voice is always a winning trend. 

mPR is nimble and can pivot to address new issues or changing business and media environments in real time. We look forward to helping the fast-growth organizations we support navigate whatever unfolds in 2024. Happy New Year!


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