Let's be honest, the business landscape is no longer what it used to be.

Multiple variables now come into play, from ongoing economic challenges, changing employee dynamics and the socio-political landscape to name just a few — and all this needs to be understood while still building a brand that is ethical, sustainable and profitable. 

As we wind down and prepare for the new year, there are certainly a few things that have taken place in 2023, which will likely remain for years to come — and this means really getting to grips with them for the benefit of our clients and, of course, ensure that as professionals, we remain as sharp as ever.

Artificial Intelligence (AI)

While the technology has been around for years, its latest development and advancement have raised numerous concerns across industries — and PR was not spared. There have been some discussions that it will replace the function, but the reality is quite the opposite.

So, while PR consultants need to view AI as a tool that can help us (work smarter, not harder), I don't believe many have moved beyond using it as a tool for ideation. We are all still trying to figure out IP and copyright implications as well as legal ownership. But in 2024, AI will present more than this for our industry; it will present change. 

Authenticity in thought leadership

The need for thought leadership in PR will never change, but advocacy for originality and authenticity has really become a determining factor in this tactic in 2023 — and next year, if brands want to have a voice, their credibility will be tested more than ever. 

Visual and audio content

Traditional content is still being consumed, and this is unlikely to change. However, in 2023 we have see the impact of diversifying and exploring other avenues that consumers use.

As more and more people digitally access their content, as well as the convenience that audio and video content providers, this so-called change in consumption is one aspect PR professionals must not ignore going into 2024. Several brands have already embraced podcasts and vodcasts, and this is something that will continue to grow.

Online reputation management

Yes, PR watch and listen to social media channels, but far too few are using social media as the voice that informs them about the 'authentic' sentiment of the brands they manage.

Positive or negative, social media can be very useful and even more so for issues / crisis management. Its impact goes beyond reputation management; it can be leveraged for building two-way communication between brands and customers, media and stakeholders — something that needs to be embraced in 2024.

Influencer audits

Authenticating brand partnerships is now also crucial for campaigns.

In 2023, we saw influencers under the microscope for not being truthful about who they are, which not only damages their reputation but that of the brands they'represent'. In turn, this has a negative reflection on the PR team recommending the influencers. 

An influencer audit must go beyond the influencer's social profiles and include authenticating any qualifications or past commentary where a campaign relies on the influencer's professional expertise. How we do this, correctly, in 2024 will be telling for the whole sector.

PR is a profession that evolves and adapts with time, and so should the professionals who work within this sector. Never stop learning, and never stop asking questions. Growth is not only being willing to upskill and learn what works for the industry as the world changes but also understanding how it can benefit clients and the elevation of our industry. 

For more information, visit www.orangeink.co.za. You can also follow Orange Ink on X or on Instagram.