Media outlets will rely more on contributed articles as they shed journalists. The remaining journalists have increased the beats they cover, creating an environment where media sources depend more on articles, images, and videos that create visual narratives.
As the effectiveness of pushing Public Relations diminishes, there will be continued growth in inbound PR. Whereas Outbound PR (e.g. Press Releases) is based on the desire of Publicists, Inbound PR is driven by the needs of journalists seeking specific story ideas that fit with their beats and agendas. Online newsrooms will play an increasing role in capturing the attention of journalists and the media in 2024.
As people adapt to ‘COVID-normal, the demand for ’ face-to-face interviews is ascending. The challenge for PR Professionals will be to increase the visibility of their thought leads, with online newsrooms playing a pivotal role in this discovery process.
Social media, especially TikTok and LinkedIn, will continue to be one of the speediest ways for subject matter experts and thought leaders to reach the press. Due to the short form of content on social media, PR professionals will need to use social media to connect to longer-form content and resources, with online newsrooms with Digital Asset Management solutions best suited to this role.
2024 will see Publicists diversify their outreach and connect with new media platforms and content with visual and audio narratives, including podcasts, media aggregators, influencers, and more.
As social licence influences more business sectors, Public relations Professional must produce more content to demonstrate their organisation’s transformation and credentials. With lower engagement levels, the role of visual narratives will increase in importance.
As the lines between influencers and traditional media continue to blur, partnerships with influencers have become more beneficial. Influencers depend more on visual content than traditional media, creating the need for 24/7 online newsrooms that allow easy and secure access to visual assets.
As the value of paid media continues to diminish, Public Relations and earned media have grown in importance. With approximately 50% of PR Professionals reporting to CMOs, 2024 will see an increasing role in the larger marketing ecosystem.
Remote working practice is changing media professionals’ schedules. The traditional 9 to 5 role of PR Professionals no longer works. PR professionals are increasingly working remotely, providing the need for low-touch technology to manage both relationships and resource requirements with the media. PR professionals also need technology to improve work practices and accountability, with online newsrooms with Digital Asset Management capabilities filling the needs of both journalists and publicists.
With the rise of fake news on social media and some media channels, readers seek authenticity. Owned and earned media will become more critical for brands in 2024, providing an opportunity to build reputation and awareness.
