What’s on deck for PR trends in 2024? Pitchcraft predicts a return to traditional values and high integrity commingled with new tech tools and expanding skill sets for PR professionals.

Collaborating over competing.

Savvy PR pros are heading into 2024 with an abundance mindset. Sharing strategies, joining forces on pitches, collaborating efforts on clients, and spreading the word about opportunities that could be a fit for others comes back tenfold.

Highlighting the people behind the brand.

While delving into current events and political issues has been shaky ground in the past, there are benefits to be reaped from clients sharing personal insights and opinions on newsworthy topics for the media instead of always focusing on the product, company or brand. For example, a tahini brand founder recently spoke with New York Magazine about her personal experience regarding the Israeli conflict.

Leaning into local.

Go big or go home? Not anymore. Don’t underestimate local newspapers and websites in highlighting achievements. Editors tend to be quicker to respond and have immediate local impact. For example, a Greenville, S.C.-based client was named to a local outlet’s most influential business people list in late 2023, which was a huge win.

Mixing up press trip attendees.

Savvy travel PR teams are incorporating celebrities and content creators in journalist press trips to increase interest and introduce varied story opportunities across entertainment and trends. For example, a trip to Carmel-by-the-Sea, California, in early 2024 includes select guest journalists along with four actors from several well-known television series.

Aligning clients with company values.

We are seeing a great movement toward PR agencies and independent professionals auditing their client lists to ensure the brands they work with exemplify the same values as they do. For example, a solo PR practitioner recently chose not to renew several clients’ contracts for 2024 when their requests felt out of alignment with her personal brand.

Hyperfocusing on niche.

Instead of going far and wide for inclusion in product guides, PR is seeing more success going deeper with specific targeted publications. For example, one PR recently saw six-figure sales for her client’s product inclusion in a digital Bon Appetit article following a relationship with the commerce editor that she’d honed for months.

Shifting lead sources.

Leads through traditional platforms like HARO have degraded in quality over the past few years, while newer services like Quoted and Connectively have increased fees for pitching. The rise of newsletter platforms like Substack has changed the way freelance writers communicate what they are writing about and what they’re seeking. PR must be selective about which of these newsletters are worth reading to yield results for their clients and are hitting a limit to how many monthly subscription fees they’re willing and able to pay for.

Returning to authentic storytelling.

Following several years of endless-scroll lists that maximize affiliate revenue opportunities for publishers, we are seeing a shift back toward focus and authenticity in product stories. While the affiliate component is stronger than ever, the story matters equally. Outlets such as House Beautiful are increasingly taking the “I tried it,” longer-form approach to reviewing products and brands, tying in relevant research with an editor or vetted writer’s own experience.

Mastering AI as a time-saving tool.

The rise of any new technology challenges workflows, and the use of artificial intelligence through services such as ChatGPT presents many opportunities to help PR pros become more efficient with tasks (. We predict this tool will be most effective in market research and streamlining processes for PR, becoming an essential part of every day work.

Understanding trend hacking.

One of the most common questions we hear from PR professionals is how they can find and pitch to current trends in a timely manner. Becoming skilled at sleuthing out trends on platforms such as TikTok, as well as leveraging wider trend reports along with client data to back up trends, will become an essential PR skill in 2024.

Resurrecting print.

Seeing their name in print will forever be king for clients. A surprising but welcomed return to magazine publishing is ushering in a new print era this year, with late 2023 announcements from publications such as Saveur and Nylon announcing that their physical issues would make a comeback. More examples include Modern Luxury relaunching Austin Way magazine and Alabama founders launching the new Magnolia & Moonshine magazine, along with countless brands releasing print publications.

Increasing journalist mobility.

With continued layoffs and burnout among publication staff, editors and writers are increasingly joining the freelance world or launching their own brands via newsletters and blogs. Simultaneously, freelance writers are frequently being forced to pivot and pitch to new outlets amidst fluctuating budgets and strategy shifts at publications. In 2024, it will be paramount for PR to focus on building authentic, solid relationships with journalists to ride the waves of constant movement in the industry.

What PR trends did we miss for 2024? Share your top prediction in the comments.