With a new year ahead, we’ve been looking at the latest PR and communication trends. Here are five key trends to watch out for in the coming year:
- Trustworthiness will be key (even more than it already is):
Building trust with journalists and end readers is crucial – as is staying true to company values and walking the walk when it comes to claims and statements.
- Verification of claims:
With so much fake news and uncertainty about facts, it’s essential to fact check, fact check, fact check! Having your facts straight is crucial in order to maintain credibility and trust.
- Content should be used as a strategic resource:
Content should be used as a strategic resource – and a simple step towards strategic use of content is simply having a content strategy! A content strategy can help guide messaging, production, and distribution efforts, allowing you to take charge of the narrative you want to communicate. Quality over quantity is key, so focus on producing high-quality content.
- Measuring results can lead to FOFO – fear of finding out:
When doing PR and communication campaigns, professionals risk getting FOFO – fear of finding out. Therefore, it’s important to set realistic goals and start small, as the fear of poor results can lead to “numbness” in communication efforts. Remember that qualitative measures are just as important as numbers – and be sure to discuss and manage less successful activities internally.
- The use of communication technology will increase:
Communication technology, including AI solutions, are popping up everything and to a certain degree, they can be useful for copywriting, analysis, and reporting. And in 2023, more PR and communication professionals will include comm-tech in their daily work. However, it’s important to use these tools only when they make sense for your business and will result in a high-quality end product. Don’t be afraid to try new technology but be cautious about untested solutions.
Overall, these trends all center around one key theme: trustworthiness. In the current landscape, it’s more important than ever to be transparent, reliable, and credible in your communication efforts. By following these trends and focusing on trustworthiness, one can effectively serve clients and organizations in the coming year.
Oh, by the way… this blog post was written by the OpenAI chatbot ChatGPT, based on some notes one of the Related team members took from a webinar – pretty cool, right?
So with a bit proof reading and some human supervision, we are looking forward to utilizing these trends in the coming year!