The Biggest PR Do’s and Don’ts for PR in 2024

Tara Figg
 Posted on 17, Nov 2023

PR trends come and go. Technology changes constantly. Remember MySpace? No? You aren’t alone. Over just the last few years newer platforms like TikTok (formerly have skyrocketed in popularity, and have become vital PR opportunities - while others are unused and falling by the wayside, or gone altogether (we miss you, Vine!).

And as we approach 2024, the PR landscape is - as per usual - witnessing transformative changes, driven largely by rapid advancements in technology and shifts in media consumption habits. The integration of AI (artificial intelligence) and ML (machine learning), combined with shifting popularity in digital platforms and the constantly changing preferences of audiences - these are all reshaping the way PR professionals communicate and engage. In this dynamic environment, it is crucial for PR strategies to evolve to remain effective and relevant. 

So how can companies recognize what to do - and what not to do? We’ve put together a comprehensive list of yea’s and nay’s for PR in 2024, designed to offer actionable insights and guidance for PR practitioners to adapt and thrive in this new era. From leveraging new technologies to maintaining the human touch in storytelling, we will cover essential strategies to help you stay ahead in the rapidly changing world of public relations.

Understanding the 2024 PR Landscape

Knowing the current state of public relations is the first step in knowing what to pursue and what to avoid.

These days, PR is increasingly defined by the expanding influence of digital media, the impact of artificial intelligence (AI) and technology, and significant shifts in consumer behavior and media consumption. The digital media sphere has grown exponentially, dominating the ways in which information is disseminated and consumed. This paradigm shift has transformed traditional PR strategies, necessitating a more integrated and dynamic approach that leverages digital platforms for greater reach and engagement.

AI and emerging technologies are revolutionizing the PR industry, introducing tools and techniques that enhance analytics, content creation, and audience targeting. AI-driven analytics provide deeper insights into consumer behavior and media trends, enabling PR professionals to craft more effective and personalized communication strategies. These technologies also streamline the process of content creation and distribution, allowing for more efficient and impactful PR campaigns.

Consumer behavior and media consumption patterns have evolved, with audiences seeking authenticity and personalization in the media they consume. This shift demands a more tailored and engaging approach to PR, focusing on building genuine connections and trust with the target audience. As consumers increasingly turn to digital and social media platforms for information, PR strategies need to adapt to these channels, employing innovative and interactive content to capture and retain audience attention in a crowded digital space.

PR Do's for 2024

Embrace new tech and storytelling for a blend of innovation and tradition.

In 2024, Public Relations (PR) professionals must navigate a landscape marked by rapid technological advancements and evolving audience expectations. To stay ahead, they should focus on the following key strategies:

Embrace New Technologies

Integrating AI and Automation: Leverage artificial intelligence and automation tools to streamline PR tasks, from media monitoring to personalized content distribution. AI can also assist in predictive analytics, helping to anticipate trends and public reactions.

Leveraging Data Analytics: Use data analytics to gain insights into audience behavior and preferences. This information is crucial for developing targeted and effective PR campaigns that resonate with specific demographics.

Focus on Authentic Storytelling

Crafting Genuine Narratives: Develop authentic and relatable stories that align with the brand’s values. Authenticity in storytelling fosters trust and builds deeper connections with audiences.

Utilizing Multimedia Content: Engage audiences with diverse multimedia content, including videos, podcasts, and interactive media. This approach caters to varied content consumption preferences and increases engagement.

Prioritize DE&I (Diversity, Equity, & Inclusion)

Incorporating DE&I in PR: Ensure that DE&I principles are embedded in all PR activities. This involves reflecting diverse voices in campaigns and acknowledging different cultural perspectives.

Ensuring Diverse Brand Messages: Craft brand messages that are inclusive and representative of diverse audiences. This not only enhances brand reputation but also broadens market appeal.

Enhance Digital Presence

Strengthening Social Media Strategies: Optimize social media strategies to improve engagement and reach. This includes regular content updates, interactive posts, and leveraging platform-specific features.

Investing in SEO: Improve online visibility by investing in search engine optimization (SEO). SEO strategies ensure that the brand's content ranks higher in search engine results, attracting more organic traffic.

Build Strong Media Relationships

Understanding Journalists and Influencers: Recognize the needs and interests of journalists and influencers. Tailor pitches and content to align with their preferences and areas of focus.

Nurturing Long-term Partnerships: Focus on building and maintaining long-term relationships with media personnel and influencers. Consistent and respectful engagement can lead to more effective and collaborative PR efforts.

PR Don'ts for 2024

PR pros need to be aware of common pitfalls - and how to avoid them - and adhere to best practices.

Here are some key "don'ts" to consider:

A. Avoid Overreliance on Technology:

Human Touch in Communication: While technology is a powerful tool, neglecting the human element in communication can lead to a disconnect with audiences. Personal interactions and humanized messages often resonate more deeply.

Risks of AI-Generated Content: Solely relying on AI for content creation can result in generic or irrelevant messaging. It's important to balance AI efficiency with creative and contextually relevant content that only human insight can provide.

B. Steer Clear of Inauthentic Messaging:

Backlash of Insincere Narratives: Audiences today are savvy and can easily spot inauthentic or misleading narratives, leading to backlash and damage to brand reputation.

Importance of Fact-Checking: Ensuring the credibility of your messaging through diligent fact-checking is vital. Misinformation or errors can significantly harm a brand's trustworthiness and authority.

C. Don’t Neglect Traditional Media:

Balancing Media Outreach: While digital media is prevalent, traditional media channels like print and broadcast still hold significant value and reach a different segment of the audience.

Value of Print and Broadcast Media: Traditional media often provides more in-depth coverage and can enhance the credibility and reach of your PR efforts.

D. Avoid Ignoring Audience Feedback:

Social Listening and Engagement: Ignoring audience feedback and social media conversations can lead to missed opportunities for engagement and insights.

Adapting Based on Insights: Utilize consumer feedback to adapt and refine PR strategies, ensuring they remain relevant and effective.

E. Resist Short-Term Tactics Over Strategy:

Long-Term Planning: Prioritize long-term strategies over quick fixes. Consistency and sustained efforts are key to building and maintaining a strong brand presence.

Avoiding Quick Results Temptation: Short-term tactics may yield immediate results but can be unsustainable and potentially harmful in the long run. Focus on strategies that provide steady growth and lasting impact.

Navigating PR Crises in 2024

Anticipate potential challenges, brainstorm strategies for crisis management, and maintain your brand reputation during turbulent times.

Navigating PR crises in 2024 requires foresight and strategic planning, as the digital landscape and public expectations continue to evolve. Anticipating potential challenges is key; businesses must stay ahead by regularly assessing and updating their crisis management plans to address emerging risks and vulnerabilities in their operations and sectors. Effective crisis management strategies involve quick, transparent, and empathetic communication. In the event of a crisis, timely responses and clear, honest messaging are crucial for maintaining public trust. It's essential to have a dedicated crisis response team that can act swiftly and is well-versed in the latest digital communication tools and platforms.

Maintaining a brand's reputation during turbulent times hinges on the strength of its pre-crisis reputation and the effectiveness of its response strategy. Brands should consistently engage in positive PR practices, building a strong goodwill reservoir that can be leveraged during crises. Moreover, post-crisis analysis is critical for learning and evolving, ensuring better preparedness for future challenges. This proactive and reflective approach to crisis management will be indispensable for businesses navigating the fast-paced and often unpredictable PR landscape of 2024.

Leveraging Influencers and New Media Platforms

Time to go viral - choose your platform: Instagram, TikTok, Facebook - and start influencing.

In 2024, leveraging influencers and new media platforms is a vital component of any successful PR strategy. Identifying influencers who align with a brand’s values and have a genuine connection with their audience is key. Collaboration should go beyond mere endorsements to involve creative partnerships that produce authentic content, resonating with both the influencer’s followers and the brand’s target audience.

Exploring emerging platforms is also crucial, as these can offer untapped opportunities for PR campaigns. Brands must be agile, adapting to the latest platforms where their audiences are increasingly active. Utilizing these new channels can help reach demographics that are less present on established platforms, providing a fresh avenue for audience engagement. It’s important for brands to not only have a presence on these platforms but also to engage with their unique communities in a way that is native to the platform’s culture and format. This dual strategy of influencer collaborations and platform exploration will ensure comprehensive coverage and audience engagement across the media landscape.

Measuring PR Success

It’s important to know how your last campaign did - the good, the bad, and the “could’ve been better”.

In 2024, accurately measuring PR success hinges on setting realistic Key Performance Indicators (KPIs) and employing advanced tools and methods for campaign evaluation. KPIs should be tailored to align with specific campaign goals and broader business objectives, encompassing metrics like media coverage quality and reach, audience engagement levels, and brand sentiment analysis. These indicators provide a quantifiable means to assess the effectiveness of PR strategies in achieving desired outcomes.

Utilizing sophisticated tools for data analytics and social listening is essential in 2024 for an in-depth evaluation of PR campaigns. These tools enable PR professionals to track and analyze digital footprints, media mentions, social media engagement, and consumer sentiment in real-time. The integration of AI and machine learning in these tools offers deeper insights into campaign performance, audience behavior, and market trends. Additionally, methods like surveys and focus groups remain valuable for gathering direct feedback and understanding public perception. Together, these tools and methods empower PR professionals to make data-driven decisions, adapt strategies effectively, and demonstrate the tangible impact of their PR efforts.

Preparing for the Future Beyond 2024

It’s almost a new year - but 2024 isn’t the end of the story. PR pros need to think into the future.

Looking beyond 2024, staying ahead in the PR landscape requires a proactive approach to future trends and a commitment to continuous learning and adaptation. PR professionals must remain vigilant and informed about emerging technologies, shifts in media consumption, and evolving audience expectations. Keeping an eye on global trends and socio-economic factors that influence public opinion and media dynamics is crucial.

Embracing change and innovation is essential for thriving in the evolving PR field. This means being open to experimenting with new tools and approaches, while also retaining the core principles of effective communication and authentic storytelling. PR strategies should be flexible and adaptable, allowing for quick pivots in response to unforeseen developments or shifts in the market.

As we navigate the 2024 PR landscape and beyond, the key takeaways include leveraging digital advancements, prioritizing authentic and inclusive messaging, building strong relationships with new media platforms, and effectively managing crises. The future of PR is dynamic and exciting, offering numerous opportunities for those willing to embrace change and innovate continuously. By staying informed, adaptable, and open to new ideas, PR professionals can not only navigate but thrive in this ever-changing environment.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles.

For more information about Imperium Group, please see


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