2024 PR Predictions: Technology And Global Trends Pose Tough Questions For Comms Pros

Following a mixed year in 2023 marked by business challenges, geopolitical escalation and giant leaps in technology developments, 2024 will bring a spillover of all of these effects as well as fundamental questions on business and communications that companies, brands, and agency owners will have to work together to find new answers for.

Technology is transforming people’s lives as well as it revolutionizes the communications practice. Agencies will embrace the new technologies and adapt their business to the new environment – that’s not even a question at this point. What will make the difference though is how they can keep and evolve the human touch and human aspects of the communications profession, because, after all, it’s all about relationships and trust and that is the aspect where most of the genuine human value is being created.

At the same time, companies, brands and communicators will still need to do a lot in the fields of sustainability and ESG (environmental, social and corporate governance) communications, while making sure to safeguard boards from overkill and greenwashing. This is an evolving practice globally that will reach new grounds in 2024.

Every December, PRGN is asking its member agency principals for their PR predictions on what the next year brings to the communications industry. This time, we’ve asked PRGN President Andy See to summarize the 2024 PR predictions of leaders of our global group of agencies and add his own perspectives in this end-of-year episode of the PRGN Presents podcast series:

The article was originally published on the PRGN Blog.

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