Five hot PR trends for 2024

Adgully Bureau |

Authored By Akshita Agrawal, Senior Communications Manager, Magicbricks.

The world of public relations is more dynamic than ever. With the events of 2023, we’ve seen the role of PR becoming more crucial in shaping brand narratives, managing reputations, and fostering meaningful connections with audiences. In this ever-evolving landscape, keeping an eye on emerging trends becomes imperative for PR practitioners to stay ahead. Let's explore some key trends reshaping the world of PR.

Data-Driven PR Strategies

There is a noticeable shift towards using data to tell stories. While PR traditionally relies on evoking emotions, the journalists now want solid data to back up pitches. It's important to show clear statistics and relevant trend data that connect with the target audience, and a compelling data-driven narrative will help businesses stand apart in a crowded market.

AI will continue to be essential

AI has already made its mark and is here to stay. Using AI tools, for proofreading, improving language, and creating SEO friendly content is highly encouraged. According to the 2024 Public Relations Trends Report by Prowly, about 1 in 5 respondents consider AI a worthwhile investment. I have also been actively using AI to learn new skills such as writing SEO friendly text, with focused keywords and meta tags. While the debate for AI vs Humans continues, it is evident that AI will not replace our role, but it should be used extensively to enhance our skill sets and reduce turnaround time.

Purpose-Driven Communication

Consumers are increasingly drawn to brands that exhibit social responsibility and a commitment to meaningful causes. As PR strategies pivot towards purpose-driven communication, 2024 will be a year of cementing focus on sustainability, governance and inclusion. PR will be an important tool to demonstrate tangible actions and brand’s commitment towards identified purposes.

Influencer Collaboration

Influencer marketing continues to grow as a vital aspect of PR strategies. According to a 2022 report by, the Indian influencer marketing industry was projected to grow at a CAGR of 25 percent over five years. With the burgeoning landscape of tier 2 towns, and brands tapping into the next billion customers who reside in these areas, there will be an evident growth in micro and nano-influencers with smaller but more engaged audiences. Collaboration with these influencers allows for more authentic and relatable brand partnerships, leading to higher engagement and trust among the audience.

Employee Advocacy

Employees are increasingly being recognized as brand ambassadors and becoming important stakeholders of PR strategies. Fostering employee advocacy and encouraging them to share their experiences and stories related to the brand, will become more important, especially through Linkedin and Instagram.

In conclusion, the landscape of PR is evolving at a rapid pace, driven by technological advancements and changing consumer behaviors. By embracing these trends, PR practitioners can adapt, innovate, and create impactful strategies that resonate with audiences, build brand trust, and drive meaningful engagement in an ever-evolving media ecosystem.