Decoding 2024’s Communications Landscape
Insights by Gabrielle Zucker, CEO and Dara Cothran, Executive VP of Global Strategy + Insights
TL;DR: 2024 promises innovation and transformation. Comms teams can expect a focus on strategic decision-making amidst economic uncertainty, as well as an emphasis on PR measurement beyond coverage to business impact. AI, having gained momentum in 2023, will enter the PR mainstream and communicators should leverage new tools, thoughtfully. Additionally, there will be a shift towards further prioritizing customer experience and adapting communication strategies to evolving generational perspectives.
If we thought 2023 was a transformative year for communications, the year ahead is primed to have even bigger breakthroughs and controversies. Of course, the rapid progression of technology — namely generative AI — has a major influence on shifting trends, but a plethora of other factors are also at play.
What do comms professionals need to be most privy to in 2024? Read on to learn our predictions on the trends that will shape the next 12 months.
The Year of Strategy and Selectivity
With continued economic uncertainty and increased pressure on executives, organizational decision-makers will be more selective than ever with their marketing/comms budgets.
For agencies, remaining relevant will hinge on access and connectivity to executives in order to create new offerings that impact business objectives and solve problems. Agencies will be operating on more of a consultancy model with a premium emphasis on strategic advisory.
In that vein, PR measurement will no longer escape scrutiny as it becomes more important to find better ways to demonstrate our impact on business goals and imperatives. Outputs like impressions, engagements and message delivery will continue to be minimum measurement criteria, but the agencies who set themselves apart will connect those metrics to outcomes and business impact.
“Leveling up our measurement programs beyond basic KPIs like impressions is non-negotiable – it requires strategic planning and clients who are strong partners in the process. Client relationships will be more critical than ever, as we’ll need them to advocate for access to integrated data and be a true partner in telling a more holistic measurement story. Given the potential recession and global economic headwinds we’ll likely be facing in 2024, these proprietary measurement programs, tied directly to business outcomes and impact, will be the best way for clients to justify their budgets and grow their teams.” - Gabrielle Zucker, CEO, KWT Global
AI Becomes Table Stakes
As evidenced by ChatGPT being named 2023’s fastest growing brand, AI had a transformative year and is primed to enter the mainstream in our industry.
AI can help communicators advance existing skills like pitching (e.g. tools like PRophet) to be faster and more targeted, or measurement to help glean additional insights and trends. It can also help communications teams increase productivity, unveil insights and spark creativity – if used correctly.
That said, and as capable as AI is, the empathy required to identify unique human truths still seems beyond its reach. It can take us where we need to get faster, it can help us to measure the impact of our work more accurately, and it can ideate and strategize – but only with the proper prompts.
Regardless, the longer professionals wait to trial and engage with AI tools, the farther they will fall behind their colleagues.
“AI experimentation is happening at a rapid pace and clients, rightfully, expect agencies to incorporate AI into their tech stacks and processes. By the end of 2024 we may see a significant gap between the agencies who are leveraging AI in smart ways to enhance their offerings, and those who are holding fast to traditional communications processes.” -Dara Cothran, EVP, Global Strategy + Insights, KWT Global.
Rethinking Human Connection
As the world has moved increasingly virtual over the past few years, and despite the rise in AI, human connection is coming back into vogue. The importance of human relationships will become more essential for marketing and communication strategies – especially as 37% of people worldwide think that companies are prioritizing higher profits over better customer experience.
Younger generations have a distinct and evolving outlook on modern family dynamics and finances. Gen Z and Millennials are often delaying or forgoing major life milestones, which will require the redesign of traditional communications.
From messaging that emphasizes benefits, to products that are value–driven and better meet the needs of historically overlooked segments, brands will compete on how they choose to put their customers first.
2024 is already shaping up to be a fast-paced year of innovation, connection and transformation. But it’s how we connect and transform with it – which will require both curiosity and agility – that will determine success.
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