Living in Michigan, I am always checking the forecast before I make plans. I have multiple weather apps but have also learned to assume that on any given day, you should be prepared for rain or snow.

The outlook for the PR business feels a lot like Michigan weather lately. Even when the forecast is bright and clear, we plan for rain, fog, tornadoes and volcanoes. Fortunately, this is second nature to those who work in communications. We are always prepared for the “what if’s” with a plan and a backup plan. 

This year in PR definitely had all the seasons and a few freak occurrences to balance it all out. With the year nearly behind us, it’s time to check the forecast for next year. There is no Farmer’s Almanac for PR but here are three things on my mind for the PR forecast in 2024.

It’s raining AI

There is rain in the 2024 PR forecast. The big story in 2023 has been AI. The not so new technology rode the wave of popularity this year with the introduction of Chat GPT at the end of 2022. We have loved, hated and feared AI but we all have to figure out the role it will play in our work, as it is here to stay.

Many communication professionals have embraced its use even as we remain vigilant about its dangers. AI is evolving so quickly, that we can only hold an open hand and commit to continuous learning about the good, bad and ugly. As you plan for 2024, develop your own AI playbook. You should have policies on use, and a structure for managing it. I loved Christopher Penn’s suggestion about an AI prompt library. This is a great way to master how to use the tool in your work and become even more efficient.

However, YOU are still the most important tool. We are already beginning to see sloppy content and people lazily letting AI do the work. AI can help you ideate and create content but it is not a replacement for your experience, insights and creativity. In 2024, you will stand out by integrating AI into your toolbox and using more time to showcase your human smarts.

Clouds, fog and tears in Media Relations  

To say that the media landscape has changed is an understatement. According to Poynter, “The news sector has lost more jobs this year through November than it did in all of 2022 or 2021.” Communication professionals are seeing the impact in longer queues and response times from overwhelmed journalists. 

With some publications closing and staff being streamlined we are seeing many more paid opportunities as the media looks for revenue sources. Yes, media relations is still a viable tool for PR pros but we must be realistic about the strategies and labor required in today’s landscape to secure them. More than ever we need to have solid strategies and be clear in setting client expectations. If you are a generalist, think about how you can create richer programs that use a range of tactics. And of course, specialists and generalists must be intentional about who they pitch, and why and ensure that you are tailoring your content appropriately.

Fire the meteorologists, the interns can do the weather

PR has always had a PR problem. Many do not understand the breadth of services we offer and the value we deliver. We are often reduced to “media hits,” and as a result only as useful as the last story we landed. When our value is not understood, many cut PR programs (or departments) or want to reduce the amount they pay for services. This year, we have heard from many internal and external PR professionals that budgets were slashed or eliminated and tasks handed over to marketing. 

For results driven CMOs, this makes sense. Marketing professionals can draw lines from output to result. They can show you how that budget is being spent and the ROI of dollars spent. While we all understand that wins have a lot of moving parts, it is critical for PR professionals to bulk up their analytics skills. We need to draw lines from the services we offer to the bottom line. Like it or not, we have to speak the language of the C-Suite.  What we do is both creative, and profitable to organizations and we have to confidently be able to demonstrate that to our clients. If we don’t, clients will not value our specialized expertise and will falsely believe that other departments can offer the same services for less money.

I fervently believe that even if it rains, snows, or hails on our profession in 2024, we can weather it! This is the time to plan to navigate whatever the forecast throws at us and come out on the sunny side of the street. Don’t allow the unpredictability to drench your spirits or success, but be the one who has the right gear, regardless of the forecast. Cheers to winning in 2024 and beyond!

Photo by Karen Swim