By Pat Southwell:
Cast your mind back to January 2024. Last year’s Christmas tree was bare and unloved in the front yard. We’d all put on a few pounds and sworn to never eat pigs in blankets ever again. But amid the dreary skies and back-to-work blues, a chink of light shone bright. Yes, it was my hotly anticipated *insert eye roll here* blog predicting what the year would hold for the PR industry.
Nearly 12 months on, was I right? Was I wrong? Or did I think, oh God, what have I done?
1. AI-ageddon is upon us
Predicting AI would be big in PR wasn’t rocket science. I reckoned it would affect us on two ways. Firstly, the software would be embedded in the tools of the job.
I was right. I just looked at the website of the company behind our media monitoring. The solutions page has the words “AI-powered PR tools and services to optimise your communications workflows,” emblazoned in red at the top. Whether we’re AI experts or not, it’s subtly become part of how we work.
I also said generative AI would make an impact. Again, it’s no surprise I was right. We now use AI-powered editing tools for our copy. Clients use it for translations, and one creates briefs for press releases using ChatGPT.
However, it’s been less disruptive for our work than it has for other disciplines such as advertising. A friend showed me a personalised AI ad for a car the other day. When this type of creative can be summoned in moments, targeted, delivered and measured, it does make me wonder how the industry will adapt.
2. Meetings, meetings, meetings
I made the bold claim that AI would free us from the more mundane tasks to allow more face-to-face meetings. I was half right. I don’t think AI has revolutionised our work fast enough to leave us twiddling our thumbs. But we certainly did have many more real meetings this year.
From pitches to planning and reviews and relationship building, we were out and about more than ever in 2024. It wasn’t by accident. Because virtual agencies like us need to do it religiously, taking every opportunity to be in our clients’ company. And there was certainly a greater demand from those we work with to catch up in-person.
3. Quality over quantity
Next up was the prediction that the industry would focus on quality over quantity. Hmmm. Without a survey of our peers, this is a hard one to measure. So, I’ll base it on how we’ve worked and what our clients have been asking for.
In short, there’s been a shift. While we’re still measured on things like number of articles, readership and share of voice, clients also want to focus on a few quality hits that will move the dial. We’ve been set tasks like, “Get us in the FT on our key topic.” Spoiler alert, we did. This is great, because it allows us to work in a different way, showing off our abilities to their full potential.
4. Tailored media relations
Talking of showing off our abilities, another prediction was the rise in tailored media relations. This goes hand-in-hand with gaining quality coverage. Again, we’ve definitely seen a change.
A notable example was an event we held for a cyber security business. We created a session where its specialists showed blow-by-bow how they took down a criminal on the dark web. It was an enormous success, offering journalists something new. Trade and national media got a glimpse of exciting cyber security in action. And the client got great coverage.
5. Tech investing in PR
In January, I boldly claimed with optimism that the tech industry would continue to invest in PR. It has. Because innovation never stops and there will always be a need to get it recognised and used.
But it’s been a slog. And not just for us. My co-founder Lynsey and I attended a conference in November where everyone we spoke to said the same thing. And I had a call with a European agency owner last week who told me this year has been the toughest in decades.
That said, Five not 10 still grew significantly in 2024, so it’s not all doom and gloom. It’s a matter of adapting to the situation and finding ways to succeed regardless. I can see light at the end of the tunnel. And I’m pretty sure it’s not a freight train about to mow me down.
6. We’re virtual outliers
In a shocking bid to prove to everyone that Lynsey and I were right when we founded a virtual agency, I proclaimed 2024 would see many more like us. I was wrong. If anything, it seems to be going the other way. PR teams are being mandated to go back to the office. As far as I know, there’s still only a handful of virtual agencies out there.
But this doesn’t mean we were wrong to be virtual. We’re forging a new path that puts collaboration and creativity at its heart. As I type, two of the team are co-working in Southampton. And in January there are already two agency sessions in London planned before the end of the first full week back.
In short, the way we work… works for us.
7. Tell us a joke
OK, OK, because you asked so nicely… I learned the braille for “liver” and “kidney” the other day. Now I feel offal.
This is just one of the terrible jokes I’ve been subjecting colleagues, friends and family to this year. I predicted it and didn’t let anyone down. Except myself.
My score
In summary, I’m going to score my predictions as five and a half out of seven. That’s 78 per cent, the equivalent of a first at university. I’m pretty pleased with that. Especially as I got a 2:1. Things are improving.
So, as the Christmas tree glints in the window and the pigs in blankets hunker down ready for a festive feast, I wish everyone a Merry Christmas and a happy New Year.