As we step into 2025, the world of communications and public relations (PR) continues to evolve at a rapid pace. Reflecting on 2024, here’s my ‘playlist’ of key trends and lessons that stood out.
- Beautiful Things
Interactive, immersive content has become a game-changer. Enhancing accessibility to information is no longer optional—it’s a baseline expectation. Last year, we piloted a revolutionary approach with our annual report, featuring a virtual reality (VR) tour and an AI-powered chatbot analyser. Technology can truly reshape stakeholder engagement – but ensure it aligns with your audience’s needs.
Visual storytelling simplifies complex ideas and captivates audiences. While trends may shift, clarity and simplicity are timeless. This year we lived through memorable (and winning) election slogans like “Make America Great Again” and “Let’s Clean Up the Parliament” highlighting the impact of brevity and resonance, powerful tools that can shape outcomes and inspire action.
Whether crafting audience-specific messages or adapting strategies for individual platforms, hyper-personalisation is key. Tailor your messaging to be as dynamic and unique as your audiences—delivered at just the right time.
- Cult of Personality: Explore the ‘Duality of Role’
Communications professionals often operate behind the scenes. This year, my team and I found ourselves stepping in front of the camera more than usual. For me, the duality of being both a strategist and a visible leader has been enriching.
Balance being behind and in front of the camera. The visibility of communicators can enhance credibility and connection with diverse audiences. When doing so, subject expertise continues to be non-negotiable and staying informed across domains is crucial. Dive deep, stay curious, and never stop learning—this will set you apart in any room.
- Birds of a Feather: Generational Vibes
Collaborating with Gen-Z professionals this year has been truly invigorating. Embracing cross-generational discussions and co-creation has become an essential strategy for success. And yes, learning each other’s slang can be as enlightening as it is entertaining. For us millennials, it’s a humorous reminder of what we put our parents and bosses through.
- Calm Down: Mastering Customer Centricity
A cornerstone of reputation management, great service evokes pride and loyalty, while poor service can spiral into social media boycotts. There are countless touchpoints in the organisation, and each one matters, from call centers to after-sales support. Always put yourself in the customer’s shoes. When things go wrong, see it as an opportunity to build goodwill, not watch as it is destroyed. Transform challenges into trust.
- Don’t Lose Control: Tackling Cybersecurity Challenges
This year underscored the relentless threats of cybercrime and misinformation. Scam artists, paid antagonistic content, and defamation campaigns pose constant risks. Governance often lags behind, leaving businesses and individuals vulnerable. Robust risk management frameworks and sharp crisis response strategies are non-negotiable. Stay prepared, proactive, and vigilant.
- Vampire: Values, the Lifeblood of Credibility
In addressing ESG concerns or implementing DEI initiatives, transparency is paramount. Avoid greenwashing and overpromising—honesty about your progress and roadmaps builds trust.
Be wary of superficial accolades that erode credibility. Awards earned through rigorous evaluation and ethical practices reflect genuine achievement. Focus on building a legacy of quality and service. Authentic success will always outshine a purchased title.
Integrity, authenticity, and accountability are great values to live by.
- Anti-Hero: Reframe DEI with Authenticity
Diversity, Equity, and Inclusion (DEI) programs faced significant challenges globally in 2024. Some initiatives have stalled or been redefined at leading global companies. Build programmes that foster genuine inclusion.
At the core, respecting people in the workplace remains non-negotiable.
On a more personal note, uncovering talents and fostering recognition has always been fulfilling for me. Create spaces where diverse voices are heard and talents are celebrated. The ROI on team morale and innovation is immeasurable.
- Tomorrowland Anthem: Stepping into 2025
From navigating complex global data privacy laws to fostering cross-generational collaboration, communicators will hold the power to shape narratives that inspire, connect, and drive change.
Connections are the lifeblood of our profession – whether it’s strengthening bonds with colleagues, having a great pulse on leadership, or aligning with audiences. Every consultancy-client partnership must be an extension of one’s team, celebrating wins together and navigating challenges as one. Genuine connections lead to genuine impact.
Collaboration remains key. Being part of your national public relations association and similar industry bodies, and attending platforms like PRAXIS offer invaluable opportunities to learn, grow, and elevate our craft. The lessons we share and the education we champion will help us progress, carry forward the momentum and step boldly into 2025 together!
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Be the first to comment on "Swipe Right on 2024: A Communications Trends Playlist That’s Shaping Tomorrow"