It’s that time of year, when Business Link Magazine invites the region’s business leaders to offer up their predictions for the year ahead.
It has become something of a tradition, given that we’ve been doing this now for over 30 years.
Here we speak to Emma Speirs, Managing Director at Ballyhoo PR.
PR moves fast and is ever evolving.
In a world where people can now essentially publish their own stories without passing through third parties such as newspaper editors or journalists, there is a very real risk of fake news and propaganda being taken as truth, so data-based stories are going to be more popular in 2024.
Consumers of the media, or social media, will be looking for proof that what they are reading is true.
The new year will also see digital PR begin to drive SEO (search engine optimisation) strategy rather than the other way around.
Digital PR is a secret weapon in your PR and marketing arsenal. More than just online coverage, it is a fantastic way to support your SEO strategy as you are naturally having articles published on topics relevant to you and your business that you also want to rank on Google for.
2023 saw the rise of artificial intelligence (AI), and while there are some huge benefits to using AI in your PR and copywriting, such as to generate creative ideas, it can’t be a replacement for genuine expert comment and brand personality.
Using AI to write expert comment or opinion pieces means companies are not sharing their own knowledge and experience, but instead regurgitating what is already out there on the internet which will damage their brand.
In 2024 companies need to cut through that noise and show more of who they are, what they know and why people should trust them and their business.
Bringing the human back into PR and storytelling to show authenticity, build credibility and spark emotional connections will be essential.
