The Top Nine PR Trends You Need to Welcome in 2024
While some things will never change in public relations, those that do evolve around technological advancements, societal changes, and industry shifts. It’s crucial for brands to stay agile and adaptable in the dynamic field of public relations. So, here are our top trends to stay on top of in 2024.
1. Podcasts Are A Non-Negotiable
As we charge into 2024, its time you turn your attention to podcasts. Podcasts have become the commuter’s confidant and the jogger’s jam, capturing a whopping 33% of Australia’s population on a weekly basis, which translates to seven million listeners (oh the potential). If you are a small to mid-size business with an awesome story to tell, podcasts offer a direct line to connect to your audience. In 2024 make sure you are reaching out to podcasts relevant to your industry, we’ve got a couple examples to get you kick started here:
- Female founded business: Lady Start Up and No Filter by Mamamia
- Hospitality business or food & beverage product with a passionate chef/mixologist at the forefront: hit up Anthony Huckstep with his Deep in the Weeds podcast.
2. Traditional TV Is Still On Top
Television might have taken a 5% decline in 2022, but don’t throw away the remote just yet as cable TV and free-to-air television had the highest average weekly viewing times, higher than online streaming*. Whether Aussie’s are watching Dan Hong cooking dumplings on Sunrise or Grant Collins whip up an Iced Tea Mocktail on Christmas Day, traditional TV is still on top and has a place in Australian’s daily routines. In 2024 we encourage you to pitch to producers with compelling segment opportunities for your business to create memorable moments in the living rooms of Australian’s. Producer’s love it when you provide an example of how the segment might look and how you will interact with the hosts, whether it be shaking a cocktail or frying up some fresh fish. Need help getting your business on TV? We have secured over ten clients on Studio 10, Channel 9 and Channel 7 in the last year.
*Source: The 2022 Television Consumer Survey – Summary Report
3. Timing Is Everything
In the unpredictable situation of global events, you may find yourselves reaching out to media at times when there is more pressing news, and you could end up feeling silenced. As you prepare your PR strategies for 2024, timing is everything, avoid pitching during times of noise and clutter within the media landscape. If major news occurs that you just can’t help avoid, consider re-mixing your tone and approach; perhaps a more light-heartened story angle would be preferred.
4. Have You Used Google Lens Yet?
As the world leans towards visual communication, visual search optimisation is a game changer that could help your brand be discovered. In 2024 to be at the forefront of this trend you should optimise PR content for visual search engines such as Google Lens. Imagine a potential customer of yours is scanning a magazine feature (that you worked so hard to secure) with Google Lens and gets directed straight to your brands immersive website. BAM engagement! Here’s Papaya’s blueprint to help you navigate visual search optimisation:
- Choose images that encapsulate the brand and resonate with your audiences
- Optimise alt text with relevant keywords to enhance search visibility
- Embed QR codes in visuals
- Think beyond static images, infographics and GIFS can captivate and guide the lends.
5. Brand Values Must Align With Influencers
In a saturated influencer space, any dissonance between your brands values and theirs will be noticed by their conscious audiences. Therefore, influencers are becoming choosier with which brands they want to work with and the challenge for you lies with securing aligned influencers. We have a few tips to help you navigate influencer marketing:
- Thorough vetting: Dive deep into an influencers content, ensuring it aligns with your brand
- Pitching: When reaching out to influencers, tailor your pitches to highlight the connections between your brand, their content and why their audience will resonate.
- Collaborate: Closely work with the influencers on the narrative, ensuring it genuinely resonates with both the influencer and their audience
- Transparency: Always be transparent about what your brand is currently achieving and what your brand it aims to achieve
- For more tips on influencer marketing read here, or need help, get in touch.
6. Australians Want To Pay For News
There is a growing concern about the proliferation of online misinformation amongst Aussie’s. In 2023 the number of Australian’s willing to pay for online news increased by 5% as Aussie’s perceive paid news to be accurate and trustworthy. In 2024, we predict this will continue to grow and highly recommend for businesses to include paid media publications such as The Daily Telegraph and The Australian to secure top tier coverage with an audience that is well informed. Read The Daily Tele daily but unsure how to get your business in? That’s what we do!
7. Nostalgia Infused PR Strategies
Remember TBT? Aussie’s love taking a journey back in time to revisit a memorable moment which is why we see success in re-creating these nostalgic journeys in PR. We recommend finding innovative ways to blend the charm of the past with a new current twist. Imagine a playful twist on a beloved TV show’s catchphrase or character to name a dish. By skilfully aligning your brand with these cultural connections, it will create familiar moments for audiences to resonate with that we know media will love.
8. Women Centred Content Is On The Rise
An emerging trend of 2023 that we see skyrocketing in 2024 is the recognition of women across entertainment and lifestyle sectors. Women have proven themselves as powerful economic drivers, commanding audiences like never before. In sport, the Matilda’s compelled Australia, in music Taylor Swift commanded Aussie’s spotlight, in film, Barbie went viral and in food (our true love), female chefs such as Danielle Alvarez and Jacqui Challinor have been celebrated across media.
If your business has a women at the helm, now is the opportunity to start profile building (if you haven’t already). Need help with profile building? Get in touch.
9. Despite What You Made Have Thought, Trade Publications Aren’t Going Anywhere
The trade media landscape has stayed strong, despite other consumer publications cutting a loss. Yet, we often find businesses looking at trade publications as an afterthought. Their stability through uncertain media times shows us they aren’t going anywhere so why not leverage trade publications to drive trend in your industry. You’ll often find our clients featured in Australian Hotelier, Food and Drink Business, Hospitality Magazine and many more. Want to get your business featured in trade publications, but don’t know how? Get in touch.