![The 7 biggest PR challenges for 2024 and beyond](https://cdn.uc.assets.prezly.com/8804801b-d7d1-4cc1-aa71-fab97d71f7c2/-/crop/5184x2783/0,673/-/preview/-/resize/3000/marcus-lofvenberg-SXuph83MqZk-unsplash.jpg)
The 7 biggest PR challenges for 2024 and beyond
Welcome to 2024! The world is on fire and the media landscape is more digital, more dynamic, and more maddening than ever.
Every industry has challenges. The construction industry has bad weather. The medical industry has supply shortages. The rap industry has Nicki Minaj.
But just because challenges are inevitable doesn't mean you can't prepare yourself. Knowing what's likely coming and planning the best way to tackle it will make you a better professional, PR, work bestie, and more.
So, without further ado, here are our predictions for 2024's biggest PR challenges in the industry based on the perspectives of some helpful industry experts.
From how AI will change the world of PR to other challenges, let's get to it!
- 1. Journalist layoffs are putting strain on an already strained industry
- 2. You have to do everything
- 3. Attention spans are getting TikTok-ified
- 4. AI is everywhere (and it's not good)
- 5. Maintaining relationships with journalists is harder than ever
- 6. The economy is uncertain
- 7. The industry is constantly changing (in good and not so good ways)
- Going forward
Pitching to the media and gaining earned media coverage are two of the biggest jobs of any PR professional. But what happens when journalists are being laid off in droves?
This is, obviously, a huge problem for the comms industry. PR saturation and media thinning mean high competition, tons of industry shortcutting, and an unbelievable amount of pressure put on PR people to garner media coverage that is more scarce than ever.
So, what inevitably happens? People start trying to use shortcuts to save time and be more competitive. This begets a downward spiral of lower-quality pitches, increased levels of spam, fractured industry relationships, loss of trust, and generally, the dark side.
Here are some tips for those of us looking to stay in the light:
![How to do PR outreach (and 10 garbage fire mistakes to avoid)](https://cdn.uc.assets.prezly.com/56540d20-0451-4152-8526-cbb6a996ca3d/-/resize/3000/HowtodoPRoutreachand10garbagefiremistakestoavoid.jpg)
You want to reach out to the media but you don't want to look silly by making a rookie mistake.
More than ever, public relations professionals are expected to wear a million hats. This has always been true to a certain extent, but more so now than ever. It's no longer enough for publicists to get media coverage across all the different platforms. No, PR people have to be digital markers, product marketers, webmasters, crisis comms responders, content writers, social media managers… The list doesn't bloody end.
Unfortunately, this trend only seems to be increasing, not decreasing. Over 52% of PR respondents from last year's JHR State of PR report indicated that PR was, in fact, getting harder (with less than 14% indicating that things are getting less difficult, which is still quite a big number of people who are in denial).
For some interesting discourse on the state of PR, check out (or even participate in) these Reddit threads:
- I can't tell if I'm emotionally burnt out or that I've lost interest in PR. Thoughts?
- The True Culprit for Burn Out in PR
- Has anyone struggled with extreme burnout because of PR job?
There are ways you can manage and mitigate the intense pressure of being in a high-stress, reactive, constantly changing industry. But even with self-care, good boundaries, and other work/life balance hacks, it doesn't necessarily change the nature of PR in 2024 (which is monstrously stressful).
Public relations is all about capturing and maintaining the attention of journalists and consumers long enough to get eyes on your or your client's brand. Unfortunately, all of our brains have been liquefied by short-form media content like TikTok and "X".
This means we're constantly having to rethink things like press releases and how we connect with audiences. It's not enough to just present your brand in the best light and hope for it to reach the right audience. No, you have to constantly think about "going viral" and crafting the best PR stunt possible.
Because attention spans are shorter and competition is higher, this puts a lot of pressure on PR folks and creatives to be constantly throwing things at the wall to see what sticks.
Prezly – software for modern PR teams
Write & publish brand stories in an online newsroom
Send email campaigns, pitches & newsletters
Manage all your contact lists in a single CRM, with easy import & export
Measure performance to see who's engaging with your stories
Unless you have been unwittingly (or let's face it, wittingly) marooned on a desert island for the last year and a half, you probably know that artificial intelligence has completely taken over the communications conversation in a variety of productive (and incredibly unproductive) ways.
Unfortunately, many people are attempting to take on communications and creative roles with the expectation that generative AI is sufficient enough to replace actual strategic public relations and human wordsmiths. Anyone can call themselves a "digital marketing expert" or a "communications strategist" and heavily rely on things like ChatGPT to fill in their linguistic gaps. Many PR agencies have embraced AI though.
Those in the industry are seeing this more and more. Realistically, "people trying to do your job badly" doesn't seem like it should be that big of a deal to the consummate professionals who are actually doing the work. However, when bonafide PR folks have to compete with a thousand other people calling themselves communications professionals while attempting to leverage artificial intelligence to legitimize themselves? It's a huge time-sink for everybody.
When attempting to use the many, many AI tools available to bolster PR efforts, it's imperative that industry professionals continue putting their strategic expertise at the forefront in order to differentiate themselves. And if your press releases and email pitches sound exactly like some random "Digital Marketing Link-Building Agency CEO/COO/Founder Marketing Tech Ninja" who is attempting to garner the same earned media coverage? You're doing something wrong.
(Psst! If you're interested in staying on top of AI developments through a candid comms commentary, try following Chris Penn on LinkedIn. The man's a goldmine.)
Journalists are harder to connect with than ever, thanks in large part to the aforementioned industry volatility and layoffs. Not only are they stretched incredibly thin, many of them have gone freelance, worked at multiple outlets, or changed outlets on a far more regular basis than in generations past.
You can spend months or even years building a mutually beneficial relationship with a journalist – only for them to completely disappear, switch publications, or even hurl their quill out the window and leave the industry altogether. (One of many reasons why tools that sell media lists are becoming less and less relevant.) Because those media relations are so incredibly important to good PR, it makes sense why the lack of consistent journalist relations is a unique and growing challenge for the average comms pro.
![The key to building relationships with journalists](https://cdn.uc.assets.prezly.com/a546fe63-3081-44d0-84d9-5452bcd27962/-/resize/760/TheKeytoBuildingRelationshipswithJournalists.jpg)
If you're reading this in 2024, you know that the economic situation is… tense right now. If you're not reading this in 2024, I assume you have a time machine and would like you to visit me, please. I need to borrow it.
Anyway, the unfortunate reality is that when budgets get squeezed, comms is often the first to go.
This puts even more pressure on communications professionals to streamline, prove their worth, and prepare for the worst.
![How to create a successful PR strategy for an uncertain 2024](https://cdn.uc.assets.prezly.com/bed59fce-b3ee-44c7-9802-4730d9c87ac7/-/resize/760/How%20to%20build%20a%20solid%20PR%20strategy-card.jpg)
A solid strategy is the very basis of great PR, but much like New Year's resolutions, it can be tricky to stick with past January. Don't worry – Gini Dietrich & Laura Sutherland are here to help.
Getting comfortable and doing things the way you've always done them is almost impossible these days. PR and comms folks are constantly having to adapt as technology, journalism, and the internet evolve. Thankfully, this isn't necessarily a bad thing. There are a ton of new and useful tools for getting your job done, as long as you're open to embracing them.
Getting organized and automating tasks is a key way to get your time back so that you can manage all of the other things that need to get done. Using technology is a must to improve your work and free up your time.
If you feel like there could be a smarter way, there probably is. From contact management to media monitoring to PR tracking analytics, there is a world of fab tools out there!
Check out this list we put together:
All the challenges you face can be made easier by leaning into PR tech and working smarter so you can keep up with your PR.
There are a lot of challenges in the PR industry, but don't throw in the towel just yet. As journalists, consumers, and brands are having to navigate all of these incredibly complicated and challenging issues, investing in quality public relations is more important than ever.
If you're looking for an all-in-one PR tool to build and sustain connections with the media, maintain a gorgeous, integrated, multilingual newsroom, and send high-quality email campaigns – why not try Prezly? Sign up now for a free, no-credit-card-required, 14-day trial to see if it's the perfect sidekick for your 2024 media relations needs.
Prezly – software for modern PR teams
Write & publish brand stories in an online newsroom
Send email campaigns, pitches & newsletters
Manage all your contact lists in a single CRM, with easy import & export
Measure performance to see who's engaging with your stories
Updated 01/2024