The PR landscape is ever-evolving. What worked wonders a decade ago might land with a thud today. As we navigate the dynamic world of communication, it’s crucial to identify and ditch outdated PR trends that hinder progress. Here are a few past practices we can leave behind in 2024.

The Spray and Pray Pitch

Gone are the days of spraying generic press releases to every journalist you can find. Today’s media landscape is saturated, and journalists crave relevance. Tailor your pitches to specific publications and journalists who cover your niche. Research their interests and craft compelling narratives that resonate with their audience.

Vanity Metrics: The Shiny Object Trap

Forget chasing follower counts and likes.  Metrics like website traffic, engagement on specific content pieces, and brand sentiment analysis provide a far richer picture of your PR efforts’ impact. Focus on metrics that demonstrate how your work influences brand perception and drives tangible business goals.

The Press Release Graveyard

Press releases can still be valuable tools, but churning out generic releases announcing minor updates won’t cut it. Craft releases that tell a story, offer valuable insights, or announce newsworthy developments.

Greenwashing Doesn’t Fly

Consumers are savvier than ever. Simply plastering social responsibility buzzwords on your website won’t win hearts (or wallets).  Demonstrate a genuine commitment to Diversity, Equality & Inclusion (DEI), Corporate Social Responsibility (CSR), and Environmental, Social, and Governance (ESG) initiatives. Let your actions speak louder than words.

AI: Assistant, Not Overlord

While AI can be a helpful assistant, it shouldn’t replace human creativity and expertise in PR.  Journalists and audiences can often spot AI-generated content a mile away.  Use AI tools to streamline tasks, but prioritise crafting authentic, human-written content that resonates with your target audience.

Embrace Transparency and Relationships

The key to successful PR in 2024 lies in building genuine relationships with journalists, influencers, and your target audience. Be transparent, proactive, and offer value beyond self-promotion. Focus on storytelling, data-driven insights, and building trust. By ditching outdated tactics and embracing a more strategic, audience-centric approach, your PR efforts will flourish in the ever-evolving world of communication.