Happy 2023! The world of public relations is ever-changing, with the past three years being no exception. The global pandemic, economic instability and rapid advancements in technology all had an impact on how PR professionals interact with their clients and deliver results. In order to keep up with these dynamic changes, PR pros had to adapt their approaches and strategies while also keeping a finger on the pulse of emerging trends in the B2B tech space. So, as we head into 2023, Engage PR took a moment to reflect on where PR has been and what changes can be expected as we enter the new year.
According to the Pew Research Center, since 2008, newsroom employment in the U.S. has fallen 26%, even as the demand for online content has grown exponentially, with the market predicted to reach $38B by 2030. Most media outlets have fewer full-time reporters to satisfy the demand for content. Those reporters are often relegated to writing about breaking news or more complex topics—areas where freelancers aren’t a workable solution. For PR, this means there is more demand for contributed articles by outside authors. Thought leadership is vital, with 57% of buyers saying thought leadership builds awareness for new products. While it may make sense to begin with, tech outlets and written media, diversified content will continue to gain steam, including podcasts, webinars, speaking engagements and trend-jacking. At Engage, we’ve succeeded in getting executives on the thought leadership bandwagon, then going hard on pitching throughout the year to drive contributed content successfully.
Quality-over-quantity has been hotly debated in PR for decades. However, with the explosion of content and the unceasing nature of the news cycle, readers will become increasingly fatigued by the volume of available content at their fingertips. With this, we see the scales tipping toward quality over quantity, whether that means coverage or content. Coverage in the ideal outlet can have a greater effect on a company’s business strategy than the customary “spray and pray” method. One good outlet is worth more than 50 aggregator sites.
Additionally, we see great success from high-quality content placed in outlets most relevant to our client’s business goals. Thought leadership will continue to evolve but never go out of style. Precise, high-quality content targeted at relevant outlets is the best way to drive a thought leadership strategy.
Now more than ever, content is king across industries, and this holds true for public relations. Written content can foster understanding and familiarity among the company’s current and potential customers by establishing that company as an authoritative and helpful voice within an industry. Well-written content shows that a company is serious about high-level, insightful communication and is committed to stirring conversations and engagement within the industry among salespeople, thought leaders, communications professionals, clients and customers. Of course, there have been advances in AI. Human writers are in high demand in technical industries, and it will likely stay that way for the foreseeable future, even if they are eventually augmented with AI writing tools. The human voice is difficult to replicate for high-level technical content.
In today’s world, social justice matters. Businesses and consumers alike are increasingly calling upon companies to do more than just donate money annually—they want them to think bigger and act strategically with empathy at their core value proposition. Data suggests that over half of influencers would likely support an organization that values its role in mitigating societal and environmental issues through meaningful action every day–not by simply pushing products or services but by setting a higher standard for corporate responsibility as well as ethical practices amongst employees worldwide. Tech companies must work with their PR agency partner to define and communicate the social values that are important to them. It’s not only about what you’re selling. It’s about what your company is doing to mitigate societal and environmental ills through empathy and conscientiousness, especially if you have the platform and resources to make a change.
As we look ahead to the coming year, it’s clear that the PR industry will continue to be challenged. But with careful planning and smart decisions, there is still great potential for success in the coming years. We can expect an emphasis on strategic media outreach strategy plans, quality content and thoughtful engagement with the right agency partners. As technology rapidly evolves, brands must stay ahead of the curve and adapt quickly to remain competitive. The key to success will be creating compelling stories and finding innovative ways to capture audiences’ attention through visual storytelling and engaging PR strategies. Through these efforts, we anticipate that 2023 will be a year of continued growth and opportunity for the PR industry. Here at Engage PR, we are committed to helping our clients remain competitive by leveraging our experience, resources and insights into the tech space. If you’re interested in learning more about how we can help your business, contact us or follow us on social media.
So you want to become a PR Jedi Master?
Philip K. Dick’s sci-fi classic “Do Androids Dream of Electric Sheep?” poses a p