The PR industry is constantly evolving to keep up with new technologies, media platforms, and consumer preferences. As PR pros, staying ahead of the latest trends and practices is key to crafting successful campaigns. Here’s a look at six trends we’re tracking this year.

We’re choosing not to focus on AI in this article as the topic deserves more in-depth exploration, planned for later this year.

Data-driven PR

Data-driven PR is one of the biggest trends in the industry. Journalists are increasingly looking for stories that are built around data. However, they don’t want a pile of stats, they want a pitch that highlights how companies are solving real-world problems, backed by the numbers. Data-rich stories often result in more than just a news mention; they become original, compelling stories that rise above the noise in a packed media landscape.

Personalization

Going hand in hand with the point above, personalized pitches show journalists that we have done our homework, understand their interests and have matched them with a story for a reason. The financial services media is a close group, and they are busier than ever; building great stories can require good relationships with media, listening to their needs and helping to meet them. A well curated pitch can be the first step in building a reporter-fintech relationship that produces many articles.

SEO-driven PR

SEO-driven PR is becoming increasingly popular. As algorithms change and paid SEO gets more competitive, it’s important to have key terms ever-present in fresh content. Incorporating SEO words into messaging, soundbites, releases, and bylines elevates placements in organic searches, improving reach and visibility.

Simplified brand messaging

Corporate and brand messages should be streamlined, short and impactful. With attention spans shrinking, it’s more important than ever to grab an audience’s focus quickly, be it journalists, consumers, investors, end clients, etc. Clear, concise messaging cuts through the noise, ensuring the message isn’t just heard, but remembered. No one wants to hear a lot of trending words in a company’s description, they want to know what real-life problem they are solving.

Multimedia content

Regardless of the industry, audiences are consuming content in a variety of formats, be it written, audio, or video. PR professionals are helping clients meet their audiences where they are and in the format they prefer, making the message more accessible and engaging for everyone. To stay relevant, executives should be open to content beyond the written word, whether it’s a podcast, a video tutorial, an interactive webinar, or a virtual panel.

Shift from Twitter to LinkedIn

Recent leadership changes at Twitter have led journalists to increasingly turn to LinkedIn to post their work and comment on trends. This shift will be interesting to follow. Although LinkedIn is experimenting with less businesslike features, for example a Tik-Tok-like video feed, audiences there are mainly professional and industry-specific. Moreover, LinkedIn has become a hub for thought leadership, offering a space for in-depth discussions and expert insights. Ideally, the departure from Twitter propels LinkedIn to be an all-in-one platform where companies and executives can connect with their audiences and journalists can share thoughts, get story ideas, and identify relevant sources.

As PR professionals, embracing these trends and many others keeps us relevant and enables us to forge meaningful connections with the media, deliver impactful storytelling, and achieve successful outcomes for our clients.