The top 2023 PR trends are officially here! With 2022 in the rearview mirror, here is a round-up of what some of the industry-leading PR publications and professionals have to say about the top PR trends for this year.
Diversity and Inclusion Takes Center Stage
The D&I movement is taking the corporate world by storm, and rightfully so. This movement is one that really puts the people in power. More and more employees can seek (aka demand) working environments where they feel included, protected, and productive. D&I is not just about the workers anymore, we are also seeing an uptick in large companies and corporations making this a key focal point when engaging in partnerships and new business ventures. It’s not uncommon for Requests for Proposals and other signing agreements to request information about corporate D&I initiatives. No doubt that this will reshape the way PR campaigns look and feel.
Trend Tip: Lackluster or shallow Diversity & Inclusion plans will be sure to fall flat. If you are going to embrace this movement, be sure you and your clients or brand, are committed to giving it 110%.
Video, Video, and More Video
While there is no substitute for strong written copy, the demand for video continues to soar. In an age where it seems people no longer want to read, videos are reaching more people than ever before. Hootsuite is reporting that 95% of kids ages 13-17 use YouTube, and millennials and boomers are also showing a strong preference for short video content-based marketing and PR. This may be a new area to explore for some, while others have been generating video content for years. Either way, be sure you are providing the viewers with what they want to see, and not just what you want them to hear.
Trend Tip: While video can be a costly endeavor, there are plenty of tools, tricks, and professionals who are here to help.
Influencer Marketing Is Here to Stay… For Now
Can we nominate the word “influencer” as the most overused word of 2022? But all joking aside, this trend is not going anywhere. Some of us might not be the biggest supporters of influencer-based PR campaigns, but it is hard to refute the effectiveness of this approach (in the right set of circumstances, of course). Despite what many may think, influencers are not synonymous with social media and apps. One can run a strong campaign with local figures and sports teams, radio stations, bloggers, and photographers. What seems to separate influencers from celebrity endorsements is that they can give you insider access to these ultra-niche areas of the market that you could not reach on your own.
Trend Tip: The influencer space is a tricky one to navigate. One must always do their due diligence to make sure they are aligning their products or company with someone who shares the same values.
Show them the data
While data and analytics have predominantly been a marketing focal point, with an increase in tracking programs and client demand for tangible ROI, PR firms are paying more attention to the stats. Having data and solid analytics will help internal departments and PR agencies show the C-suite just how valuable the craft is. In addition to satisfying client demand and upper management, incorporating analytics will help everyone better understand what is and is not working for your client and brand.
Trend tip: Data is only as valuable as the time we take to interpret it and make it actionable!
PR AI Takeover
In the year 2025, AI has taken over the PR industry, and all of us human PR professionals are tasked with charging their robot batteries. Obviously, this is a joke, but artificial intelligence can be two very scary words. Surely some of us, at one point or another, have feared losing our jobs to artificial intelligence. But this is not the time to panic. When used correctly, AI can be a powerful tool that can help us improve our workflow. AI can help industry professionals maintain better press contact lists, tailor copy to specific audiences, and handle more administrative tasks. Thus, giving us more time to do the things we love, like creating and developing our campaigns!
Trend Tip: This is still a new and emerging area, so try to stay ahead of the curve. Proactive PR is better than reactive PR, and this is no different! Check out what programs are out there and see if any would be a good fit for you!
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