What PR Job Seekers in 2024 Need to Know

Since I began writing "Hire and Seek" for Strategies & Tactics five years ago, the PR profession has undergone many remarkable transformations. From the constantly shifting media landscape to leaps in technological advances, and even the COVID-19 pandemic, PR pros have had to unswervingly juggle things that have disrupted everything from how we strategize, to how we communicate, and even how (and where) we do our jobs. 

So, what are the most important things to be aware of and where should we put the focus? 

As you look back at your successes and the challenges that you faced last year, keep in mind that the year ahead is looking to continue at this unprecedented pace, and PR practitioners and job seekers alike will need to do everything they can to stay ahead of the curve in 2024. 

Authenticity and trust

It isn’t surprising that the Merriam-Webster word of the year for 2023 was announced to be “authentic.” They shared, “Authentic is what brands, social media influencers, and celebrities aspire to be.” We are in a time of intense information overload, and audiences are tuning out the noise, becoming increasingly difficult to reach. People are responding to brands and thought leaders that are approachable, genuine and trustworthy. 

This rings true for PR pros in the way we approach our work and the counsel we give. Maintaining accuracy and credibility while prioritizing ethical standards will be necessary when working toward creating personal, authentic connections. 

Technology and artificial intelligence 

The virtual landscape is here to stay, folks! While many companies have returned to the office at least some of the time, meetings and events held virtually are still considered part of what is normal. We must recognize the huge benefits there with regard to accessibility and flexibility when connecting with various publics. 

At the end of the day, we aren’t in a place where you can afford to not be “tech-savvy” to some degree. Take the initiative to upskill yourself and stay knowledgeable about what tech changes are taking place in public relations and in the industries most relevant to your specialty. 

Furthermore, the widespread release and acceptance of AI-driven technology, language models and content are everywhere we turn, with our most commonly used tools in PR now releasing AI powered features, such as MuckRack’s AI-enabled journalist discovery tool, PressPal. While these tools can certainly help us to work in a faster way, we must be cautious and cognizant of all risks associated. Fact-check everything and be hypervigilant of what privileged information you might be sharing. 

Inclusivity and cultural sensitivity

Budgets for diversity, equity and inclusion initiatives may be waning across industries, but the need to prioritize inclusivity, social awareness and cultural sensitivity, both in the workplace and in our work, remains crucial. 

Global events, policy changes and more will impact you, your staff, your clients, your company and your target audiences in a myriad of ways. As PR practitioners, we have to be aware of and sensitive to these matters. 

Campaign strategies should be customized to resonate with diverse audiences, while remaining sympathetic to what is happening in the world. We cannot turn a blind eye. Deeper thinking and staying on top of industry trends and current events will be the differentiating factor. 

Whether you are new to the PR profession or a seasoned practitioner, whether you are job hunting or hoping to advance within your current organization, pay attention to these key points. I believe they will likely follow us well into 2024 and beyond in multiple facets of our work and lives. Stay aware, be humble and Happy New Year!