Things are always moving and changing in the PR industry, and things pop up unexpectedly. 

That's stressful enough, and we didn't even mention that every year brings new challenges. Hang in there; we want to help. 

That is why media update's Alrika Möller identified the main challenges PRs will face in 2024.

The AI and technology balancing act 

We have established that AI is here to stay — and there is new tech every day. PRs have to stay up-to-date with the latest technology and the trends that surround them. 

The challenge is not just getting the office Gen Z to teach everyone some techy skills. The real challenge is not to rely too much on the tech.

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The solution: Add a human touch whenever you utilise tech or AI.


Standing out

We live in a content-driven world where everyone has a platform. PRs need to cut through the noise and stand out in the crowd if they want to be heard. 

This applies to media relationships as well. If you want journalists to pick up your story, you will need more than a gripping headline.

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The solution: Build relationships with journalists if you want to be on that subject line. 

Let us help you make a success out of 2024. Share your biggest PR questions in the comment section below. 

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We all know that working in PR can be stressful, but it doesn't have to be. Start the new year with new insights. Check out How to manage your mental health as a PR pro in 2024 [Infographic].
*Image courtesy of Canva