PR Strategy in 2024: The Definitive Guide

Our extensive guide covers everything you need to know about running PR campaigns in 2024, from what a public relations strategy looks like and how to choose the best tactics. Examples are also provided.

published: October 5, 2023
updated: October 5, 2023

What is a PR strategy?

Matias Rodsevich, founder and CEO of PRLab, defines PR strategy as:

"the practice of prioritizing decisions, personalizing actions, taking into consideration different target audiences, and having clear goals that guide the process of a PR campaign in a structured manner."

The initial planning considers the target audience, priorities, and strategic decisions.

Why is PR strategizing important?

Having a strategy provides a goal, helps you stay on track to achieve it, and ensures you know how to achieve it.

PR planning is essential to clearly understand where you want to go with your campaign and what you want to achieve.

In this section, we will go through the most critical aspects of having an effective media relations strategy, how they can help in various aspects of your campaign, and all the unknowns it prepares you for.


Generate leads and sales

Generating income is typically a focus of the marketing team. However, launching a PR campaign will inevitably contribute to increased interest in your brand. Ideally, a PR campaign will generate more publicity, sales, or leads.


Boost brand awareness

This is one of the most important aspects of a PR strategy. Brand awareness emerges (positive or negative) as the public starts to recognize and learn about your brand, its values, and how the organization contributes to innovation within its industry.

Learn more about negative PR

Cement trust in your brand

The more you speak up, leaning on your expertise and industry knowledge, the more likely it is to build credibility and authority within your industry.

Your strategy will dictate how your brand approaches public debates and discussions trending within your industry.

Thought leadership is an excellent example of this, as a name and a face get attached to your brand, making the brand more human. You will gain the trust of your target audience, who will start seeing the potential of your work and values.


Attract investors

Having a thought-out PR strategy will ensure that your brand gets the timing right to get the most attention paid to what you want to share. Whether it's a milestone, a successful funding round, a breakthrough, an innovation, an idea, or just a story of your brand, the more attention and better timing you have, the more investors will likely be attracted to your brand. This can secure the trust of people who see the potential of your product or service.

Interested to discover how thought leadership can boost credibility?

Find out how thought leadership can strengthen your brand

Contact us

Grab the attention of the experts

Industry experts will be watching your successes and mistakes. The strategy you use can work in your favor by ensuring that the experts become advocates, especially those who are attracted to your business and who resonate with your values, beliefs, and ideas. This can prove invaluable, but requires a PR strategy that provides the best timing and positioning.


Crisis management

A solid PR strategy foresees potential dangers to your image. Adverse events can always happen. It's wise to be prepared to tackle those situations, which is exactly what a PR strategy can help with. Preparing for such an eventuality and creating effective statements and messaging to combat this is an essential practice.

PR strategies evaluate everything surrounding the crisis management process and help campaigns run smoother.

While it is not possible to eliminate the possibility of negative PR, it is possible to prepare for counter-action should it occur.

Learn more about crisis communication

Media relations

Launching a PR campaign means engaging with journalists and media outlets.

A PR strategy will help you establish the kind of content you'll be releasing and what media outlets will be best for spreading that content.

This way, it is more appealing to the outlets that matter the most, and it increases your chances of forming a long-term relationship with that journalist that will benefit both of you in the future.


Measure your success

You will need specific measurements and metrics in place throughout your campaign to know how well you're doing and to get an overall measure of the success of your campaign.

Whether it's a return on investment, web traffic, customer base, engagement, mentions, etc., you need a clear method of evaluating your campaign and its impact on your business.

Therefore, a PR strategy is necessary to establish this criterion and have a clear and concise overview of your campaign's main objectives and secondary goals and aims. Often, it is important to use media monitoring tools to keep track of statistics relating to your online presence, activity, and web traffic from target audiences.


Different media

The media types generally depend on your methods to secure publicity for your brand and the content you promote.

There are three types of media - owned, paid, and earned.

Understanding that each is vital to your brand and connected is essential. One type of media can link back to another and vice versa. This makes the three media types equally crucial for your brand's image. The differences are generally in how you communicate with different stakeholders in getting media coverage. We will talk about how you prioritize the actual type of media now.

1. Owned media

Owned media refers to media content owned by the company.

It is the most accessible media to manage since it's yours, and you have no responsibility to adapt to other requirements and styling formats. You can produce and publish stories on your platform.

However, it is also the most delicate type of media. Your brand is reflected in how you produce and release your owned media content, and since you want your brand to be highly esteemed, you must be aware of the pitfalls of owned media.

It is where new potential customers will evaluate your brand. This is why you need to keep your owned media updated and relevant.

Examples of owned media include your website, blog posts, social media posts, and stories.

2. Paid media

Paid media is self-explanatory. It is every type of media content you have paid to secure.

Paid media includes pay-per-click, paid ads, sponsored posts, paid influencers, social media ads, etc. The thing about paid media is that, generally, it is a business transaction.

It has nothing to do with the quality or type of your content. You pay, and you get featured. However, because it is paid, it is the most effective way to reach your audience and ensure they will see your content. This is why you must ensure your content is seen in the best light possible. You won't have to do extra work to qualify for the publicity (you simply pay for it), but you'll have to go the extra mile to appeal to your target audience. Examples include Google ads or social media advertising.

3. Earned media

Earned media is about achieving your position in the spotlight. It relates to all mentions, shares, word-of-mouth, reviews, recommendations, and more.

It cements your ability to push out quality content, which is evident by the fact it was "earned." Because it is earned, it is by nature the hardest to secure, but it is also the most important.

High-quality content that has qualified for publicity by merit has the highest potential of increasing the trust and loyalty of your target audience. Additionally, earned media contributes to the idea that your brand possesses the knowledge and expertise in the industry to be a thought leader.

The most important thing to know, however, is that the three media types are connected, and if you benefit from one, it can lead your audience to another.

Examples could be someone mentioning you on their Instagram or even a reshare of your post.

Want to achieve earned media with engaging content?

Find out how we’ve got our clients noticed

Contact us

What are PR goals, and how to measure them?

Your PR objectives will tell you whether your campaign succeeds and has the desired effect on the public and your brand's image. The most important aspect of a PR strategy is for these goals and objectives to be measurable. In other words, you need to be able to decide on the metrics that decide if your campaign is successful so they can be quantified, put into numbers, and reported.

The most important tactic used for decades is the acronym "SMART." The acronym stands for specific, measurable, achievable, realistic, and timely, taking us to this section's second part.

  • "Specific" focuses on the target audience and how to connect with them through specific outlets.
  • "Measurable" refers to breaking down goals into subgoals that can be tracked.
  • "Achievable" pertains to the realistic nature of the goals.
  • "Relevant" aims to connect whatever your campaign is to the big picture.
  • "Timely" refers to setting realistic timeframes for the release of your campaign in a way that catches the exact timing within your company, and the overall industry.
Learn more about PR metrics

Examples of successful strategies


The king of content is a quality strategy

This follows that high-quality, unique, expert content greatly impacts the success of a company’s online performance and must be considered at all times.


Influencer PR strategy

There is no doubt that social media is a powerful marketing tool.

About 60% of the world's population uses social media.

The use of influencers in public relations is also on the rise. In addition to those influencers with millions of followers, there are micro-influencers with followers between 10,000-100,000. They can be powerful in niche markets with smaller followings. Their main objective is engagement, and they excel at it. When it comes to social media ROI, quality beats quantity in some cases. They can help build brand awareness because they are authentic and relatable.


Social media strategies tailored to your needs

Far from just posting content on social media, you should craft messages based on the values of your target audience. To do so, you need to understand their needs and expectations. An impactful social strategy should integrate PR with social media, brand consultation, and digital marketing.


Inclusivity strategy

Be inclusive in your PR strategy for 2024, and forget stereotypes.

Public relations campaigns must include different races, genders, cultures, ages, and people with disabilities.

McKinsey published a study showing that companies that embrace diversity have a 19 percent revenue increase and a 35 percent performance advantage. It is best to avoid "woke-washing." Do not use social activism as an advertisement ploy.



Human beings are all unique, but they share one intrinsic trait: they love to feel special. To craft a bullet-proof PR strategy for 2024, personalization is key.

Every pitch, press release, and event should be personalized.

Media relations are no different. Take the time to cut through the noise instead of sending generic email pitches.


Cross-promotion strategy

Gaining massive visibility and grabbing the attention of new audiences' is a surefire way to achieve success.

Cross-promotion involves distributing content through multiple channels to a broader audience. Guest blogging and podcasting are popular ways to cross-promote.


Data-driven strategy

Brands benefit significantly from public relations. A PR team's success can be measured; this data is invaluable. Your media communication efforts should be backed up by data and analyzed. Seeing the data will help you develop new ideas for compelling stories.

Building your strategy: case studies

1. Unifonic

Union offers a cloud platform for easy and manageable omnichannel communication through single APIs covering SMS, Voice, and conversational messaging apps such as WhatsApp and Facebook Messenger.

Unifonic needed to share their unique important funding news far and wide to secure international media. It was important to use the right tone and messaging. A specialist PR team at PRlab was employed to cover three critical regions to target a global market. The appropriate media lists were compiled, and the relevant news sites, blogs, and journalists were selected.

On the first day of the launch, 10 pieces of news and coverage were secured. In addition, publication was gained in Bloomberg and Forbes.

Want to learn how we can make a PR strategy for your business?

Learn how we created awareness about this firm’s services

Find it here

2. Doritos and the Superbowl campaign

Doritos had a PR strategy for the company's campaign in 2006, which harnessed immense success and succeeded in its aim to attract the most out of its target audience.

Doritos focused on engaging with the audience to make them feel heard. Listening to your target audience's feedback and adapting and adjusting is one of the most important aspects of doing PR.

Their collaborative idea revolved around the audience as the focus of the campaign. Doritos gave the ability for fans to be able to create their own customized Super Bowl ads, which would then compete in the USA Today Ad Meter. If any ad were to rank #1, the ad creators would receive $1 million.

This will stimulate the creation of an immeasurable amount of advertisements, all of which will be unique. Additionally, the company made sure to keep track of what it is that the audience enjoys more. A multilayered PR strategy with brilliant execution, approach, and results.

3. Small business Saturday campaign

This last example of a PR strategy involves American Express, which collaborated with Facebook. The idea of American Express was to promote small businesses and simultaneously stimulate people to engage with their brands.

In 2010, American Express launched Small Business Saturday (SBS) by supplying 200,000 cardholders with $25 to spend and simultaneously putting the spotlight on small businesses, mainly operating on a local level, for them to promote their companies.

The collaboration with Facebook further increased publicity for small businesses, as well as for American Express and Facebook itself, and the entire campaign showcased how large corporations can be mutually beneficial. The general opinion was that SBS significantly improved the community and positively impacted small businesses, as 9 out of 10 consumers were satisfied with the campaign and its effect. If you're interested in more witty examples, check out this extensive list of PR campaigns.

How to create a PR strategy

Infographic of how to create a PR Strategy

Research everything

And we mean everything.

Researching the environment in which you want to create your PR strategy and campaign is the most important aspect of every endeavor.

You need to research your target audience. Who is it that you want to impact with your campaign? You need to segment them according to customer profiles and the media they read. What are those people's behavior patterns, values, likes, and dislikes? This will steer you in the right direction.

You need to know what resources you need. Research your industry to understand how you will be positioning your campaign. It would help to have a firm market overview, news, events, trends, etc. Media outlets' research is necessary to filter out the ones that don't qualify and only keep the ones worth spending time and resources on pitching for.

Research your competitors. This helps with positioning and can help you understand the gaps in the market and areas you can discuss.

We research your competitors

Discover more about this and other services we offer

Get in contact today


Goals and objectives can vary depending on the focus of your campaign. Whether it is to spread awareness, send a message, promote a new product, or make an announcement.

Create specific measurable, achievable, realistic, and time-based objectives.

It is advisable to create more particular subgoals. You can keep track of these during your drive. Smaller goals put the micromanagement of your campaign into perspective.

Objectives must be clear, concise, and appropriate to your current campaign. Everyone onboard needs to be clear on what the aim is and how you’ll achieve this. What will be the key messages you want to communicate?


Integrate your content calendar

The content calendar includes all elements needed to successfully pitch and gain coverage as part of your plan. It should break down your tasks for the project. It should inform your social channels and content mix.

The calendar must be integrated into your strategy, providing key dates and where and when content will be published. This will help you achieve consistency across projects and tasks.

It can also be used to keep track of ideas, so you know what does and doesn't work. It can also help manage and keep everyone up to date and on the same page. It is vital to keep track of relevant news, for instance, by reading Twitter in the morning. Relevancy is key. You should have access to sources ready for inspiration. You should aim to get into a routine for doing this.


Set clear milestones

Set weekly milestones to help identify when activities are to be completed or when a campaign should be launched.

Milestones help to act as a single point of reference to teams that may be multi-functional. The sequence of the milestones also helps teams to align on priorities. The milestones act as deadlines. Working through them helps teams understand resource dependencies.

The good thing about milestones is that they are visual, so they can be articulated easily in a slide.

If you removed the individual tasks from your planning document, the milestones would give you a high-level view of critical elements.

This is useful for the PR agency and the client to understand the campaign workflow. Example milestones may include new content creation, planned company announcements, and publication of a white paper.


Measure/Monitor success

It's essential to know what the KPIs look like and how to monitor success. When the campaign is rolling, you need to know how it's performing.

You can adapt and change things about your business to bring the most value to your brand. It is advisable to use several media monitoring tools to note the differences in web traffic and overall numbers regarding target audiences and their interest in your brand and to gain cross-comparison and insight.

Learn more about media monitoring tools

What to do after you receive media coverage?

It is important to develop relationships with the journalists who publish your content. Send them an email thanking them. Some reporters are judged on the number of times their content is shared. Share the article on your social account. That is even better if your content was published in a well-known publication.

Take a look at Chargebee case study

What do we achieve for clients through our PR strategies? Please take a look at how we reached 339k, landed 22 pieces of coverage, and averaged a domain authority of 50 for a tech startup company

Click here

What are PR tactics?

PR tactics differ from the PR strategy, which refers to how you intend to do this (the tactics).

PR tactics are activities or actions an organization does to influence the public perception of its brand to build and form loyal customer relationships.

They are the tools or steps to do this.

What is a pr tactic. Definition.

1. Media outreach

This PR tactic involves you reaching out to different media outlets and journalists to spread your business's key message and what your target audience can expect.

This tactic is essential because it saves you time and resources in the future when you have to pitch your ideas and stories to journalists for them to publish. You should carefully filter out the irrelevant ones for your industry and pay close attention to the outlets suitable for your company or area of expertise.

2. Backlinking

Backlinking is one of the best cost-efficient tactics to spread your brand's name.

The practice of backlinking revolves around connecting with journalists, bloggers, and other media outlets, proposing articles on the topics that your brand excels in, and receiving a reference to your website and your business.

The mutual benefit comes from journalists getting the content for the specific industry they're interested in from an expert. At the same time, you receive publicity and brand recognition.

In addition to guest articles, certain platforms and tools allow journalists to gather questions in whatever industry they are researching and ask for answers from people with relevant knowledge and expertise. When you answer, you provide your expert opinion on your topics of interest, and if the author publishes your answer, you receive a backlink to your brand's website.

Learn more about backlinking

3. Website management

We mentioned before that you can receive backlinks to your website. This PR tactic is vital to score those people as loyal and trusting customers. It is also one that is easily neglected. Apart from that, there are a couple of other ways to help your target audience find your website and visit it to engage with your brand.

Keep your website up to date. Make sure to regularly monitor your website's performance. Insights, such as the pages most visited or paid more attention to, are essentials to know. With this knowledge, you can constantly adapt your website, making it more appealing. The customer experience with your website decides whether they will stay and your relationship with them.

4. Embargo pitching with press releases

These press releases refer to a shared announcement between you and a journalist before the publishing date.

The embargo means the journalists agree to hold off publishing until the agreed date. It is forbidden to break this.

The advantages are that it gives journalists the time to prepare material fully. It also helps ensure the story's accuracy and helps build stronger relationships with contacts over time. Offering journalists exclusive quotes or interviews will strengthen their stories and benefit you.

Learn more about press releases

5. Corporate and social responsibility (CSR)

This is important in PR. It relates to the wider societal considerations a company can take into account.

Emphasis is on ethical business and HR practices, the environment, and charity.

It might involve the firm paying more than the minimum wage, being careful where a company gets its products from, making sure they are sourced ethically, etc. Environmentally, it could involve a company seeking to reduce its carbon footprint or using recycled products. A business could regularly support and donate to a charity with a link to what they do or even set up their own.

Find out how we can help your tech startup

We specialize in tech and startup PR

Contact us now

Proactive vs. reactive PR

Public relations is a steady mix of being proactive while also being reactive. The proactive elements refer to staying on top of trends, anticipating questions from the media, and proactively seeking opportunities for clients that put them in a good light, such as writing press releases, pitching to media outlets, or securing coverage in a trade publication. Proactive PR helps you build valuable relationships with the media and build on your brand’s image.

Reactive PR is also necessary to respond to external events, such as the news, a trending topic, or a crisis. These events provide the opportunity to be seen as relevant and knowledgeable. They can help you identify opportunities to insert your brand into the conversation and build on approaches for future strategies. You can then get the most out of your efforts by combining both. For example, proactive efforts can get your ideas and thought leadership content published, which can then be leveraged to solidify your position in the market.

PR strategies for crisis management

No one ever counts on a crisis hitting. But it is unwise to ignore the possibility of it, which is where a PR strategy comes in again. A good crisis communication plan can be hugely beneficial for damage control and maintaining your reputation. Some tactics for crisis management include writing a statement to acknowledge the crisis and that you intend to look into it, making appearances to reassure people, providing specific media training for those involved, and offering public transparency.

Having an agency take care of your crisis communication plan and strategy is heavily advised. Agencies prepare you for potential crises and train your representatives, public figures, and thought leaders on how to react when a crisis hits and prepare before it does. You can react quickly and efficiently and mitigate any potential threat to your reputation.

Media monitoring tools and platforms for your PR strategy

Media monitoring tools are great for understanding what people say about your brand. A range of tools can crawl through social media, blogs, and news sites and identify brand mentions. These are a few of our favorites.

1. Help a reporter out (HARO)

HARO is a platform that connects sources with journalists and is suitable for backlink building. The platform provides a place for reporters and journalists to gather information. Journalists writing an article can ask questions and send them out, requesting they be answered. An expert in the field will then provide their expertise and knowledge by answering the query, which the reporter could use in their article to increase authenticity and legitimacy. The benefit for you is that if your answer is picked, you receive a link to your website, helping to promote your brand.

2. Terkel

Terkel is very similar to HARO. By using both platforms, you can get twice the publicity. It is always advisable to use more than one journalist communication tool for backlinking to increase your chances of getting links.

3. PRHive

In PR, tools that automate processes or collect data are invaluable, reducing hours spent sifting through and trying to understand vast amounts of data, making the difficulties of modern media coverage easier to understand.

PRHive is an automated PR software platform that simplifies processes like creating reports and writing press releases.

Its proactive data-driven approach starkly contrasts with other more expensive platforms that focus on reactive strategies. It can be used to create news and content through AI but is more collaborative than traditional PR platforms.

4. Monitor Backlinks

Keeping track of the links you receive using HARO or Terkel can become complex. Continually sending answers back to journalists could generate mentions of your brand and links to your website in different articles across many websites. These websites could be blogs, news websites, or journals. With Monitor Backlinks, you can easily track who has mentioned you. This can be done as long as a link to your website is added to the story. You can also look for bad links that can harm your website's domain authority. Identifying wrong links and following the disavow SEO process could mitigate potential harm.

5. Moz

Your domain authority is a number that reflects how well your website is performing. The higher your domain authority, the better your website's performance. The number of people that visit your website, the number of web pages within your site, the time customers spend on your website, and other metrics are all used to calculate your domain authority. With Moz, you can keep track of that number and adapt and manage your website if you notice it is underperforming.

6. Ahrefs

It is best to use more than one tool to evaluate performance. Ahrefs is another great tool to track your website's domain authority. It also provides detailed performance statistics for your website. Using both Moz and Ahrefs can give you extra insight, which is useful when you notice slight differences in the data provided.

7. Google Alerts

Google Alerts can be used for brand monitoring. It is easy to set up, type in your brand name, and decide how often Google should alert you when your brand name is found online. You can also monitor competitor brand names or in fact, any keywords you like. You will get an email to tell you something has been found that matches your interests.

8. Google My Business

Google My Business is essential to create legitimacy for brick-and-mortar type businesses. You can enter your location, contact information, and opening hours. You can also set up review and feedback options and information about your products. Creating a Google My Business account could mean your business in Google Maps.

9. Respona

Respona helps you respond to people you've engaged with. It works irrespective of the context, whether reaching out to teams that cover marketing, public relations, sales, media relations, or any press release distribution. Respona is the tool that helps you vastly increase the number of follow-ups and emails you send daily.

10. Cision

Cision offers various software packages and tools for PR professionals to enhance clients' brands. The tool is excellent for using a data-driven approach when practicing PR tactics and strategies that boost a brand's reputation. You can monitor your online presence, as well as make use of advanced PR analytics and reports.

11. Critical mention

Critical Mention is a media monitoring tool for TV, Radio, News, Podcasts, and Social. If you are running a multi-media campaign, this is a great one-stop shop.

12. PR Fire

PR Fire deals with distributing and pitching your content to journalists and media outlets. The tool helps you manage pitches. It offers reports on your content's performance and where it needs to be adjusted to fit the needs and criteria of your target media outlets and journalists. It's an excellent tool for managing media relations online.

13. PRWeb

PRWeb is a tool that falls under the ownership of Cision. It is one of the best alternatives to PR Fire. It provides a place to manage and structure your press release distribution. If your pitches and distribution are increasing in numbers, and it's getting hard to track, this PR tool could be an option for you. It could bring structure and clarity to reaching out to media outlets and journalists.

14. Meltwater

Meltwater was voted the #1 Media Monitoring Software of 2021. It's a recommended tool for companies to implement a robust data-driven approach to improving brand exposure. Its services include following the media coverage in the news, social media, blogs, online journals, etc., for over 300,000 news sources.

15. Mention

Mention is a self-explanatory tool. It can help you adapt your content with commonly used keywords to appeal to the public and make yourself easy to find. As the name suggests, Mention enables you to track your online presence and provides data on which media outlets or other platforms have mentioned your brand or given a backlink. It can also help you identify social media trends surrounding the industry you're involved in.

16. MuckRack

Finally, MuckRack is a media relations tool that provides a way to pinpoint specific media journalists in your industry. This allows you to reach out to them. This could develop into a long-lasting relationship. It offers a media database, monitoring options, pitching services, and reports to keep you updated on your performance and areas for improvement.

How has PR changed in 2024?

PR is a dynamic industry that is ever-changing and unpredictable. A PR expert knows how to keep up with trends when creating PR strategies and campaigns. The knowledge and expertise necessary to stay up to date with everything is a huge plus that significantly increases the chances of success of your PR campaign. Check out our PR Trends 2024 to see what is hot now. Let's look at the most note-worthy shifts that the PR world has experienced.


The influence of digital

This should not be a surprise. Digital improves audience size and therefore wins in the battle between digital vs. traditional media.

Digital allows for more effective time management, campaign performance measurement, and quicker turnaround times. A lot of traditional PR approaches to print media have evolved into digital.

Print is still important. However, it has a specific niche audience. If a brand uses print media, TV, outdoor, and digital, then digital will probably win in terms of return on investment.


Online Media pitching portals

This links to the above. It's rarer these days for news outlets and publicists to receive pitches directly. Instead, stories are submitted via an online profile or similar channel for ease and privacy. Editorial teams can be more and more specific about their requirements. There are often unique guidelines on how to pitch. Journalists don't want their email inboxes flooded with irrelevant pitches, so using systems like HARO improves efficiency.

Learn more about media pitching

Social media: listening directly to your customer

Customers trust other customers more than they trust brands. Social media allows customers to share experiences. Brands can leverage this channel by carefully engaging them with curated content. Social integration is more prominent in PR strategies. LinkedIn is now a go-to place to hear from company executives. Thought leaders are also more likely to incorporate LinkedIn as a way to leverage their social channels and elevate their brand presence and establish social 'proof'.


The two-way street nature of modern PR

PR is no longer a one-sided affair where an agency does all the work. There is now much more collaborative between the agency and the client. PR agencies seek to understand client brand perceptions and work with them to achieve this resonance across their communication.


Values, morals, and responsibility

In a world where everything seems to be operating on a surface level that appears shallow, PR has adapted to focus on values and ideologies, which companies can show they actively support to make themselves noticeable. It is crucial, however, to truly support the causes you mention.

A shallow understanding of values and corporate social governance can lead to less authenticity and make your target audience feel like it's only a PR trick to generate customers.


Technology and human contact

The last few years have taken a significant amount of our human contact and real-life experiences. As a substitute, we were given more connections to people through technology, which increased PR experts' success since they could work from home and have a global reach simultaneously. But at the end of the day, human contact is the experience that gives us story and content to work with and inspires our creativity and urge to follow our passions.

The industry of public relations must take both practices and combine them to harvest the benefits from each. Human contact and technology must coexist instead of replacing each other.

It is without a doubt that PR will prosper and significantly boost its success.


The developing relationship between digital PR and SEO

In 2024, a major trend will be the mutual benefit of digital PR and search engine optimization (SEO), as digital PR and SEO are becoming mutually beneficial. The benefits of digital PR in terms of brand building, backlinks, and more can improve your SEO and organic presence online. Building links through PR has become crucial for SEO. The cost of PPC-paid social and the prevalence of e-commerce have made search engine optimization more critical. Both need digital channels and can't use paid methods, so SEO and PR become more critical. A website's ranking can be improved using SEO techniques, resulting in targeted traffic. Without organic search results, your brand is already losing customers. PR professionals should develop their SEO skills to take advantage of this growing trend.

Our prediction for next year is that PR and SEO will work closely together to drive results and build media relationships and brands that rank organically for search terms.


The growth of new channels

As the number of media channels grows, PR professionals will be able to uncover new opportunities in the industry. The channels that public relations pros will use to reach their intended audience will grow. Digital PR brings influencer marketing to social media channels, coverage in digital magazines and podcasts, and niche coverage on small websites. You now have more ways to reach new audiences, get your brand in front of an influential audience, drive new website traffic, and connect with new prospects. Some of these channel choices will be better suited to a tighter budget.


The role of Artificial Intelligence

You’ve seen the headlines and the controversies. AI technology continues to grow. Many companies will create and maintain content using artificial intelligence. In SEO, you may have heard the phrase “content is king.” Using AI can help automate creating content since the more content you have, the more SEO traffic you will receive. Getting on board early with AI will be a significant advantage for PR professionals.

Targeted marketing has long been more effective than traditional marketing, so it won’t be surprising to see it combined with AI advancements to harness the power of predictive patterns, generate tailored ad campaigns, and formulate more feedback mechanisms. It can assist in analyzing customer data and producing content based on their preferences and interests.

What can we expect of PR in 2024?

The PR landscape constantly evolves as people's preferences change and technologies advance.

Artificial Intelligence will simplify the process of drafting press releases in public relations.

Chatbots are expected to continue improving the user experience and enabling faster distribution of brand messages. In 2024, businesses will use more video and podcast content for PR. A podcast can be listened to on the go, and a video can deliver much information in a few minutes. Influencer marketing will prevail to establish a personal connection with customers and a good brand reputation. Social platforms will likely address consumers' issues and give users more power. As the Metaverse grows, expect even more organizations to join, opening up more opportunities and challenges for public relations companies in this unregulated world.

When creating your PR strategy for 2024, keep these trends in mind. Your brand's reputation will remain in good hands if you leverage them.


Hopefully, you've understood that having a comprehensive PR strategy is essential for any PR campaign. There are many details to pay attention to and practices to keep in mind. These include the importance of research, the different kinds of media, the importance of clearly defined goals, and measuring these to assess whether or not your tactics and strategy are working.

Either way, a good PR agency can keep track of everything necessary for the successful launch and execution of your campaign - from the generation of goals and objectives to the report on how the content and its publicity have impacted those aims.

In 2024, PR has drastically changed in focus and practical application, and any good PR expert must always stay ahead of the status quo. Trends have shifted heavily to the digital landscape. There are changes in how pitches are communicated and in implementing collaborative efforts between firms and PR agencies. There is also more reliance on the impact of real-life experiences, market shifts in social integration, and the use of tools to track your progress and performance. These are necessary for those wishing to devise an effective PR strategy in 2024.

This guide should allow you to create the best brand strategy, personalize your approach, and secure long-lasting and fruitful relationships.

October 5, 2023
Back to top
Logo of PRLab, an international tech PR firm
We've helped +100 clients achieve their business goals with the power of Strategic PR across key markets. All our PR strategies are custom-made to fit your needs and meet you at the stage of growth you're at. Tell us about yourself and how we can help you.
Grow your brand
Herengracht 252, 1016 BV, Amsterdam, Netherlands
+31 202 443 748
10900 Research Blvd Ste 160C, Austin, TX 78759, USA
+1 (831) 603-5485
Torsgatan 2, 111 75 Stockholm, Sweden
+46 8 446 830 00
Franz-Joseph-Str. 11, 80801 Munich, Bavaria, Germany
+49 800 0001393
Logo of PRLab, a global technology PR firm
Mon - Fri:  09:00 - 17:00
Contact us
PRLab | PR Agency - PR Firm
Photo of Matias Rodsevich, international PR expert
PR for growth
We help you grow with PR. Find out how.
crosschevron-right-circle linkedin facebook pinterest youtube rss twitter instagram facebook-blank rss-blank linkedin-blank pinterest youtube twitter instagram