Anticipating Change in Digital PR
As 2025 approaches, many professionals in the communications sector are reflecting on the trends of 2024 that will likely influence the coming year. With the fragmentation of legacy social media platforms into new niches, the adoption of AI in daily operations is increasing, and communicators are preparing for significant shifts in content creation and marketing.
Insights from Industry Leaders
Bradley Akubuiro from Bully Pulpit International asserts that diversity, equity, and inclusion (DEI) initiatives are here to stay but may be narrowed in focus. He also anticipates breakthroughs in mitigating AI bias, leading to more culturally aware and responsible language learning models.
Alexandra Bjertnaes of Meltwater emphasizes the importance of adapting content marketing strategies for the emerging AI landscape, especially with new AI summaries affecting website traffic.
Kelly Hudson from KWT Global predicts that competing social media platforms will ramp up efforts to attract users displaced by a potential TikTok ban.
Meanwhile, Aaron Kwittken from PRophet mentions a significant shift from generative AI to cognitive AI, which he believes will enhance decision-making processes in PR campaigns.
Challenges and Opportunities
As the PR industry navigates these changes, Jeremy Page from KWT Global identifies three crucial challenges:
- Consistency in using AI tools across teams.
- Integrating AI into daily workflows for better efficiency.
- Encouraging creative experimentation with emerging AI capabilities.
Sophie Raine from HAVAS RED concludes that brands must self-regulate their AI usage to build trust, focusing on responsible practices as regulations continue to lag.
Conclusion
The year ahead will not only revolve around the utilization of AI but also how PR professionals can strategically and sustainably implement these advancements.
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