Authenticity & Trust
Photo by Sora Shimizaki
The trend of brand transparency and authentic content, pivotal since 2023, remains dominant in 2024, with consumers increasingly valuing genuine brand engagement. In this environment, building consumer trust is key. This involves showcasing real user testimonials and securing positive PR across various media platforms. Gaining industry accolades and engaging in podcasts and events also enhance brand credibility.
Furthermore, sharing expert insights, publishing success stories, actively engaging on social media, and enhancing online authority through quality backlinks are essential. These efforts, coupled with optimizing for search engine visibility for both branded and non-branded keywords, are critical in adapting to the evolving digital marketing realm where authenticity rules.
Commitment to DE&I
Photo by Fauxels
Today’s consumers are asking brands to walk the talk and move beyond authentic content to show tangible public support for the values they preach. More than a supportive social media post on Black History Month or National Coming Out Day, consumers want to see Diversity, Equity, and Inclusion implemented in all company practices and staffing before they consider buying.
After years of inauthentic campaigns, and being disappointed by brands who don’t practice what they preach, consumers have learned to look beyond face value and judge a brand or company by its actions. Brands need to embed these values in every aspect of their operations, from inclusive hiring and regular DE&I training to implementing inclusive workplace policies. Encouraging open communication and engaging in community and social responsibility further boosts credibility and fosters a nurturing work environment.
Photo by Fauxels
2023 was a year of emotionally compelling campaigns, and while this trend has shown it’s here to stay, clients also want to see beyond the return on heartbeats and make choices based on data. You really can’t argue with numbers, all clients want to know that the brand’s best interests are in mind when putting their efforts behind a campaign. With the power of data you can help stakeholders understand the power of PR. Measurable results like SEO effectiveness, public sentiment, website traffic, audience reach, lead generation, conversion rates, social media engagement, and earned media value are vital for demonstrating the impact of PR.
Using AI Ethically
Image by Tara Winstead
With the world of AI booming and rapidly gaining traction in the world of PR, many questions have popped up about the ethical and creative repercussions that come with the use of AI. AI can do it all, from proofreading and media monitoring to content creation and pitching research and so much more. AI is a tool that all PR professionals should explore…but ethically. Tools like ChatGPT scope the entire internet when generating their responses, so you can end up with a plagiarized or totally inaccurate result and not even know it. Remember everything you pull from AI needs to be heavily fact-checked and edited before it makes its way to your clients or the public. If you’d like to dip your toes into the world, consider exploring AI tools like Critical Mention for media monitoring, SEMrush for content creation, Adobe Firefly for generative images, Grammarly for copywriting, and Beautiful.AI for presentations.
Photo by Judit Peter
Content is Queen (Let’s flip the patriarchy!), so having content that is captivating to your audience is essential. In 2024, the focus will be on concise and engaging narratives, both in written and video formats. Keep an eye on social media for emerging trends and small-yet-impactful content pieces that can be transformed into successful pitches. Just as you’re searching social media for story inspiration, journalists are doing the same. Utilize your clients’ social media platforms to highlight their brand and provide niche, valuable information to the media.
Sammis|Ochoa is a Texas-based public relations and digital marketing firm. We believe transparency and accountability are hallmarks of smart business. Our firm serves San Antonio, Houston, and Austin. To connect with us visit www.sammisochoa.com or call 210.390.4284.