Year-End Wrap-Up: 2024 PR Trends—What Worked and What Didn’t
As we approach the end of 2024, it’s time to reflect on the public relations trends that shaped the industry this year. From innovative strategies that broke through the noise to tactics that fell flat, the PR landscape was a mix of success and learning opportunities. At KC Projects, we saw firsthand how these trends shaped our clients' stories and strategies, and we're excited to take these lessons into 2025. Here’s a look back at what worked, what didn’t, and what we can carry forward into the new year.
What Worked?
Authentic Storytelling: 2024 saw a significant shift towards more authentic, transparent storytelling. Audiences increasingly demanded real stories that resonated with their values and experiences. Brands that leaned into this trend by sharing genuine narratives, particularly those highlighting social impact and sustainability, saw higher engagement and stronger brand loyalty. The key takeaway? Audiences crave connection over perfection. In 2025, expect this trend to grow as consumers continue to prioritize brands that are honest and relatable.
Influencer Partnerships with a Purpose: While influencer marketing is nothing new, 2024 proved that the most successful campaigns were those where influencers aligned with the brand’s mission, and believed in their products. Instead of focusing on follower count, smart PR teams like KC Projects prioritized influencers who had a meaningful connection with their audience and could authentically promote the brand’s values. This trend emphasized quality over quantity, resulting in more impactful and long-lasting partnerships.
Personalized PR Campaigns: With AI and data-driven strategies overtaking the landscape, personalization in PR reached new heights in 2024. Tailored messaging, hyper-targeted press releases, and individualized media pitches are standing out more than even amongst the bland and un-original content championed by AI. This approach led to more successful placements and stronger relationships with media outlets. Personalization will undoubtedly remain a key pillar of PR strategies in 2025, with brands continuing to refine their data usage to craft even more customized campaigns.
What Didn’t Work?
Overreliance on AI-Generated Content: While AI has been a game-changer in many areas of PR, 2024 revealed the limits of relying too heavily on AI-generated content. Audiences and journalists alike pushed back against content that felt too automated and impersonal. The lesson here is clear: while AI can enhance PR efforts, human creativity and emotional intelligence are irreplaceable. In 2025, PR professionals will need to find the right balance between AI efficiency and human touch.
Traditional Press Releases Without a Digital Twist: In 2024, the classic press release didn’t quite hit the mark unless it was accompanied by a strong digital strategy. While traditional media isn’t going anywhere, non traditional media is only growing in importance year-to-year. The takeaway? When sharing a release, it’s as important as ever to optimize the information to be usable in print, online and across social media. The press release isn’t dead, but it needs to evolve. In 2025, integrating digital elements will be essential for maximizing the impact of traditional PR tools.
One-Size-Fits-All Approaches: Generic PR campaigns were a significant pitfall this year. Audiences are increasingly diverse, and blanket strategies simply don’t cut it anymore. Brands that failed to segment their audience or adapt their messaging for different platforms and demographics struggled to make an impact. At KC Projects, we understand that adaptability and nuanced approaches are key to success. Moving into 2025, the emphasis will be on adaptability and nuanced approaches that respect the unique preferences of various audience segments.
2024 brought with it a year of authenticity, personalization and strategy, while balancing innovation with human connection. As KC Projects moves full steam ahead into 2025, it’s clear that the PR industry is in a state of constant evolution. Cheers to a year of lessons learned and opportunities ahead—we’re excited to make 2025 another year of growth and success for our clients and our team.
By: Abigail Grillo