navigating PR and marketing trends in 2024

Faced with so many demands on their time, it can be hard for PR and marketing professionals to stay on top of all the issues that will determine success. To help, the Henley Group has identified five trends that all business-to-business (B2B) PR and marketing professionals must consider if their activity in 2024 is to yield results.

  1. Data-Driven Strategies: The New Norm

In 2024, data will gain an even more prominent role as more PR and marketing professionals discover its worth. Harnessing data allows them to better understand customer behaviours, preferences and market trends, and develop more targeted marketing and PR strategies. It also gives PR professionals better visibility on what types of press story work, and with which types of media – allowing them to create tailored PR campaigns, and to measure their impact on brand awareness. Perhaps most importantly, analysing the data available to them also allows marketers to measure the success of campaigns more accurately.

  1. Generative AI: A Double-Edged Sword

Research at Henley suggests that generative AI is currently unable to offer a viable alternative to thoroughly researched, well-written copy that truly supports client messages. For businesses to truly connect with their customers, they must know who they are talking to, what their audience wants to know, and where they can access that information. AI is fast, and can be convincing – but nothing compares to high quality communication that is authentic to a brand, and in tune with the challenges of its audience.

  1. Brand Reputation in the Age of AI

The rise of AI and data usage has put brand reputations under scrutiny. Consumers are increasingly aware of how their data is used and are demanding transparency and ethical practices from companies. In 2024, an organisation’s stance on data privacy and AI ethics will play a critical role in shaping public perception of its brand. PR professionals and marketers must navigate these concerns carefully, ensuring they are seen as responsible and trustworthy.

  1. Quality Over Quantity: Content’s New Rule

Gone are the days of mass-produced, generic content. In 2024, the emphasis will be on quality over quantity. Audiences want content that is not only informative but also engaging and relevant. This shift means marketers need to focus on creating high-quality, valuable content that stands out in a crowded digital space. It’s about delivering value in every piece of content.

  1. The Rise of Short-Form Content

Marketers continue to shift towards using short-form, easily shareable content. Fast-paced digital communications has shortened attention spans, making concise and engaging content more effective. Marketers are crafting messages that are not only informative but also concise and easy to digest. This trend underscores the importance of adaptability in content strategy, catering to the preferences of a mobile-first audience.


Download our Passnote to understand the issues that will affect PR and marketing success in 2024, and find out why you need to align your marketing strategy accordingly.