As we head into 2024, Fletcher Marketing PR Vice President, Sarah Merrell and Director of Media Relations, Allison Lester discuss the PR obstacles we foresee clients and firms facing in the year ahead and tactics to overcome these hurdles.
Obstacles include:
- AI - The rise of artificial intelligence raises ethical concerns and requires us helping our clients to understand the benefits and limitations of new technologies.
- GA4 - With Google Analytics launching its new analytics platform in 2023, many businesses still don't have their GA4 and/or aren't yet using it to its fullest potential.
- Other new technologies - as new platforms and software emerge, it requires education for our teams and clients to institute these new tools
- Over-reliance on digital marketing - many businesses see digital marketing as a fast-fix for marketing goals, when it should really be viewed as one tool to pair with myriad of other strategies. It requires educating our clients on the benefits, but also limitations of digital marketing to keep them from making the mistake of relying too heavily on this strategy alone.
- Media fragmentation - There are more media outlets today than ever before. This provides both an opportunity for media relations efforts, but also an obstacle. Media relations pros have to take the extra time to weed through the options to find the best fit and help clients understand the quality matters more than ever.
- Content overload - With so much content being pumped out into the world today, it's more important than ever to make your content standout. This requires creativity, strategy and research.
- The prevalence of paid media - As there are more pieces of the pie, each individual outlet has fewer readers/viewers. This has led to a rise in paid media as media outlets are forced to find new revenue streams. This means clients will need to consider options such as advertorials, affiliate marketing and paid placements in addition to earned media efforts.
- Integrated marketing - we know integrated marketing is 300% more effective than silo-ing your marketing efforts, but helping our clients understand the benefits of having one party handle all of the tactics still proves to be an obstacle.
- Reputation management - In the day and age of 'cancel culture' it is imperative to give careful extra thought to all messaging - this includes, not only the content you produce, but also responses on social media. It's important to have diverse voices at the table to ensure you are using sensitivity and not overlooking biases.
- Rising labor costs and inflation - both firms and our clients are facing the biggest obstacle of 2024 that all Americans are facing with inflation and rising prices. It costs more to do business, which means many companies will be looking for ways to save. We encourage
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