A lot can happen in 10 years. Especially in an industry as famously volatile as PR. Since our humble beginnings in 2014 we have seen it all – from new social media platforms to the sad demise of news outlets. And there has certainly been a lot to learn.
But what might the PR industry look like in another decade?
As part of our 10th birthday celebrations, Senior Copywriter Oliver Sullivan looks at what could be in store, from the wacky to the wonderful.
One thing that has undoubtedly shaken up the industry in the last 12 months is the rapid growth of AI and the rise of ChatGPT.
It is undoubtedly exciting stuff – and something PR professionals can use to help generate ideas, compile reports and conduct research. But as for what more it can do? We’re yet to see.
I’ve read lots about AI putting copywriters like me out of a job – but I’m not convinced.
While I have no doubt software will continue to improve, nothing will ever come close to the real deal. Effective writing is a craft honed over years of hard work – not just in learning how to write better, but how to master the tone of voice for whoever you are working for.
I’d like to think our colleagues and associates will always know you better than a computer!
There’s no shying away from the fact I’m a newspaper man. But while it does upset me to see print numbers declining – in the words of Bob Dylan, “the times they are a-changing”.
I’m not going as far as to say Britain is going to be rid of newspapers in 2034, nor do I want it to be, but could we see many move to a purely online model?
News outlets have always struggled making their websites profitable – especially considering the price difference between physical and digital ads – but with so many local titles moving to online paywalls, we could be waving goodbye to a few print editions.
One thing I’m sure on is that media relations will undoubtedly remain an important part of a successful PR strategy. People need trusted sources of information and nothing comes close to that of an accredited journalist.
Having them share news of your business is worth its weight in gold. And it’s the same for local radio, too – which I hope will not suffer from further cuts.
I’d be lying if I said I sometimes struggle a little keeping up with all the latest social media platforms and trends. Although I must admit I am slightly addicted to TikTok.
Rolling back the years to 2014, I was glued to my phone watching Vines on repeat and still pondering over whatever happened to Bebo. Ten years later, both are firmly a thing of the past. I miss them dearly.
We’ve already seen quirky new platforms enter the fray in recent years – with BeReal among the latest to go through peaks and troughs.
One thing for sure is that video has become king with the growth of TikTok, Instagram Reels and YouTube shorts. But what could the next popular platform be?
Could Elon Musk’s rebrand of Twitter to X eventually prove successful? Could it offer us something innovative and new? And how could marketers tap in to those emerging markets?
It is certainly going to be an interesting area to keep an eye on.
Right, I’ve been holding it back – but I’ll let it out of my system.
Could 2034 be the year we enter some new cyber punk-esque world? Could Google Glass finally take off and see us have access to the digital world quite literally right in front of our eyes?
Or could we have microchips implanted in us that give us our news and keep us up to date with our vital signs?
Might we see flying bus stops become the new go-to medium for out of home advertising? Could the Murdoch media empire be taken over by new robot overlords? Maybe ChatGPT will put me out of a job after all.
Probably not. I’m just babbling on.
The most exciting thing about PR is that two days are never the same. And that’s especially thrilling when you think about everything that has already changed from such a relatively short time ago.
Humans are social creatures that love to know what’s going on in the world – and so long as there are businesses, there will always be the opportunity to put their name in front of potential customers.
How might that process look like in 10 years? I’m not sure. But I can’t wait to find out.
Looking to future proof your business with effective PR support? Contact the team today to learn more about how we can help.
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