AI has become the current buzzword - how does AI fit into 2024?

Ashley - From a public relations perspective, we believe that while AI undeniably possesses
incredible capabilities, it can never emulate the vital human connection essential for
successful PR strategies. As such, although we view AI as a valuable tool for streamlining
certain processes; we firmly believe that it will always remain just that—a tool—unable to
replace the nuanced understanding, empathy, and interpersonal skills that humans
bring to the realm of public relations.

What role will influencers play in 2024?

Ashley - In 2024, we believe that influencers will continue to play a key role in humanizing brands,
acting as the human connection between brands and audiences. That said, given the
oversaturation of the influencer landscape, we believe that brands will need to prioritize
authenticity and genuine connections over follower count. Quality engagement and
meaningful interactions with the audience will become increasingly important, as
consumers become more discerning and attuned to inauthentic content. Consequently,
we predict that influencers will need to shift their content from well curated video
production to friendly iPhone type videos that anyone can relate to. In addition, we
believe that collaborations between influencers and brands will evolve from mere
product giftings to more genuine, long-term partnerships, where influencers will act as the face of the brand, offering consumers a more relatable look into what “buying” into
the brand really looks like.

We also believe that in 2024, influencers are poised to become valuable intermediaries,
bridging the gap between consumers and brands by acting as conduits for authentic
feedback and consumer preferences. We believe influencers will leverage their close
relationships with their followers to gather insights into evolving consumer expectations.
We also expect that these insights will extend beyond mere product preferences and will
encompass social and environmental advocacy. Overall, we believe influencers will not
only help brands execute their strategies, but they will also play a key role in guiding brand strategies.

What does Media Relations look like in 2024?

Ashley - In the PR landscape of 2024, we anticipate that a pivotal aspect defining a brand's
success in media relations will be the continued art of relationship-building. As the
market continues to become increasingly saturated with consumer brands across
diverse industries, those seeking continuous visibility must make a genuine effort to
cultivate authentic, long-lasting relationships with journalists. This will ensure a
sustained presence in the journalist’s mind and will thus lead to better results.

Where are the consumers going to be in 2024?

Ashley - As Gen Z continues to solidify its position as the next influential wave of consumers, in
2024, we foresee social media, namely, TikTok becoming increasingly prevalent as a
source of information. Nonetheless, we are firm believers that traditional media is not
going anywhere anytime soon and for brands to have robust PR strategies, they must
continue to leverage all forms of media through a 360 degree approach. That said, it is
certain that traditional media will have to adapt their content to create short engaging
content that relates more with Gen Z.

What are you excited about as we move into 2024?

Ashley - In 2024, we believe that brand experiences are going to be imperative given that
consumers will continue to form their brand loyalty around personal connections to
brands rather than to specific products. In short, it will be more important than ever to
create these brand experiences that humanize brands and showcase their identity. That
said, given our love for creative storytelling, we are excited to continue to tell our clients’
unique stories and showcase their brand DNA through memorable events. In addition,
we believe these experiences will extend beyond in-person events and into the digital
world. As such, we are excited to leverage digital tools to shape memorable narratives
that will leave a lasting imprint on our clients' audiences.