PR rising star - PR trend PRedictions

Focusing on some highlights of the series so far, we take a look below at the future PR trend predictions from our featured rising stars.

Name three trends that you think will be important in the PR industry in the next five years.

Beckie Jordan - Account Executive at FOUR Agency

1. In-person events. We’ve had two years with events not being allowed, but I don’t think live events have lost their touch, and I think we will see a boom in them over the next few years. From networking events, to educational events, to launches. I think this is something a lot of people are going to want to see.
2. Video content. TikTok has boomed over the past few years, and only continues to get more popular. Instagram are pushing video content and reels further, and there are always new YouTubers popping up. I think video content is going to be HUGE.
3. Anything ‘Instagrammable’ – whether it’s events, PR packages, or products, everybody wants to showcase when they receive or go to somewhere cool, especially influencers.  

Lewis Oakley - Senior Client Manager at Milk & Honey PR

1. Aligning with social causes/purpose led comms – As we see Gen Z continuing to vote with their wallet and demanding the brands that they choose align with making the world a better place, purpose led comms will be even more important.
2. Stories need to be clickable if they are going to get national attention. It’s all about SEO. Milk & Honey PR has an incredible digital team. From what I’ve seen of their work, it is increasingly clear that digital and SEO is the future.
3. Increasing diversity. Going forward, I think asking ourselves if our industry is preventing certain people from being able to enter AND progress. If there are people that our industry doesn’t work for, we need to be asking ourselves why and addressing it.

Chloe McDonnell - PR & Social Media Executive at Sales Cosmetics

1. Video Content. TikTok has blown up recently and I think it’s a more creative way to communicate with your audience than a static image.
2. Creative mailers. I’ve found that creative mailers perform so much better than an average press package. Influencers want to be excited about the products and if the package looks more ‘instagrammable’ they’ll be more likely to post it and rave about it. Anything personalised is a win!
3. Live events. We’re all itching to experience PR in person again and talk to others in our industry. The beauty PR industry has definitely missed live events, being able to see and feel new products, talk to experts and meet beauty influencers and fans in the community.

Sophie Drake - Director at Story Comms

1. Blurring of the lines between B2B and B2C.
2. The rise of ‘cancel culture’ and ‘buy-cotting’ and how brands respond to risk/crisis and issues.
3. Remote working/talent shortfall – how we look outside our industry to bring or nurture the best future talent.‍

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