While these losses are painful and carry ominous signs for the health of our overall society, PR professionals are seeing an evolution of their work. Yes, traditional media relations will still play a role moving forward — but so will branded content, thought leadership, influencers and more.
Speaking of influencers, social media is seeing one of its most tumultuous years in recent memory. TikTok is ascendant, Meta is floundering and Twitter is in full implosion. What does this mean for pros who are trying to reach audiences through these still-powerful tools?
PR Daily asked comms pros what they see ahead for 2023. These are some of their answers, lightly edited.
In 2023 the media list makeup will look a little different. Alongside journalists and editors you’ll see TikTok creators and social influencers. Gen Z is driving a big shift on what, where and how earned media is shifting deeper into social first. Our job will be to make sure the right people have the right content for the right opportunities.
Matt Prince, head of marketing comms at Taco Bell