Comms pros’ predictions for 2023: Purpose, people and the future of PR

It’s cliché but true to say at this point: The last three years have led to seismic shifts in the way all communications functions are viewed, especially internal comms. This change has led to a melding of the traditionally separate disciplines of internal and external communications that seems likely to continue for years to come, according to PR pros we asked for predictions about the future.

The importance of organizations taking stands and meeting audiences and employees head-on when it comes to important topics is also heavy on the minds of practitioners. And don’t forget that other critical aspect of the discipline: measurement and the rise of AI.

Read on to see what a cross-section of PR professionals from across industries and experience levels had to say about their expectations for 2023. Responses have been lightly edited. If you haven’t, make sure to read predictions on the future of media and social media here.