Anticipated PR industry trends: What to expect in 2023

PR firms distinguish themselves by embracing the evolving communication industry, staying ahead of trends, and proactively adopting new approaches. Conventional thinking no longer suffices; instead, a forward-looking mindset is crucial to avoid falling behind in the long run.  

We spoke with Swansea PR and marketing agency, Seren Global Media, about their predictions for the upcoming year. Here’s what they thought:  

There has been a steady shift in companies no longer utilising traditional forms of media like TV, radio and print advertising, which can be very expensive and difficult to track the return on investment. In 2023, we expect to see a further decline in offline marketing, with companies choosing to adopt trackable alternatives such as social media advertising, which is more tangible, cost-effective, adaptable and direct. 

We also expect to see further investment in environmental, social and corporate governance (ESG), promoting transparency, authenticity and integrity in marketing and promotion. Consumers no longer just want to buy your products; they want to see what you are doing to help the issues we face in society today. Companies are no longer allowed to watch from the sidelines, and those who are active in addressing issues, and investing in preventative measures and sustainability practices are those who will reap the rewards. 

The use of online events has been accelerated by the COVID-19 pandemic, to the point where events and meetings are done remotely as standard, and in-person meetings have become the alternative. I think this will continue into 2023, as the benefits of online events are there to see. Online events are more accessible and scalable, not to mention the time and cost-saving benefits. 

Additionally, we expect to see further emphasis on data and analysis in informing strategy. this isn’t necessarily a new trend but using data to inform your content is a concept that grows increasingly integral to any communications plan. With algorithms constantly changing, and the number of social platforms to interact with increasing too, audiences will show what they like or don’t like, so it will be imperative to analyse and use that information to inform your next move.