3 tips to make 2024 your most successful PR year ever


A new year means new possibilities, which is thrilling! But sometimes, it can feel a bit overwhelming, too. How do you know what to focus on, and what to let go of? We’re here to help you stay inspired and focused throughout all of 2024, starting with these 3 tips.

1. Set long-term goals

While we all love quick results, not all your efforts will pay off in Q1 – and that’s the way it should be. Remember that PR is a marathon, not a sprint. Many core PR activities need long-term commitment to achieve results, like building relationships with media and your target audience. By setting long-term goals and working towards them the entire year, you stay on track no matter the activity. Evaluate everything you do towards the goals. Will creating that press release or attending a certain event help you get there? Then do it! Will it not? Then do something else!

To make the process more fun, break down your long-term goals into short-term goals as well. For example, if one of your long-term goals is to increase media coverage by 20% compared to last year, decide on what to do each quarter to get there. Stay patient and continue working proactively and efficiently. This way, you can trust your reward will come.

2: Embrace digital transformation

Change can be scary. If you’re hesitant about fully diving into AI and other new, digital solutions, you’re not alone. However, to make 2024 the year of success, it’s time to challenge yourself! Remember that these tools are not here to replace you, but to make your work easier, more efficient, and smarter.

If you haven’t yet, make sure to give AI a try! You don’t have to delve into it right away – start with baby steps. For example, using AI to generate ideas could be a start. Everyone needs a creative partner sometimes, and AI could be yours! Once AI has provided you with some new input, you can take control of the creation process. Next time, you may dare to use it to generate some content as well.

Once you’ve learned how the tools work, they will help you. If you’re already an AI enthusiast and want to elevate your skills, find out these 7 ways you can use AI in PR & Comms (text generation excluded!).

3: Be authentic and transparent

While content is king, content is also everywhere. As a PR and Communications professional, you are eager to reach your audience. At the same time, as a consumer, you know how overwhelming it can be to receive messages wherever you look. This is why grabbing people’s attention has become a competition – one that is difficult to win.

To succeed, you need to stand out. While every brand can create a great slogan, actually proving you’re someone to trust and count on takes a lot more. That’s why authenticity and transparency are crucial. If you make a mistake, own up to it. If you’re proud of a win, share it! Let your audience in on the journey behind your company. Remind them that behind your fancy logo and the well-thought-out copy is a bunch of humans eager to connect. In the end, that’s what PR truly is about – building real connections.


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