Talent shortages, tightening budgets and the prospect of an impending recession – 2022 was a tough year for the PR industry. 

Many PR firms flourished despite these challenges, highlighting to clients the continued importance of brand reputation in an increasingly competitive consumer landscape. 

The year ahead is likely to present more challenges for PR agencies as clients seek to cut down on contracts and maximise their ROI. 

As the focus shifts to value for money, professionals in the industry must stay abreast of the latest developments and opportunities. 

With this in mind, we’ve explored some of the key trends for PR consultancies to consider when planning for the year ahead. 

The top five trends to watch out for in the PR industry this year

Our team came together to discuss the trends that we see shaping the PR industry in 2023. From integrated marketing to personalised pitching, here’s how we see the year playing out. 

Data, data, data

Data isn’t anything new, but it is something we see becoming even more important to PR consultancies this year as clients prioritise profits. 

Reporting tools like Google Analytics, Brandwatch and Meltwater, now a standard across the industry, help us learn more about our audiences and understand the true impact of our campaigns. These insights are crucial to making steady improvements and ultimately adding value for clients. 

In the past, it’s been easy enough for PR agencies to paint their own picture with the figures, but with business leaders now becoming more data literate (and more conscious of their bottom line), it’s the responsibility of PR firms to show how their work actually translates to revenue.

An integrated approach

With budgets becoming increasingly stretched, many businesses will be looking to reduce outsourcing costs, leaving only the PR firms that are offering the best value for money on the payroll. 

Where businesses lack the expertise to bring their operations in-house, hiring one agency to manage all communications channels – PR, digital and social – can prove to be the best option.  

Having all communication functions managed by one agency is no bad thing for businesses. It opens the door to a fully integrated marketing strategy, an approach that promises the best results when done correctly. 

With all communications channels aligned, businesses can benefit from improved audience engagement and better reporting. 

It’s also a great way to grow each channel individually. Take, for instance, digital PR (an integrated approach that all PR firms should be doing) – by adding links back to a client’s website in a piece of press content, the website can grow its domain authority and rise higher in search engines. 

The benefits are clear to see, and it’s why we think PR practitioners will be working more closely with digital marketers, social media managers and salespeople this year.

New forms of content

As PR becomes more integrated with social and digital media, we expect to see professionals in the sector embrace the new forms of online content. This will be especially important this year as businesses seek to maximise their reach with potentially limited resources. 

We see owned media becoming a critical component of the PR agency toolkit as brands look to increase their online visibility and amplify their brand messaging. Podcasts, newsletters and website blogs can all help to build loyalty and engagement without breaking the bank. 

TikTok continues to grow in popularity, allowing brands to appear in front of vast, engaged audiences. It’ll also be interesting to follow the rise of BeReal as a social media marketing tool, as well as any other newcomers that emerge. 

There are now more ways than ever to engage their audiences – too many, frankly, to be covered entirely. It’s up to PR consultancies to find out which works best for their clients and then focus on the content forms that drive the most value. 

The rise of ESG

Amid a worsening climate crisis and a shift in consumer sentiment regarding social justice issues, a strong environmental, social and governance (ESG) strategy should no longer be seen as a something that’s a ‘nice-to-have’ but rather a matter of necessity. 

Not only is there a moral rationale for businesses to set a good example, but it’s also something that customers are increasingly concerned about. Failure to demonstrate a firm commitment to tackling social and environmental issues can be incredibly detrimental to a brand’s reputation. 

As consultants, it’s the responsibility of PR agencies to educate themselves and their clients on social responsibility and advise on how best to respond to ESG-related issues as part of a robust communications strategy. 

Getting ESG right will win favour not only from consumers but also from investors and other key stakeholders. It’s why we expect to see more PR firms using their platforms to discuss major issues like greenwashing and the cost-of-living crisis this year.

Personalised pitching

There are more PR professionals and fewer journalists than ever before, making it much harder for brands to capture meaningful media coverage. With inboxes becoming increasingly inundated with pitches, practitioners must reach out to journalists in a personalised manner. 

PR agencies are likely to see better results this year by prioritising quality over quantity, and tailoring each pitch so that it fits the theme of the target publication. It’s also in journalists’ bests interests to publish good content that appeals to their audiences, in line with their own KPIs. 

With this in mind, we expect to see those in the sector ditching mass pitching, instead favouring a more personalised approach and in some cases working exclusively with specific publications. 

The same principles apply to influencers, who will continue to play an important role in the marketing mix as PR professionals look to consolidate their network of contacts. 

Start planning today for a successful 2023

The year ahead won’t be without its challenges, but by getting ahead on the latest industry trends, PR consultancies can put themselves and their clients in a winning position. 

Looking for a Birmingham PR agency to support your brand in 2023? With 20 years’ experience in the industry, we’re perfectly placed to take the lead on your PR strategy.