Reflecting on 2024: Challenges, Trends, and Lessons in PR
As 2024 comes to an end, the collective knowledge and observations gathered from our UPN partner agencies across the globe offer an insightful snapshot of this year’s PR landscape. Marked by significant changes and challenges across regions, the year required communications agencies to adapt to shifting priorities and embrace innovation. The perspectives we compiled showcase the interconnected and dynamic nature of the industry. This wrap-up delves into the key themes that shaped PR throughout the year.
A Year of Challenges and Adaptation
The communications landscape in 2024 was described by 59.1% of respondents as challenging yet manageable. Economic pressures, technological shifts, and tighter client budgets tested PR agencies’ ability to adapt, innovate, and deliver impactful results. While one fifth experienced a more stable environment (18.2%), others faced polarized realities—ranging from exceptionally tough conditions (9.1%) to dynamic and positive opportunities (9.1%). This range reflects the complexity of global and regional influences shaping PR strategies.
Defining Trends in 2024
AI solidified its position as a game-changer in PR. With 72.7% of respondents citing its importance, AI tools became integral to content generation, campaign measurement, and workflow automation. Agencies leaned into these tools to enhance efficiency while ensuring campaigns retained the personal touch clients value.
Sustainability and ESG priorities (45.5%) continued to gain traction, but many professionals acknowledged the challenge of making these principles a genuine part of their work. Crisis management and influencer marketing (31.8%) balanced risk management with audience-focused engagement, maintaining their status as PR staples. Meanwhile, data-driven campaigns (27.3%) and social media engagement (22.7%) reflected the growing demand for accountability and relevance in a fast-paced digital world.
Emerging topics like thought leadership and social causes related to global conflicts, though mentioned by just 4.1% of respondents, underscored the industry’s shift toward purpose-driven narratives.
Sector Insights: Tech Leads, but PR Diversifies
The technology sector was the most active in 2024, cited by 54.5% of respondents. Its dominance reflects ongoing innovation and the demand for clear, strategic communication in a fast-moving industry. Food and Beverage (45.5%) and the Government/Public Sector (45.5%) followed, emphasizing the importance of transparency and consumer engagement.
A more diversified PR landscape emerged this year, with Consumer Goods (40.9%), Healthcare (36.4%), and Finance & Banking (36.4%) playing significant roles. Smaller but growing sectors like Energy (22.7%) and Fashion & Beauty (13.6%) highlighted the industry’s ability to expand into emerging areas with increasing communication needs.
Key Challenges in 2024
Economic uncertainty was the most pressing challenge, requiring agencies to optimize operations and deliver results on tighter budgets. Navigating new technology and addressing generational shifts added complexity, as agencies worked to balance innovation with human-centric approaches.
Talent acquisition and retention were also significant hurdles. The need for skilled, adaptable professionals grew, with agencies focusing on upskilling to stay competitive. Client constraints, particularly budget pressures, further tested agencies’ ability to demonstrate value, often with fewer resources.
Lessons from 2024
In 2024, PR professionals embraced adaptability and innovation. They harnessed AI to enhance their capabilities while maintaining a focus on meaningful storytelling and client relationships. The prioritization of sustainability and resilience indicated a shift toward long-term trust over fleeting trends. Additionally, diversification across industries demonstrated the sector’s readiness to navigate economic shifts and meet evolving client needs.
UPN voices from around the world
Here’s what some of our partners have to say about the year.
“Country and people-focused campaigns are becoming fundamental requirements for businesses, driven by user and customer expectations, while classic corporate news is transforming and moving to social media, paid media content, and owned channels.”
Viktoriia Chernova, Chief Growth Officer, Newsfront Communications, Ukraine.
“For most technology-focused agencies, 2024 will be remembered as a difficult year. The anticipated thaw in the 2023 tech freeze didn’t fully materialize, and trading conditions remained challenging. However, with elections behind us, there’s a renewed sense of optimism in the sector.”
Richard Fogg, CEO, CCGroup, UK.
“Consumers increasingly demand that brands engage with them on their terms, rather than being told what to think or do.”
Chris Perkins, President, Model B, USA.
These perspectives reflect how the industry has adapted to economic pressures, technological shifts, and evolving client expectations. They reinforce the importance of balancing innovation with authentic engagement to navigate the complexities of today’s communications landscape. These reflections capture how PR adapted in 2024 and offer a glimpse into what might lie ahead.
