A Changing PR Landscape Means New Challenges and Opportunities
New research indicates PR agencies have had difficulty acquiring new business in 2023. An extensive global survey found that only half of communications firms that increased revenue last year have done so again in 2023. As more agencies implement generative AI into services and client counsel, some PR pros are pushing back and emphasizing a human-centered approach to communications.
Communicators should prepare for even more changes on the horizon. These will likely include a sustained hybrid work schedule and more opportunities to drive personalized brand experiences. While office workers are more interested in a four-day workweek than ever before, research suggests the benefits of a reduced week would likely not reach all workers.
Educators Look to Media Literacy as Regulators Tackle Fake Reviews
Efforts to teach media literacy are gaining momentum. California Gov. Gavin Newsom has signed new legislation requiring media literacy implementation for all K-12 students. Rather than a standalone class, media literacy will be taught across English language arts, science, math, history, and social studies. Across the country, more educators are finding ways to discuss misinformation as increasing numbers of students use social media for finding news content.
Both tech and government organizations are taking aim at the epidemic of online fake reviews. A new coalition of online platforms, including Amazon and Expedia, will share information to prevent review fraud. Identifying and neutralizing fake reviews has become even more difficult with the proliferation of AI chatbots.
Amid Political Pressure, Organizations Adapt New Policies
As the political season ramps up, media organizations are feeling increased pressure. Meta recently announced a new policy requiring political advertisers to disclose the use of AI in content. The American Press Institute has announced a partnership with the Associated Press to share resources and provide local news outlets support for covering the 2024 elections.
The latest news coverage suggests Americans are deeply divided over the Israel-Hamas war. Social media has amplified misinformation, while journalists covering the conflict are facing the deadliest press climate in decades. Publishing giant Hearst announced a new policy that restricts employees’ online commentary of controversial issues, even on personal social media accounts.
Sequence Summaries: PR Progress, Media Literacy, and Political Pressure