January 31, 2024
More Executives See Lasting Power of Good Communications
New survey data from Cision show 92% of senior-level communicators were sought out for counsel by their organization’s top executives, up from 87% in 2021. The report also indicated leaders are looking to PR pros to provide more measurement, with 42% of communicators reporting they heavily rely on data and analytics—up from 30% a year ago.
As client needs change, comms conglomerates are shifting strategies. Major communications firms are restructuring amid industry-wide adjustments in PR and advertising. Global communications giant WPP is consolidating two of its largest agencies, BCW and Hill & Knowlton. The merger will create a new communications group called Burson.
Innovation and AI Shake Up Search Market
Google has begun phasing out cookies, ceasing the tracking of Chrome users for targeted advertising. More than 30 million people—roughly 1% of Chrome users—are no longer being tracked, with the goal of turning off cookies for all users by the end of 2024. Google is replacing cookies with the Attribution Reporting API—an interface that purportedly protects privacy by encrypting user data.
Since the emergence of generative AI chatbots like ChatGPT, search alternatives to Google and traditional engines have never been more prevalent. Data show young people are significantly more likely to use social media platforms like TikTok for search. A new report about TikTok’s search algorithm indicates the platform suggests sensational content to drive up engagement.
Media Layoffs Persist Across Industry
While continued cuts across tech are dominating headlines, the media and news industry is also experiencing a relentless reduction of roles. Iconic magazine brands TIME and National Geographic are joining Sports Illustrated with additional rounds of layoffs. Longtime music publication Pitchfork is being absorbed by GQ in a move by publisher Condé Nast, which cut 5% of their staff last fall.
As cuts continue, media members keep organizing. From union action to job walkouts, workers are assembling to resist reductions. Unionized journalists at Forbes recently participated in the magazine’s first-ever walkout. Washington Post CEO Will Lewis has voiced concerns over the sustainability of the existing news model—the Post eliminated 240 positions through buyouts last year.
Sequence Summaries: Strategic Shifts, Ad Algorithms, and Relentless Reductions
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