International Public Relations Network (IPRN) business survey results 2024
Major findings:
- IPRN PR agency members are optimistic regarding business in 2024, with 70% pointing out a business growth perspective and 30% a maintenance of the current status quo.
- To tackle the previous issues and other impacts on communication, such as AI – 22% consider strategic communication and PR consulting as the major growth opportunities, followed by 20% on crisis and change management, 16% on social media and digital communications and 10% on media relations.
- The major industry sector opportunities lie in technology (19%), government affairs and public sector (17%), energy and utilities (16%), financial (9%), health and wellness (8%) and real estate, travel and tourism, hospitality and aviation (all 8%).
- Among the main areas that respondents expect to invest in during 2024 are staff training and retention (19%), measurement and analytics (17%), management tools and owned communication and marketing (12%), both creativity and multimedia content production (11%), technology and digital production (10%) and finally consumer insights (7%).
- The majority, a staggering 83%, pointed out that AI is part of business, with only 17% stating that they do not make use of any AI tools.
- Further, with reference to the use of AI, respondents indicated it is mostly utilised for content creation (31%), social media management (21%), media monitoring (19%) and data analytics (16%).
- Among the main benefits of AI, with reference to PR activities, respondents prioritize an increase in efficiency (26%), support in research (23%), reduction of staff workload (20%), and copywriting and a good source of creativity (13%).
- 83% of respondents believe that AI is here to stay with only 17% unsure about the future of AI in PR.
- The biggest challenges of AI in the PR industry are intellectual property issues (26%), an increase in fake news (24%), a lack of trust in social media and its content (14%) as well as content overload (13%).
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