Originally posted to www.carnsight.com

As we near the end of 2024, I wanted to pause and reflect on what a year it’s been! Honestly, it’s been a bit of a rollercoaster, hasn’t it? But even with its challenges, I’m proud to say we’ve come out on top. I’ll be honest there were moments where it felt like an uphill battle to land coverage, but we did more than just make it—we crushed it! 

Here are four of my personal observations from the PR and comms world this year that I believe will guide us into 2025: 

1. Publications and Journalists Need Our Support

Journalists and online publications are working harder than ever to create content that informs, entertains, and engages readers. But their jobs are getting tougher. With the rise of paywalls and advertorials, publications need more support, and not just financially. Engaging with their work by reading, sharing, and commenting goes a long way. Let’s continue to be their biggest champions to help them keep producing amazing work! 

2. There’s Still Confusion About What PR Actually Is

It’s surprising, but even in 2024, many people don’t quite understand PR. It’s not advertorial, PPC, or just schmoozing with journalists at fancy events. Despite influencers talking about “PR packages” everywhere, there’s still work to do in educating people on how PR truly adds value, and I believe that work will carry into 2025.  

3. Digital and Traditional PR Need to Collaborate More

Everyone’s chasing those all-important links these days, and it makes sense! But let’s not forget that traditional PR strategies still play a huge role. Both digital and traditional PR specialists can learn from each other. Instead of seeing them as separate, we should bring them together to create content that resonates and gets results across the board. 

4. We’re Loving the Long Form

I’ll be honest—I never stopped loving long-form content. Being on the cusp of Millennial and Gen Z, I grew up with YouTubers and never really grew out of it! For a while, though, especially with TikTok’s rise, short-form content was all the rage. And don’t get me wrong, there’s definitely still a place for those quick, snappy clips. 

But recently, there’s been a shift back toward longer, more in-depth content, and I’m here for it. Whether it’s product reviews, opinions, or even comedy, people are craving more meaningful connections with creators. They want to dive deeper and really get to know someone before fully buying into whatever they’re offering. This shift feels like a return to authenticity, and I think it’s only going to grow from here. 

As we hop into 2025, I have no doubt that AI will continue to dominate discussion, sustainability and ethical consumption will gain even more traction and the media will continue with their Millennial/ Gen Z in the workplace slander 😜  And I’m also sure that there’ll be plenty that is well beyond my estimation. Above all else, I think PR as an industry and practice is definitely at a pivotal point. An evolution has already begun as publications create new revenue streams and journalists’ pressure increases. The most successful PRs will be those who are attuned and ready. 

If you’re curious to see how this year compares to last, check out our 2023 wrap up.  

About Carnsight Communications

At Carnsight Communications we create strategies and campaigns to showcase our clients’ brilliant work through PR, content and social media. We help them get noticed by the right audience, at the right time. We specialise in creative agency PR.