These are the B2B PR trends set to ignite the sector this year.
With a new year comes fresh challenges and opportunities. To kick off 2024, we’ve compiled all the PR trends, tips and insights you need to know for the next 12 months, from new B2B strategies to the importance of upskilling.
Campaigns that sparkle (literally)
Between the cost-of-living crisis and the January blues, people are looking for things to cheer themselves up at the moment.
If it’s the right fit for the client, injecting a bit of fun into a campaign can really resonate with audiences during times when things are looking a little glum. Don’t shy away from bold, playful angles, and embrace bright copy and imagery – it might just pay off.
PR in the green
Investors are eyeing brands that are blazing a more eco-friendly trail and as such asking businesses tougher questions about their sustainability practices, whether it’s transitioning to clean energy or optimising existing services to conserve resources.
That means PR campaigns need to focus on pushing sustainability as a key selling point more than ever. ESG-focused communications have been on the rise for years, but it’s looking like 2024 will be the year where it reaches fever pitch.
TikTok and micro-influencing
More and more B2B brands are using TikTok to reach niche audiences. Boosted by an algorithm that encourages virality and helps content to take off, micro-influencer campaigns on the app are emerging as a popular choice for PR campaigns in the B2B sector – a trend that’s set to gain even more momentum in 2024.
Our TikTok campaign with IStructE spread the word to university students about an engineering programme and encouraged sign-ups, so it’s well worth venturing onto the app when it’s a good fit for the campaign.
Is crisis comms… in crisis?
Crisis communication and reputation management are pillars of PR. Yet Amanda Coleman, author of Crisis Communication Strategies, believes PR professionals are developing a real anxiety around the subject.
The fear is that attempts to de-escalate a situation might somehow make things worse. Pushing forward with a single press conference, for example, might neglect sustained, smaller updates as the situation changes – which may be more effective.
PR is a highly paced world, so staying on top of fast-moving situations as they evolve is essential. However, Coleman suggests that taking a second to step back and assess the situation could pay dividends in the long run.
Upskilling and life-long learning
In times of economic headwinds, businesses may be thinking more carefully about what they’re spending. For B2B agencies, that might mean having to work a little harder to win clients.
At The Think Tank, we’re investing in workshops and training to bring out the best in our people, so they in turn provide the best for our clients.
The Think Tank’s PR Director, Jo Wilmot says: ‘Speaking from my recent negotiation training – it’s good to remember that being challenged actually embeds new skills.
‘I’ve been participating in the Help to Grow course run by Kings College Business School, a government scheme to help SME leaders manage and develop their businesses better. It’s been a fantastic experience and I think that 2024 is going to see a real move towards in-person engagement.’
The takeaway
From embracing playful campaigns to navigating sustainability shifts and leveraging emerging platforms like TikTok, the key to PR success in 2024 (and every year beyond!) lies in staying agile to change, and open to continuous learning.
Got questions about PR in 2024? Want to talk more about B2B PR? Get in touch.
