How we communicate is an ever-changing science shaped by society and technology. To succeed in this rapidly changing environment, businesses need to be at the forefront of the changes that will define whether they can reach, engage and be heard by audiences across the globe.
Here are five key insights that Grayling believe will create a communications advantage in 2023.
- Connecting with fragmented audiences
Audiences have continued to fragment and separate, making them even harder to reach because their sources of information are so varied. Even via social media or news aggregators, they are likely to see content that interests them. Simple ‘catch-all’ demographic data and assumptions won’t cut it anymore; brands need to crunch advanced data to customise their approach, creating engaging and shareable content that matches the motivations and interests of their audiences.
- The digital hyperloop
The rapid change in technology and cultural trends has made long-term planning incredibly difficult. The challenge in keeping up has led many creators to spend more time crafting content they know their audience will engage with, rather than simply jumping on the next trend. Similarly, PR and communications outreach and content must focus on ideas people will connect with and be prepared to pivot quickly according to changing trends and the public mood.
- Levelling up internal communications
The pandemic changed industrial relations forever. Employees are less driven by money and more by conditions, benefits, training and values. This trend has placed significant responsibility on internal comms and challenged HR teams to accommodate a wide range of needs across generations. Internal comms has become a battleground for the best talent in the market.
- The AI evolution
Artificial Intelligence (AI) has played a small part in the PR toolkit for years, for example, with increasingly intuitive search engines and grammar tools. However, in the last year, AI has flown up our collective agendas with AI-powered writing tools such as ChatGPT and image applications like Midjourney. AI will continue to learn and improve but the challenge is to understand what role new AI tools will play within the organization, train staff on how to make the most of them, and to be aware of pitfalls such as fact-checking, copyright and plagiarism.
- A post-purpose world
Consumers are alert to purpose-washing tactics and can spot a brand’s “say-do gap” from a distance – and they are not afraid to call it out either! Organisations need to demonstrate their purpose with action, not words.
Read the full report here: GAINING ADVANTAGE IN 2023
If your organisation wants to understand what any of these five insights mean for your business, please get in touch. We’d be delighted to discuss them with you.