Emerging 2024 Trends in The Ever-Shifting Communications Landscape – Part 3

Published on 13th December 2023

Getting more for 2024 with the help of our Worldcom experts

In the third and final post of this series, we’ve included five more contributions from our Worldcom communications experts from around the world, that address ESG, crisis management, fintech, AI, brand purpose, employee engagement, talent retention, the importance of data to drive outcomes, food and health, travel and tourism, immersive events, crisis communications and the effective use of imagery. You can read Part 1 of Emerging 2023 Trends in the Shifting Communications Landscape and Part 2 of Emerging 2023 Trends in the Shifting Communications Landscape.


We hope you find them useful in shaping your plans and strategies so that you achieve more in 2024.

Pioneering Pathways: Navigating the Ever-Changing Media Terrain in Travel PR – Michelle Abril

In today’s travel PR landscape, understanding the evolving media terrain is crucial. Print and online media shifts require PR professionals to rethink strategies beyond traditional outlets. Here, we explore alternative approaches:

Podcasts: With 464.7 million podcast listeners and growing, podcasts offer a targeted way to share news. Position clients as industry thought leaders by collaborating with relevant podcasters. Shows like “The Travel Diaries” and “Women Who Travel” spotlight unique stories and insights.

Influencers: Leverage influencers’ built-in audiences across platforms like Instagram, TikTok, and X – formerly Twitter. These virtual storytellers can effectively convey brand messages and news. Major brands like Hilton and Tarte Cosmetics engage influencers to amplify their messaging creatively.

Broadcast: While national broadcast segments are sought after, local outlets can provide longer segments that deeply engage the target audience. Secure local coverage and consider pitching the same story to the network’s national syndicate for wider reach.

As media evolves, building relationships remains pivotal. Cultivate connections with journalists, podcasters, and influencers to ensure effective promotion. Stay agile, embracing new pathways in the ever-changing landscape of travel PR.

Interested in learning more? Connect with us at [email protected]

Michelle Abril is Vice President at Coyne PR, New Jersey, USA


Supplying to a large company? Start your ESG-work now! – Marja Keränen

As many as 82% of large Finnish companies say that they are under pressure to tighten or renew requirements related to their supply chain due to corporate responsibility commitments. More than 42% of large companies say that they have already replaced subcontractors or suppliers due to responsibility obligations.

These numbers come from a 2023 large-business survey made by the financial group OP in Finland. The survey reveals that companies increase their responsible operations because they want to fulfill their customers and investors’ expectations as well as strengthen their business and meet regulatory obligations.

Although not all obligations yet apply to small and medium-sized enterprises, it is time for them to start environmental social governance (ESG) work and keep it actively on display through proactive ESG communications. In this way they will protect their position in supply chains and their attractiveness as a network partner, as an investment target or in business mergers and acquisitions. They will also ensure their attractiveness as an employer, as more and more job seekers are paying attention to both ESG commitments and ESG action.

Where to start and what to communicate?

When is a company ready to be able to say that it is acting responsibly? And what should you communicate? You can communicate about small steps you are taking. You just need to make a commitment to communicating.

What do you need to follow?

At the very least, sector-specific legislation, regulations and guidelines. The most important thing is to study or get help in order to understand the most important issues concerning your own company and industry, and focus on them, to ensure that you do not miss opportunities because a competitor meets the customer’s responsibility expectations better.

Now is the time to start preparing because change takes time. It does not just happen by changing the wording. First you need an analysis and its implementation, which can extend to the properties of the products or material choices.

Interested in learning more? Connect with us at [email protected]

By Marja Keränen, Communications consultant, Medita Communication, Finland


How To Do AI Startup & Tech PR, Featuring AI Survey Insights – Sarah Babbitt and Leslie Clavin

To help artificial intelligence (AI) and generative AI (genAI) startups inform their PR efforts, we decided to uncover how the meteoric rise in AI news coverage translated to people’s views and understanding of AI. Through a consumer survey, we found there was a big awareness gap and clear opportunities in PR for AI startups and companies. It is a critical business moment as the AI hype cycle heats up, and AI startups should act fast.

Here are the immediate PR opportunities for AI startups that our survey of 1,000 employed U.S. adults, and experience guiding companies through past innovation waves, uncovered:

Corporate communications & storytelling

By creating a corporate storytelling engine — fueled by a pipeline of momentum news, thought leadership, newsjacking and greater purpose stories — and validation tactics (i.e., awards, analyst reports) AI startups can inch out ahead of competitors not yet embarking on PR.

Vertical education and demand

Our data showed people are eager to learn more and that press are interested in real-world use cases. Companies should consider their biggest industry opportunities and build out storylines and assets to demonstrate value and relevancy to each.

Trust building

Our survey showed a good amount of fear around AI, from privacy to job displacement. With industry regulation still in talks, the responsibility — and opportunity — lies with the AI companies themselves. Corporate/product PR and messaging needs to address and alleviate concerns (of buyers and end users).

Financial communications & IR

In our survey, of the 50% of respondents who invested in the stock market, 13% were already investing in AI company stocks. Another 43% were considering it. For AI companies whose goal is fundraising or IPO, or ones who are already publicly traded, investment-focused PR can help create buzz, specifically, in investor audiences.

As the market is still taking shape, now is the time for AI startups and companies to focus on corporate awareness and brand storytelling. It not only positions a company as the market leader, the social proof and exposure help manifest actual market leadership by gaining reach and consideration with would-be customers, talent and prospects ahead of the competition.

You can see the full article here.

Interested in learning more? Connect with us here

By Sarah Babbitt and Leslie Clavin, Vice presidents at SHIFT, Boston USA. a division of Padilla.


Reviving Real Connections: In-Person Events Reignite PR Engagement in the Digital Age – Brian Murphy

Virtual events have been essential for PR professionals, but the resurgence of in-person press gatherings is undeniable. Recent surveys indicate 55% of event professionals plan to have most of their events be in-person experiences, and 72% agree that in-person events are a crucial part of their marketing strategy.

In-person events provide an immersive experience that demands attention and builds a sense of community and brand identity. Product demos feel more real, and brand messages hit home when shared in a real-world setting.

Live events also grant media deeper interactions beyond scripted presentations, leading to richer stories.

Human interaction enhances experiential content, something you can’t get at virtual events. It also allows for the feel of an exclusive, authentic behind-the-scenes look at the brand.

For successful live press events, consider these key tips:

  • Plan with Purpose: Understand the event’s purpose – be it product introduction or brand exposure. Set measurable goals to guide planning.
  • Roll Out the Red Carpet: Partner with influencers or celebrities to amplify attention and generate buzz.
  • Engagement through Entertainment: Incorporate interactive experiences, custom touches, and unique giveaways to keep attendees engaged and excited.
  • Socialize Your Event: Leverage social media platforms to boost awareness. Create event-specific hashtags and use social photo booths for shareable moments.
  • Location Matters: Choose a spot aligning with your brand or adaptable for custom themes. The right location sets the stage for success.
  • Provide Transportation: Offer transportation to ensure attendees’ punctuality and control over the event’s flow.
  • Mark Their Calendars: Send calendar invites to confirmed media attendees via Google Calendar or Outlook to prevent scheduling conflicts.

With the return of in-person events, brands can build authentic connections. Crafting immersive experiences ensures lasting impact and distinguishes your brand. Happy planning!

Interested in learning more? Connect with us at [email protected]

Brian Murphy is Senior Vice President at Coyne PR, New Jersey, USA


Personalizing Marketing to Boost Brand LoyaltyMadeline Kline 

As the world continues to evolve, so do consumer behavior trends. Today’s consumers are more informed and empowered than ever before – thanks to the internet and social media. They have higher expectations and demand more from the brands they choose to do business with.

Because of this, there is a need to shift marketing efforts to focus on more personalized experiences, as consumers seek out products and services that cater to their individual needs and preferences. It’s no longer acceptable to cast a wide net and hope that some will bite. We recommend clients focus on using the data they have to create relevant content tailored to their unique audiences.

For example, you can create targeted emails with product/service recommendations based on the consumer’s purchases, browsing history, or previous engagement. You can also use social media to create personalized promotions and ads that are tailored to the consumer’s demographics, interests, and behavior.

These are just two ways we, as marketers, should leverage data and machine learning to create personalized experiences that resonate with consumers and drive engagement and loyalty.

Interested in learning more? Connect with us at [email protected]

Madeline Kline is Content Marketing Manager at True Digital, Cleveland, USA

See Emerging 2024 Trends in The Ever-Shifting Communications Landscape – Part 1 post

See Emerging 2024 Trends in The Ever-Shifting Communications Landscape – Part 2 post

If you would like to discuss your plans with a Worldcom expert in your country, please contact us here.



Emerging Trends in the communications landscape report cover

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