The key opportunity and challenge for the Public Relations and Communications is its response to what is happening in the world around us, for citizens, consumers, businesses as they tackle issues such as AI, media regulation, ethics and disinformation. Demonstrating the value of what PR and Communications contribute for brands and businesses will be vital to success in this.

Since early last year PRII has been developing resources to support its members understand AI and the implications it will have on the sector. While the conversation started around ChatGPT as more tools become available the ethical implications of using AI in PR have become more apparent. AI in communications is here to stay and we need to harness its power, use it ethically, and be aware of its potential to be misused and cause damage to public trust and corporate reputations.  

In the coming year, the focus will shift to not just understanding what is possible but integrating those tools and enabling their valid and transparent usage. This will mean PR professionals upskilling and developing their competencies and abilities. It is going to be much more related to how they integrate AI into their work.

The role and responsibilities of PR professionals continue to broaden and develop synergies with associated professions such as journalism, advertising, marketing, legal, financial, healthcare and commercial functions, as well as developing how platforms are used and audiences reached.  On a more micro level, the recently published Guidance on Influencer Advertising and Marketing by the Adverting Standards Authority of Ireland (ASAI) and the Competition and Consumer Protection Commission (CCPC) will enable PR practitioners work more effectively with social media influencers. Amplifying transparency, trust and reputation in all communications, and key for all audiences.

Related to this, issues of information and disinformation will very much be to the fore in 2024.

With elections at a local level in Ireland, at European level, and for President in the United States, as well as a possible general election in the UK (and who’s know maybe Ireland), news media will be very much taken up with the issues raised, campaign claims and counter claims and voter reactions.

Public affairs and lobbying will therefore continue to be an active area of PR practice as advisors ramp up their efforts to influence party manifestos and future public policy.

Issues such as war, climate change and sustainability, cost of living, housing and integration will dominate the election and communication landscape. With an acute focus on misinformation and trust as these agendas are aired on our broadcast media, written about in the press and debated over social media.

The key challenge for Public Relations and Communications is to be responsive, responsive to the opportunities presented by the likes of AI, ESG, evolving consumer communications and deepening citizen debates.