Communication in 2024:
Where are we heading and are we ready for it?
Collection of expert articles on the future of the communications industry
About the Collection
In an era marked by volatility, the job of communications practitioners is becoming crucial, stepping up to the task to unite and inform an ever more divided world. That is why our mission at Ruepoint is to empower communicators and equip them to effectively navigate all these evolving challenges and opportunities.
This collection of insights from global leaders across the public relations and communications landscape offers a panoramic view of the road ahead. Each article encapsulates unique experiences, informed opinions, and forward-thinking strategies to help you anticipate challenges and leverage emerging opportunities.
These practical insights, born from years of experience and lessons learned, not only guide us through the complexities of 2024, but could also serve as a source of inspiration, empowerment, and unity for communicators worldwide as we all tackle this challenging year together. We invite you to absorb the shared wisdom, reflect on the stories told and use them to fuel your own communication endeavours.
Let these insights be your compass, guiding you through the intricate landscapes of the communications industry in 2024 and beyond.
The opinions and views expressed in this publication are those of the authors. Individual articles retain the copyright of their respective author.
Experts
0
Combined years of industry experience
0
+
Download the full collection!
Contributions
SEAL success in 2024 – Success through Evaluation, AI, and Listening
Jim Macnamara – Distinguished Professor of Public Communication, University of Technology Sydney (UTS)
There is never one perspective on an issue, one solution to a problem, or one way to succeed. So, this series will undoubtedly offer a range of valuable advice. But there are three things that stand out in terms of both opportunities and challenges that communication professionals in all fields need to embrace with increased commitment and effort.
Please write 500 words on the challenges and opportunities facing the communications industry in 2024.
Julian Boulding – Owner of Thenetworkone
Like me, and most people in our industry, you work to deadlines. So you’ve left it late. You need a shortcut. You reach for your iPad and make two lists: 1) Challenges. 2) Opportunities. Seven of each, naturally, because that’s the most interesting number.
Yes, I did that too. Here it is, below. Two lists. Even though when I was a teenager, I made it a rule never to read lists of anything. They are always boring. But they get you out of jail free, you can easily turn them into a ppt presentation and you can bet that the swots in the front row will photograph them, which is always a good feeling when you speak at conferences.
AI in focus, but it’s really PR’s legacy that will be 2024’s main opportunity and challenge
Ana Adi – Professor of Public Relations, Quadriga University of Applied Sciences
AI will remain a hot topic for 2024 for the communications world with generative AI stealing the spotlight. The rush to identify and implement AI solutions that will provide communicators with the much promised in-depth, real-time insight, customizable messaging, time and cost saving will continue. This however will require communicators to distinguish viable and workable solutions from buzz – that means knowing how to test and verify results (and not fall for the tech hype PR and all its promoted FOMO)…
Revolutions in PR, Evolutions in Mind Changing
Maxim Behar – CEO, M3 Communications Group, Inc. | President of the World Communication Forum Association (WCFA)
Couple of years ago at one the Davos Communications Forums, the title of my presentation was “PR Man Never Grows Old…”.
Today I would do the same presentation with absolutely the same wording.
Because the speed of change of our business – Public Relations – is even much faster than we could ever imagine. And we are simply not allowed to “grow old”, the speed of changes must keep us always reacting and learning fast. Every single day, every single minute even.
2024: How do we listen more?
Claire Gallagher – Communications & Press, Technological University of the Shannon (TUS) | Founder, Galocon Media
In a world of social media, blogs, vlogs, websites, streaming, podcasts: everyone is talking, everyone is airing an opinion, everyone is exercising a right to be heard – but is anyone really listening?
And even if you try really, really, hard to listen through the noise, what are you hearing in this world of algorithms and one subject podcasts, op-eds and AI – is it merely an echo chamber of your own thoughts?
Navigating Misinformation: A Framework of Understanding for Communications Teams and Media Monitoring Organizations
Ed Harrison – PhD Researcher, Bath University’s Applied Digital Behaviour Lab
As we approach a pivotal year with elections across over 40 countries, encompassing more than half the world’s population, there will be a lot of talk of mis- and disinformation. This comes as artificial intelligence has supercharged efforts to destabilize democracies, reduce trust in institutions, and negatively impact the health of the online information ecosystem.
One question that will be crucial for the communications industry is how misinformation affects its broader objectives and practices.
Opportunities and challenges facing the communications industry in 2024:
A public sector perspective
Jo Twamley – Communications & Engagement Manager at Medical Council Ireland
Through effective communications, organisations have the power to prove to stakeholders the value they bring to society – whether to enhance reputation, encourage belief in their business, or sell their services.
Fundamentally, providing and delivering a service to the public necessitates clear, approachable, and honest communication. Public sector communications professionals do not typically have large budgets at their disposal. Fortunately, many public bodies do have excellent data, research and publications generated in-house. The opportunity for communication and engagement with stakeholders is far-reaching – but you must be strategic, savvy, and willing to work to longer timelines.
How will the communications industry respond to the challenges of 2024?
Frank Condon – Development and Research Manager, Public Relations Institute of Ireland (PRII)
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.
Navigating Communications in 2024:
Team Ruepoint's Key Insights
Team Ruepoint – Raina Lazarova, Kevin Fagan, Jen McAndrew, Susan Ryan, Iskren Lilov, Alicia Bors & Marina Grudeva
In the volatile terrain of 2024, the communications industry is facing a mix of challenges and opportunities. With global elections, corporate shake-ups, and shifting priorities, the industry is navigating a complex landscape. This article brings 7 insights from Ruepoint team members, shedding light on the key factors influencing communications in 2024.
Keep up with the industry.
Subscribe to our Newsletter!
We know how difficult it is to keep up with PR & Comms. Trust Ruepoint to help you navigate the noise and deliver to you the latest trends and insights each month through the expert analysis of our team. Our monthly digest will also keep you updated on industry events, new initiatives and technological developments.