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Toggle primary navigation * For PR Pros * Overview * Media Database * Monitoring and Alerts * Pitching * Collaboration * Reporting and Measurement * For Journalists * Resources * Case Studies * Webinars * Guides and eBooks * Research * Muck Rack Academy * Muck Rack Daily * Blog * Rankings * Trends * Industry Events * Company * About * Press * Careers * Contact * Log In * Request Demo * Blog Home * For PR Pros * All Posts * Agencies * Brand Stories * Communications Strategy * Crisis Management * Measurement and Reporting * Media Relations * Professional Development * Social Media * State of the Industry * Tips and Tricks * Top Picks * For Journalists * All Posts * Professional Development * Q&As * Social Media * State of the Industry * Tips and Tricks * Company News * All Posts * About Muck Rack * Events * Product Updates PR PREDICTIONS FOR 2023: 10 INDUSTRY PROS WEIGH IN Share State of the Industry Share As part of our annual tradition, Muck Rack checked in with a panel of expert PR professionals to make predictions for 2023. A few interesting trends emerged: a renewed effort and more accountability around DEI, increased media relations with podcasters and YouTubers and a greater focus on owned media were top of mind for our panel of industry pros. 10 INDUSTRY PROS WEIGH IN ON 2023 PR PREDICTIONS Here’s what 10 PR professionals predict for the public relations industry as we head into 2023. VELEISA PATTON BURRELL, SENIOR VICE PRESIDENT, REPUTATION & TRUE MOSAIC, FLEISHMANHILLARD Despite economic uncertainty, healthcare communications will continue to have strong investment. Needs around health equity and addressing topics like care access, clinical trial diversity and inclusion, and addressing a growing population of people who are aging or living with disabilities will increase. Communicators will need to further their understanding and education around working with community organizations, advocates, and patients, and advise their clients on culturally informed strategies, including the right voice, channel or platform and working with trusted partners. AMBER MASCIORINI, SENIOR PR MANAGER, CHICEXECS My biggest prediction for the PR industry as we head into 2023 is that affiliate programs will continue to be at the forefront of a successful PR campaign. For product PR purposes, publishers are going to focus on highly-rated products that have a strong commission rate. If the editor is working on a "best camping blanket" roundup, they are going to choose one that is unique, highly reviewed, and available on Amazon, a major retailer or has a strong affiliate program. Print magazines are sadly discontinuing at a frequent rate, so publishers are needing to replace that ad revenue in a digital format. Affiliate programs make that possible. NEIL FOOTE, PRESIDENT AND FOUNDER OF FOOTE COMMUNICATIONS + PRESIDENT OF THE NATIONAL BLACK PUBLIC RELATIONS SOCIETY In 2023, we must reignite the George Floyd Moment. It was that horrific nine-minute knee-on-neck scene that led to a flurry of activity to rewrite America’s sordid past with race and social justice. Many companies issued statements and hired or promoted people to lead their diversity efforts. Over the past two years, the flurry of activity has begun to wane. The well-intentioned comments and initiatives have led to only minimal gains. Executives at many levels have expressed fatigue with diversity, equity and inclusion. The new year will require an intense, renewed effort of PR executives and all organizations advocating for DEI to push for not only greater accountability, but real, measurable and impactful actions: hiring, retaining and promoting diverse professionals. JOHN MCCARTNEY, PRINCIPAL, JMAC PR In 2023, we’ll see more pitching to podcasters and YouTubers. Demand for more video and audio content is only growing across industries. From 2021 to 2020 alone, podcast listenership rose by 17%. In 2023, PR professionals will take note—and podcasters and YouTubers will start seeing a lot more pitches in their inboxes. But the implications extend further than just more pitches. In the new year, PR teams will start to have dedicated team members focused on these emerging channels. As agencies adapt to the proliferation of digital content, in-house podcasting teams will become more common, and more executives will seek out guest spots on podcasts with authoritative content in their industry. By the same token, agencies will start to lean more heavily into social media and video channels. DR. FELICIA BLOW, APR, ASSOCIATE VICE PRESIDENT FOR DEVELOPMENT, HAMPTON UNIVERSITY AND NATIONAL CHAIR FOR PRSA The many dimensions of Diversity, Equity, Inclusion, Belonging, Justice, and Awareness will continue to receive more visibility and attention. Dimensions of diversity such as ability, economic status, education, age, and many other dimensions of diversity will become greater priorities for business and industry as the tightening of the workforce continues. Therefore, more effective and culturally sensitive communications as well as enhanced delivery methods will be required. Further, strategic counsel around more advanced “measurement” of internal engagement practices and external recruitment practices in the DEI space will be needed. Communicators are perfectly poised to meet this challenge. Global communications will take a front seat as “speed of communications” increases, and the proverbial “shrinking” of planet Earth occurs. This means that improved cultural competencies, greater communications awareness of global markets, and expansion of our communications teams to reflect these markets will happen within those forward-thinking companies who “lean in” to heightened consumer expectations. The power and value of strategic communications will become even more clear to CEOs and business leaders. Think about the many crises that are impacting us locally (K-12 education), regionally (transportation/healthcare), nationally (inflation) and internationally (global conflicts). It’s not marketing, advertising, legal, or other such disciplines that CEOs are routinely engaging. It’s their effective, competent, and multi-faceted PR pros and strategic communicators whom they are calling. Good communicators have greater in-depth understanding of those key constituent groups, i.e. employees, community stakeholders, political leaders, which drive opinion, engagement, and more. Communicators also have the power, capability, and capacity to positively influence outcomes through strategic communications. We own the seat we have aspired so many years to gain. FRANK STRONG, FOUNDER AND PRESIDENT, SWORD AND THE SCRIPT MEDIA, LLC PR finds owned media programs complement media relations efforts. The vast majority (90%) of communications professionals say comms work has changed at least some. This includes 50% who said it has changed significantly. That’s according to the 483 communicators that took the 5th Annual JOTW Strategic Communications Survey, which I co-produce with Ned Lundquist. How has it changed? Owned media is the top area of emphasis, according to the survey. Respondents said their organization is placing more or much more emphasis on owned media (60%), like blogs, newsletters and websites. Owned media is also the only area that landed a consensus majority. For example, shared media (44%) was next, followed by earned media (43%)—a traditional bailiwick of communications—and paid media (33%). When asked, “Why?” survey respondent answers varied widely with some describing growing difficulties around media relations. Indeed, I’ve lost track of how many times I had a pitch declined by a media outlet, turned it into a blog post, watched it take off, and wound up with a link or mention from that publication anyway. When done properly, which means running owned media like a media publication, it will complement your media relations efforts. The research suggests savvy PR professionals are headed in that direction in 2023. MELISSA VALENTINO, MANAGER, EXTERNAL COMMUNICATIONS - CONSTITUENT EXPERIENCE, THE LEUKEMIA & LYMPHOMA SOCIETY I predict an increase in storytelling versus traditional media relations tactics. Storytelling isn’t a new tactic but will become an essential one that all media and communications professionals must incorporate into their outreach plans. How people consume news and information is ever evolving and they no longer rely solely on traditional media outlets. And what they want to hear about is changing, too. In this socially-driven climate, using stories to communicate about a brand will effectively drive more audience engagement than a sole placement in a top-tier media outlet. We’ve seen through social media how sharing more personal stories helps establish brand relevance versus just awareness. Expect to see an increased use of storytelling in media relations. As professionals, we must rely more on storytelling to position our brands to be more relatable so we can connect with audiences in a more meaningful way. Working with influencers, customers, patients, or other constituents engaged with a company or organization to promote a brand will longer be “nice to have,” but a must. They are essentially providing “user reviews” for the brand experience. Storytelling is a more inviting way to engage with and welcome people into their “brand community,” rather than “talking at” our audience. It can also help with building trust, which according to a number of recent studies, is an on-going struggle for traditional national media outlets. MICHAEL SMART, CEO, MICHAELSMARTPR In 2023, the tightening economy and impatient journalists will cull the market of lazy or uninformed media pitching pros. Tightly targeted, highly relevant pitches will stand out and represent value to employers and job security to pros. MELISSA VELA-WILLIAMSON, M.A., APR, CDP, FOUNDER, MVW COMMUNICATIONS As PR professionals, our role as the conscience of, and counselors for our organizations will continue to increase in value. Public relations work can be a force multiplier when we use it for social good. The rise of misinformation and increasing impulsive behaviors by exhausted, unsettled people makes needing a wise PR adviser essential. The need for PR professionals to understand, embrace and intersect cultural strategy in our work is more important than ever. The communities we serve are more multiracial, multicultural, and values-driven. We should tailor our communication strategies and actions based on what today’s stakeholders actually want and need. PR pros who evolve their practice with guidance and diversity, equity and inclusion in mind will be the guiding lights through this time of rapid, dynamic change. GINI DIETRICH, FOUNDER AND AUTHOR, SPIN SUCKS Measure your PR efforts to the things that matter to the executives in the organization. There are all sorts of attribution models you can use—first touch, last touch, multi-touch—along with metrics galore. Don’t get overwhelmed by it all. Figure out what your execs really care about and measure your efforts to that. Brand awareness is great, and you should continue to do that work, but also build in the types of things that drive revenue, increase profitability, and build loyal customers. As luck would have it, I'm launching a media measurement course with Muck Rack soon. Help is on the way! We’d love to hear from you! Do you have any predictions for the industry in 2023? Let us know on Twitter. Kristen Dunleavy is the senior content marketing manager at Muck Rack, where she creates, distributes and oversees all things content for Muck Rack's audience of PR pros and journalists. Published on December 07, 2022 ABOUT THE AUTHOR Kristen Dunleavy Kristen Dunleavy is the Senior Content Marketing Manager at Muck Rack, where she creates, dist… Read more Want the latest blog stories delivered weekly to your inbox? RELATED POSTS Webinar recap: What you need to know about PR measurement in 2023 By Kristen Dunleavy Tracking, measuring and reporting the results of your media relations efforts is essential—but it’s not always an easy task for PR pros. 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