PR Trends 2023

It’s been difficult to predict trends over the past few years, particularly for small music and live events businesses, but we’re rolling up our sleeves and giving it a go. We hope this offers a bit of guidance for you to navigate the year ahead.

1. Tik Tok or bust?

There has been - and continues to be - a lot of pressure to embrace social as part of your PR and brand presence. Whilst having a consistent presence in a social space is beneficial, juggling several at once whilst not doing any of them particularly well isn’t going to benefit you in the long run. Instead, choose one channel and spend time researching it well. Artists, in particular, are facing pressure to have a presence on the ‘social channel of the moment’ Tik Tok. Still, it’s only worth embracing if you enjoy creating content and posting regularly. Otherwise, it really won’t add much value to your PR campaign. Choose a strategy that works best for you.

2. What’s your purpose 

Gen-Z is steering some significant changes in how PR campaigns are being strategised. They want to know who you stand for, what you stand for and why. So if your media strategy includes this key demographic, ensure you are transparent and vocal about your values. Brands and individuals need to show dedication to diversity and inclusion, and make clear their positions on social issues such as climate change and equality.

3. Crisis Communications

We all know how tough it’s been since 2020, with events cancelled, businesses grinding to a halt, and artists unable to tour. It’s been a whirlwind. What it did teach us is that having Crisis Comms in mind when creating a PR plan can help ease a situation if it goes south. You might prepare a cancellation statement in advance and have a checklist of all the channels or people you’ll need to communicate this. Have a step-by-step guide of what crises could arise concerning your business or event and what your response/s would be. Put it away in a folder and only use it if needed.

4. Digital and influencer-led press

Digital-led press and ‘influencer’ or content-creator partnerships continue to dominate, with more traditional PR activity, such as print or broadcast campaigns becoming less in demand as the years go on. This all depends on where your audience is most active: if your community is primarily online, you’ll need to create a digital strategy that tells your story in various ways.

5. Working video into your PR strategy

Video content isn’t for everyone, but visuals are king when it comes to brand engagement and storytelling. Online publications and social channels have shown they benefit from creating video content for their audiences, and your following wants to see regular, engaging content. If you’re averse to putting yourself on screen, think of other ways to create visual content, such as showing off your products, skill sharing, behind-the-scenes content, gigs, interviewing members of your team etc.

Drop me a message if you’d like to discuss your PR strategy for 2023.