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Understanding Today’s Media: Insights from Top Journalists

Join this panel with top journalists to explore findings from the 2024 State of the Media Report.

The 2024 State of the Media Report

Get actionable insight from 3,000+ journalists on what they truly want and need from PR teams.

New Year, New Ambitions: PR and Comms Leaders Share Their High-Priority Goals for 2024

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After a whirlwind of transformative years that catapulted PR and comms teams into the spotlight, the burning question is, what’s next? What are industry leaders prioritizing in 2024? We posed this question to comms leaders worldwide for the 2024 Cision and PRWeek Global Comms Report. Though the full report comes out later this month, we’re giving a sneak peek at some of the thought-provoking answers we received to the question, “What is your biggest goal for your team in 2024?” 

Highlighted here, these leaders’ key priorities provide a snapshot of what your PR and communications peers are focusing on – from forging stronger links to business objectives and cultivating partnerships with the right influencers to crafting meaningful content that truly resonates. 

Demonstrating Impact to the Brand and Bottom Line

Undoubtedly, showcasing the impact of PR and communication initiatives remains an enduring challenge for the industry. Communication leaders are proactively setting goals, such as "clearly defining—in better measured terms—the impact we're having on the success of the business" and "developing a reporting sophistication to better communicate agency value to our clients."  

What is your biggest goal for your team for 2024? Figuring out how to better showcase comms work and demonstrate that it is, indeed, influencing client, consumer and stakeholder behavior.

Successful reporting hinges on clear objectives. Establishing specific metrics (KPIs) that incorporate both qualitative (sentiment analysis, tone, context) and quantitative (website and social media analytics, media analytics) measures provide a more holistic assessment of success.

Use Your Resources: Robust media monitoring tools, such as our CisionOne platform, not only guarantee you won't miss mentions across channels, but also provide real-time analysis and reporting to effectively demonstrate your impact. From competitor intelligence and brand reputation management to trend identification and audience analysis, a sophisticated media monitoring platform can serve as one of your most indispensable allies. 

Content that Begins and Ends with Your Audience

Today's consumers are exceptionally discerning, demanding communications that are personalized, valuable, and authentic. Anything else risks eroding brand trust. To this end, leaders are zeroing in on "refining our audience metrics to inform content development" and "generating content that results in meaningful business outcomes."  

Biggest goal for 2024? Tap into more customer insights and data to shape our media and content strategies.

Use Your Resources: There's a concerted effort across the industry to leverage technology, including AI, more effectively. Over the past year, the value of generative AI for content creation has become apparent. Tools like ChatGBT can help your team personalize content based on audience demographics and personas, freeing up time for more strategic planning and content refinement. (For more advice on using AI, check out our recent article, or download our free guide to using generative AI in PR and comms.)  

Earning Your Earned Media Coverage

While earned media coverage remains a standard and vital PR objective, securing it is not without its challenges. Teams aspiring to gain "more earned media coverage for clients" or "engage with the right influencers" must prioritize meticulous research and relationship-building. Sharing data, industry trends, or experts from your brand can significantly improve the effectiveness and response rate of your media outreach. For insights on the current media landscape and advice from journalists, read our 2023 State of the Media Report

Biggest goal for 2024? Seamlessly working across paid and earned opportunities, especially in relation to trade media and micro/niche online influencers.

Use Your Resources: Authenticity is key for credibility and nurturing relationships with media partners. Ensure you’re reaching out to the right partners with the right message. A comprehensive media database simplifies the process of finding journalists and influencers who will effectively convey your story.

Long-Story Short

Success in 2024 requires us all to dig a little deeper - whether it’s more robust research on media partners, diligent audience engagement and messaging analysis, or systematic assessments to pinpoint the metrics that truly matter. 

Keep an eye out for the release of the Global Comms Report later this month. In the meantime, check out our top resources of the last year to set yourself up for success in the new one. 

To find out how Cision’s suite of solutions can help you meet your 2024 goals, speak with an expert.

About Amy O'Connell
About Amy O'Connell

Amy O'Connell is the Global Content and Experience Producer at Cision. She is a skilled marketing and communications professional with over 15 years of experience across various industries.