What’s New for Public Relations in 2023

Public Relations best practices and strategies are constantly changing and evolving to keep up with current marketplace trends or remain newsworthy in the modern news space. To keep up with these ever-changing platform strategies, it’s essential for our team to stay up to date with the latest trends and content to make our clients successful. For 2023, our public relations team has collaborated on the PR trends we’re looking at most closely this year. Let’s get started.

Increased In-Person Events & Media Opportunities

Throughout the Covid-19 pandemic, we saw the pivot and increased use of virtual and online promotions, events, and brand connections. This influx of online presence proved to be very fruitful for many brands and broaden reach outside of a local and direct audience. While maintaining an online presence is important, the decreased presence of Covid-19 has seen a huge increase for demand of in-person events, product launches, press conferences, and other media opportunities. With the increased demand for connection, brands and media outlets are pivoting to re-introducing in-person with potential customers and brand fans. To stay newsworthy in your brand’s space it’s imperative to pivot your 2023 strategy to both in-person and online event and media opportunities.

Influencer Marketing

The rise and impact of influencer marketing over the past 5 years has been at a steep and steady incline and doesn’t seem to be stopping anytime soon. It’s been shown that customers relish in being able to take the advice and recommendations from their favorite influencers and put their trust into someone reputable. However, finding the perfect influencers to represent your brand can be tricky. You will want to maximize your brand reach, while also staying authentic to both your own brand values and the influencers audience. Sourcing and creating real relationships between clients and the influencers will increase online reach and create stronger social proof.

Quality Over Quantity

Historically, it’s been the industry standard for PR professionals to mass pitch their clients and press releases to a wide variety of media outlets, both locally and nationally. While this mass pitching did allow for a wide reach for media pickups, with the pitches not being specifically targeted to target audiences, they had a lower rate of being successful without a direct tie to the brand. In 2023, your brand should be focused on tailoring who and when to pitch your releases to in order to get your message into the hands of those that align with your brand. By taking a more strategic approach, your brand’s messaging will get into the hands of the audience you’re looking to reach in a more efficient and cost-effective way.

Authentic Brand Positioning & Social Consciousness

If the past few years have taught us anything, it is that customers are yearning for connection and brand responsibility. It’s no longer enough to simply make a great product and market your business – your potential customers are now looking for your stance and opinion on social issues and consciousness in society to align with their values. Most importantly, it’s vital that the issues you champion for align with your brand ethos and make sense in your space, and ultimately are communicated properly. For 2023, it’s imperative to strategize your best positioning and communicate it out to your potential customer base, to gain a genuine connection to your brand.

Crisis Management with Social Media

Crisis management has been seen as a skill only needed for larger companies with a bigger societal pull, that are constantly being splashed on the main pages of different media outlets. However, with the rise of social media, word of error passes a lot quicker and with more eyeballs than ever before. This change allows more voices to enter the conversation and contribute on the pitfall. By having a crisis management strategy in place beforehand, and all the players of your brand aligned in messaging, it will allow your team to better strategize on the fly when a crisis comes up. Being able to assess and deliver a message before it has spun out of control on social media will be vital to maintaining a healthy brand relationship with your current brand fans and potential customers alike.

ChatGPT & AI Tools

ChatGPT leverages cutting-edge AI technology to deliver insightful responses for users. While the exact mechanism behind its content aggregation remains undisclosed, the Zozimus SEO Team’s evaluation indicates that ChatGPT draws from reputable institutions, organizations, and well-established brands.

This suggests that for your content to be included in ChatGPT’s responses, it is crucial to build brand recognition or ensure that your content is cited by authoritative figures.

In the current AI-powered search environment, Public Relations (PR) and earned media have become vital for CMOs to achieve business success. PR focuses on cultivating a favorable public image for your company or brand. By securing mentions on high-authority websites and boosting overall awareness of your offerings and identity, PR effectively expands your brand’s reach and visibility.

Our team at Zozimus is focused on keeping up with cutting edge trends on public relations as they happen and predict the direction of media opportunities. We are committed to creating impactful and engaging content for our public relations clients. Want to learn more about how to increase your reach through PR? Connect with us today.


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At Zozimus, it’s important to us that we achieve great results, while still maintaining authenticity and thorough strategy for your brand. Our team is committed to working hard to make your dreams come true, while not taking ourselves too seriously in the process. We’re ready to dive into your next campaign together.