4. Feb 2024


Munich, 11 January 2024 – PR has never been so strategically important and its practical implementation has never been so difficult. Companies and the media industry are struggling with economic problems such as financing gaps, inflation and a weakening economy. And with the triumph of generative AI, completely new risks and opportunities are emerging. The Munich-based communications agency PR-COM has analysed the trends for 2024 and derived specific recommendations for action.

Media professionals are not to be envied: Now that digitalisation and, as a result, phenomena such as social media have shaken up the PR landscape, the next powerful innovation boost is just around the corner. In this situation, both the media and companies need to ask themselves: How do we deal with this? For both, 2024 will bring a profound change in the way PR is thought about, done and used. The media will have to face the sharper winds of digital challenges and their consequences. Companies will have to sharpen their positioning, their communication strategies and tactics, their value propositions and their approach to new technologies in PR. And for PR agencies, the rules of the game in their intermediary role will change as a consequence.

1. Media transformation: communication channels and formats have shifted dramatically. Although there are (still) publishers who earn money with print media, their half-life is limited. They compete with a flood of (seemingly) free content and often of dubious quality. Nevertheless, many media budgets are shifting to corresponding publishing platforms. Tight publishing budgets lead to lower editorial capacities and, as a result, inevitably to declining editorial quality. Publishers are therefore dependent on partnerships with companies and paid opportunities in order to maintain their editorial capacity and quality. Formats such as native advertising and content marketing are therefore playing an increasingly important role and should be planned and utilised accordingly in the communication mix of companies.

2. Management of communication channels: The growing popularity of cross-media strategies has led to a flood of communication channels that have often not yet found their way out of silos. However, the customer’s perspective must be the top priority in all cross-media activities: It would be fatal to confront them with different or even contradictory messages. The task is therefore to dovetail the different communication channels and platforms more closely and keep them congruent. The PR department can play a central role in this.

3. Value-based communication: Purpose-driven PR reflects the attitude of a society for which non-material values are becoming increasingly important. The value proposition cannot be limited to the well-known “cheaper-faster-more” scheme. Even the popular greenwashing will not win you a flower pot in the long term. Meaningless advertising slogans, marketing-heavy promises and empty texts have no place in PR work. Clear opinions, a strong stance, responsibility, openness and honesty are therefore all the more important in the normative canon of communication guidelines. Many players will find this difficult, but in future they will have to demonstrate credibility and communicate in an exciting way: “Do good and talk about it” in a new guise.

4. Technology transformation: No look at the year 2024 is complete without a reference to generative AI. It is the driver of a development whose course and consequences can only be guessed at best. One thing is clear: nothing and nobody can escape it. The example of the Kölner Express with virtual journalist Klara Indernach shows where the journey is heading. Until recently, text generators were wearily ridiculed, but they now play an important role in the creation of content and will soon be able to take on simple editorial tasks. Automation and data-based PR will experience a growth spurt and enable unbeatable cost advantages. However, this use of AI must be regulated in an instrumental and responsible manner. Companies and PR agencies therefore need appropriate tools and expertise as well as their own code of conduct.

„Die Kommunikationswelt wird in diesem Jahr von einer Dynamik geprägt sein, die die Veränderungsgeschwindigkeit früherer Jahre in den Schatten stellt“, erklärt Alain Blaes, Geschäftsführer bei PR-COM. „Tatenlos dabei zuzusehen, ist keine gute Idee. Wer zurückbleibt, hat schon verloren. Verantwortliche sollen und müssen daher die in der Transformation der PR-Landschaft liegenden Chancen aktiv ergreifen und kreativ nutzen.“

About PR-COM

PR-COM in Munich is an expert in PR, social media and communications and focuses on the high-tech and IT industry in the B2B environment. Unconditionally high quality is the top priority for all 45 colleagues. As a result, our consultants inspire their clients with the success they achieve month after month in the media and the trust that makes collaboration so valuable. Our 9-strong editorial team impresses with its many years of IT expertise coupled with journalistic skills. Because we find nothing more boring than conventional communication, we always go the extra mile and put our heart and soul into working on new strategies and ideas for our 45 customers. We know: Behind every strong agency is a strong team. That’s why we do everything we can to ensure that our employees feel comfortable and can develop further. For us, standing still is not an option. More at

Further Information

Anna-Marie Sommerfeld
Tel. +49-89-59997-753