Global Alliance Launches 2024 Edition of PR & Communication Trends and Insights from Around the World Report 2024
The Global Alliance for Public Relations and Communication Management has unveiled the 2024 edition of the PR & Communication Trends and Insights from around the World report 2024. Prepared by Prof. Dalien René Benecke and Prof. Corné Meintjes from the University of Johannesburg, South Africa, this comprehensive report provides a global overview of the public relations profession, reflecting trends and challenges across diverse markets.
A Global Perspective
The report builds on prior editions from 2019 and 2022, incorporating insights from professional associations representing approximately 68,000 members worldwide. It features contributions from 21 countries across five continents, including Australia, Brazil, China, Germany, India, Kenya, the United States, and Vietnam, among others. This wide geographical scope ensures a nuanced understanding of PR practices, extending beyond traditional Western markets.
Key Insights and Demographics
The 2024 report delves into several core areas:
• Demographics: Analyzing ethnolinguistic diversity, gender (including non-binary representation), age, and educational qualifications of PR professionals.
• Work Environments: Exploring employment contexts such as agencies, corporate roles, and self-employment to identify trends across different markets.
• Industry Challenges and Growth Strategies: Addressing the evolution of PR work, shifting work patterns, and member associations' priorities for fostering industry growth.
Emerging Challenges and Opportunities
A significant portion of the report focuses on the threats and opportunities identified by respondents, categorized into external and internal factors:
• External Threats: Technological advancements, the prevalence of fake news, media landscape shifts, financial constraints, and political instability.
• Internal Threats: Issues such as mental health, entry barriers for aspiring practitioners, and retaining young talent.
• Opportunities: Upskilling for emerging technologies like AI, implementing industry regulations, emphasizing PR education, and strengthening the strategic role of PR in organizations.
A Forward-Looking Approach
This report extends beyond a snapshot of the current state of public relations, providing actionable insights for shaping the profession's future. By addressing technological, social, and regulatory shifts, the Global Alliance aims to equip PR professionals to navigate the evolving landscape with resilience and innovation.
View the launch of the R & Communication Trends and Insights from Around the World Report 2024 below: